The region of Isaan, also spelled as Isan, Esarn, or Issan, refers to the northeastern plateau of Thailand. It is known for its rich cultural heritage, ancient temples, and vibrant festivals. While Isaan is the largest region in Thailand, its tourism history is relatively modest compared to the well-trodden paths of Bangkok, Chiang Mai, and the southern beaches.
Historically, Isaan was off the main tourism track due to its perceived remoteness and a lack of promotion. However, this began to change in the late 20th century, as domestic and international travelers started to recognize the unique culture of the region, which is heavily influenced by Lao traditions.
The local government and tourism boards have gradually developed infrastructure and marketing campaigns, aimed at showcasing Isaan's rich cultural tapestry, historical landmarks such as the Khmer temples, and natural beauty. This effectively began to draw more attention to the area in the early 2000s.
Recent trends in Isaan tourism reflect a growing interest in immersive cultural experiences and eco-friendly travel. Visitors are seeking out authentic interactions with local communities and the chance to learn about the region's traditional customs and cuisine.
Eco-tourism is also on the rise, with initiatives promoting sustainability and conservation efforts. Tourists are becoming more interested in the region's national parks, such as Phu Kradueng and Khao Yai, which offer trekking, wildlife spotting, and beautiful landscapes.
Another emerging trend is the concept of Isaan gastronomy tours. Isaan's cuisine, famous for its bold flavors and street food, such as som tam (papaya salad) and grilled chicken, is a key focus for food enthusiasts.
With the digital age, social media and travel platforms have played a pivotal role in uncovering the hidden charms of Isaan. Young travelers are often drawn to less-visited destinations, aiming to discover and share new travel experiences.
Although the COVID-19 pandemic brought significant challenges to the tourism industry globally, Isaan has seen a resurgence in domestic tourism as locals explore more of their country, and it is expected that international tourism will gradually return to the area, bringing with it a renewed interest in this culturally rich, diverse region.
As tourism continues to evolve in Isaan, the region remains a compelling destination for those looking to step off the beaten path and experience the heart and soul of Thailand.