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- TAT strengthens Thailand’s long-haul market push with Latin America Roadshow 2026
TAT strengthened Thailand’s long-haul tourism push through the Amazing Thailand Latin America Roadshow 2026 in São Paulo, Bogotá, and Mexico City. The event connected 11 Thai suppliers with 85 travel companies, generated 487 meetings, and promoted Thailand’s wellness, cultural, and meaningful travel experiences to quality Latin American travellers.
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Bangkok, 20 May 2026 – The Tourism Authority of Thailand (TAT) connected 11 Thai tourism suppliers with 85 leading travel companies through the Amazing Thailand Latin America Roadshow 2026, held from 8 to 13 May 2026 in São Paulo, Bogotá, and Mexico City. The initiative generated 487 pre-scheduled business meetings and strengthened Thailand’s engagement with Latin America as an emerging high-potential long-haul market.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “Latin America is becoming an increasingly important part of Thailand’s long-haul tourism outlook, with strong potential among quality travellers seeking distinctive and meaningful experiences in Asia. Through this roadshow, TAT is strengthening our network of travel trade partners, improving market understanding, and working with airline partners to enhance accessibility. These efforts help reinforce Thailand’s position as a preferred Asian destination and convert growing interest into travel.”
Aligned with TAT’s 2026 communication direction, “Healing is the New Luxury,” the roadshow positioned Thailand’s wellness, cultural, and meaningful travel experiences for Latin American travellers seeking long-haul journeys with depth, authenticity, and personal value. This positioning also supported TAT’s “Value over Volume” strategy by engaging quality travellers from emerging markets, strengthening Thailand’s visibility among regional travel trade partners, and supporting sustainable tourism growth over the long term.
For Thai hotels, destination management companies, and tourism operators, the roadshow provided direct access to Latin American travel professionals through pre-scheduled business meetings and networking sessions. These exchanges created a focused platform to present new products, share market intelligence, and build business opportunities in one of Thailand’s emerging long-haul regions.
Connectivity formed another key part of the programme. TAT worked with airline partners in each market, with Ethiopian Airlines joining the São Paulo event and Emirates participating in Bogotá and Mexico City. Their involvement helped reinforce available travel routes between Latin America and Thailand via major global hubs, supporting destination promotion and future travel conversion.
The initiative supports TAT’s wider strategy to expand Thailand’s appeal in long-haul markets, showing strong recovery and sustained outbound travel growth.
In 2025, Thailand welcomed 221,824 visitors from Latin America, up from 134,800 visitors in 2024. Brazil remained the region’s largest source market, with 70,103 visitors in 2025, followed by Mexico with 50,144, Argentina with 28,058, and Colombia with 27,301. Colombia recorded growth of more than 60%, while Chile and Peru continued to show steady upward trends. From 1 January to 30 April 2026, arrivals from Latin America reached 86,057, signalling continued positive momentum.
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20 May 20 2026Press Releaseshttps://www.tatnews.org/?p=85965 - The Golden Backlot
Thailand remains a premier cinematic destination for global productions, offering diverse film locations from Phang Nga Bay and Maya Bay to Bangkok’s vibrant streets. Supported by skilled local crews, competitive production costs, and up to 30% cash rebate incentives, the Kingdom continues to attract Hollywood, streaming platforms, and international studios.
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From the mist-shrouded limestone karsts of Phang Nga Bay to the neon-drenched arteries of Bangkok, Thailand has long served as a chameleon for the global film industry. It is a land where the landscape itself is a character, capable of portraying anything from an untouched prehistoric paradise to a gritty, thrilling urban adventure. As the “Land of Smiles” improves its infrastructure and financial incentives, it has secured its position not just as a scenic backdrop but as a world-class production hub.
A Cinematic Chameleon: Iconic Locations
The history of international cinema in Thailand is as diverse as the country’s geography. Perhaps the most iconic instance of Thai scenery capturing the global imagination was in The Man with the Golden Gun (1974). Khao Phing Kan, now globally recognized as James Bond Island, transformed the quiet waters of Phang Nga into a high-stakes lair. Decades later, Danny Boyle’s The Beach (2000) turned Maya Bay on Ko Phi Phi Le into the ultimate symbol of bohemian escapism. It sparked a tourism phenomenon that redefined the island’s future.
However, Thailand’s versatility extends far beyond its shores. The dense emerald jungles of Kanchanaburi and Northern Thailand have often stood in for Vietnam in war epics like The Deer Hunter and Casualties of War. Bangkok’s unique blend of colonial architecture, modern skyscrapers, and chaotic street life has made it the go-to location for high-octane blockbusters. Whether it’s the high-society antics of The Hangover Part II or the astounding atmospheric recreation of Saigon in Good Morning, Vietnam (1987), the city provides a visual texture impossible to replicate on a studio lot. The sci-fi movie also utilized locations in 15 provinces beyond the capital.Top-Grossing Foreign Films Filmed in Thailand:
- The Beach (2000) – Firmly putting southern Thailand on every set-jetting itinerary
- The Hangover Part II (2011) – The highest-grossing R-rated comedy of its time
- The Impossible (2012) – Recreating the 2004 tsunami in Khao Lak
- Lost in Thailand (2012) – A massive Chinese blockbuster that sparked a tourism boom
Action fans saw the streets of Ratchaburi and Ban Pong transformed into Dhaka for Netflix’s Extraction (2020), featuring high-octane stunts on the Lat Bua Khao Bridge. Recently, the Kingdom hosted the prehistoric sets of Jurassic World Rebirth (2025), utilizing the iconic limestone karsts of Phang Nga Bay and Krabi’s dense jungles. Other notable projects include the shark sequel Meg 2: The Trench, filmed off the coast of Phuket, and the sci-fi epic Alien: Earth, which reportedly stands as the highest-budget production in Thai history.
Global Talents, Local Hearts
The allure of Thailand is not just in its scenery but also in its hospitality and the professional craftsmanship of local crews. Many of Hollywood’s biggest stars have spoken fondly of their time working in the kingdom.
“Thailand is just a wonderful place to work. The people are incredible, the locations are breath-taking, and there’s a spirit of cooperation that makes a complex shoot much easier.” — Leonardo DiCaprio
Similarly, Bradley Cooper noted during the filming of The Hangover Part II that the chaotic energy of Bangkok was essential to the film’s identity: “There’s an electricity to Bangkok that you can’t describe. It’s a sensory overload in the best way possible. You don’t just film there; you experience it.”
Financial Incentives: The 30% Rebate
While beauty attracts directors, the bottom line attracts producers. The Thai government, through the Thailand Film Office, has implemented a strong incentive program to maintain its competitive edge. International productions spending more than 50 million Baht (approx. $1.5 million USD) in the country are eligible for a 15% cash rebate. The maximum rebate is 30% for productions with even larger budgets.
This financial framework, combined with lower labour costs and highly skilled local art departments renowned for building intricate sets and handling complex visual effects, makes Thailand a fiscally responsible choice for major studios like Disney, Netflix, and Warner Bros.
Following Maya Bay’s ecological recovery, new regulations ensure film crews operate with minimal environmental impact. With the rise of streaming services and constant demand for exotic, high-quality content, Thailand stands ready. It remains a destination where the ancient and modern collide, offering a visual feast that captivates audiences in every film.
Ao Pi Le Lagoon, Ko Phi Phi Le, Krabi 
Rut Canal, Krabi 
Huai To Waterfall, Khao Phanom Bencha National Park, Krabi 
Khao Phing Kan, Ao Phang-nga National Park, Phang-nga 
Khao Tapu, Ao Phang-nga National Park, Phang-nga 
Bangkok
About the Author
“Frequent foodie and occasional craftsman of travel stories, Chattan Kunjara Na Ayudhya (Chat) draws on his nearly 4 decades of promoting Thailand’s tourism industry to highlight everything from world-class attractions to hidden gems. When not writing stuff, he makes it a mission to catch rom-coms and DC superheroes whenever they show up in theaters.”
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19 May 19 2026Travel Featureshttps://www.tatnews.org/?p=85947 - Airports of Thailand to raise international passenger service charge from 20 June 2026
Airports of Thailand will increase the Passenger Service Charge for international departing passengers from 730 Baht to 1,120 Baht per person, effective 20 June 2026. The new rate applies across six AOT-managed airports, while the domestic PSC remains unchanged at 130 Baht. Tickets purchased earlier are unaffected.
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The Airports of Thailand Public Company Limited (AOT) is raising the Passenger Service Charge (PSC) for international departing passengers from 730 Baht to 1,120 Baht per person, effective 20 June 2026.
The adjustment applies to both Thai and foreign passengers departing on international flights from all six AOT-managed airports: Suvarnabhumi, Don Mueang, Chiang Mai, Mae Fah Luang Chiang Rai, Phuket, and Hat Yai.
The domestic PSC remains unchanged at 130 Baht per person.
The PSC is included in the airfare at the time of ticket purchase. Travellers are not required to make any separate payment at the airport. Tickets issued from 20 June 2026 onward reflect the new rate, while tickets purchased before the effective date are not affected.
AOT states that the PSC adjustment supports airport operations, infrastructure development, technology upgrades, and passenger service improvements across its airport network. The additional charge per passenger is intended to help fund long-term airport capacity and service enhancements as international travel demand continues to grow.
Planned improvements include airport expansion projects, upgraded passenger facilities, and automated airport service systems designed to improve convenience, reduce queuing, and strengthen operational efficiency.
Travellers with questions about ticket pricing should contact their airline or booking agent.
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18 May 18 2026Visitor Informationhttps://www.tatnews.org/?p=85943 - TAT and Warner Music Japan bring Thailand’s Mai Pen Rai spirit to life in Mahiiya by Yuki Chiba
TAT and Warner Music Japan spotlight Thailand through Yuki Chiba’s “Mahiiya” music video, showcasing Bangkok communities, cultural landmarks, and the Mai Pen Rai spirit. Building on Yuki Chiba’s global momentum, the campaign uses music-led storytelling to promote Thailand’s contemporary lifestyle and strengthen destination visibility among international digital audiences and travellers.
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Bangkok, 18 May 2026 – The Tourism Authority of Thailand (TAT), in partnership with Warner Music Japan, is using pop culture and music-led storytelling to promote Thailand’s contemporary lifestyle through “Mahiiya,” the latest music video by Japanese rapper Yuki Chiba. The collaboration showcases local lifestyles, distinctive settings, and travel experiences to global audiences, while building on Yuki Chiba’s growing international digital momentum.
“Mahiiya” is a laid-back track that pairs Yuki Chiba’s calm, unbothered flow with the moody production style of his close collaborator Murda Beatz. The song reflects a relaxed acceptance of everyday challenges, with the repeated phrase “Mahiiya” carrying the meaning of “it’s all good.” Its message blends humour, acceptance, and positivity, closely echoing the Thai expression “Mai Pen Rai”, or no worries, and Thailand’s relaxed optimism, resilience, and welcoming spirit.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “This collaboration with Warner Music Japan reflects TAT’s commitment to engaging new generations through culture, creativity, and authentic travel experiences. By presenting Thailand through Yuki Chiba’s creative lens, we are positioning the country as a living destination where local lifestyles, contemporary expression, and warm hospitality come together, inspiring younger global audiences to discover Thailand in more personal and meaningful ways.”
The music video was filmed at distinctive locations selected for their visual identity and cultural character, including Sai Tai Mai Market, the century-old Khlong Ratchamontri community in Bang Khae district, and Wat Ratcha Orasaram Ratchaworawihan. These locations present a fresh view of Bangkok beyond familiar landmarks, encouraging travellers to explore local neighbourhoods, riverside communities, markets, and heritage sites.
The music video is being promoted through the official channels of Yuki Chiba and Warner Music Japan, including YouTube, Facebook, Instagram, TikTok, X, and other global platforms. The campaign is expected to generate around 15 million impressions, extending Thailand’s destination visibility among international music fans and digital audiences.
The release comes as Yuki Chiba continues to gain strong visibility among younger global audiences. His single “Annyeonghaseyo” has generated viral engagement across international music and creator communities, with TWICE, IVE, ENHYPEN, The Dancing Weatherman, The SPC Boys Club, and German DJ BUNT. extending its reach through social platforms and live performance. With more than 40 million TikTok views and about 100,000 daily streams, this momentum strengthens the reach of “Mahiiya” and supports TAT’s strategy to connect Thailand with younger audiences through music, lifestyle, and contemporary culture.
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18 May 18 2026Press Releaseshttps://www.tatnews.org/?p=85934 - La Mode en Majesté celebrates the splendour of Royal Thai apparel in Paris
La Mode en Majesté Royal Thai Dress from Tradition to Modernity showcases nearly 200 royal dresses, textiles, accessories, and photographs at Musée des Arts Décoratifs in Paris. Presented under royal patronage, the exhibition highlights Thai court couture, textile heritage, craftsmanship, and contemporary design, strengthening Thailand’s cultural presence in France.
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Bangkok, 15 May 2026 – The Tourism Authority of Thailand (TAT) highlights La Mode en Majesté Royal Thai Dress from Tradition to Modernity, on view from 13 May to 1 November 2026 at Musée des Arts Décoratifs in Paris. Presented under the high patronage of Her Royal Highness Princess Sirivannavari Nariratana Rajakanya, the exhibition marks the 340th anniversary of the first diplomatic mission between Siam and France and the 170th anniversary of Thai-French diplomatic relations.
La Mode en Majesté Royal Thai Dress from Tradition to Modernity is presented by the Musée des Arts Décoratifs in partnership with the Queen Sirikit Museum of Textiles (QSMT) and the Sustainable Arts and Crafts Institute of Thailand (SACIT), with support from the Royal Thai Embassy in Paris.
The exhibition brings together nearly 200 dresses, accessories, textiles, and photographs from royal collections, displayed across seven galleries, and charts the evolution of dress as a cultural bridge between Thailand and France.
The presentation centres on the lasting legacy of Her Majesty Queen Sirikit, The Late Queen Mother, whose vision transformed Thai court attire and elevated Thai textiles on the global stage. Working with Thai historians, designers, and French couture houses, including Pierre Balmain and Lesage, Her Majesty helped establish the eight styles of Thai national dress, combining cultural authenticity with international refinement.
This legacy continues through sustained royal support for textile heritage and contemporary craftsmanship. Today, under the patronage of Her Majesty Queen Suthida Bajrasudhabimalalakshana, the SUPPORT Foundation advances the preservation of traditional crafts and rural artisan livelihoods. Her Royal Highness further extends this cultural legacy through her commitment to contemporary Thai design and support of a new generation of artisans and designers.
A dedicated section explores the creative dialogue between Thai textile traditions and French haute couture. Thai silk, brocade, mat mii, embroidery, and traditional draping are presented alongside sketches, samples, and couture creations, illustrating how Thai court apparel evolved for international state occasions while retaining a distinct national identity.
The craftsmanship galleries feature Thai decorative arts integral to court attire, including lipao weaving, fan painting, niello work, gold damascening, Bencharong ceramic painting, and fine embroidery. Together, they reveal the technical mastery, material knowledge, and artistry underpinning royal Thai dress and its influence on contemporary design.
As part of the programme, SACIT presents Thai craft demonstrations at Musée des Arts Décoratifs. In May, these focus on embroidery, from traditional Thai split-stitch embroidery by a SUPPORT Foundation artisan, to cross-cultural work combining French Lunéville techniques with Thai decorative traditions by artisans and designers from SIRIVANNAVARI Atelier and Academy, founded by Her Royal Highness.
The demonstrations are being held from 13 to 17 May and from 22 to 24 May 2026, offering visitors close-up insight into contemporary Thai dress and textile artistry.
The final section presents contemporary Thai fashion as a living extension of national heritage. Ensembles worn or commissioned by Her Majesty the Queen and Her Royal Highness are shown alongside creations by leading Thai labels, including SIRIVANNAVARI, ASAVA, VATIT ITTHI, WISHARAWISH, TIRAPAN, and MESHMUSEUM.
Through royal dress, textile heritage, craftsmanship, and modern design, La Mode en Majesté Royal Thai Dress from Tradition to Modernity affirms Thailand’s cultural presence on the world stage while deepening the long-standing creative relationship between Thailand and France.
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15 May 15 2026Press Releaseshttps://www.tatnews.org/?p=85916 - Amazing Thai Night in Cannes 2026 showcases Thailand as global film destination
TAT hosted Amazing Thai Night in Cannes 2026 to promote Thailand as a global film and healing destination. The event connected international film professionals with Thai locations, hospitality, culture, and set-jetting experiences, supporting Thailand FILMAZING Year and the country’s target of 10 billion Baht in film production revenue by 2027.
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Cannes, 15 May 2026 – The Tourism Authority of Thailand (TAT) hosted Amazing Thai Night in Cannes 2026 to strengthen Thailand’s presence at the Cannes Film Festival 2026 (13 – 23 May). The event is part of TAT’s “Amazing Location Thailand the Story Continues: From Scene to Scenic Journeys” initiative, supporting Thailand’s film tourism direction towards 2027 under the Thailand Film Office-led Thailand FILMAZING Year.
Held at Annex Beach on 14 May from 21.30 to 02.00 hrs., the event brought together international filmmakers, media professionals, key opinion leaders, and industry partners in an intimate networking setting. Guided by the “Healing is the New Luxury” concept, the evening positioned Thailand as both a world film destination and a healing destination for global cinematic communities.
The event was part of TAT’s involvement in Thailand’s public-private sector presence at the Thailand Pavilion under a Filmtination theme, engaging international industry delegates through seminars, product presentations, media briefings, networking events, and workshops. The pavilion was opened on 13 May 2026 by Deputy Prime Minister and Minister of Commerce Mrs. Suphajee Suthumpun, who also presided over a Thai Night reception, held under the gracious patronage of HRH Princess Ubolratana at the Grand Salon, Carlton Cannes, on 14 May 2026 from 18.00 to 21.30 hrs.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “Through Amazing Thai Night in Cannes 2026, TAT is presenting Thailand as a place where storytelling moves seamlessly from screen to journey. With world-class locations, experienced crews, creative energy, and heartfelt hospitality, Thailand is ready to welcome global filmmakers as a trusted partner and inspire audiences to discover the Kingdom through cinema, culture, and travel.”
The evening translated this vision into an immersive Thai showcase, highlighting the country’s creative energy, cultural expression, hospitality, and growing appeal as a healing destination for international film and media communities. It reinforced TAT’s film tourism direction, linking on-screen visibility with wellness, gastronomy, culture, responsible tourism, and local economic value.
Krabi Province serves as the pilot destination, demonstrating how film locations can be developed into immersive visitor journeys. Its limestone coastlines, mangroves, waterfalls, islands, and cultural heritage sites have attracted major international productions, including Jurassic World: Rebirth, Fast and Furious 9, and Alien: Earth. This strengthens Krabi’s position as both a creative hub and a nature-based destination.
Building on this momentum, TAT and public sector partners jointly hosted the Love on Screen Film Festival SS 2 in Krabi in February. The festival featured film screenings, a short film competition, master classes, and industry seminars under a sustainable tourism framework, while supporting Krabi’s ambition to join the UNESCO Creative Cities Network as a City of Film.
Looking ahead to 2027, the initiative will further promote film locations as gateways to travel experiences. TAT will expand international promotional content, engage global media and streaming platforms, and organise familiarisation trips, film talks, and location briefings across 10 curated film location routes for producers, media, KOLs, and influencers.
Thailand’s film production ecosystem continues to grow, as the country welcomed 546 foreign productions with a combined value of more than 6 billion Baht in 2025, while 218 productions generated 2.46 billion Baht from January to April 2026. The Thailand Film Office offers cash rebates of up to 30 per cent for qualifying productions filmed in Thailand, reinforcing the country’s competitiveness as an international production base. Under the Thailand FILMAZING Year, the country targets 10 billion Baht in film production revenue in 2027.
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15 May 15 2026Press Releaseshttps://www.tatnews.org/?p=85907 - TAT supports Bangkok Art Biennale in drive to elevate Bangkok’s global art profile
TAT is supporting Bangkok Art Biennale to strengthen Bangkok’s position as a global art destination and promote Thailand’s creative tourism appeal. Linking The Spirits of Maritime Crossing 2026 in Venice with Bangkok Art Biennale 2026, the initiative showcases Thai contemporary art and cultural experiences to quality travellers worldwide.
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Bangkok, 12 May 2026 – The Tourism Authority of Thailand (TAT) is supporting Bangkok Art Biennale to elevate Bangkok’s profile as a global art destination and present Thai contemporary art to wider international audiences. By linking The Spirits of Maritime Crossing 2026 in Venice with Bangkok Art Biennale 2026 in Bangkok, the initiative advances Thailand’s creative tourism strategy and broadens the country’s appeal among quality travellers seeking culturally rich experiences.
TAT Governor Ms. Thapanee Kiatphaibool said, “TAT’s support for Bangkok Art Biennale reflects our direction to position culture, creativity, and contemporary Thai identity as powerful drivers of quality tourism. Through this platform, we are creating new inspiration for travel, strengthening Bangkok’s global visibility, and reinforcing Amazing Thailand as a destination where creative energy, cultural depth, and meaningful visitor experiences come together.”
Building on Bangkok’s recognition as one of the Best Cities in Asia 2026 and a UNESCO Creative City of Design, this collaboration presents Thai and ASEAN contemporary art to global audiences while supporting TAT’s Value over Volume direction. By transforming art, design, heritage, and contemporary urban culture into compelling travel motivations, the initiative enhances Thailand’s international image and reinforces Bangkok’s emergence as a leading creative hub and global art destination.
The Spirits of Maritime Crossing 2026 is presented by the Bangkok Art Biennale as a collateral event of the 61st International Art Exhibition – La Biennale di Venezia. Held from 9 May to 2 August 2026 at Palazzo Rocca Contarini Corfù in Venice, Italy, the exhibition is curated by Professor Dr. Apinan Poshyananda and features 20 artists from Southeast Asia, Ireland, Serbia, and beyond.
Through performance, film, installation, painting, and sculpture, the exhibition explores identity, displacement, diaspora, memory, and spiritual resilience in a world shaped by migration and global change, including new collaborative works and a short film created specifically for the exhibition.
The Bangkok Art Biennale 2026 programme will continue in Thailand from 29 October 2026 to 28 February 2027. First launched in 2018 and held biennially, the fifth edition will be presented under the theme Angels and Mara, with works by Thai and international artists across museums, cultural landmarks, religious sites, and public venues.
Confirmed locations include Museum Siam, Wat Arun Ratchawararam Ratchawaramahawihan, Wat Phra Chetuphon Wimon Mangkhalaram Ratchaworamahawihan, Wat Prayurawongsawat Worawihan, One Bangkok, and the Bangkok Art and Culture Centre, forming a citywide route that connects heritage sites, riverfront communities, contemporary districts, and everyday urban life.
TAT’s tourism communication will amplify the project across domestic and international markets through Amazing Thailand branding, editorial content, social media storytelling from participating international artists, and media familiarisation activities in Thailand and overseas. By linking exhibition venues with wider destination experiences, the campaign will invite travellers to discover the country and engage with Thailand through contemporary art and fresh cultural perspectives.
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12 May 12 2026Press Releaseshttps://www.tatnews.org/?p=85895 - TAT presents Thai pop culture showcase at Thai Festival Tokyo 2026
TAT joined the 26th Thai Festival Tokyo 2026 at Yoyogi Park, presenting Thai pop culture, creative lifestyle experiences, and immersive Soi zones to Japanese audiences. The showcase highlighted Muay Thai, crafts, food, T-POP, wellness, and travel inspiration, supporting Thailand’s appeal among Japanese travellers ahead of bilateral anniversary celebrations.
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Bangkok, 11 May 2026 – The Tourism Authority of Thailand (TAT) participated in the 26th Thai Festival Tokyo 2026, held from 9 to 10 May 2026 at Yoyogi Park in Tokyo, Japan, presenting Thai pop culture and creative travel experiences to strengthen Thailand’s appeal among Japanese travellers.
The opening ceremony was presided over by Mr. Sihasak Phuangketkeow, Deputy Prime Minister and Minister of Foreign Affairs of Thailand, together with Mr. Shimada Tomoaki, Parliamentary Vice-Minister for Foreign Affairs of Japan, and Mr. Witchu Vejjajiva, Ambassador of Thailand to Japan.
Thai Festival Tokyo is the country’s largest festival held overseas and one of Tokyo’s leading cultural exchange events, attracting more than 300,000 visitors annually. Under the theme “Creative Life and Creative Heartbeat,” the 26th edition served as a Ministry of Foreign Affairs-led showcase promoting Thai culture, products, services, tourism, and creative industries ahead of the 140th anniversary of Thailand–Japan diplomatic relations in 2027.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “Japan remains one of Thailand’s key visitor markets, with strong cultural affinity and long-standing travel ties with Thailand. Through Thai Festival Tokyo 2026, TAT is presenting Thailand in a contemporary and accessible way, using Thai pop culture, creativity, and lifestyle experiences to inspire Japanese travellers to discover new dimensions of the country. This supports TAT’s 2026 target of 1.2 million Japanese visitor arrivals while strengthening Thailand’s position as a global cultural destination.”
The TAT booth was opened by Ms. Thapanee, together with Mrs. Vipavee Rangsimaporn, Minister and Deputy Chief of Mission at the Royal Thai Embassy in Tokyo; Mr. Siam Sirimongkol, Director-General of the Community Development Department; Associate Professor Juthamas Kaewpijit, Ph.D., Member of the TAT Board of Directors; and TAT executives.
Within the festival, TAT presented the “Amazing Thailand: Thai Pop Culture Move” showcase, designed to engage younger Japanese travellers through Muay Thai, crafts, food, and creative lifestyle experiences. Under the concept “Thai Pop Culture Playground,” developed with Thai illustrator Mean Lee, the booth and key visual used vivid illustrations and a street-style “soi” layout to present Thailand in a fresh, accessible, and contemporary way.
The showcase unfolded across five “Soi” zones: Soi 1 offered travel information and airline partner activities; Soi 2 featured JUTATIP’s Thai weaving workshop on local wisdom and sustainability; Soi 3 by TOMATO TWINS invited visitors to discover “Your Thai Vibe” through T-POP, food, art, and wellness; Soi 4 presented Siam Si fortune sticks in a contemporary format; and Soi 5 by LONGNUAMBOYZ combined Muay Thai with fashion, street culture, and interactive activities. The main stage, inspired by Thailand’s festive mobile concert trucks, presented T-POP, music, art, and Thai cultural shows throughout the day.
The wider festival programme featured more than 170 booths covering Thailand’s creative industries, public and private sector initiatives, Thai products, food, fruits, tourism showcases, and cultural experiences. In 2026, Thai Festival events are scheduled in 45 cities across 36 countries worldwide.
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11 May 11 2026Press Releaseshttps://www.tatnews.org/?p=85873 - Amazing Green Experience in Thailand strengthens responsible tourism for international markets
TAT’s Amazing Green Experience in Thailand strengthens responsible tourism for international markets through a trade meet in Krabi. Buyers and media from ASEAN, South Asia, and South Pacific connected with operators from Krabi, Phang-nga, and Surat Thani, following immersive visits highlighting community tourism, wellness, eco-enterprises, and nature-based experiences.
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Krabi, 8 May 2026 – The Tourism Authority of Thailand (TAT) today hosted the Trade Meet Session and Networking Lunch under the Amazing Green Experience in Thailand project, bringing buyers and media from ASEAN, South Asia, and South Pacific together with responsible tourism operators from southern Thailand. The event reinforces Thailand’s commitment to responsible tourism while expanding market-ready sustainable travel products for international markets.
Ms. Patsee Permvongsenee, TAT Executive Director for ASEAN, South Asia, and South Pacific region, said, “Amazing Green Experience in Thailand reflects TAT’s commitment to strengthening Thailand’s position as a responsible tourism destination. By connecting international travel trade partners and media with local operators, we are creating practical opportunities for sustainable tourism products to reach global markets. This helps Thai businesses apply responsible practices in ways that deliver real value to communities, visitors, and the environment.”
Through the project, TAT aims to introduce Thailand’s responsible tourism products to more markets, deepen trade and media engagement, and create measurable business value for local operators in southern Thailand.
Held at Sofitel Krabi Phokeethra Golf & Spa Resort, the trade meeting brought together 22 tourism operators from Krabi, Phang-nga, and Surat Thani. Participating sellers included recipients of the Thailand Tourism Awards 2025, operators under the CF Hotels programme, businesses rated through TAT STAR, and tourism providers committed to responsible practices.
The event enabled participating sellers to meet 19 overseas travel trade partners from India, Vietnam, Singapore, Malaysia, Indonesia, and Australia for business discussions and product development opportunities. Sixteen media representatives from these markets, including content creators, bloggers, KOLs, and influencers, also joined the programme to experience Thailand’s responsible tourism offerings and raise awareness among global audiences.
The trade meet was designed to strengthen market readiness, support business matching, and expand the market for sustainable tourism products through international sales channels. The programme opened with a seller briefing led by TAT overseas directors, who shared market trends and traveller insights from ASEAN, South Asia, and South Pacific. This was followed by a product briefing on southern Thailand, a B2B session, and a networking lunch.
As part of the wider 6–13 May familiarisation programme, buyers and media joined selected routes covering Krabi, Phang-nga, Surat Thani, and Phuket. These visits provided first-hand product context before and after the 8 May trade session, which served as the project’s central business platform in Krabi.
Featured experiences included Ban Nai Nang Tourism Community, Princeville Spa, Pansook Eco Store & Tea Room, Mount to Mount Homestead & Garden, Wareerak Hot Spring and Wellness, Thung Yee Pheng Ecotourism Community, and Ban Sam Chong Nuea Community Enterprise. Together, they reflect Thailand’s growing portfolio of responsible travel experiences, spanning community tourism, wellness, low-impact local enterprise, and nature-based activities. Several were recognised through the Thailand Tourism Awards 2025, TAT STAR, or the Travel with Care Connect to Krabi route initiative.
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8 May 08 2026Press Releaseshttps://www.tatnews.org/?p=85860 - TAT and Harley Davidson position southern Thailand as premier motorcycle touring destination
TAT and Harley-Davidson Asia hosted the Amazing Thailand x Harley-Davidson Media Fam Trip from 2 to 4 May 2026, highlighting Hat Yai, Songkhla, and Phatthalung as distinctive motorcycle touring destinations. The route featured scenic landscapes, local culture, heritage sites, food experiences, and community-led travel across southern Thailand.
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Bangkok, 7 May 2026 – The Tourism Authority of Thailand (TAT), in cooperation with Harley-Davidson Asia, hosted the Amazing Thailand x Harley-Davidson Media Fam Trip from 2 to 4 May 2026, showcasing Hat Yai, Songkhla, and Phatthalung as a distinctive motorcycle touring route in southern Thailand. The initiative positions motorcycle touring as a high-value travel segment under the campaign concept “Unforgettable Experiences: Healing is the New Luxury.”
Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications, said, “This collaboration with Harley-Davidson Asia presents southern Thailand as a travel experience that connects scenic landscapes, local communities, culture, and lifestyle. Motorcycle touring offers a distinctive way to explore Thailand while offering freedom, flexibility, and a strong sense of place. The journey also supports our Trusted Thailand directive that reinforces the country’s image as a safe, accessible, and quality destination for experience-led travel.”
The fam trip began at Harley-Davidson Hat Yai on 2 May, where Mr. Nithee welcomed executives from Harley-Davidson Asia, media representatives, content creators, and motorcycle lifestyle influencers. The group then departed along a route linking scenic roads, community-based stops, local cuisine, cultural landmarks, and natural attractions across Hat Yai, Songkhla, and Phatthalung.
The activity brought together regional and international participants led by Malaysian actor, presenter, and radio DJ Elizad Sharifuddin, alongside Jester Rock from Singapore, Manitmonsur from Thailand, Boromv from Thailand, Thailand Backpackers Community from the United Kingdom, and Annieprisana from Thailand.
In Hat Yai, the route featured Hat Yai Street Art and Khao Kho Hong Viewpoint, introducing the city’s creative urban identity and sweeping natural vistas. The journey continued to Songkhla Old Town and Hub Ho Hin Red Rice Mill, where the group discovered local heritage, community character, and the province’s distinctive cultural atmosphere.
Participants also joined Cars and Coffee on Vacation at Songkhla Public Park in the late afternoon of 2 May. The gathering drew more than 700 vehicles from Thailand, Malaysia, and Singapore, with Harley-Davidson curating on-site activations for visitors while supporting automotive and motorcycle communities, as well as short-haul and cross-border travel in southern Thailand.
In Phatthalung, the itinerary highlighted Tai Nod Market, Chaloem Phrakiat 80 Phansa Bridge, and Manorah Road Viewpoint, profiling the province’s landscapes, local food culture, and southern charm. The programme concluded with a visit to the Central Mosque of Songkhla, underscoring the route’s cultural diversity and its appeal as an accessible motorcycle touring destination.
The Amazing Thailand x Harley-Davidson Media Fam Trip is expected to generate more than 20 million impressions, extending awareness of southern Thailand’s motorcycle touring routes. TAT and Harley-Davidson Asia will continue cooperation on motorcycle tourism initiatives, creative route development, and sustainable travel offerings that support Thailand’s broader tourism direction.
The post TAT and Harley Davidson position southern Thailand as premier motorcycle touring destination appeared first on TAT Newsroom.
7 May 07 2026Press Releaseshttps://www.tatnews.org/?p=85846
