The Loy Krathong festival organised at seven major venues nationwide is expected to draw more than 660,000 visitors and generate tourism revenue of at least 650 million baht.
Boys swim to find money in 'krathong'. Festival-goers traditionally put coins in the floating baskets for good fortune. THANARAK KHUNTON
Loy Krathong is an annual celebration on the full-moon night of the 12th Thai lunar month. This year the holiday falls on Nov 6.
Vilaiwan Twichasri, deputy governor for tourism products and business at the Tourism Authority of Thailand, said the TAT expected tourism revenue and tourist numbers to rise by at least 10% during Loy Krathong this year amid a more stable political environment.
The seven locations organised by the TAT are Nakapirom Park (Bangkok), Sukhothai, Chiang Mai, Tak, Ayutthaya, Samut Songkhram and Ratchaburi.
There will be further private events to celebrate the day such as River Festival 2014 in Bangkok.
The TAT is counting on Loy Krathong to boost tourism in the fourth quarter after a slump since early this year.
The Tourism and Sports Ministry aims for full-year tourism revenue of 1.85 trillion baht, down from its previous projection of 2 trillion.
In the first nine months of this year, international tourist arrivals in Thailand fell by 10% to 17.6 million visitors as tourism revenue slid 7.6% to 807 billion baht.
Ms Vilaiwan said River Festival 2014 would attract domestic and international travellers from Asiatique the Riverfront and hotels along the Chao Phraya River.
Thai Beverage Plc has teamed up with the Culture Ministry, the TAT and private operators to organise River Festival 2014, which runs from Nov 1-6.
The goal is for the event to become a fixture on Thailand's tourism calendar.
The six locations for the River Festival are Asiatique, Wat Phra Chetuphon Wimon Mangkhlaram, Wat Arun Ratchawararam, Wat Prayurawongsawat, Wat Kalayanamitr Waramahaviharn and the Yodpiman Flower Market.
A free shuttle boat service will ply two routes: one serving Yodpiman pier, Tha Thien pier, Wat Arun pier, Wat Kalaya pier and Wat Prayoon pier, with the other route running between Asiatique pier and Yodpiman pier.
The festival will feature many activities such as floating baskets (krathong) and performances by the river.