Thailand’s Tourism Evolution: A New Era of Value Over Volume

A Strategic Shift Towards High Value Travel

Thailand is entering a transformative phase in its tourism journey, with a renewed focus on quality over quantity. Announced by Prime Minister Anutin Charnvirakul, the country’s new tourism strategy signals a decisive move away from mass tourism towards a more refined, sustainable, and high-value visitor economy.

Unveiled in Parliament on 9 April 2026, this forward-thinking policy aims to position Thailand as a leading global destination that prioritises meaningful travel experiences, cultural authenticity, and long-term growth. The approach reflects a broader ambition to enhance competitiveness while preserving the nation’s rich heritage and natural beauty.

Integrating Culture with Tourism Growth

A key pillar of Thailand’s new strategy is the closer integration of tourism with cultural policy. Plans to align tourism under the Ministry of Culture highlight a commitment to what is being described as cultural diplomacy.

This approach will elevate Thailand’s global identity by showcasing its traditions, arts, cuisine, and heritage in more immersive ways. From ancient temples and traditional festivals to contemporary creative industries, culture will play a central role in shaping visitor experiences and extending economic benefits to local communities.

Building a 365 Day Destination

Thailand is aiming to become a true year-round destination, offering diverse experiences across all seasons. By promoting wellness retreats, cultural journeys, and sustainable tourism initiatives, the country is encouraging travellers to explore beyond peak periods and discover new regions.

Destinations such as Bangkok, Chiang Mai, and Phuket will continue to attract global visitors, while emerging destinations are being developed to distribute tourism more evenly across the country. This balanced approach not only enhances the visitor experience but also supports regional economies.

Empowering Communities and Local Experiences

Community-based tourism is at the heart of Thailand’s new vision. By embedding local products and services into the travel experience, the strategy aims to ensure that tourism revenue reaches grassroots communities.

Travellers can expect more authentic encounters, from farm-to-table dining and traditional crafts to village-based homestays and cultural workshops. These experiences not only enrich journeys but also create sustainable income streams for local populations.

Attracting High Value and Long Stay Visitors

Thailand

Thailand is also targeting high-income travellers, digital nomads, and long-stay visitors through improved infrastructure and tailored offerings. Enhanced transport networks, upgraded facilities, and expanded accommodation options are all part of the plan to support this shift.

International events, including major concerts and sporting competitions, will continue to play a significant role in attracting global audiences and positioning Thailand as a dynamic and diverse destination.

Strengthening Safety and Quality Standards

To support its value-driven approach, Thailand is placing a strong emphasis on safety and quality. Stricter regulations, improved certification systems, and mandatory insurance requirements are being introduced to ensure a higher standard of service across the tourism sector.

These measures are designed to build trust with international travellers while reinforcing Thailand’s reputation as a safe and reliable destination.

A Sustainable Future for Thai Tourism

Thailand’s new tourism strategy reflects a clear commitment to sustainability, not only in environmental terms but also in economic and social impact. By focusing on high-value tourism, the country aims to reduce pressure on popular destinations while increasing the overall benefit to communities and businesses.

This evolution marks a significant step forward, ensuring that Thailand remains one of the world’s most desirable travel destinations while adapting to the changing expectations of modern travellers.

Planning Your Next Journey to Thailand

With its blend of culture, cuisine, natural beauty, and warm hospitality, Thailand continues to captivate travellers from around the world. The new strategy promises an even richer and more meaningful travel experience, making now an ideal time to rediscover the destination.

Web Contact Details
Tourism Authority of Thailand: https://www.tourismthailand.org
Ministry of Tourism and Sports Thailand: https://www.mots.go.th

For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/

Thailand 2026: Healing is the New Luxury in Southeast Asia’s Wellness Paradise

“Healing is the New Luxury”

Thailand is redefining luxury travel in 2026 with a powerful new message: true luxury lies in wellbeing, connection, and mindful experiences. With the launch of its global “Healing is the New Luxury” campaign, the country is positioning itself as one of the world’s leading wellness travel destinations, inviting visitors to slow down, reconnect, and experience a deeper side of travel.

Spearheaded by the Tourism Authority of Thailand, the “Healing Journey Thailand” campaign is a bold step toward sustainable, high-value tourism that celebrates nature, culture, and personal transformation.

Thailand’s New Vision for Luxury Travel

The “Healing is the New Luxury” campaign reflects a global shift in travel preferences. Today’s travellers are seeking meaningful journeys rather than fast-paced itineraries.

Thailand’s new approach focuses on holistic wellbeing, encouraging visitors to immerse themselves in local traditions, natural landscapes, and restorative experiences. From meditation retreats to thermal hot springs, the emphasis is on nurturing both body and mind.

Rather than promoting mass tourism, the campaign highlights sustainable travel and authentic connections with communities across the country.

A Star-Studded Global Campaign Launch

British pop star Henry Moodie

Launched globally in January 2026, the campaign made its debut at The Cinema at Selfridges in London, setting the tone for a sophisticated and immersive travel movement.

British singer-songwriter Henry Moodie stars in the campaign film, bringing emotional depth and global appeal to the storytelling. His involvement adds a contemporary cultural layer, connecting younger travellers with Thailand’s evolving travel narrative.

Digital creators including Malin & Jules and Casey Pickup also play a key role, showcasing real experiences across Thailand through engaging and relatable content.

Discover Thailand’s Wellness Destinations

The campaign highlights a diverse range of destinations that embody Thailand’s wellness philosophy.

In southern Thailand, regions like Krabi and Trang offer serene coastlines, crystal-clear waters, and peaceful island escapes. Hidden gems such as Ko Muk and Ko Kraden provide tranquil settings perfect for relaxation and reflection.

Further north, Chiang Mai invites travellers to explore mountain retreats, yoga centres, and traditional healing practices, while Ranong is known for its rejuvenating hot springs.

Cultural destinations such as Sukhothai and Baan Na Ton Chan offer immersive experiences in heritage, craftsmanship, and slow village life.

Slow Living, Culture and Connection

“Healing is the New Luxury”

At the heart of the campaign is the concept of slow living.

Travellers are encouraged to embrace Thailand beyond its beaches by exploring its rich coffee culture, participating in local craft workshops, and connecting with communities. These experiences offer a deeper understanding of Thai life and traditions.

From learning traditional weaving techniques to enjoying locally sourced cuisine, each moment becomes part of a meaningful journey rather than a rushed itinerary.

Sustainable and Purposeful Travel in 2026

“Healing is the New Luxury” also reflects Thailand’s commitment to responsible tourism.

The campaign prioritises quality over quantity, aiming to attract travellers who value sustainability, cultural respect, and environmental preservation. This approach supports local communities while protecting Thailand’s natural beauty for future generations.

Visitors are invited to travel with intention, choosing experiences that contribute positively to the destinations they explore.

Why Thailand’s Wellness Travel Campaign Matters

British pop star Henry Moodie

Thailand’s “Healing Journey Thailand” campaign signals a new era of travel where luxury is defined by wellbeing, authenticity, and purpose.

For travellers in 2026, it offers an opportunity to experience one of the world’s most beloved destinations in a more meaningful way. Whether through meditation in the mountains, relaxation on secluded islands, or cultural immersion in historic villages, Thailand invites you to rediscover travel as a journey of healing.

For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/

Thailand 2026: A New Era of Meaningful Travel Unveiled

Bangkok

Thailand’s Vision for Tourism in 2026

Thailand is setting a bold new benchmark for global tourism with the launch of its “Tourism Product Highlight 2026,” an ambitious initiative designed to elevate travel experiences and drive total tourism revenue to an impressive THB 3 trillion. Spearheaded by the Tourism Authority of Thailand (TAT), this forward-thinking strategy positions the country as a leader in high-quality, meaningful, and sustainable travel.

As global travel trends shift toward wellbeing, balance, and deeper cultural engagement, Thailand is responding with a refined approach. The focus is no longer just on where you go, but how you experience it. Visitors can expect immersive journeys that connect them with local communities, traditions, and authentic Thai lifestyles.

Elevating Travel Through Value and Meaning

At the core of this initiative are three strategic pillars aimed at transforming Thailand’s tourism landscape. The first focuses on delivering memorable, high-value experiences through compelling storytelling that connects travellers to the country’s rich offerings. Every journey is designed to feel personal, immersive, and unforgettable.

The second pillar emphasises meaningful engagement between tourists and local communities. This approach encourages travellers to explore beyond traditional attractions and connect with the heart of Thailand, from village life to cultural heritage.

The third pillar centres on raising industry standards. Through certification programmes and awards, tourism operators are being supported to meet international expectations for quality, safety, and sustainability. This ensures that Thailand remains competitive on the global stage while maintaining its unique charm.

Luxury Reimagined: High-End Experiences with Purpose

“Tourism Product Highlight 2026”

Thailand’s luxury travel sector is being redefined with experiences that combine exclusivity with sustainability. The “Luxury Voyage Thailand” concept introduces curated journeys that offer both indulgence and responsibility.

Travellers can embark on classic car tours through scenic routes, charter private jets for seamless travel, or explore coastal beauty via yacht charters and diving liveaboards. Helicopter tours offer breathtaking aerial perspectives, while each experience is carefully designed to reflect Thailand’s identity and commitment to sustainable tourism.

Romance in Thailand: Timeless Moments for Couples

Thailand continues to shine as one of the world’s most romantic destinations. The “Romance in Thailand” concept blends natural beauty with refined experiences tailored for couples and high-end travellers.

One standout offering is the “Suriyan Chantra” cruise, where guests can immerse themselves in traditional Thai culture while cruising through historic landscapes. Complete with authentic attire and exquisite cuisine, this experience captures the elegance and romance of Thailand’s heritage.

From Dusk till Dawn: Discover Thailand After Dark

“Tourism Product Highlight 2026”

Nighttime tourism is taking centre stage with the introduction of over 60 curated destinations that come alive after sunset. The “From Dusk till Dawn” concept invites travellers to experience Thailand in a completely different light.

From tranquil stargazing in national parks to vibrant cultural parks illuminated at night, these experiences showcase the country’s natural beauty and cultural richness in unique ways. Whether it’s the peaceful ambience of nature or the energy of evening activities, Thailand offers unforgettable moments around the clock.

A Taste of Place: Thai Craft and Local Experiences

Thailand’s diverse regions are being celebrated through the “Thai Craft Destination” concept, which highlights local craftsmanship and ingredients. These eco-friendly, experience-based routes invite travellers to explore the country through its flavours and traditions.

From coffee trails in the mountainous north to fruit-inspired journeys in the east, visitors can engage directly with local producers and artisans. These routes not only offer unique tasting experiences but also support sustainable tourism and community development.

Why Thailand is the Must-Visit Destination for 2026

“Tourism Product Highlight 2026”

Thailand’s Tourism Product Highlight 2026 signals a powerful shift toward quality over quantity. By focusing on meaningful travel, cultural connection, and sustainable practices, the country is redefining what it means to be a world-class destination.

With its blend of luxury, romance, adventure, and authenticity, Thailand is perfectly positioned to meet the evolving expectations of modern travellers. Whether seeking relaxation, inspiration, or connection, visitors will find a destination ready to deliver experiences that truly matter.

Tourism Authority of Thailand (TAT)

Website: https://www.tourismthailand.org
Email: info@tat.or.th
Phone: +66 (0) 2250 5500

For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/

Thailand Goes Digital: AI-Powered “Amazing Thailand” App Redefines Travel in 2026

 

Amazing Thailand app

A New Era of Smart Tourism in Thailand

Thailand is embracing the future of travel with a major digital App, as the Tourism Authority of Thailand unveils a fully revamped version of the Amazing Thailand app. Backed by an investment of 30 million baht, this next-generation platform is designed to transform how visitors explore the country, making travel more seamless, personalised, and connected.

As Thailand targets an ambitious 3 trillion baht in tourism revenue, the upgraded app plays a central role in delivering smarter, more efficient travel experiences that align with modern visitor expectations.

AI Technology Enhances Every Journey

At the heart of the new Amazing Thailand app is advanced artificial intelligence, bringing a new level of convenience to travellers. The integrated AI-powered chatbot provides real-time assistance, answering questions, suggesting itineraries, and offering personalised recommendations based on user preferences.

From discovering hidden gems to navigating popular attractions, the app acts as a digital travel companion. It also delivers essential information on safety, local insights, and even VAT refund processes, ensuring travellers have everything they need in one place.

Seamless Integration for a Connected Experience

Amazing Thailand app

The revamped platform is designed to be the central government app for Thailand’s tourism ecosystem. By integrating services across the travel journey, it simplifies planning and enhances convenience for international visitors.

In collaboration with Mastercard, the app ensures secure data handling and smooth digital transactions. The inclusion of Mastercard Priceless experiences allows travellers to access curated activities and exclusive offers, encouraging deeper engagement with destinations across Thailand.

Future updates will further expand functionality, including integration with hotel bookings, tours, and tourism products, creating a comprehensive digital travel hub without competing directly with private booking platforms.

Empowering Local Businesses and Communities

A key objective of the app is to support Thailand’s local tourism operators. By connecting travellers directly with small and medium-sized businesses, the platform increases visibility and creates new economic opportunities at the community level.

With more than 8,000 registered operators already engaged, the app is set to become a powerful tool for distributing tourism income more evenly across the country. This approach aligns with Thailand’s broader strategy to promote sustainable and inclusive tourism growth.

Driving Data-Driven Tourism Growth

Amazing Thailand app

The new app also introduces advanced data capabilities, enabling the Tourism Authority of Thailand to better understand traveller behaviour and spending patterns. These insights will support more targeted marketing campaigns and improved tourism offerings tailored to evolving global trends.

With a goal of reaching two million downloads in its first phase, the app is positioned to play a significant role in shaping Thailand’s digital tourism landscape. It also provides a scalable platform for future travel stimulus initiatives, ensuring readiness for changing market conditions.

Why Thailand is Leading the Future of Travel

As global travellers increasingly seek convenience and personalisation, Thailand’s digital transformation ensures it remains one of the world’s most attractive and forward-thinking destinations.

Tourism Authority of Thailand (TAT)

Website: https://www.tourismthailand.org
App Download: Available via Apple App Store and Google Play Store
Phone: +66 (0) 2250 5500

For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/

Instant Happiness in Thailand: TAT’s Value Over Volume Strategy Redefines Travel in 2026

Grand Palace complex in Bangkok

Thailand is setting a new direction for tourism in 2026, focusing on meaningful travel experiences rather than simply increasing visitor numbers. The Tourism Authority of Thailand (TAT) is expanding its successful “Suk Thuntee Tee Tiew Thai” campaign, which translates to “Instant Happiness in Thailand,” under a strategy that prioritises value over volume.

The initiative aims to encourage domestic travel, support local communities, and promote sustainable tourism practices while ensuring that travellers enjoy richer and more fulfilling journeys across the country.

A New Era of Holistic Travel Experiences

At the heart of the campaign is a focus on holistic travel. TAT is encouraging journeys that recharge travellers physically, mentally and emotionally. Rather than traditional sightseeing alone, visitors are invited to immerse themselves in experiences that promote wellbeing and deeper connections with destinations.

This approach recognises that travel can be transformative. A trip might involve wellness retreats, nature escapes, cultural immersion, or meaningful interactions with local communities. The goal is simple yet powerful: happiness that begins the moment travellers set off on their journey.

By focusing on experiences that nourish both body and mind, Thailand is positioning itself as a destination where travel becomes a source of renewal and inspiration.

Value Over Volume: Supporting Communities Across Thailand

The value over volume strategy reflects a global shift in tourism priorities. Instead of focusing purely on visitor numbers, Thailand aims to attract travellers who appreciate high-quality experiences and contribute positively to local economies.

Domestic travel remains a key pillar of this strategy. Encouraging Thai residents to explore their own country helps distribute tourism income across regional and grassroots communities. From remote villages to lesser-known cultural hubs, the campaign ensures that tourism benefits are shared more widely throughout the country.

This approach not only strengthens local economies but also allows travellers to discover authentic Thai experiences often missed by traditional tourism routes.

Sustainable Tourism at the Core

Wat Pak Nam Khaem Nu temple

Sustainability is central to Thailand’s tourism vision for the future. TAT is promoting responsible travel practices and encouraging spending on sustainable tourism products and services.

Initiatives such as the Thailand Tourism Awards and environmentally responsible CF-Hotels highlight businesses that operate with strong sustainability principles. By showcasing these initiatives, Thailand is encouraging travellers to make choices that protect the environment while supporting responsible tourism operators.

This strategy reinforces Thailand’s ambition to position itself as a premium global destination where tourism growth is balanced with environmental and cultural preservation.

Susperience: Live for Tomorrow

To deepen the message of meaningful travel, TAT has introduced the Susperience Live for Tomorrow project under the concept “Giving: Gift of Earth.”

The initiative encourages travellers to find deeper fulfilment through travel by restoring value not only to themselves but also to society and the environment. The project promotes journeys that balance personal happiness with positive social and environmental impact.

Through Susperience, tourism becomes more than a holiday. It becomes an opportunity to give back, support communities and protect the natural beauty that makes Thailand one of the world’s most beloved travel destinations.

Three Key Campaign Activities for 2026

Between February and June 2026, the campaign will roll out a series of marketing and engagement initiatives designed to inspire travellers and amplify the sustainability message.

Luxury Voluntourism Experience will offer curated trips that combine premium travel with meaningful CSR activities in collaboration with private-sector organisations. Travellers will have opportunities to contribute to local communities while enjoying high-end experiences.

Green Privilege Deals will reward travellers who adopt environmentally friendly behaviours. These deals will highlight sustainable tourism businesses and encourage responsible travel choices.

Green Echo Allocate will invite travellers to share their own green travel experiences and stories with the world. By amplifying these voices, the campaign hopes to inspire a new generation of conscious travellers.

Thailand’s Vision for the Future of Travel

Thailand’s tourism strategy for 2026 signals a powerful shift towards quality experiences, sustainability and meaningful travel. By promoting holistic journeys and responsible tourism, the country is redefining what travel happiness truly means.

For travellers seeking culture, wellbeing, nature and purpose-driven experiences, Thailand offers a destination where every journey can deliver instant happiness while also contributing to a better future.

Tourism Authority of Thailand (TAT)

Website: https://www.tourismthailand.org

For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/

Thailand Tourism and MICE Next 2026: Strengthening Global Partnerships and Driving a 3 Billion Baht Tourism Impact

Thailand Tourism and MICE Next 2026

Thailand Positions Itself as a Global Tourism and MICE Leader

Thailand continues to strengthen its position as one of Asia’s most influential tourism and business events destinations with the successful staging of Thailand Tourism and MICE Next 2026. Held on 23 January 2026 at the expansive IMPACT Muang Thong Thani, the international B2B forum brought together tourism professionals, policymakers and global partners to shape the future of travel and business events in the region.

Initiated by the Association of Thai Travel Agents and supported by the Tourism Authority of Thailand, the event marked a major step forward in fostering global collaboration and strengthening Thailand’s tourism economy. The initiative aims to generate at least 3 billion baht in economic value while reinforcing Thailand’s role as a strategic hub for international tourism and MICE activity.

Building Stronger Global Tourism Partnerships

Thailand Tourism and MICE Next 2026 was designed as an annual international business platform to connect tourism stakeholders across leisure travel and the rapidly growing MICE sector, which includes meetings, incentives, conferences and exhibitions.

The forum welcomed tourism operators, travel buyers, event planners, government agencies and academic institutions from Thailand and around the world. By combining industry knowledge with policy perspectives, the event created an environment where collaboration and innovation could translate into real business opportunities.

Miss Pattaraanong Na Chiangmai, Deputy Governor for International Marketing – Asia and the South Pacific at the Tourism Authority of Thailand, highlighted the importance of industry collaboration in shaping Thailand’s long-term tourism strategy.

She noted that bringing together the private sector, government bodies and educational institutions allows ideas and partnerships to evolve into tangible results that benefit the entire tourism industry.

Strategic Insights for the Future of Tourism

Thailand Tourism and MICE Next 2026

A key focus of Thailand Tourism and MICE Next 2026 was the sharing of market intelligence and strategic outlooks for the year ahead. Industry experts presented forecasts and insights into emerging travel trends, evolving traveller expectations and new opportunities in both leisure tourism and business events.

Policy discussions explored sustainable tourism growth, destination management, and the integration of technology and innovation into tourism operations. These sessions provided valuable guidance for tourism operators seeking to adapt to changing global travel dynamics while maintaining Thailand’s strong competitive advantage.

The forum also emphasised the importance of resilient tourism development, ensuring that destinations can respond effectively to economic changes, environmental challenges and shifting market conditions.

Business Matching and Economic Impact

One of the most significant outcomes of the event was the organisation of more than 2,000 structured business matching meetings between Thai tourism operators and international travel buyers.

These sessions allowed companies to establish new partnerships, negotiate travel packages, and explore opportunities for future collaboration across global markets. The business matching programme is expected to generate at least 3 billion baht in tourism-related economic value.

In addition to strengthening international partnerships, the platform also played a practical role in supporting tourism operators in southern Thai provinces affected by recent flooding and in border regions experiencing economic uncertainty. By bringing global buyers directly to Thailand, the event helped reduce travel costs for local operators while expanding their international market access.

Reinforcing Thailand’s Role in Global Tourism and MICE

Thailand Tourism and MICE Next 2026

Thailand Tourism and MICE Next 2026 represents a significant milestone in the country’s strategy to remain one of the most dynamic tourism destinations in the Asia-Pacific region.

By establishing a recurring international forum for business engagement, the Association of Thai Travel Agents and its partners have created a powerful mechanism for building long-term partnerships and encouraging sustainable industry growth.

As global tourism continues to evolve, initiatives like Thailand Tourism and MICE Next ensure that Thailand remains at the forefront of innovation, collaboration and economic opportunity in both leisure travel and business events.

Web Contact Details

Tourism Authority of Thailand
Website: https://www.tatnews.org

Association of Thai Travel Agents
Website: https://www.atta.or.th

Thailand Convention and Exhibition Bureau
Website: https://www.tceb.or.th

For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/

Travel Green Thailand: A New Path to Meaningful and Sustainable Travel

Boardwalk at Pran Buri Forest Park

Thailand is redefining the way the world explores its beaches, cities and rural heartlands with the launch of Travel Green Thailand, a new digital platform designed to inspire more responsible and rewarding travel. Developed by the Tourism Authority of Thailand, the initiative places sustainability, community connection and environmental care at the centre of the visitor experience.

A Digital Gateway to Responsible Travel

The Tourism Authority of Thailand has unveiled TravelGreenThailand.com as a comprehensive online resource for travellers seeking eco-friendly and socially responsible journeys. The platform highlights destinations and experiences that protect Thailand’s natural beauty while creating positive economic impact for local communities.

From national parks and low-impact island escapes to community-based tourism initiatives, the website helps visitors make informed choices that align with sustainable travel values.

Building on Global Leadership in Sustainable Tourism

The launch follows Thailand’s role as host of the Tourism Cares Global Meaningful Travel Summit in September 2025, an event that brought together international leaders committed to responsible tourism. Travel Green Thailand builds on the momentum of the summit, reinforcing Thailand’s position as a global leader in sustainable destination development.

The platform also acts as a call to action for the tourism industry, encouraging operators and partners to adopt practices that support long-term destination resilience.

Curated Experiences That Give Back

Developed by the TAT Los Angeles Office, Travel Green Thailand features curated itineraries, certified green accommodations and practical tools to support eco-conscious travel. Visitors can explore experiences that reduce environmental impact, support local artisans and celebrate Thai culture in authentic ways.

The website offers guidance on simple but meaningful actions, such as reducing single-use plastics, choosing responsible tour operators and supporting locally owned businesses.

Connecting Travellers with Communities and Nature

Travel Green Thailand reflects Thailand’s national vision for Meaningful Travel, focusing on deeper connections between visitors, people and place. Highlights include organic farm stays in Chiang Mai, cultural exchanges in rural villages and mangrove restoration projects in southern provinces such as Krabi.

These experiences allow travellers to engage directly with communities, learn from local traditions and contribute to conservation efforts that protect Thailand’s ecosystems.

A Growing Platform for a Greener Future

The Travel Green Thailand platform will continue to evolve, with new sustainable experiences and community partnerships added over time. As Thailand works toward a greener tourism economy, the website serves as both inspiration and a practical planning tool for travellers who want their journeys to make a positive difference.

By placing sustainability at the heart of travel, Thailand is inviting visitors to experience the country in ways that are respectful, enriching and future-focused.

Web Contact Details

Tourism Authority of Thailand: https://www.tourismthailand.org
Travel Green Thailand: https://www.travelgreenthailand.com/
Tourism Cares: https://www.tourismcares.org

For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com

TCEB, TAT, TG, and DITP Launch “SPICE UP THAI FEST” to Elevate Thai Festivals Worldwide Through Thai Restaurant Global Network

The Thailand Convention and Exhibition Bureau (Public Organization) or TCEB, joining forces with key partners, the Tourism Authority of Thailand (TAT), the Department of International Trade Promotion (DITP), and Thai Airways International Public Company Limited (THAI), has launched the SPICE UP THAI FEST campaign, designed to inspire global travellers to immerse themselves in Thailand’s vibrant festival scenes. The campaign leverages the Thai Restaurant Global Network, a key communication and promotional platform, to highlight 14 distinctive aspects of Thai culture and identity worldwide.

Through a strategic approach combining Influencer Marketing, which plays a pivotal role in shaping today’s communication landscape, and the Thai Restaurant Global Network as ambassadors showcasing Thainess and introducing Thai festivals to audiences worldwide, this initiative has led to a landmark collaboration among multiple public and private organisations to promote and elevate Thai festivals on the global stage through the “SPICE UP THAI FEST” campaign. With 55 round-trip air tickets from Thai Airways International being offered, lucky winners will have the chance to immerse themselves in Thailand’s vibrant festivals and explore 14 unique aspects of Thai culture. The campaign targets 14 pilot markets: Australia, Cambodia, Hong Kong, India, Indonesia, Japan, Lao PDR, Malaysia, China, the Philippines, Singapore, South Korea, Taiwan, and Vietnam.

Dr. Supawan Teerarat, President of the Thailand Convention and Exhibition Bureau (Public Organization) or TCEB,said, “SPICE UP THAI FEST marks a new journey for Thailand’s MICE industry, showcasing the power of collaboration between the public sector, private enterprises, and global partners. By harnessing the strengths of Thai cuisine, culture, and the worldwide network of Thai restaurants, the campaign connects people, knowledge, and new opportunities. In today’s rapidly evolving communication landscape, we go beyond simply ‘organising festivals.’ We are creating a platform where Thai restaurants serve as central hubs for a global fan base of Thai food, arts, culture, and lifestyle around the world. At the same time, these festivals act as a catalyst to drive Thailand’s economy, elevate Thai festivals to the global stage, and reinforce the country’s identity as a unique selling point for both the MICE and tourism industries worldwide.”

Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT),said, “Thai cuisine and festivals serve as the first gateway to experiencing the true essence of Thailand’s rich culture. The Spice Up Thai Fest campaign plays a vital role in showcasing the kingdom’s charm through authentic experiences at Thai restaurants worldwide. This initiative fosters awareness, emotional connection, and lasting impressions, while inspiring international travelers to visit Thailand, supporting the national goal of welcoming 36 million visitors by 2026, and advancing the country’s economic growth in line with government policy.”

Ms. Sunanta Kangvalkulkij, Director-General of the Department of International Trade Promotion (DITP), said, “Thai restaurants recognised with the Thai SELECT certification not only serve as a driving force in promoting Thai cuisine to global markets, but also act as key channels for showcasing Thailand’s culinary identity and enhancing the nation’s image across multiple dimensions. By participating in the SPICE UP THAI FEST campaign, which pilots activities through Thai SELECT restaurants in several countries, these establishments play a pivotal role in raising international awareness of Thai festivals among target audiences worldwide.”

Mr. Chai Eamsiri, Chief Executive Officer, Thai Airways International Public Company Limited (THAI), said, “THAI is pleased to support the SPICE UP THAI FEST campaign, which helps provide the delivery of Thai festival experiences internationally through a global network of partners, along with prizes for restaurants and consumers. This initiative highlights Thailand’s role as a cultural hub and celebrates the nation’s pride on the world stage.”

Join the SPICE UP THAI FEST campaign by dining at participating Thai restaurants abroad. Scan the QR code to access www.SpiceUpThaiFest.tceb.or.th, submit a photo with your impressions of Thai cuisine and culture, and complete your platform check-in for a chance to win one of 55 THAI round-trip tickets to experience Thailand’s vibrant festivals firsthand. The campaign runs from November 15, 2025, to January 18, 2026, with winners announced on January 22, 2026. For more details about the campaign, please visit www.SpiceUpThaiFest.tceb.or.th.

Thailand Biennale Phuket 2025 presents Eternal Kalpa

Phuket set to become a global stage for contemporary art from November 2025 to April 2026.

The Tourism Authority of Thailand (TAT) is pleased to announce that the fourth edition of the Thailand Biennale will be held in Phuket from November 2025 to April 2026, offering audiences a rare opportunity to experience world-class contemporary art against one of Thailand’s most remarkable landscapes.

“Phuket has long been one of Thailand’s most treasured destinations, known for its natural beauty, cultural richness and warm hospitality,” said Ms. Thapanee Kiatphaibool, TAT Governor. “Hosting the Thailand Biennale here will enhance the island’s global profile while showing how art and sustainability can go hand in hand. Visitors will be able to enjoy outstanding contemporary art while discovering Phuket’s unique landscapes and communities in new and meaningful ways.”

Organised by the Office of Contemporary Art and Culture (OCAC), Ministry of Culture, the Biennale arrives on the shores of the Andaman Sea with Phuket becoming the next host city where global art and local heritage converge.

Themed Eternal Kalpa, the Biennale will explore humanity’s delicate yet lasting connection with nature. It will reflect on how love, memory and sustainability can endure through life’s constant changes, using art as a language to connect people, places and ideas. With Phuket’s stunning environment and vibrant communities as its setting, the Biennale will create encounters where contemporary art and everyday life meet.

Across five months, the Biennale will transform the island’s three districts — Mueang, Kathu and Thalang — into open-air galleries and cultural spaces. Alongside the main exhibitions, artist-led pavilions known as “Salas” will serve as spaces for experimentation, dialogue and collaboration, offering audiences new ways to engage with contemporary practice.

OCAC has confirmed 65 artists and collectives from 25 countries to take part, bringing together celebrated international figures and emerging Thai talents. The curatorial team — Arin Rungjang, David Teh, Marisa Phandharakrajadej and Hera Chan — will shape a programme rooted in Phuket’s histories and communities, while engaging with wider global conversations in contemporary art.

Thailand Biennale, Phuket 2025 is more than an exhibition. It is a platform for creativity, exchange and inspiration. The event will strengthen Thailand’s role as a hub for contemporary art in Southeast Asia while reinforcing Phuket’s reputation as both a world-class destination and a city of creativity.

Since its launch in 2018, the Thailand Biennale has set itself apart from other international biennials by rotating between host provinces, allowing each edition to reflect the cultural, historical and geographical character of its location. Following Krabi (2018), Nakhon Ratchasima (2021) and Chiang Rai (2023), Phuket now continues this tradition as host of the fourth edition.

For more information and updates, please visit www.thailandbiennale.org or follow the Biennale’s official social media at Facebook.com/thailandbiennale.

Contact:
Office of Contemporary Art and Culture (OCAC)
Ministry of Culture, Thailand
Tel: +66 (0) 2209 3734
Email: info@thailandbiennale.org

For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/

Thai’d Up This Summer: TAT’s Exciting Campaign Ignites Youth Travel and Family Adventures

Inspiring Young Explorers with Your Dream of Thailand Academy

The Tourism Authority of Thailand (TAT) has unveiled its vibrant new campaign, Thai’d Up This Summer, designed to spark the curiosity of youth and families alike during the green season. Central to this initiative is the Your Dream of Thailand Academy, a unique contest inviting young Europeans aged 18 to 25 to compete for a fully sponsored 10-day cultural journey through Thailand.

Selected winners, along with a companion, will embark on an immersive Summer Camp-style adventure, uncovering hidden gems and authentic local experiences. From community tourism and traditional crafts to exploring Thailand’s natural wonders, the trip offers a deep dive into Thai culture. Throughout their journey, these young travellers will share their stories on social media, inspiring others to discover Thailand’s rich diversity and warmth. Entry submissions are open via AXN Asia’s social media channels until 12 August 2025, with winners announced on 15 August.

Amazing Grand Privileges Elevate Family Travel

Running alongside the youth program, TAT’s Amazing Grand Privileges initiative enhances the travel experience for families visiting Thailand between August and September 2025. This nationwide program partners with major retail, hospitality, transport, and entertainment brands to offer exclusive benefits tailored to families.

Shoppers can enjoy up to 80% discounts and VAT refunds at The Mall Group stores—Emporium, EmQuartier, and Emsphere—and at Siam Piwat’s premier shopping hubs, including Siam Paragon, Siam Center, and Siam Discovery with the ONESIAM GLOBAL Visitor Card. Transport perks include discounted airport transfers through AVIS and special rewards via the Grab Thailand Travel Pass, covering premium rides, food delivery, and more.

For family fun, HarborLand Play Centers across the country offer complimentary gifts with qualifying ticket purchases, making outings with children even more memorable.

Elevating Thailand’s Tourism Through Inclusive Experiences

Ms. Thapanee Kiatphaibool, TAT Governor, highlights that Thai’d Up This Summer embodies Thailand’s commitment to creative and inclusive tourism. By encouraging exploration beyond well-known destinations, the campaign invites families and youth to experience personalised journeys filled with cultural richness, adventure, and connection.

This campaign also forms a key part of the larger Amazing Thailand Grand Tourism and Sports Year 2025, reinforcing Thailand’s position as a welcoming, diverse, and family-friendly travel destination.

For more information, visit: Tourism Authority of Thailand www.tourismthailand.org

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Witness the Spectacular Illuminated Boat Procession 2025 in Nakhon Phanom

Illuminated Boat Procession in Nakhon Phanom

A Dazzling Festival Along the Mekong River

From 27 September to 8 October 2025, the Mekong River in Mueang District, Nakhon Phanom, will come alive with the breathtaking Illuminated Boat Procession, a cultural and spiritual celebration marking the end of Buddhist Lent. Known for its vibrant atmosphere and extraordinary displays, this festival draws thousands of visitors each year to witness one of Thailand’s most unforgettable events.

The Giant Fire Boat Parade

The highlight of the Illuminated Boat Procession is the Giant Fire Boat Parade, featuring intricately decorated fire boats from 12 districts along the Mekong River. As night falls, these spectacular boats light up the water with mesmerizing patterns of fire and lanterns, creating a scene of beauty and devotion. Each boat carries spiritual significance, honoring Buddhist traditions while showcasing the creativity of local artisans.

Spiritual Rituals and Zodiac Blessings

Beyond the visual splendor, the festival also offers meaningful spiritual experiences. Visitors can join in traditional rituals and receive zodiac blessings at Lan Phanom Ka, adding a deeper cultural and religious connection to the festivities.

Music, Dance, and Cultural Performances

Throughout the event, free Mor Lam concerts and cultural performances bring energy and excitement to the riverbanks. The rhythmic music, traditional dances, and colorful costumes provide a vibrant soundtrack to the celebrations, ensuring entertainment for all ages.

Local Cuisine, OTOP Products, and Handicrafts

Festivalgoers can also explore stalls selling regional cuisine, handmade crafts, and OTOP products that highlight the cultural heritage of Nakhon Phanom. From delicious local dishes to unique souvenirs, the event offers a feast for both the senses and the soul.

Why You Should Experience the Illuminated Boat Procession 2025

Illuminated Boat Procession Nakhon Phanom

Combining spiritual rituals, cultural showcases, music, and mouthwatering cuisine, the Illuminated Boat Procession 2025 is more than a festival—it is a living expression of Thailand’s traditions and community spirit. Whether you come for the dazzling fire boats or the rich cultural experiences, this event promises memories that will last a lifetime.

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Celebrate Creativity at the Art and Craft Festival in Ban Chiang 2025

 Ban Chiang Pottery

A Festival of Art, Culture, and Heritage

From 19–21 September 2025, the Ban Chiang World Heritage site in Udon Thani will host the Art and Craft Festival, inviting visitors to experience the cultural heartbeat of this historic town in a fresh and contemporary way. Under the theme “Patterns, Colors, Lines, and Art,” the festival reinterprets Ban Chiang’s world-renowned pottery and traditions, blending the ancient with the modern.

Experience the Legacy of Ban Chiang Pottery

Ban Chiang is famous for its intricate pottery designs that date back thousands of years. At the festival, visitors can explore creative exhibitions and installations that pay tribute to this legacy while infusing it with modern artistic flair. Each piece on display tells a story of history, craftsmanship, and innovation.

Handmade Crafts, Cultural Exchanges, and Local Cuisine

Beyond pottery, the Art and Craft Festival in Ban Chiang 2025 will showcase a wide range of handmade crafts created by local artisans. Visitors can stroll through colorful stalls, engage in conversations with artists, and participate in cultural exchanges that highlight the region’s artistic traditions. Delicious local cuisine, freshly brewed coffee, and sweet pastries will be available throughout the event, offering a true taste of Udon Thani’s hospitality.

Live Music and a Vibrant Festival Atmosphere

Adding to the cultural experience, live music performances by renowned bands will create a lively, festive atmosphere. The combination of art, music, and culinary delights makes this festival a perfect getaway for travelers seeking authentic and creative experiences in Thailand.

Why You Shouldn’t Miss the Art and Craft Festival 2025

 Ban Chiang

The Art and Craft Festival in Ban Chiang 2025 offers a unique opportunity to celebrate culture, art, and heritage in one of Thailand’s most significant UNESCO World Heritage sites. Whether you are an art enthusiast, a history lover, or a curious traveler, this event promises inspiration, creativity, and unforgettable memories.

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Jurassic World: Rebirth Global Media Event Spotlights Thailand as a Premier Film Tourism Destination

Jurassic World: Rebirth

Thailand Takes Centre Stage in Global Film Tourism

The Tourism Authority of Thailand (TAT) has partnered with Universal Pictures Home Entertainment to host the Jurassic World: Rebirth Global Media Event, showcasing Thailand’s stunning landscapes as a top-tier destination for film tourism. The blockbuster, which premiered on 2 July 2025, was filmed across the breathtaking provinces of Krabi, Phang-Nga, and Trang, drawing international media and cast members to experience the cinematic settings firsthand.

Over 30 international journalists, alongside director Gareth Edwards and stars Jonathan Bailey, Luna Blaise, David Iacono, and Audriana Miranda, explored Thailand from 30 July to 3 August. The event featured immersive activities inspired by the film’s themes of “Sea, Land, and Air,” including rappelling down Railay Beach cliffs and coastal trail explorations, offering unique content opportunities against Thailand’s iconic natural backdrops.

Film Productions Fuel Economic Growth and Global Exposure

Jurassic World: Rebirth

Filming Jurassic World: Rebirth generated more than 400 million Baht and created over 2,200 jobs in the southern provinces, reinforcing Thailand’s position as a sought-after filming location. This aligns with TAT’s broader “Location Thailand” initiative, which leverages the global appeal of film and television to promote Thai destinations and ignite travel inspired by popular culture, known as “set-jetting.”

Ms. Thapanee Kiatphaibool, TAT Governor, stated, “Thailand’s diverse scenery, efficient production support, and warm hospitality make it a prime location for international filmmakers. Our collaboration with Universal Pictures exemplifies how film and tourism work hand in hand to create lasting benefits for communities and visitors alike.”

Thailand’s Growing Film Industry and Tourism Strategy

According to the Thailand Film Office, the country hosted 279 international productions in the first half of 2025 alone, generating over 2.8 billion Baht. Major markets include the United States, South Korea, France, and India, with Bangkok and nearby provinces leading filming activities.

TAT’s film tourism strategy includes cash rebate incentives, streamlined facilitation, and global promotion. Recent productions such as Disney+ Hotstar’s Alien: Earth—the largest foreign series investment in Thailand in over three decades—along with The White Lotus Season 3 and Fast & Furious 9, further showcase Thailand’s capabilities.

Transforming Cinematic Moments into Real Travel Experiences

Jurassic World: Rebirth

By turning film locations into immersive travel destinations, TAT is inviting global audiences to explore Thailand beyond the screen. The Jurassic World: Rebirth Global Media Event demonstrated how storytelling can create powerful travel inspiration, boosting Thailand’s image as a world-class filming and tourism hub.

For more details on Thailand’s film tourism initiatives, visit the Tourism Authority of Thailand website.

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Discover the Spiritual Splendor of Um Phra Dam Nam Festival 2025 in Phetchabun

Um Phra Dam Nam Festival 2025

A Unique Buddhist Festival in Thailand

From 17–26 September 2025, the province of Phetchabun will host the extraordinary Um Phra Dam Nam Festival, one of the world’s most unique Buddhist celebrations. Held at Trai Phum temple and the pier of Bot Chanaman temple, this festival draws locals and international visitors alike to witness sacred rituals blended with vibrant cultural traditions.

The Ceremonial Immersion of the Buddha Image

The highlight of the Um Phra Dam Nam Festival is the revered ceremony where the Phra Phuttha Maha Thammaracha Buddha image is paraded through the city before being immersed in the river. This centuries-old ritual is believed to bless the province with prosperity, good fortune, and plentiful rainfall.

Parades, Traditional Dances, and Cultural Shows

Visitors can experience the spiritual and cultural richness of Phetchabun through traditional dances and the grand parade that winds through the streets before the sacred immersion. Colorful costumes, rhythmic music, and age-old customs combine to create a truly unforgettable spectacle.

Long-Boat Races and Evening Entertainment

Adding excitement to the event are the thrilling long-boat races on the river, where teams compete in friendly rivalry cheered on by crowds of spectators. As the sun sets, light and sound shows illuminate the night sky, followed by free concerts featuring local and national artists, making the festival as lively as it is spiritual.

A Festival Blending Faith, Fun, and Community Spirit

Um Phra Dam Nam Festival 2025

The Um Phra Dam Nam Festival offers a rare opportunity to experience Thailand’s spiritual heritage alongside its vibrant cultural life. With its combination of sacred rituals, lively entertainment, and community spirit, this ten-day celebration is a must-visit event for travelers in September 2025.

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