When considering global holiday hotspots, Thailand stands out as a top destination. Reports indicate that it has already welcomed around 26 million international visitors this year, with 2025 poised to be even more bustling. This Southeast Asian gem is renowned for its picturesque beaches, delectable cuisine, pulsating nightlife, and sacred temples. However, it's also notorious for its crowds. Over time, Thai authorities have attempted to mitigate the impact on its natural wonders by periodically shutting down popular national parks to allow for recovery.

Maya Bay serves as a prime example—closed to tourists in 2018 due to the pressures of overtourism, it underwent an extensive rehabilitation and reopened in 2022. "The area was overwhelmed... that was the epitome of overtourism, affecting water quality and the beach's integrity," recalls Gary Bowerman, a tourism analyst at Check-in Asia, a travel trend research firm. "The environment suffered, litter was rampant, presenting a myriad of issues.

The Thai government saw closure as the only viable solution, using it as a case study to demonstrate the consequences of tourist misbehavior or overcrowding, and the ability to control access." Maya Bay's reopening came with stringent restrictions and continues to observe seasonal closures to alleviate ecological strain—this year, it was inaccessible from August 1 to September 30.

This approach highlights the challenges Thailand faces. Tourism is crucial to the nation's economy, generating roughly $38 billion (1.31 trillion baht) last year, significantly contributing to its GDP. While the Thai government doesn't wish to deter tourists, it has been implementing various strategies to steer visitors towards less frequented locales, alleviating congestion in traditional hotspots like Phuket, Chiang Mai, and Koh Samui. "Thailand's travel sector has a significant opportunity to capitalize on a stronger emphasis on sustainable tourism practices," notes Olivier Ponti, director of intelligence and marketing at travel data firm Forward Keys. "

This shift is not only about reducing environmental impact but also about fostering economic stability and enhancing local community welfare. By encouraging visits to less crowded areas and employing digital tools to manage access to popular destinations, Thailand can more effectively manage overtourism and protect its natural assets." Ponti specifically highlights Nan and Lampang for their unique cultural draws, appealing to those seeking a deeper exploration of Thailand's heritage.

"From our data, international tourist visits to Lampang surged by 102% in the first half of 2024 compared to the same period the previous year," he observes. "This suggests a growing interest in these hidden treasures, likely driven by a desire for more authentic and less congested experiences." Curious about these lesser-known gems? Here are several options to consider as Thailand enters its peak season.

Nestled in northern Thailand, a short drive from Chiang Mai, Chiang Dao offers a serene escape for those craving breathtaking vistas and a dash of adventure. It boasts the nation's third-highest peak, thermal springs, and local markets brimming with regional wares such as hill tribe textiles and bamboo crafts. The quaint town of Chiang Dao itself provides an authentic, local Thai experience. The region is a trekking paradise, with tour operators offering multi-day expeditions into the surrounding mountains. The area's most celebrated attraction is the Chiang Dao Cave complex (Tham Chiang Dao), a network of numerous caverns, some adorned with Buddha statues and illuminated for visitors.

On Thailand's southeastern coast in Nakhon Si Thammarat province, Khanom is perfect for those seeking a laid-back, unspoiled holiday replete with pristine beaches, charming fishing villages, and spectacular vistas. Visitors to Khanom are likely to encounter pink dolphin statues—a nod to the area's key attraction of dolphin spotting, with boat tours available for closer encounters with these marine mammals.

While in Khanom, it's worth sampling khao yam, a regional specialty. This flavorful dish features rice as its base, complemented by a medley of herbs, vegetables, fish sauce, dried shrimp, coconut, fresh lime juice, and chilies. An added benefit: Khanom's proximity to the ferry port at Don Sak, which serves the popular islands of Koh Phangan and Koh Samui, makes it a convenient detour for travelers en route to or from these islands.

Koh Kood, also known as Koh Kut, is an island in Thailand's eastern region near the Cambodian border and is highly regarded by those in the know as a "must-visit" destination. For travelers seeking stunning beaches—Klong Chao Beach and Bang Bao Beach are standouts—snorkeling adventures, hiking, waterfalls, and a relaxed atmosphere, this destination should be on their radar.

Access to this idyllic paradise with clear waters and soft white sands requires a ferry or speedboat from Laem Sok Pier on the mainland, in Trat province, unless staying at the luxury resort Soneva Kiri, which offers direct flights from Bangkok. Most resorts on the island have limited capacity, so advance booking is essential, particularly during peak season.

Nan, another destination favored by Thai tourists and relatively unknown to foreign visitors, is worth a visit for two or three nights. This tranquil town in the province of the same name offers outdoor adventures, striking temples, and a diverse range of accommodations and cuisine, including khao kan chin—a fragrant and savory northern Thai dish combining rice with minced pork, pork blood, and spices.

Doi Phu Kha, a national park featuring caves, waterfalls, mountain vistas, and forests, is among the province's highlights, making it an ideal destination for hikers and adventure seekers. In terms of temples, Wat Phumin is Nan's most renowned, dating back over 400 years and featuring a unique mural that took more than two decades to complete, with its most famous scene depicting a flirtatious Thai couple. For those seeking hilltop temples, Wat Phra That Khao Noi is a must-visit. This 15th-century religious site showcases a golden walking Buddha statue at the center of its terrace. For the ultimate experience, arrive at sunset to enjoy the panoramic views of the town and its environs.

The city of Lampang, capital of Lampang province, is a 90-minute drive from downtown Chiang Mai in northern Thailand and merits at least a two-night stay. While wandering along Thalart Gao Road, tourists can admire historical buildings, including Ban Sao Nak, a Lanna-style teak wood house built in 1895, known for its 116 pillars. Visitors can also stroll through the city center on the south side of the Wang River and along Sri-Kird Road to encounter street art celebrating the city's culture. In the 1950s, entrepreneurs in this district established several kitchenware factories that produced rice bowls adorned with rooster designs—a symbol of good fortune and diligence.

Today, tourists can still savor piping hot bowls of noodles served in Lampang's iconic rooster bowls, available throughout Thailand. Meanwhile, Wat Phra That Lampang Luang is a must-see for those intrigued by distinctive architecture and religious sites. This ancient Buddhist temple, dating to 1476, is one of the oldest standing wooden structures in Thailand. Tourists eager to explore more religious sites can also visit temples Wat Si Rongmuang, Wat Chiang Rai, Wat Kaew Don Tao Suchadaram, Wat Pong Sanuk Nua, and Baan Sao Nak, where they'll encounter glittering gemstones, striking golden details, shrines, dragon motifs, and white elephant statues. For a truly unique experience, the mountaintop pagodas of Wat Chaloem Phra Kiet, located in Chae Hom district an hour from downtown Lampang, are well worth the journey.