The article highlights the opening of the eastern fruit season in Thailand, with a focus on durian, and the efforts to enhance the agricultural sector and integrate agricultural tourism. The Ministry of Agriculture and Cooperatives is encouraging farmers to maintain quality standards and integrate tourism to boost income. Despite a decrease in production for most fruit trees, durian saw an increase in productivity in 2023, with an expected production of 756,465 tons, making it the most abundant fruit in the market in April.