Maha Songkran World Water Festival 2024, Thailand's biggest annual traditional New Year celebration, will take place from April 11 to 15 in Bangkok, along the Ratchadamnoen Klang Avenue and at Sanam Luang.

The event is set to illustrate the rich culture and tradition of Thai soft power with spectacular Songkran parades and celebrations, according to a joint statement released Tuesday by The Ministry of Tourism and Sports, the Ministry of Culture, the Ministry of Interior, and the Tourism Authority of Thailand (TAT).

The Department of Cultural Promotion under the Ministry of Culture has appointed Miss Antonia Porsild, Miss Universe 2023 first runner-up, as Mahodhara Devi, the Nang Songkran goddess of 2024.

It is also launching a calendar of Songkran 2024 celebrations in different locations nationwide. In addition, it has composed Songkran songs in Thai, English, Chinese and French to enhance the awareness of the festival's cultural heritage.

Throughout five days, Sanam Luang in Bangkok will be the main location for the celebration. And the highlight will be the "Maha Songkran Parade" on April 11, starting from the Phan Fa Lilat Bridge and concluding at Sanam Luang, featuring 20 grand processions and more than 1,000 performers.

Leading the parade will be the processions of maha Songkran, followed by distinctive Songkran traditions of 16 provinces, such as Chiang Mai, Khon Kaen, Chon Buri, Samut Prakan and Nakhon Si Thammarat.

During the festival, there will also be displays and activities related to Thai soft power including Muay Thai Maha Songkran and Thai summer dishes.

Amazing splash activities will be at the water zone with a musical dancing fountain, water tunnel, gigantic wading pool and water station. Other activities include a drone show and a fair selling local products from across the country.

TAT expects the"Maha Songkran World Water Festival 2024" will inspire more travel and tourism activities during April 12 and 16, resulting in 24.42 billion bath ($683.9 million) in overall tourism revenue, an increase of 18 percent when compared to the same period in 2023.