Shoppers in Thailand could later this year earn extra discounts if they shop in Thai national costume.

The Tourism Authority of Thailand is planning a promotion to reward both Thais and tourists who dress Thai with discounts of up to 80 per cent.

It believes the novel promotion will not only encourage shopping and raise awareness of the mid-year Amazing Thailand Grand Sale , but help broaden recognition and appreciation of traditional Thai clothing.

TAT says the plan is to boost awareness of “Thainess”.

Sugree Sithivanich, TAT’s deputy governor for marketing communications, said the authority still expects tourism growth during the traditional mid-year low season .

It plans to work with large shopping malls across the nation in a campaign to create awareness of this year’s tourism marketing theme: “2015 Discover Thainess”.

He said the campaign would be implemented during the Amazing Thailand Grand Sale which runs from June to September.