Thailand is a popular tourist destination, known for its diversified natural beauty and traditional culture. Photo: Courtesy of the Tourism Authority of Thailand

While Krabi Island and Phuket have long been popular destinations for travelers, they're taking backseat in the new "Discover Thai-ness" campaign from the Tourism Authority of Thailand (TAT) to make room for 12 hidden gems. The following provinces embody the spirit of Thailand's rich culture, while offering tourists pristine, deserted beaches, lush tropical jungles, and more.

Northern Thailand:

Lampang Province: Tourists can meet King Bhumibol Adulyadej's white elephants at the Thai Elephant Conservation Center and enjoy horse-drawn carriages, relaxing riverside bars and restaurants, a number of spectacular Buddhist temples, and a friendly, laid-back local population.

Phetchabun Province: A province of rich history and fertile soil, Phetchabun boasts forested mountains and waterfall-laden rivers which create a climate that is cool and pleasurable nearly year-round.

Nan Province: Quiet and tranquil, Nan was once an independent kingdom and is now a refuge for travelers who wish to explore the natural beauty of northern Thailand and its rich, cultural heritage.

Central Thailand:

Samut Songkhram Province: Samut Songkhram, located just southwest of Bangkok along the Gulf of Thailand, is known for its vegetation and seafood. Attractions include temples, a Siamese cat house, and the Ban Phaya So (Thai fiddle factory).

Ratchaburi Province: Ratchaburi is a province of natural beauty, thanks to its lowlands to the east and the Tanaosi Mountain Range to the west, providing a natural border with Myanmar. Ratchaburi's premier attraction is the Damnoen Saduak Floating Market, and tours are easily accessible via Bangkok.

Northeastern Thailand:

Loei Province: Sharing a Mekong River border with Laos, Loei is an up-and-coming ecotourism region perfect for lovers of the outdoors. It's surrounded by mountain ranges with abundant vegetation and capped with fog enshrouded summits, the most majestic being Phu Kradueng, Phu Luang and Phu Ruea.

Buriram Province: Buriram, which literally means "city of happiness" or "peaceful city," is the location of a number of archaeological discoveries of pre-historic human habitation, as well as ancient ruins from the Dvaravati period (6th-11th centuries). The most important site includes more than 60 sandstone sanctuaries. Tourists can also view sandstone sanctuaries built during the Khmer Empire, now known as Cambodia, including Phanom Rung, easily Thailand's most stunning Khmer monument.

Eastern Thailand:

Chantaburi Province: Chantaburi's name means "Moon City" and it is famous for its plentiful tropical fruit and gem mining. Quiet fishing villages and peaceful beaches are not far from town, making Chantaburi the ultimate getaway.

Trat Province: Trat is Thailand's eastern-most province, bordering Cambodia along the Khao Banthat mountain range. The city of Trat serves as a launch point for visitors to the province's 52 large and small islands, including Koh Chang, home to Mu Koh Chang Marine National Park. Its long, white, sandy beaches have made Koh Chang one of Thailand's top getaway island destinations. Neighboring islands feature unspoiled coral reefs, while Trat's mainland offers delightful scenery and a number of natural attractions for lovers of the outdoors.

Southern Thailand:

Trang Province: A magnificent coastal province with a long, beautiful shoreline that stretches 199 kilometers along the Andaman Sea, Trang has geographical advantages similar to that of Krabi and Phang Nga, including breathtaking islands and beaches along the coast as well as awe-inspiring inland limestone mountains.

Chumphon Province: With 200 kilometers of coastline, Chumphon features many beautiful and deserted beaches as well as some of the best diving and snorkeling in the Gulf of Thailand. Visitors can also enjoy facilities for yachting and paragliding.

Nakhon Si Thammarat Province: Nakhon Si Thammarat is the second largest province in southern Thailand, with a long history. Additionally, it's home to large stretches of undeveloped beaches and two national parks located within jungles boasting lush vegetation, beautiful waterfalls, and exotic wildlife.

The information above is provided by the Tourism Authority of Thailand and the Royal Thai Embassy in Beijing.