Bangkok: EM District, in collaboration with the Tourism Authority of Thailand and private sector businesses in the Sukhumvit area, is organizing the ‘EXTRAVAGANZA SUKHUMVIT COUNTDOWN 2026’ event to welcome the new year. A fireworks display will illuminate the Sukhumvit area, encompassing Asoke-Phrom Phong-Thonglor, on December 31, 2025, aiming to elevate Sukhumvit into a world-class countdown landmark.
According to Thai News Agency, Ms. Suphalak Ampuch, Chairperson of The Mall Group Co., Ltd., Siam Paragon Retail, EM District, and leader of the private sector network in the Sukhumvit area, stated that the event reflects the collaboration of the private sector in driving the economy, particularly in Sukhumvit, a key commercial district in Bangkok. This area is home to shopping malls, hotels, restaurants, and entertainment venues, catering to tourists. The event is seen as a mechanism to stimulate spending and support Thailand’s international image.
The event is a collaborative effort of over 10 key businesses in the Sukhumvit area, including retail, hotels, and entertainment sectors. The highlight is the New Year’s Eve fireworks countdown from EM DISTRICT buildings and other significant locations. These elements are designed to create a ‘universal symbol of celebration’ for tourists and residents, reflecting Sukhumvit as a Global Lifestyle Destination.
This initiative builds on past achievements, such as the Chinese New Year celebration and the first PRIDE parade in Thailand. These activities demonstrate the collaboration between public and private sectors to create urban phenomena impacting the economy and tourism.
Beyond the fireworks, EM DISTRICT has prepared activities to celebrate Christmas and welcome the New Year during the last week of December. These include the WONDER OF CHRISTMAS event and the WONDER COUNTDOWN event, featuring performances from leading artists and DJs, creating a celebratory atmosphere to stimulate spending.
Ms. Suphalak concluded that Sukhumvit Road is an ‘economic ecosystem’ connecting businesses, tourism, and culture globally. The countdown event is an example of private sector collaboration to strategically drive Thailand’s tourism economy. It is a significant step in elevating Bangkok to a leading global tourist destination.
According to data from Sukhumvit Today, Sukhumvit is a popular tourist area in Bangkok, with growth in tourist numbers from 2018-2022. Despite the impact of COVID-19, the area received approximately 2.5 million tourists in 2022, projected to increase to 3 million by 2025. This reflects Sukhumvit’s attractiveness to international tourists and its role in Thailand’s tourism economic recovery.