Singha plans to help the northernmost province of Chiang Rai become a jazz destination, aiming to increase local and international visitors during the high season.
Pongrat Luangthamrongcharoen, managing director of Singha Park Chiang Rai Co, and Chaiyapat Chaturongkul, global business development director of Boon Rawd Brewery Co, said the tourism business in Chiang Rai has been booming for several years now.
More than 3.21 million people travelled to the province last year. Of the total, 2.63 million were Thais and 578,433 were foreigners, mostly from China, the US, France, Japan and Laos.
Arrivals are expected to surge this month and early next year, thanks to colder temperatures and numerous tourist attractions.
The sector is driven and dominated by the Chinese market. Tourism expenditures in the province exceeded 23 billion baht last year.
"Low temperatures in the North during the cold season this year are expected to encourage many more tourists to flock to attractions in Chiang Rai," Mr Pongrat said.
In a bid to draw more visitors to the province, Boon Rawd Brewery and Singha Park Chiang Rai are organising the Thailand International Jazz Festival 2018 for Feb 2-3 at Singha Park Chiang Rai.
"The festival is expected to attract up to 20,000 jazz lovers from Thailand and abroad during the two-day event," Mr Pongrat said. "Meanwhile, the park itself should draw 200,000 visitors during the same period."
World famous jazz singers and popular Thais will perform at the event, including Joey Alexander, Jeremy Monteiro, Alemay Fernandes, Susan De Jong, Richard Jackson, Aya Takazawa, Mr Saxman, the Sound of Siam & Pui Duangpon, Infinity, Pathorn Srikaranonda de Sequeira and the Jazzminions.
Mr Chaiyapat said Chiang Rai is not only being targeted as a jazz city, but it can also offer visitors eco-tourism, local culture, sport, adventure and cross-border tourism with Myanmar and Laos.