The arrival of the Year of the Horse 2026 has been marked by a staggering surge in digital activity across Thailand, as True Corporation reports a massive 300% spike in mobile data usage at key countdown landmarks. This phenomenal growth was primarily centered around ICONSIAM, which solidified its status as a world-class destination through a high-profile collaboration with CNN for a global live broadcast. The atmosphere was further electrified by an exclusive performance from global icon Mark Tuan, whose presence drew unprecedented crowds of both local fans and international travelers to the scenic Chao Phraya Riverfront.
To facilitate this massive influx of digital demand, True Corporation deployed advanced network analytics and real-time monitoring to ensure seamless connectivity for millions. Mr. Khurrum Ashfaque, Chief Network Officer, emphasized that the company utilized precise Mobility Data to reinforce 5G and WiFi capacity at major venues nationwide. This proactive approach allowed visitors to share their New Year greetings, live streams, and high-definition videos without interruption, reflecting a significant leap in Thailand’s digital infrastructure capabilities.
Beyond the immediate excitement at the countdown sites, the broader New Year period showcased a robust recovery in Thailand’s tourism and mobility sectors. Mobility Data from the TrueMove H and dtac networks revealed strong trends in hometown returns and international arrivals, particularly during the final week of December 2025. This surge in activity not only highlights the vitality of the local economy but also underscores the essential role of telecommunications in connecting people during the nation’s most significant annual celebrations.
China and Austria Lead Global Influx as Tourism Momentum Surges
Thailand’s appeal as a premier global destination was vividly reflected in the diverse mix of international visitors documented on True’s networks. TrueMove H reported that China remained the top market for inbound travelers, followed by Malaysia, Russia, the United States, and India. Meanwhile, dtac data revealed a significant presence of European visitors, with Austria leading the rankings, followed by China, the United States, Russia, and Sweden.
These international visitors did not remain confined to the capital; mobility patterns show they fanned out across major provincial hubs, providing a much-needed boost to regional economies. Popular destinations like Phuket, Surat Thani, and Chiang Mai remained top choices for foreigners seeking Thailand’s signature blend of sun, sea, and culture. This geographical spread of tourists indicates a healthy distribution of tourism revenue, supporting local businesses far beyond the traditional Bangkok countdown venues.
Specifically, Surat Thani emerged as a “rising star” for international travelers on the TrueMove H network, recording a growth of approximately 80%. This growth was attributed to the province’s diverse attractions, including its world-famous islands and cultural heritage. On the dtac network, Satun saw a remarkable 115% growth in international visitors, driven by a growing interest in Koh Lipe and the province’s historic charm.
Facebook Reigns Supreme While Video Streaming Hits Record Highs
As the clock struck midnight, digital communication patterns shifted toward high-bandwidth applications, with Facebook maintaining its position as the number one app across both mobile and home internet. The peak usage hour for TrueMove H users and True Online home internet occurred between 21:00 and 22:00 on New Year’s Eve, as families and friends engaged in content streaming and video calls. Interestingly, dtac users reached their peak activity slightly earlier, between 20:00 and 21:00.
The demand for entertainment content was particularly evident through the TrueID application, which saw a usage increase of approximately 110% compared to normal periods. This highlights a growing trend among Thai consumers to consume digital media and live entertainment via mobile platforms while celebrating. Other dominant applications during the festivities included YouTube, LINE, TikTok, and Instagram, showcasing a heavy reliance on social media for visual storytelling and instant messaging.
True Online usage also mirrored this trend, with home internet activity being heavily driven by online gaming and high-definition video streaming. The top five apps for home internet users—Facebook, LINE, YouTube, TikTok, and Instagram—further prove that the New Year celebration has become a fully integrated digital experience. Whether at home or at a crowded countdown event, the Thai public stayed connected through a variety of platforms to share their joy.
Hometown Returns Drive Massive Growth in Provincial Data Traffic
The New Year period also served as a time for significant internal migration, as Thai residents returned to their provinces to celebrate with family. On the TrueMove H network, provinces in the Northeast such as Buriram, Sisaket, and Surin saw the highest volume of visitors. Surin, in particular, was the fastest-growing province for Thai travelers with a 30% increase, a trend partly influenced by temporary evacuations related to the border situation and extended holidays.
For dtac users, the top provinces for travel and hometown returns were Nakhon Ratchasima, Khon Kaen, and Ubon Ratchathani. Phetchabun stood out as the fastest-growing destination for this group, growing by 32%. This growth reflects the enduring popularity of mountain retreats and cool-climate destinations like Khao Kho and Phu Thap Boek, which offer a refreshing escape for those traveling from Bangkok.
The distribution of these mobility trends underscores the importance of regional network readiness. True Corporation’s ability to handle these surges in varied locations—from the mountainous North to the border provinces of the Northeast—demonstrates a sophisticated level of network planning. By ensuring that even the most remote areas had robust 4G and 5G coverage, the company enabled a seamless transition for millions of travelers moving across the country.
Happiness on Duty: True’s Commitment Beyond the Network
Behind the impressive statistics and data surges lies a dedicated team of professionals who worked around the clock to keep the nation connected. True Corporation highlighted these efforts through its “Happiness on Duty” initiative, inviting the public to see the behind-the-scenes work of the field operations teams. These teams were stationed at countdown venues and key network hubs 24 hours a day to provide immediate support and ensure signal stability.
In addition to technical excellence, True launched the “TRUE 5G UP – Signal UP, Happiness UP” campaign to share the festive spirit with its customers. This innovative campaign encouraged users to interact with the True app by “smiling to receive gifts,” using facial recognition technology to distribute surprise rewards. Running through January 10, 2026, the campaign aims to enhance the customer experience while promoting the upgraded capabilities of True’s “safer and faster” network.
Looking ahead, the Year of the Horse 2026 starts with a strong digital foundation. The data from this New Year period serves as a powerful indicator of Thailand’s digital maturity and the growing synergy between technology, tourism, and tradition. As True Corporation continues to elevate its network to global standards, the focus remains on delivering a superior digital experience that empowers everyone in Thailand to stay connected to what matters most.
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