Northeastern Thailand, or Isan, is home to a third of the country’s population (21.6 million out of 66.0 million), yet it accounts for only one-tenth of the national GDP (1.8 trillion THB out of 18 trillion THB). This results in an average per capita income of 99,271 THB per year, which is three times lower than the national average (256,345 THB per year).
However, while these statistics highlight challenges, they also conceal immense potential and emerging opportunities. A delegation from True Corporation PCL., led by Khun Sigve Brekke, Group CEO, engaged in a discussion with key stakeholders from both public and private sectors. The meeting, titled “Unlocking Isan’s Power: Economic and Social Opportunities in the Digital Age,” was held with representatives from the Bank of Thailand’s Northeastern Office, the Khon Kaen City Mayor, the Board of Investment (BOI) Region 3, the Creative Economy Agency (CEA) Khon Kaen, presidents of the Khon Kaen and Northeastern Chambers of Commerce, and Khon Kaen City Development (KKTT).
Khun Sigve Brekke, Group CEO of True Corporation, stated, “True understands the potential, strengths, and opportunities of Isan. We recognize the commitment to urban development under the ‘Khon Kaen Model,’ particularly in creating a smart city and driving an innovation-based economy. True can support the integration of technology to build a comprehensive smart city ecosystem, focusing on solving problems and sustainably improving the quality of life for the people of Khon Kaen. We also aim to be a strategic partner for SMEs and family businesses, helping local enterprises grow and compete in the digital age.”
Key Strengths and Opportunities in Isan
1. The “Kitchen of Thailand”: Agriculture Poised for the AI Era
Isan accounts for 45.3% of Thailand’s total agricultural land and is a vital source for economic crops such as jasmine rice (81%), cassava (56.7%), and sugarcane (50.1%). However, only 12% of this area is irrigated, creating a clear opportunity for technology to boost efficiency. The implementation of AI and IoT for crop planning, water management, and connecting farmers directly to markets can significantly increase yield and income.
2. A Healthcare Hub: Health Tourism and Medical Services
Isan produces the most medical graduates in the country, with several top medical schools and a growing number of leading private hospitals. This has transformed the region into a key medical hub, particularly for Wellness Tourism. The number of visitors from CLMV countries has increased by 15% over the last five years, and Isan is becoming a popular long-term destination for foreign seniors.
3. Three-Dimensional Tourism: Sports, Wellness, and Creativity
Isan offers more than just culture and traditions; it is an emerging tourism destination with:
- Sports Tourism: The region hosts world-class sports facilities, such as those in Nakhon Ratchasima, which have been selected to host international competitions.
- Wellness Tourism: The area’s favorable climate and clean air make it ideal for wellness activities.
- Creative Tourism: Its unique local identity, wisdom, and vibrant festivals like Phi Ta Khon and the Candle Festival continue to attract a growing number of tourists. The proportion of foreign tourist spending in Isan rose from 5% in 2019 to 9% in 2024.
Driving Force of Collaboration: The ‘Khon Kaen Model’
A key factor behind Isan’s rapid development is “collaboration.” A prime example is the Khon Kaen Think Tank (KKTT), a group of businesspeople who have funded and implemented urban development projects, such as the city bus system and the successful initiative to have Khon Kaen recognized as a UNESCO Learning City. The “Khon Kaen Model”—a collaboration between the public sector, private sector, and academia—proves that sustainable development stems from the proactive efforts of local people who want to see their hometowns thrive.
Isan: Not Just a ‘Backyard’ but a ‘New Gateway’
Isan is no longer just an agricultural region with a low GDP. It is a region with high potential for exponential growth, powered by technology, innovation, and collaboration.
Unlocking Isan’s Power: Economic and Social Opportunities in the Digital Age
True Corporation PCL., led by Group CEO Khun Sigve Brekke, along with Khun Manat Manavutiveth, Chief Customer Experience and Retail Officer, Khun Ekaraj Panjavinin, Chief Digital Officer, and Dr. Teeradet Dumrongbhalasitr, Chief Business Officer, led a team of executives in an in-depth discussion with public and private sector leaders in the Northeast.
The meeting was held with a delegation from northeastern public and private agencies, including Khun Saksee Phonsantikul, Director of the Creative Economy Agency (CEA), Khon Kaen Khun Prasit Tongtangthai, Mayor of Khon Kaen Municipality, khun Juckrit Siripanich, Chairman of the Khon Kaen Chamber of Commerce Khun Vannipa Pipupchaiyasit, Director of the Board of Investment (BOI) Region 3 khun Punyawich Sessomboon, Assistant Director of the Bank of Thailand’s Northeastern Office Khun Somchart Pongkapanakrai, Chairman of Northeastern Region Chamber of Commerce khun Channarong Buristrakul, Chairman of Central Northeastern Region Chamber of Commerce khun Kungwan Laovirojjanakul, Managing Director and Co-founder of Khon Kaen City Development (KKTT) Associate Professor.Rawee Hanpachern Ph.D. Assoc. Prof. Dr. Rawee Harnphaichern, Senior Advisor and CO-Founder Khon Kaen City Development (KKTT) Co., Ltd.