Mall Group targets 20% rise in festive-season traffic

Business General Mall Group targets 20% rise in festive-season traffic PUBLISHED : 7 Nov 2026 at 06:05 NEWSPAPER SECTION: Business WRITER: Kuakul Mornkum Listen Small Medium Large Share Facebook Reddit Copy Link The Mall Group Co Ltd has allocated 600 million baht for its year-end campaign, including New Year countdown celebrations, hoping to record a 20% increase in tourist numbers, driven by domestic travel. Voralak Tulaphorn, chief marketing officer at The Mall Group, views the year-end mall sector as vibrant, similar to last year. This momentum is driven by both the government and the private sector organising events that encourage people to go out and socialise with friends and family, she noted. Given the global environment, Ms Voralak said some Thai consumers may opt for domestic travel, which could boost foot traffic at shopping centres. Thais who typically travel abroad may shift to shorter overseas trips, allowing more time for visits to domestic malls, she said. While spending per person during this festive season may be weaker than in previous years, Ms Voralak said she expects strong visitor numbers. Although the Tourism and Sports Ministry reported a 4.6% dip in foreign arrivals for the first 10 months of 2026, she said she remains confident that foreign foot traffic to malls will remain robust. At the company's urban locations in Bangkok, foreign customers account for around half of total daily foot traffic. The Mall is investing 600 million baht in its year-end campaign, which includes festive activities, events and New Year countdown celebrations. "The Great Happy New Year 2027" campaign runs from Nov 6 to Jan 10, 2027, focusing on festive experiences, entertainment, gifting and shopping promotions. This year the company is focused on character marketing, featuring the British characters Mr. Men and Little Miss. At The Mall Lifestore Bangkapi in Bangkok, customers can enjoy immersive, multi-sensory experiences, including decorative lighting and interactive activities featuring Mr. Men and Little Miss. Throughout December, concerts by renowned artists and bands such as Slot Machine, Tilly Birds and Taitosmith are scheduled at The Mall Lifestore locations in Bangkapi, Bangkae and Tha Phra. Through these activities and events, the company aims to increase foot traffic by 20% compared with average levels. Families and groups of friends comprise the core customer base during the year-end holidays, said Ms Voralak. KEYWORDS The mall group Bangkok shopping malls Retail industry thailand Festive season marketing The mall lifestore Bangkok tourism Year-end shopping promotions COMMENT