The annual festival of Songkran usually signifies a dazzling week-long celebration — but this year’s death toll paints a picture that’s anything but.

While the Thai holiday is globally famous for being the “world’s largest water fight,” the reality on the ground is a horrific cycle of road accidents, drunk driving and reckless behavior.

In the first three days of Songkran this year, more than 191 deaths have been recorded with 951 accidents and 911 injuries.

Despite the government’s road safety campaign, enforcement of stricter drunk driving laws and increased police checkpoints, the carnage continues.

Marking the Thai New Year, the holiday triggers a mass exodus from major cities like Bangkok as millions travel to their home province to celebrate with family.

Fifty-one people died in road incidents on the first day of celebrations alone. Speeding was the leading cause of fatalities (just under 42 per cent), followed by drunk driving (27.4 per cent).

According to the Road Accident Victims Protection Company, an average of 38 road deaths per day occur throughout the calendar year, indicating a large increase over the Songkran festival.

Nicknamed the “seven dangerous days,” the death toll is also driven by “speeding and risky behaviors such as not wearing helmets.”

“The highest number of accidents occurred between 3:01pm and 6:00pm,” the Department of Disaster Prevention and Mitigation reported.

According to the World Health Organization, Thailand already ranks as the ninth most-deadly nation for road crashes among member countries.

The tragic irony is that the festival is organized to mark renewal and new beginnings.

Playful water fights continue to take over the streets of the nation as people join with family and friends to spiritually “cleanse” themselves.

The national holiday is expected to attract around 500,000 international visitors and 30.4 billion baht in revenue ($940 million).

As a part of stricter restrictions during the festival, seven French tourists were arrested over their disruptive Songkran water play, according to The Nation.

On April 12, the foreigners were allegedly blocking traffic and were charged with causing a public nuisance.