The busiest people in Thailand for the past week have been the gift-wrappers at places like this Bangkok department store, which had to reassign many of their clerks to help with the wrapping. (Photo by Patipat Janthong)

Thais are expected to spend 57 billion baht to further bolster the rebounding economy during this New Year holiday, the government says.

Prime Minister Prayut Chan-o-cha expressed satisfaction with the surge in spending as the economy continues to pick up, according to government spokesman Sansern Kaewkamnerd. The figure comes from research conducted by the University of the Thai Chamber of Commerce on Dec 26. It shows expected consumption behaviour and patterns from just prior to Christmas Day until Jan 3.

The research found consumers will spend 132 billion baht, a 13-year record for this holiday period. Of that, 57 billion baht will be spent domestically and 37 billion on overseas trips. Public spending on shopping is expected to reach 16 billion baht, with 9 billion baht spent on parties and a further 7 billion baht on merit-making activities.

Lt Gen Sansern said more people have returned to their home provinces this New Year compared to one year earlier. Most prefer spending time with family members to other activities, the research found. Many buy fresh products at local markets to cook at home and spend lavishly on presents for friends and family at malls nationwide. He added many people visit temples over the New Year period to make merit with their relatives and pray for the fulfillment of their wishes.

Gen Prayut has also made known his concern over public safety, advising road users to take precautions and be vigilant during the celebrations. He also asked the public to comply with the law for the sake of their own safety.

Meanwhile, tourism has been picking up, even in southern region which has been marred by floods and unrest. Rafting is a fast-growing activity loved by tourists. In Phatthalung, until recently a sleepy town, many resorts now offer water rafting and other sports. Unlike in the past, most of the these hotels were overbooked this weekend.

Asala Khaokhaikaew, deputy manager of Nhanmoddaeng Rafting Resort in Pa Phayom district, said Sunday all 40 resorts in the district offering rafting activities are fully booked. In addition to the resorts in Pa Phayom district, other parts of the province were crowded with tourists.

Rising consumption is seen across various sectors. In Kalasin, the New Year holiday has seen a jump in sales of wild-grown food collected from the forests in Huai Mek district. Vendors at the Pa Sok Hin Kao market, one of the biggest retail centres for wild-grown food in the district, reported brisk sales.

In Phetchabun, about 12,000 people were due to spend New Year's Eve on Phu Thap Boek, a popular hilltop tourist attraction.

The Special Branch Bureau ordered a crackdown on drink drivers and car and motorcycle racers on public roads from 4pm until 8pm on New Year's Eve, the peak traffic period when most road accidents occur nationwide. Police said they are also taking tough action against motorists who use their mobile phones while driving or who do not fasten their seat belts.