Nan Skateboard Boat Race 2026

1 – 2 May 2026
Ban Nam Krok Mai, Mueang District
Nan

Highlights:
A unique local race blending skateboarding and traditional boat racing, featuring fun competitions, community vibes, and creative riverside activities in Nan.

“Larb & Craft” Festival 2026

1 – 2 May 2026
Old Town Community (Ban Sing Tha), Mueang District
Yasothon

Highlights:
A creative community festival blending local Isan flavours especially larb with crafts, art activities, and cultural experiences in a charming old-town setting.

Boon Klang Ban & Phanat Nikhom Basketry Festival 2026

1 – 3 May 2026
Phanat Nikhom Municipal Park
Chon Buri

Highlights:
A vibrant local festival celebrating community traditions and the renowned basketry craftsmanship of Phanat Nikhom, featuring cultural performances, local markets, and traditional handicraft showcases.

Nang-Yai & Kala Fire Festival 2026

1 – 3 May 2026
Nang Yai Wat Ban Don Museum, Mueang Rayong
Rayong

Highlights:
A unique cultural festival showcasing traditional Nang Yai shadow puppet performances, illuminated coconut shell art, local crafts, and Thai cultural activities in a charming heritage setting.

Light Phenomenon the series

1 – 3 May 2026
Khlong Yuan Chuan Rak, Mueang Nakhon Sawan, Nakhon Sawan
29 – 31 May 2026
Uthai Thani Provincial Culture and Science Museum, Uthai Thani

Highlights:
An immersive night festival featuring dazzling light installations, creative art displays, and riverside ambience, transforming the canal into a vibrant space of illumination and visual storytelling.

Satun Halal Street 2026

1 – 3 May 2026
Satun Geopark Gateway (Tourist Service Centre)
Khuan Don District
Satun

Highlights:
A vibrant halal street festival featuring southern Thai cuisine, local delicacies, cultural performances, and community products, celebrating Satun’s unique food culture and Geopark identity.

Southern Talung Festival & Travel Fair 2026

1 – 10 May 2026
Than Sadet Road & Old City Hall Ground
Phatthalung

Highlights:
A vibrant southern festival celebrating Nang Talung shadow puppetry, local culture, and tourism, featuring performances, regional cuisine, and travel showcases from across Southern Thailand.

Cars and Coffee On Vacation @ Songkhla 2026

2 May 2026
From 15.00 – 22.00 Hrs.
Songkhla City Park Parking Area, Mueang District
Songkhla

Highlights:
A chill lifestyle gathering for car lovers and coffee enthusiasts, featuring stylish vehicles, great brews, and a relaxed atmosphere to enjoy Songkhla from a fresh perspective.

Baboon Run

2 May 2026
Hanuman World Phuket
Mueang Chao Fa Road, Mueang Phuket
Phuket

Khao Ya Fest

2 – 3 May 2026
Phu Khao Ya, Mueang District
Ranong

Highlights:
A scenic outdoor festival set on Ranong’s iconic grass hill, featuring live music, camping vibes, creative activities, and breathtaking sunset views.

Bun Duean Hok & Phi Khon Nam Festival (Ban Na Sao) 2026

2 – 4 May 2026
Ban Na Sao, Chiang Khan District
Loei

Highlights:
A unique local tradition featuring the iconic Phi Khon Nam parade, colourful costumes, and lively cultural rituals celebrating community beliefs and seasonal merit-making.

Craft Klang Krung Festival 2026

8 – 10 May 2026
Green Vintage Ratchayothin
Bangkok

Highlights:
A creative urban craft festival featuring handmade goods, vintage finds, art workshops, and a lively market atmosphere in the heart of Bangkok.

Sea Art Craft @ Phet Samut Khiri

8 – 10 May 2026
Cha-am Beach Viewpoint
Phetchaburi

Highlights:
A seaside craft festival featuring creative art, handmade products, beachside workshops, and chill music, set against the relaxing atmosphere of Cha-am Beach.

Bua Khok Ten Million Rocket Festival & Shrine Celebration 2026

16 – 17 May 2026
Ban Bua Khok, Tha Tum District
Surin

Highlights:
A vibrant Isan festival featuring spectacular “ten million” rocket launches, traditional parades, and a shrine celebration, blending local beliefs, culture, and festive community spirit.

Amazing Thailand GI Tour & Trail Running 2026

2 – 3 May 2026
Huai Lan Reservoir, San Kamphaeng, Chiang Mai
23 – 24 May 2026
Khao Nang Yong, Ban Chang, Rayong
30 – 31 May 2026
Ubolratana Dam, Ubolratana, Khon Kaen

Highlights:
A scenic trail running event combined with GI (Geographical Indication) tourism, featuring nature routes around the dam, local product showcases, and a unique blend of sport and cultural discovery.

The post May 2026 Festivals and Events in Thailand appeared first on TAT Newsroom.

Ms. Thapanee Kiatphaibool, Governor of the TAT, said: “The ‘Feel All the Feelings, Seeking Thailand’s Wonders’ initiative builds on our approach of showcasing Thailand’s appeal through the many emotions that travel evokes, encouraging visitors to experience each region more deeply —  particularly during the green season when Thailand’s natural landscapes are at their most distinctive.”

“We expect this initiative to stimulate travel across Thailand and help distribute income to destinations and local communities throughout the country, while elevating Thailand’s tourism standards in collaboration with certified establishments under programmes such as Trusted Thailand, STAR, and the Thailand Tourism Awards — or Kinnaree Awards. These recognitions reflect service quality, safety, and sustainability. Promoting Thailand’s destinations with high-quality operators will strengthen traveller confidence, inspire meaningful journeys, and support balanced, long-term growth for Thai tourism.”

Participants also stand a chance to receive one of 500 exclusive items celebrating Thailand’s distinctive character:

Photobox and Photocard — Travel stories in print
Inspired by Thailand’s scenic landscapes, a specially designed Photobox holds Photocards of LISA as Amazing Thailand Ambassador, featuring eight carefully captured vistas that highlight the country’s scenery through light, colour, and atmosphere. The set includes water-resistant hologram stickers with contemporary Thai motifs — a collectible keepsake that brings travel memories back to life.

Black “55 Must-Visit Cities” T-shirt — Tapestry of landmarks, represented by the village of Ban Rak Thai
A black T-shirt featuring LISA at Ban Rak Thai, Mok Cham Pae Sub-district, Mueang District, Mae Hong Son — an highland village in Thailand’s far north, embraced by quiet nature and morning mist. The back carries the names of 55 must-visit destinations as an inspiring “map” for future trips. Minimal, balanced, and comfortable with a clear character, it makes a travel statement for those looking to discover new perspectives across Thailand.

White “55 Must-Visit Cities” T-shirt — Khao Sok inspiration for fresh travel experiences
A white T-shirt featuring LISA amid the limestone mountains and emerald waters of Khao Sok National Park, Surat Thani. Clean yet layered in depth, with 55 must-visit destinations on the back as waypoints to explore. A contemporary, minimalist design for travellers who love to discover new places and create new memories.

Silver metal keychain — Bangkok landmark in a refined design
A polished silver keychain featuring LISA set against Wat Arun Ratchawararam, capturing the temple’s ornate silhouette in crisp openwork lines. The piece is resin-coated for depth and framed in a design inspired by the traditional Thai decorative pattern called Pra Jam Yam, complemented by a small a small Pra Jam Yam charm, a mini black disc-shaped NFC element linking to the TVC, and an Amazing Thailand x LISA laser-etched logo. The back bears the campaign name “feel all the feelings.” Both collectible and stylish, the keychain adds a touch of character to everyday life.

Multipurpose scarf — Colour, breeze, and tea-scented hills
A silk satin scarf featuring LISA at a tea plantation in Chiang Rai, translating undulating green hills and soft morning light into a vivid, dimensional print. Light and versatile — wear as a neck scarf, shawl, or headscarf — this piece turns a travel mood into a stylish, everyday accessory.

Travellers can take part in the activity from 1 May to 31 July 2026 through two options:

1) Win exclusive items by collecting Buddy Rewards points
This activity aims to stimulate the domestic tourism. Prizes include the Photobox containing Photocards featuring key visuals of the Amazing Thailand Ambassador and destination images, plus a hologram sticker set.

How to participate:
1. Participants must have a mobile phone number registered in Thailand to verify their identity during registration (OTP Verification Code).
2. Register via LINE OA @buddyrewardsby1672.
3. Check in at designated Buddy Rewards locations nationwide to earn 50 points per location, or check in  the Amazing Thailand Ambassador Locations to earn 100 bonus points per location.
Collect 2,000 Buddy Rewards points — including at least two check-ins on the Ambassador  Locations — to redeem one Photobox (100prizes; awarded on a first-come, first-served basis to those who reach the threshold earliest).

If Photobox stocks are exhausted, participants may continue checking in on the Ambassador Locations for bonus points until 31 July 2026 at 23:59 hrs (BKK local time), and use remaining points to redeem other rewards in the programme until 30 September 2026.

Activity period: 1 May – 31 July 2026, or while stocks last

Amazing Thailand Ambassador Locations — 25 check-in places
• Rice Fields of Sapan, Nan
• Thi Lo Su Waterfall, Tak
• Wat Chedi Luang, Chiang Mai
• Ko Thalu, Rayong
• Samet Nangshe, Phang-nga
• Floating Pagodas, Wat Phutthabat Sutthawat, Lampang
• Wat Phumin, Nan
• Wat Phra That Pha Son Kaew, Phetchabun
• Red Lotus Sea, Udon Thani
• Phu Lang Ka, Phayao
• Phu Chi Fa, Chiang Rai
• Wat Arun Ratchawararam Ratchawaramahawihan, Bangkok
• Tea plantations in  Chiang Rai (including Boon Rawd Farm, Choui Fong Tea Plantation, 101 Tea Plantation, Wang Put Tan Tea Plantation, Wawee Tea Plantation, Laulee Tea Plantation Resort, Suwirun Teashop, and Sawanbondin Farm) *Participants may earn Ambassador Locations bonus points in the “Tea Plantation” category at one location only; the system will then lock further check-ins in this category.
• Ban Rak Thai, Mae Hong Son
• Huai Maekamin Waterfall, Kanchanaburi
• Laem Had, Ko Yao Yai, Phang-nga
• Sam Phan Bok, Ubon Ratchathani
• Khao Sok National Park, Surat Thani

2) Win exclusive items by submitting tourism receipts
Open to Thais and travellers of all nationalities travelling in Thailand, with four unique prize styles to be won.

How to participate:
1. For Thais, travel to a province other than the domicile shown on the Thai national ID.
2. Use services at any TAT-recognised establishment under one of the following programmes:
– Trusted Thailand
https://trustedthailand.tourismthailand.org/en/establishments/detail   
– Thailand Tourism Awards (Kinnaree Awards) 2025 winners
https://tourismawards.tourismthailand.org/awards-winner  
– STAR (Sustainable Tourism Acceleration Rating)
https://www.tatstar.org/companies  
3. Collect receipts showing the establishment name and taxpayer ID (or hotel-issued documentation). With a minimum spend of THB 2,000, register via  https://amzth.org/SeekingThailandWonders to enter the draw for region-specific exclusive items corresponding to your destination.

Key dates:
Travel period: 1 May – 31 July 2026
Registration closes: 3 August 2026 at 10:00 hrs (BKK local time)
Winner announcement: 31 August 2026 (400 prizes in total) via Facebook: Amazing Thailand

Prize allocation by region visited:
– Black “55 Must-Visit Cities” T-shirt — Northeastern region
– White “55 Must-Visit Cities” T-shirt — Northern region
– Multipurpose scarf — Central and Eastern regions
– Silver metal keychain — Southern region

TAT invites travellers to explore Thailand alongside LISA as the Amazing Thailand Ambassador. Every step is more than finding a new place — it is an invitation to open your heart to stories, people, and moments that add meaning to life, while contributing in small but significant ways to a sustainable future for Thai tourism.

The post TAT Inspires Travel across Thailand with LISA through “Feel All the Feelings, Seeking Thailand’s Wonders”, Inviting Travellers to Discover Thailand and Win Five Styles of Exclusive Items appeared first on TAT Newsroom.

The agreement was signed in Bangkok on 21 April 2026 by TAT Governor Ms. Thapanee Kiatphaibool and Dida Holdings Group CEO Daryl Lee. It aligns with TAT’s New Thailand vision and the Amazing Thailand campaign, centred on “Healing is the New Luxury,” positioning Thailand as a destination for meaningful, restorative travel.

“This partnership marks a pivotal step in TAT’s mission to connect Thailand’s hospitality with the expectations of today’s digitally connected travellers,” said Ms. Thapanee Kiatphaibool, TAT Governor. “Under the New Thailand vision, we are advancing the Amazing Thailand campaign with a focus on meaningful, restorative experiences. By combining TAT’s strategic direction with Dida’s digital capabilities, we are strengthening Thailand’s position as a preferred destination while reinforcing traveller confidence.”

“This partnership is built on a foundation that TAT has already established a genuine commitment to safety, authenticity, and experience,” said Daryl Lee, Group CEO of Dida Holdings. “In today’s market, travellers decide where they want to go long before they open a booking platform. Our role is to ensure Thailand and everything that makes it irreplaceable is present at that earlier moment, when inspiration becomes intent. This is about turning trust into real demand, and demand into outcomes that benefit communities across Thailand.”

Trusted Thailand sits at the heart of efforts to reinforce Thailand’s image as a safe, reliable, high-quality destination for Chinese travellers. It integrates safety standards, visitor support, multilingual assistance, and proactive communication to strengthen traveller confidence, while boosting visibility of certified tourism establishments across digital channels.

Dida will launch a dedicated Trusted Thailand China Acceleration Programme as part of the agreement, committing a minimum of RMB 2.5 million over the next 90 days to support demand generation, content development, and experience-led product creation for Thailand in the China market.

The collaboration enhances Thailand’s visibility in China’s digital ecosystem, using data-driven insights and targeted content to connect traveller inspiration with booking decisions. The partnership will leverage Xiaohongshu, WeChat, and Douyin, as well as ecosystem partners including Tencent and Huawei, to shape demand, strengthen trusted travel communication, and support seamless pathways from discovery to booking.

Key focuses include shaping travel intent through digital platforms, targeting secondary cities, and curating products blending accommodation, transport, and local experiences to promote balanced tourism distribution. These efforts aim to enhance accessibility to Thailand’s diverse tourism offerings while supporting balanced destination distribution.

The post TAT and Dida advance Trusted Thailand partnership in China market appeared first on TAT Newsroom.

TAT’s agenda positions tourism as a key driver of bilateral relations across economic, social, and people-to-people dimensions, while supporting Thailand’s 2026 target of 4.72 million Chinese visitors and tourism revenue of no less than 260 billion Baht.

TAT Governor Ms. Thapanee Kiatphaibool said, “China remains one of Thailand’s most important tourism markets, and this high-level diplomatic engagement provides a timely platform to advance structured, long-term cooperation. TAT is focused on rebuilding confidence, strengthening quality tourism, and driving sustainable bilateral growth that benefits both countries.”

The proposed agenda is guided by key policy principles that position tourism as a strategic enabler of Thailand–China relations. It promotes a balanced, mutually beneficial approach, advancing two-way tourism while emphasising high-value, safe, and meaningful travel experiences for discerning visitors.

TAT has proposed establishing a Thailand–China Tourism Partnership 2026–2030, linking national and local agencies to support subnational cooperation, encourage government-industry exchange, and promote more balanced tourism flows between major and emerging destinations in both countries.

At its core is the joint development of high-value and thematic tourism, backed by coordinated promotion and a shared calendar of activities. Key targeted segments include health and wellness, sports tourism, cultural and festival events, gastronomy, heritage sites, and MICE. This approach aims to enhance demand quality, diversify experiences, and support year-round travel.

The agenda also extends to emerging growth areas, including medical and wellness tourism, and film, series, and pop culture tourism. Thailand is already positioned as a leading wellness destination under the “Healing is the New Luxury” concept, while collaborative content production will amplify tourism demand through cultural storytelling and extensive media exposure.

Further cooperation spans travel facilitation and joint marketing efforts, including expanded air connectivity with new routes from secondary Chinese cities, co-branded travel trade events, media familiarisation trips, KOL exchanges, and leveraging digital platforms, data sharing, and AI-driven targeting for precise market penetration.

To bolster confidence and standards, TAT proposes structured collaboration on tourist safety, visitor satisfaction, and crisis communication. This includes a joint communication protocol and personnel exchanges to align policies, standards, and regulatory practices across both tourism ecosystems.

Finally, TAT recommends forming a joint tourism working group and launching pilot projects in 2026–2027 under the heartfelt concept of a shared Thailand–China community (Zhong Tai Yi Jia Qin – meaning China and Thailand are one family). These steps will help sustain high-level engagement and deliver measurable, lasting outcomes.

The post Thailand strengthens strategic tourism partnership with China during Wang Yi visit and meeting with Thai Prime Minister appeared first on TAT Newsroom.

Mr. Apichai Chatchalermkit, TAT Deputy Governor for Domestic Marketing, said, “Smile @Pattani reflects the TAT’s commitment to strengthening local economies, while confirming the area’s openness, dynamism, and eagerness to host travellers. Each visit directly contributes to the livelihoods of local communities, while event experiences foster deeper connections between visitors and local culture, support community enterprises, and create lasting impressions.”

Held daily from 16.00–21.00 hrs, the festival boasted more than 40 food and drink stalls serving genuine southern Thai cuisine and beloved local specialities. Alongside were over 10 OTOP, artisan, and craft booths that reflected the identity and local wisdom of communities across Pattani, Yala, and Narathiwat. Visitors were invited to explore and purchase locally made products during interactive workshops and live displays that enable direct exchanges with craftspeople, offering meaningful insight into traditional skills and contemporary creative practices.

Additional activities included large-scale balloon landmarks and creative photo installations designed as vibrant check-in points, adding colour and memorable moments throughout the venue.

The welcoming, family-oriented setting also featured a thoughtfully selected array of daily cultural programmes, including classic southern dances, Dikir Melayu, plus modern acts like B-Boy and cover dance routines. Evening concerts by Thai artists, including Manasvee, YOURMOOD, and Mirrr, helped draw wide visitor interest across the three-day event.

The festival was expected to generate both direct and indirect income for local businesses and formed part of TAT’s broader Smile @South campaign to restore economic vitality in southern Thailand after the late 2025 floods, reinforcing Pattani’s position as a safe, culturally rich, and welcoming destination.

The post Smile @Pattani festival revitalises southern Thailand through culture and community appeared first on TAT Newsroom.

The conference was officially opened on 22 April by Mr. Surasak Phancharoenworakul, Minister of Tourism and Sports, together with Ms. Thapanee Kiatphaibool, TAT Governor, and Mr. Luigi Cabrini, Chair of the Global Sustainable Tourism Council. The Farewell Dinner on 23 April marked the handover of the GSTC 2027 hosting flag to Nassau, The Islands of The Bahamas, followed by post-conference tours on 24 April highlighting Phuket’s social regeneration, marine livelihoods, urban heritage, human–wildlife coexistence, and community stewardship.

Ms. Thapanee Kiatphaibool, TAT Governor, said, “The successful conclusion of GSTC 2026 in Phuket marks a defining moment for Thailand’s sustainable tourism journey. This conference demonstrated that Thailand not only hosted a world-class international event but led meaningful conversations shaping the industry’s future. The depth of knowledge exchanged — across hospitality, destination management, and community resilience — strengthens our commitment to value-driven tourism that delivered lasting benefits for destinations and local Thai communities.”

Held at Royal Phuket City Hotel, Courtyard by Marriott Phuket Town, and Kata Thani Beach Resort and Spa, the conference welcomed over 660 delegates from 60 countries, including policymakers, international organisations, tourism leaders, academics, and sustainability experts.

The programme focused on three pillars: Sustainable Hospitality, Resilient Cities and Communities, and Carrying Capacity and Visitor Distribution Management. Sessions addressed climate change, visitor dispersion, elephant welfare in tourism, marine conservation through the Green Fins standard, food sourcing and waste reduction, accessibility in hospitality, and sustainability data integration.

Over 60 speakers from across Asia Pacific, Europe, the Americas, and beyond contributed to plenary sessions, panel discussions, and workshops.

Delegates also participated in an on-site consultation workshop for the GSTC Destination Standard’s revision and reviewed findings from Phuket’s GSTC Destination Assessment (October 2024–September 2025). This evaluation highlighted advancements in sustainable management, socio-economic impact, cultural preservation, and environmental stewardship.

Prior to the main conference, participants joined professional training sessions on 19–20 April covering sustainable tourism, sustainable MICE, and sustainable attractions, alongside auditor training on the GSTC Hotel Standard and GSTC Destination Standard. The 4th GSTC Academic Symposium on 21 April brought together researchers and practitioners to discuss emerging challenges.

The conference programme opened on 21 April with a Welcome Dinner at Blue Elephant Phuket, welcoming global delegates, diplomats, and tourism leaders. Framed by “New Generation Symphony,” the evening featured a tribute to Her Majesty Queen Sirikit, The Queen Mother, alongside contemporary performances, local cuisine, and upcycled showcases, highlighting culture, community, and sustainable tourism.

The four-day event upheld rigorous sustainability practices, including zero single-use plastics, minimal printing, recyclable materials, and fully vegetarian and vegan menus. Organizers calculated and offset the conference’s carbon footprint in partnership with BIC Event and TCEB, pledging to plant one tree per attendee through the Australian social enterprise Reforest.

Recordings of plenary sessions and event photographs are available on the GSTC’s Facebook and YouTube channels, with full session materials forthcoming on the GSTC website.

GSTC 2026 was a joint effort by the Global Sustainable Tourism Council, TAT, the Thailand Convention and Exhibition Bureau (TCEB), Phuket Province, and the Sustainable Tourism Development Foundation (STDF), reflecting a shared national commitment to advancing sustainable tourism standards aligned with global best practices.

The post Thailand strengthens global leadership in sustainable tourism as GSTC 2026 concludes in Phuket appeared first on TAT Newsroom.

TAT Governor Ms. Thapanee Kiatphaibool said, “This event reflects Thailand’s clear direction to strengthen high-value tourism through wellness. We are witnessing a fundamental shift in global travel behaviour, where wellness is no longer a niche but a defining force shaping how people live, travel, and invest. Thailand’s integrated strengths in medical excellence, holistic wellness, natural ingredients, and Thai hospitality enable us to deliver meaningful, high-value experiences aligned with evolving global demand. Through ‘Healing is the New Luxury’ and ‘Thailand Excellence 2026’, we continue our development towards the goal of becoming one of the world’s leading wellness hubs.”

The event brought together 69 Thai health and wellness operators, 74 international buyers, and 24 overseas media and influencers, creating a targeted platform for business exchange, direct negotiations, and global market expansion. The programme featured a Wellness Experience Sharing session on “Thailand and the Future of Longevity–Driven Tourism and Living” by Jirayut Srupsrisopa, Founder and Group CEO of Bitkub Capital Group Holdings.

It also included structured business matching and curated site visits to top Bangkok facilities — BDMS Wellness Clinic, Mousai Wellness, Chivarak Wellness Clinic, Inspire IVF, Anantara Wellness, Cryo-on Thailand, Ren Wellness, and Samitivej Hospital — showcasing Thailand’s integrated medical, preventive, and holistic wellness services.

The one-day trade meeting is expected to generate over 929.62 million Baht in revenue, reinforcing its role in driving Thailand’s health and wellness tourism market as the country shifts towards high-value segments.

Globally, the wellness economy reached approximately US$6.8 trillion in 2024 and is projected to hit nearly US$7.9 trillion by the end of 2026, with Thailand among the fastest-growing markets. The country’s wellness economy stands at US$42.7 billion, while wellness tourism hit US$14 billion, up 36.4% year-on-year, driven by demand for preventive health, mental wellbeing, and personalised experiences.

Thailand is advancing its “Amazing 5 Economy” strategy through a “Life Economy” concept that blends medical innovation, science-based wellness, and traditional Thai healing to boost global competitiveness.

Supported by world-class healthcare standards, TAT is also developing “Thailand Excellence 2026, The Next Chapter of Global Healing”, structured around three pillars: advanced medical excellence, science-based wellness, and science-based local wisdom—transforming Thai healing into evidence-backed, globally recognised offerings that include food as medicine.

In parallel, TAT is amplifying the trade meet’s reach with an Amazing Thailand Health and Wellness Fam Trip 2026, taking place before and after the event across key destinations including Krabi, Prachuap Khiri Khan, Phra Nakhon Si Ayutthaya, and Nakhon Pathom. This provides international buyers with immersive, first-hand insights into Thailand’s regional wellness offerings as the market continues to evolve.

The post Amazing Thailand Health and Wellness Trade Meet 2026 elevates Thailand’s global wellness tourism leadership appeared first on TAT Newsroom.

Transcending mere apparel or accessories, the fashion showcased in this TVC serves as a platform where fashion intricately interweaves emotions, sentiments, and the beauty of Thai culture. Through a seamless blend of contemporary design and traditional Thai heritage, attires and accessories worn by “LISA”—crafted by Thai designers and brands—present the charm of stylish, modern Thai fashion into the spotlight.

Epitomising simplicity and Harmony with the surrounding vistas through a White Ensemble from Muscovy Studio

Defined by its graceful lines and fluid silhouette, the look evokes a sense of seamless integration with the landscape, poised for new horizons in travel. Muscovy Studio has re-envisioned traditional “Thai wickerwork”, incorporating its structural essence into the sleeves and shoulders to create a modern, commanding, and charming aesthetic. The addition of tie-dye detailing at the hem introduces a sense of motion, while the ensemble’s versatile design allows it to transition from a functional mini-dress to a sophisticated mermaid-cut gown. This layered approach, combined with a palette of white and warm undertones, offers a fresh perspective on contemporary Thai fashion.

Radiating An Eternal Brilliance with A Golden Gown from UNKUNIYA

This masterpiece of craftsmanship features a palette of gold woven with exquisite precision, highlighting graceful, intricate curves. The upper bodice is designed with an elegant bateau neckline, adorned with meticulously layered sequins that shimmer with every movement. This is perfectly complemented by a fluid, sweeping skirt that drapes with effortless elegance. The result is a look of profound luxury and enchantment, designed to radiate with a captivating, multi-dimensional glow even in the softest candlelight.

Presenting a new dimension of Thai attire with an ASAVA Golden Silk Strapless Ensemble

This is a reimagination of traditional textile charms through a contemporary lens. ASAVA masterfully integrates international fashion structures with Thai silk, featuring a bodice meticulously crafted with corset-inspired tailoring that reflects the precision of Western haute couture. The lower half is defined by a striking balloon skirt, which provides sophisticated volume and depth, while a layered golden cape adds a final touch of luxury and fluid elegance.

Translating Thai Wickerwork into Contemporary Fashion, resonating with Creative Energy, through A Cream Ensemble by VASSANA

This ensemble elegantly reflects the refinement of Thai wisdom and craftsmanship through intricate three-dimensional detailing on both the bodice and skirt. By reinterpreting ‘wickerwork’—a precious local handicraft—through a contemporary lens, the design creatively transforms bamboo into a sophisticated fashion statement. The upper bodice features a strapless design crafted from ‘Tok’ (bamboo strips), traditionally used for weaving farmers’ hats, which are meticulously tailored and arranged. Meanwhile, the skirt incorporates bamboo fibres woven into a minimalist yet striking pattern, adding depth and a modern identity to the look. The entire ensemble harmoniously weaves together artistic value and cultural narrative, while the natural bamboo-inspired palette further accentuates the charm of Thai wickerwork. The ensemble is completed with a ‘Khanom Jeeb’ (pleated dumpling) style wicker bag, inspired by traditional ‘Uba’ floral tassels, offering an elegant and stylish take on applied Thai heritage.

LISA’s fashion looks are elevated to perfection by glowing golden accessories from SARRAN

These pieces convey the vibrancy and vitality of nature, inspired by the beauty of Thai flora, specifically a symbol of faith like ‘Dok Rak’ (Crown Flower). The collection reflects a narrative of a journey that brings Thai beauty, culture, and identity to the global stage. Inspired by the historic voyages of Thai ambassadors during the Ayutthaya period—an era when Siamese representatives crossed oceans to forge international alliances—the collection translates the Thai spirit into wearable art. By reinterpreting traditional ‘Phuang Malai’ (garlands) and ‘Uba’, it seamlessly bridges Thai cultural heritage with a contemporary global context.”

In addition to the fashion, eye-catching items featured in the TVC, though simple, possessed rich narratives, and were well-sourced from Thai communities. They were meticulously selected to establish an authentic atmosphere as well as to vividly reflect the local way of life and identity. These items include:

Palm Leaf Fans: Handicraft Heritage from Buriram Province – A Breeze of Simplicity that Evokes Emotion

Traditional handheld fans, still in use in many homes, are considered staples. They symbolise calmness, gentleness, and an unhurried pace of life. The “Phat Bai Tan” (Palm Leaf Fans) from Ban Non Ma-Nga, Sakae Sub-District, Satuek District, Buriram Province is an ancient Thai folk wisdom heritage passed down through generations. These hand fans are crafted locally from “Bai Tan” (Palmyra Palm leaves) and they are distinguished by their unique, striking colour schemes achieved through a meticulous arrangement of young and mature leaves. These ‘Phat Bai Tan” evidently demonstrate Thai artisanal skills at every stage, from material selection and sorting, product shape development, to the creation of diverse patterns to elevate both product values and local wisdom. Praised as a cherished household item for many to this day, a Palm leaf fan is known to be a widely accessible and highly affordable Thai handicraft which possesses exquisite and beautiful details.

Chang Moi Rattan Chairs and Basketry Crafts, Chiang Mai Province – The Allure of Thai Artisanship

Concurrently, wicker chairs epitomise the comfort and warmth characteristic of Thai homes. They are considered among the foremost handcrafted furniture pieces, frequently employed as primary decorative items in both residential settings and cafes, thereby imparting a relaxing and warm ambience to interior spaces. Specifically, “Chang Moi Rattan Chairs” represent a distinctive local handicraft from Chiang Mai province. These chairs, with their innovative forms, are a distinctive integration of natural “Honey Rattan” and unique techniques of skilled artisans. A diverse range of designs is available spanning from traditional artistry to modern styles that cater to contemporary preferences. They reveal an inherent charm of simplicity, classic appeal, and natural beauty, coupled with durability and practicality. Furthermore, they reflect the intrinsic value of natural materials and the long-inherited artistry of Thai communities.

Pakakayo Shoulder Bag, A Local Wisdom from Mae Hong Son Province – Ethnic Identity in Textile Handicrafts

The hand-woven shoulder bags of the Pakakayo community are distinguished by their “traditional weaving techniques,” which represent the inherited wisdom and culture of the tribe, passed down through generations. Each textile piece embodies the community’s spirit, merging with nature through the creation of patterns and colours that not only add visual depth to the scene but also harmoniously narrate the profound connection between people and the land. This encompasses natural dyeing, weaving, and the meticulous creation of patterns using unique techniques, all performed by the villagers’ own hands. The continuation of the Pakakayo people’s weaving wisdom has also been extended to contemporary fashion products, perfectly catering to the lifestyles of the younger generation. For both Thai and international visitors, these Pakakayo shoulder bags are not merely handicraft items available for purchase, but they also offer a travel experience rich in cultural narratives, an opportunity to learn about community life, and to immerse oneself in the beauty of textiles that truly convey the tribe’s history and identity.

Rooster Bowl, a Renowned Product of Lampang Province – A Return to Memories on the Thai Dining Table

Just mentioning the Rooster Bowl, it evokes images of steaming hot rice. The “Rooster Bowl” has been a symbol of Thai households for over a century and it is also a significant historical evidence of Chinese porcelain. Furthermore, it has been registered as a Geographical Indication (GI) in Thailand, owing to the exceptionally suitable properties of Lampang’s white clay for ceramic production. These ceramic bowls possess distinctive quality and patterns, typically hand-painted with a chicken alongside peonies and banana trees. In Chinese culture, the “chicken” symbolises diligence and abundance. Despite the closure of numerous Rooster Bowl factories and a growing preference among younger generations for alternative tableware, a passionate group remains dedicated to the preservation of the Lampang Rooster Bowl, having established the Lampang Ceramic Association to safeguard this cultural heritage. For both Thai and international visitors, the “Rooster Bowl” is not just a rare collectible item, but it also offers a cultural journey experience, allowing one to appreciate the beauty of porcelain, learn about traditional craftsmanship, and immerse oneself in the perfectly integrated Thai-Chinese cultural heritage and local way of life.

Bo Sang Umbrella, San Kamphaeng District, Chiang Mai Province – The Vibrant Artistry of Lanna Handicrafts

The “Bo Sang Umbrella,” a handmade umbrella made by Saa paper, has become a global icon from San Kamphaeng District of Chiang Mai province. For more than a century, the district has been known as the world-renowned origin and production hub for Saa paper umbrellas. The legendary and distinctive manufacturing process also represents Thai wisdom passed down through many generations. Characterised by its distinctive, vibrant, and beautiful Lanna art patterns, combined with thorough attention to every detail, the “Bo Sang Umbrella” transcends its function as a sunshade or rain protector; it is a living work of art that vividly reflects the spirit of the Northern Thai people. The essence of the “Bo Sang Umbrella” lies in its delicate production process, from the selection of high-quality natural materials such as Saa paper, to its assembly with precisely carved and shaped bamboo frames. Three distinct types are available: Saa paper umbrellas, silk umbrellas, and cotton umbrellas. Presently, this classic beauty continues to serve as a notable inspiration for new artists and designers who adapt it into contemporary works that seamlessly integrate with modern lifestyles. Beyond its artistic aesthetic value and practical utility, the “Bo Sang Umbrella” is an integral component of the community’s culture and economy, having provided livelihoods and income for local residents for decades. The craftsmanship is also celebrated annually through the “Bo Sang Umbrella and San Kamphaeng Handicrafts Festival,” held every January, which attracts both Thai and international visitors to observe the traditional production process, purchase umbrellas as souvenirs, and experience the charm of this vibrant handicraft village.

The TVC “feel all the feelings” is therefore not merely an invitation to embark on a journey through Thailand to encounter a myriad of experiences and emotions waiting to be discovered by visitors, but it also presents an opportunity for Thais to experience and appreciate the inherent value of everyday objects and community items that reflect the foundation of Thai identity as perceived through the eyes of Lalisa “LISA” Manobal, the Amazing Thailand Ambassador.

The behind-the-scenes VDO of ” feel all the feelings ” is currently available at official Amazing Thailand channel: https://www.youtube.com/watch?v=2hbFUwU5z98

The post TAT unveils the inspiration behind “feel all the feelings,” showcasing “LISA’s” attire and local artisanal products intertwining Thai heritage and culture within every scene appeared first on TAT Newsroom.

There is a specific kind of magic that only exists on the rails: a rhythmic, percussive lullaby that suggests the world is moving exactly as it should. For those of us who grew up under the cinematic spell of The Darjeeling Limited or the claustrophobic elegance of Murder on the Orient Express, the train is not a mere vehicle; it is a stage. In Thailand, that stage has found its most romantic iteration yet: the Royal Blossom, a luxury sightseeing train designed for immersive travel across some of the country’s most scenic routes.

Stepping onto the platform at Bangkok’s historic Hua Lamphong station, you feel the shift in atmosphere. While the sleek, modern terminals of the world prioritise efficiency, Hua Lamphong—with its high-arched ceilings and lingering scent of diesel and nostalgia—demands presence. Here, the Royal Blossom waits, gleaming in a deep cherry-red livery accented with gold, like a vintage jewel box ready to be opened.

A Japanese Legacy, a Thai Soul

The Royal Blossom isn’t just a new train; it’s a rebirth. These carriages began their life as the legendary Hamanasu express in Japan, the last regular overnight train to traverse the undersea Seikan Tunnel between Hokkaido and Honshu. After being retired in 2016, they were gifted to the State Railway of Thailand (SRT), where they underwent a remarkable transformation. Thai artisans replaced the utilitarian Japanese seating with custom-upholstered velvet and lined the interiors with cedar wood from the north, hand-polished until it gleamed. The original signage was swapped for delicate Thai script and intricate gold embellishments, and the exteriors were repainted in a regal cherry and gold to reflect the colours of royal processions. Small carvings of lotus blossoms and traditional motifs now accent the doorways, blending Japanese engineering with unmistakable Thai craftsmanship—creating a space that would make even Wes Anderson’s production designers blush.

Inside, the transition from “commuter” to “luxury” is seamless. The interiors are a masterclass in tactile comfort: plush velvet seats in warm hues, cedar-wood panels that lend the air a faint, earthy fragrance, and—most importantly—massive, panoramic windows. These aren’t just windows; they are wide-angle lenses through which the Thai countryside becomes a living gallery.

The Romance of the Route

As the train whistles—a sound that feels like a call to adventure from a 1940s noir—we pull away from the urban sprawl of Bangkok. My journey takes me toward Kanchanaburi, a route steeped in history and haunting beauty.

There is something inherently romantic about watching the city’s concrete edges soften into the emerald greens of rice paddies and the limestone karsts that define the western horizon. In the Leisure Car, which feels more like a chic Parisian bistro than a train carriage, I find myself nursing a coffee and watching the light change. The car features a curved bar and communal spaces designed for “slow travel,” a philosophy that encourages you to look out, not down at a screen.

As we approach the Bridge over the River Kwai, the cinematic weight of the journey hits home. You can almost hear the ghostly echo of David Lean’s 1957 masterpiece. But unlike the film’s tension, our passage is one of quiet reverence. Crossing the bridge on the Royal Blossom feels like a bridge between eras—honouring the past while gliding gracefully into the future.

The Art of the Linger

What sets the Royal Blossom apart is its refusal to rush. This is a sightseeing train, not a high-speed projectile. Along the route, the train pauses at stations like Nakhon Pathom, allowing passengers to disembark and take in the towering Phra Pathom Chedi, the world’s tallest golden stupa. Other memorable stops include Kanchanaburi, where you can walk along the famous bridge and explore the poignant JEATH War Museum, and Tha Rua, a riverside station that invites travellers to sample vibrant local markets or join a longtail boat excursion along the Mae Klong River. Each stop feels thoughtfully chosen to highlight a distinct moment in the journey, turning the trip into a curated tapestry of landscapes and stories.

Back on board, the amenities cater to the modern traveller without sacrificing the vintage aesthetic. One of the highlights is the onboard dining experience, which feels every bit as curated as the train’s design. Passengers are invited to gather in a dedicated Dining Car, where attentive staff serve a rotating menu of Thai classics and Western favourites, artfully plated on porcelain tableware. Breakfast features dishes like fragrant jasmine rice porridge with local herbs and tropical fruit platters, while lunch might bring a tangy green curry or grilled river fish sourced from markets along the route. Afternoon tea is a languid affair, with delicate pastries, lemongrass-infused iced tea, and the opportunity to mingle with fellow travellers as the sun slants through the windows. With each meal, the flavours deepen the sense of place, turning the journey itself into a celebration of Thai culinary traditions.

The Sunset Return

The true climax of the journey, however, happens on the return leg. As the train snakes back toward Bangkok, the sky begins to bruise into shades of violet and burnt orange. In the “floating train” sections near the Pasak Chonlasit Dam (on the Lop Buri route), the tracks are elevated above the water, creating the illusion that the Royal Blossom is skimming across a glass sea.

In movies, train journeys usually end with a dramatic parting or a grand arrival. As we pull back into the golden glow of Bangkok, there is no such drama—only a profound sense of peace. The Royal Blossom reminds us that the greatest luxury isn’t speed; it’s the ability to sit still while the world moves beautifully around you. For a few hours, we weren’t just passengers; we were characters in a story where the ending didn’t matter as much as the view from the window.

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.”

The post Chasing Sunsets on Thailand’s Royal Blossom appeared first on TAT Newsroom.

TAT Governor Ms. Thapanee Kiatphaibool said, “Thailand’s cultural heritage is one of our greatest strengths in the luxury MICE market. This evening showed that our appeal extends far beyond infrastructure and hospitality. The Soul of Thai — expressed through craftsmanship, wellness traditions, and living heritage — creates experiences that are distinctive, meaningful, and memorable for discerning international buyers. TAT is confident that Thailand is ready to lead as a transformative destination for luxury incentive travel.”

Welcoming guests at the reception were Ms. Thapanee, alongside Mr. Richard Joslin, CEO and Co-Founder of InVoyage, Dr. Supawan Teerarat, President of the Thailand Convention and Exhibition Bureau (TCEB), and Mr. Michael Parker, General Manager of Anantara Riverside Bangkok. Their presence reflected the significance of Thailand hosting InVoyage Global for the first time in Southeast Asia, held in Bangkok from 17 to 20 April 2026.

TAT leveraged the reception to engage directly with high-end MICE stakeholders and present Thailand’s capabilities in luxury incentive travel and events. Framed by the theme The Soul of Thai, the programme positioned luxury through the country’s cultural identity, craftsmanship, and wellbeing traditions.

Held at SEEN Rooftop Bar Bangkok at Avani+ Riverside Bangkok Hotel, the reception featured classical Thai performances and Heritage Terrace, a curated showcase of traditional Thai community craftsmanship. Guests experienced demonstrations including royal court garland weaving and Karen hill tribe silverwork by Stories of Silver, reflecting the heritage of the Pgaz K’Nyau people.

A dedicated exhibition space, The Soul Gallery, highlighted Thai community wisdom as a living creative force. Featured works included embroidery and silk spinning by royal craftswomen, gemstone jewellery by royal craftsmen, traditional khon mask-making, hand-woven bamboo garlands by Vassana — one of seven Thai designers behind the bamboo-woven Lady Dior collection displayed at Dior Gold House — and ancient hand-woven textiles from Chainat Province. DIVANA also supported a DIY herbal sachet activity, introducing guests to Thailand’s wellness heritage through aromatic Thai botanicals.

The reception reflected TAT’s approach to building confidence in the luxury incentive segment. Data shows that luxury travellers to Thailand spend an average of 85,951 Baht per person per trip and stay an average of 12.68 nights, with Bangkok, Phuket, and Chon Buri among the most favoured destinations. This extended stay supports deeper engagement with local experiences and artisan communities, helping to channel tourism spending to the grassroots level in line with Thailand’s Value over Volume strategy.

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