S2O Songkran Music Festival Expected to See Over 60% Thai Attendees

Recent reports suggest that more than 60% of the audience at this year’s S2O Songkran Music Festival will be Thai, marking the highest proportion of local attendees in many years. This shows a clear change in the festival’s audience profile.

Organisers say the shift is influenced by several factors, including the global economic situation, uncertainty around international travel, and a noticeable drop in the number of Chinese tourists this year.

In the past, Chinese visitors were one of the largest groups of international attendees at S2O. However, their numbers started to fall last year and have declined further this year. At the same time, interest from Thai music fans has grown, making local visitors the main audience group at the festival.

According to the organisers, the crowd profile at S2O often reflects the wider tourism situation in Thailand. When the number of international visitors decreases, the proportion of foreign festival-goers usually drops as well.

Even though demand from some international markets has slowed, visitors from other regions such as the Middle East, India, and several ASEAN countries are still expected to attend the festival.

This year’s changes show that even with global travel challenges, music festivals in Thailand continue to attract strong support from local audiences and remain a key part of the Songkran celebration.

To prevent ticket scams, organisers have partnered with Eventpop to create a verified secondary ticket marketplace. All ticket transfers must be done through the online system to reduce the risk of fraud.

The resale platform allows ticket prices to adjust based on demand, but with a price cap to prevent excessive mark-ups. In addition, a wristband verification point will be available at the event so attendees can check their tickets for free.

At the moment, three-day passes and VIP tickets have already sold out, and more than 70% of the total tickets released have been purchased.

Organisers also noted that the first quarter of 2026 has been economically challenging. Consumers are becoming more careful with spending, while many brands are reducing their marketing budgets.

At the same time, global tensions have increased travel costs and affected decisions for long-distance travellers, especially those coming from Europe.

Despite these challenges, entertainment continues to play an important role as a way for people to relax and escape daily stress. During Songkran, many people look for opportunities to enjoy themselves and take a break from economic pressure and global uncertainties.

Although more global music festival brands are entering Thailand, Woody and Pulin Milintachinda say that many international organisers focus on tourism destinations like Pattaya and Phuket to attract foreign visitors.

In contrast, S2O positions itself as a Thai-born festival brand, aiming to build strong festival standards in Thailand while sharing Thai festival culture with the world.

Today, the S2O brand has expanded to 8–9 countries worldwide, and another brand under the same umbrella, K2O, is expected to expand internationally in the future as well.

For those interested in attending S2O, tickets are available at:
https://www.s2ofestival.com/