"We call the Songkran festival an innovative event driven by cross-culture and consumer lifestyles," said Kriengkrai Karnchanapokin, co-chief executive of Index Creative Village Plc, Thailand's largest event organiser.
Songkran has become international, with a wide range of tourists from around the globe celebrating the Thai New Year.
The changing behaviour of Thais, particularly the younger generation who go to bed late and wake up late, is making the water-splashing revelry last much longer.
Events have also changed from conventional to being more lively and creative.
Mr Kriengkrai said event organisers had to be creative hosts with a clear theme to draw the crowds. They cannot be just suppliers as they were in the past.
Many organisers are this year charging entrance fees for Songkran events held to draw people with common interests. They feared that free events would attract too many people.
Several water-splashing events focus on specific groups. For instance, Pepsi S2O, a four-day wet dance party at Royal City Avenue in Bangkok, targets electronic dance music (EDM) lovers, while the 2015 K-EDM in Songkran Festival at MotorSports Land, near Chatuchak market, is a two-day event featuring South Korea's most renowned disc jockeys
G Circuit Songkran features several parties in Bangkok for thousands of gay people from all over Asia.
Mr Kriengkrai said brands should think about new communications strategies. They should move from advertising to adopt so-called hybrid marketing that seeks to provide a consistent business identity across traditional channels mixed with events to drive sales immediately.
Major venues in Bangkok holding Songkran events include CentralWorld, MBK Center, Asiatique, The Circle Ratchaphruek, Siam Park City, The Promenade and W Bangkok.
Mr Kriengkrai said Songkran events would earn about 5 billion baht this year because the festival was expanding nationwide to small provinces.
The value of the festival would increase if the government promoted Thai New Year as a regional event, he said. Bangkok Post