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- TAT Announces “KAWS:HOLIDAY” Thailand at Sanam Luang
The Tourism Authority of Thailand (TAT) presents KAWS Thailand 2025 at Sanam Luang from 13–25 May as part of the Amazing Thailand Grand Tourism and Sports Year 2025. The event features an 18-metre COMPANION sculpture by artist KAWS, symbolising generational wisdom in a setting rich in cultural meaning. Organised with Central Embassy and AllRightsReserved, this installation reinforces Thailand’s standing as a global destination for art and creativity.
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Bangkok, 30 April 2025 – The Tourism Authority of Thailand (TAT) is pleased to announce the arrival of “KAWS:HOLIDAY” Thailand, an exciting cultural event taking place at Sanam Luang, Bangkok, from 13 to 25 May 2025. Organised by internationally renowned artist KAWS in collaboration with AllRightsReserved and local partner Central Embassy, the event marks a major highlight of the Amazing Thailand Grand Tourism and Sports Year 2025.
TAT Governor, Ms. Thapanee Kiatphaibool, said: “We are honoured to welcome ‘KAWS:HOLIDAY’ to the heart of Bangkok at such a culturally meaningful site. This extraordinary event beautifully aligns with our vision for the Amazing Thailand Grand Tourism and Sports Year 2025, celebrating the harmony between traditional heritage and contemporary creativity. It is a wonderful opportunity for both Thais and visitors to experience art in a truly iconic setting.”
Following celebrated appearances in Indonesia, Shanghai, and Le Brassus, the “KAWS:HOLIDAY” tour makes its highly anticipated debut in Thailand. Sanam Luang, steeped in cultural and cosmological significance, provides the perfect backdrop for this monumental open-air installation. Visitors will encounter an 18-metre-tall COMPANION sculpture, seated on the Earth and cradling the Moon, symbolising the passing of wisdom, care, and values through generations.
Rooted in ancient Mandala traditions and situated beside the Grand Palace, Sanam Luang represents the intersection of the celestial and earthly realms. This profound symbolism is beautifully reflected in KAWS’s latest work, blending contemporary creativity with timeless tradition.
The event is made possible through the support of the Bangkok Metropolitan Administration, TAT, and local partners including Central The 1 Credit Card, Plan B Media Public Company Limited, and Lighting & Equipment Public Company Limited. Their collaboration ensures that this unique cultural moment will captivate both local and international audiences, reinforcing Thailand’s reputation as a hub for world-class artistic experiences.
Adding to the excitement, the exclusive KAWS:HOLIDAY Thailand Limited Collection will be unveiled on 6 May 2025. Details will be shared through official channels in the coming days.
Visitors are invited to experience this exceptional convergence of art, culture, and tranquillity daily from 07.00 to 22.00 Hrs. at Sanam Luang. Entry is free of charge, with the event opening at 14.00 Hrs. on 13 May 2025.
For the latest updates, please visit the official Instagram accounts: @kaws, @ARR.AllRightsReserved, and @centralembassy, or the websites: www.allrights-reserved.com and www.centralembassy.com.
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30 April 30 2025Events & Festivalshttps://www.tatnews.org/?p=81818 - Thailand expands into Middle East Market highlighting luxury and wellness tourism at Arabian Travel Market 2025
The Tourism Authority of Thailand (TAT) marked 25 years at the Arabian Travel Market, highlighting the Thailand Middle East Tourism 2025 strategy. Under the Amazing Thailand Grand Tourism and Sports Year 2025, TAT promoted luxury, wellness, and cultural tourism to Middle Eastern travellers. Strengthened partnerships with Emirates, Etihad, and dnata Travel will support Thailand Middle East Tourism 2025 goals of attracting 1.1 million visitors from the region.
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Dubai, 29 April 2025 – The Tourism Authority of Thailand (TAT) marks its 25th year at the Arabian Travel Market (ATM), held from 28 April to 1 May 2025. As part of the “Amazing Thailand Grand Tourism and Sports Year 2025”, the Thai Pavilion serves as a dynamic hub for business and cultural exchange, while TAT also strengthened ties with leading regional travel partners—Emirates, Etihad, and dnata Travel.
TAT Governor, Ms. Thapanee Kiatphaibool, stated: “The Middle East is one of Thailand’s most valued markets, and as we launch the ‘Amazing Thailand Grand Tourism and Sports Year 2025,’ we reaffirm our commitment to offering experiences that resonate—from world-class wellness and cultural heritage to sports tourism. We look forward to welcoming even more Middle Eastern visitors to discover the beauty, warmth, and diversity of Amazing Thailand.”
Located in Hall 7 at booth AS7510, the Thai Pavilion spans 315 square metres and was officially opened by Thailand’s Ambassador to the UAE, H.E. Mr. Sorayut Chasombat, alongside Ms. Thapanee and executives from TAT and Team Thailand.
This year, the pavilion hosts 55 Thai tourism operators—from leading travel companies to niche local businesses—engaging directly with buyers from across the region. It showcases Thailand’s diverse tourism offerings, from wellness and luxury to cultural and eco experiences, encouraging deeper exploration beyond traditional destinations.
Designed under the theme “Thailand’s Charm”, the pavilion reflects Thai elegance and hospitality while spotlighting the “Thailand’s 5 Must Do” experiences. It features dedicated zones for business meetings, media interviews, cultural demonstrations, travel information, and guest hospitality.
Cultural activities run throughout the event, including live demonstrations of hand-painted umbrellas and fans from Chiang Mai’s San Kamphaeng district—symbols of Northern Thai craftsmanship. Daily cultural showcases highlight major Thai festivals such as the Maha Songkran World Water Festival, Loi Krathong, the Isan Rocket Festival, and the UNESCO-recognised Nora dance of Southern Thailand. The opening ceremony featured “Suvarnabhumi”, a contemporary performance celebrating the rich heritage of the Golden Triangle.
On opening day, TAT also signed Memorandum of Cooperation with Emirates, represented by Mr. Orhan Abbas, Senior Vice President of Commercial Operations Far East, and Etihad, represented by Group CEO Mr. Antonoaldo Neves. A separate agreement was signed with dnata Travel, represented by Mr. John Bevan, further strengthening Thailand’s tourism ties with the Middle East.
That same evening, TAT hosted the media launch of the Amazing Thailand Grand Tourism and Sports Year 2025. The campaign focuses on five strategic pillars—Grand Festivity, Grand Moment, Grand Privilege, Grand Invitation, and Grand Celebration—designed to spotlight Thailand’s culture, lifestyle, and expanding role in global tourism and sports. Guests were also introduced to new initiatives to enhance the visitor experience, including the rollout of the Thailand Digital Arrival Card (TDAC) from 1 May to streamline entry.
TAT also unveiled targeted experiences for key market segments. Wellness-focused retreats in Samui and holistic treatments in Bangkok aim to position Thailand as a global medical and wellness hub. Family-friendly getaways, like organic farmstays in Khao Yai and wildlife safaris in Kui Buri, cater to Middle Eastern family travellers. For Gen Y and Z, urban shopping districts and Bangkok’s Creative Districts offer vibrant lifestyle and cultural appeal.
The Middle East continues to be a crucial market for Thailand with 162,790 travellers from the region have visited Thailand as of 22 April 2025. Middle Eastern visitors stay an average of 13.6 days and spend nearly 90,000 Baht per trip, with over half being first-time travellers. Their top activities include enjoying Thai cuisine, beaches, wellness, nightlife, and exploring historical sites, with favourite destinations including Bangkok, Phuket, Krabi, Chon Buri, and Surat Thani. By the end of the year, TAT hopes to bring in 1.1 million arrivals form the Middle East and the Africa, generating over 98 billion Baht.
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29 April 29 2025Press Releaseshttps://www.tatnews.org/?p=81804 - May 2025 Festivals and Events in Thailand
Thailand welcomes May 2025 with a vibrant calendar of festivals and events nationwide. Highlights include the Amazean Jungle Thailand by UTMB 2025 in Yala, the Hua Hin International Jazz Festival, Pattaya Lighting 2025, cultural celebrations like the Bun Bang Fai Rocket Festival, and eco-friendly showcases such as the Amazing Krabi Green Guide Fest.
The post May 2025 Festivals and Events in Thailand appeared first on TAT Newsroom.
Mark your calendars for a vibrant May 2025 in Thailand! Explore various events, including the Amazean Jungle Thailand by UTMB 2025 in Yala, the Hua Hin International Jazz Festival, and Pattaya Lighting 2025, transforming Pattaya Beach. Enjoy jazz in Hat Yai, witness the Light Phenomenon in Phitsanulok, discover eco-friendly activities at the Amazing Krabi Green Guide Fest, and marvel at the KAWS: HOLIDAY THAILAND exhibition in Bangkok. Plus, experience kite festivals, Bun Bung Fai rocket festivals, and other unique cultural celebrations throughout the month.
Amazean Jungle Thailand by UTMB 2025
1-4 May 2025
Betong, Yala
The ultimate global trail-running World Series
Highlights:
Uniting the sport’s biggest stars and amateur runners through the best, leading international events in the most stunning locations, the UTMB World Series gives all trail runners the chance to experience the UTMB adventure across the world. It is the only place runners can begin their quest to UTMB Mont-Blanc, where the prestigious UTMB World Series Finals will be held.Hua Hin International Jazz Festival 2025
1-4 May 2025
Hua Hin, Prachuap Khiri Khan
Highlights:
Hua Hin International Jazz Festival, the grandest and most impressive jazz music event in the history of the Hua Hin Jazz Festival, expanded from a single-day beachfront event to a magnificent 4-day jazz festival spanning 7 stages across Hua HinPattaya Lighting 2025
1-5 May 2025
Pattaya Beach, Chon Buri
Highlights:
Pattaya City unveils its first-ever grand light festival, “Pattaya Lighting 2025 – FantaSea The Illumination on the Beach,” transforming Pattaya Beach into a breathtaking fantasy of light and imagination. Explore imaginative light art installations, including stunning archways, captivating art installations, mesmerizing projection mapping, dynamic laser projections, and unique lighting displays.Hatyai Jazz Music Festival 2025
2-3 May 2025
From 16.00-24.00 Hrs.
Health Sports Plaza, Si Kim Yong Road, Hat Yai District, Songkhla
Highlights:
Get ready for two magical nights filled with smooth rhythms, soulful melodies, and unforgettable vibes at the Hatyai Jazz Music Festival 2025.The Light Phenomenon: the Series at Phitsanulok
2-4 May 2025
From 16.30-20.00 Hrs.
Wat Wihan Thong, Phitsanulok
Highlights:
“The Light Phenomenon: The Series” to promote tourism with Projection Mapping technology. This involves creating artwork by casting light and colors and projecting images with projectors onto various surfaces. It also features the sale of souvenirs and local restaurants.Krabi Music Coffee & Craft #4
2-5 May 2025
From 13.00-20.00 Hrs.
Along thewaterfront of Krabi town, KrabiSamui Neon Run 2025
3 May 2025
Central Festival Samui, Ko Samui, Surat Thani
Highlights:
Join us for an exciting running event and a full Neon Party. Experience a unique, special night run like no other.Music & MuTelu Festival 2025
9-11 May 2025
From 16.00-22.00 Hrs.
Suan Chom Khong Park, Nakhon PhanomKite Festival 2025
10-11 May 2025
From 11.00-22.00 Hrs.
Thapsakae Beach, Thapsakae District, Prachuap Khiri Khan
Highlights:
Spectacular international kite show, relax to the sounds of the evening music and enjoy delicious drinks and food from the local community54th World’s Only Wien Tien Ceremony on Water, Phayao Lake
10-12 May 2025
Wat Tilok Aram’s Pier and Wat Tilok Aram, Phayao
Highlights:
Offer alms to Buddhist monks. Embark on a boat journey to partake in a sacred aquatic candle procession. Delight in vibrant Lanna cultural performances and explore the morning market, where you can taste local delicacies, shop for unique finds, and soak in the tranquil ambience of Kwan Phayao at dawn. Don’t miss the opportunity to discover and purchase high-quality OTOP products from Phayao Province.KAWS:HOLIDAY THAILAND
13-25 May 2025
From 07.00 – 22.00 Hrs.
Sanam Luang, Bangkok
Highlights:
Following recent stops in Indonesia, Shanghai, and Le Brassus, KAWS:HOLIDAY embarks on an extraordinary new chapter in Thailand. The latest stop transforms the historic grounds of Sanam Luang—Bangkok’s vast ceremonial ground and cultural heart—into an open-air canvas for artistic expression, and admission is free for all visitors.Amazing Krabi Green Guide Fest 2025
15-18 May 2025
From 09.00-20.00 Hrs.
Noppharat Thara Beach, Ao Nang, Krabi
Highlights:
At this vibrant festival, discover Krabi as a sustainable destination! Explore eco-friendly products, engage in art and craft workshops, savour delicious food and cooking demos and groove to live music.Kite on the Lake
16-18 May 2025
From 16.00-22.00 Hrs.
Lakeside, Muang Thong Thani, Nonthaburi
Highlights:
Experience the ultimate family-friendly festival! Witness stunning giant kites, be entertained by lively street performers, fly your own kite, join creative workshops, indulge in diverse food and drinks, relax to live music, and bring your pets to enjoy the lakeside fun at the International Kite Festival.Yasothon Bun Bang Fai Rocket Festival
16-18 May 2025
Chaeng Sanit Road, YasothonKalasin Bun Bung Fai Talai Lan Festival
17-18 May 2025
Kutwa Municipality, Kuchinarai District, KalasinOutdoor Fest 2025
22-25 May 2025
Exhibition Hall 5-6, LG Floor, Queen Sirikit National Convention Center, Bangkok
Highlights:
Your one-stop destination for all things travel and adventure! Discover accommodations, trekking, camping, cycling, extreme sports (surfing, jet skiing, surf skating), and a vast array of tourist destinations at this comprehensive lifestyle and activity tourism event.Thailand Golf Expo 2025
22-25 May 2025
Exhibition Hall 5-6, LG Floor, Queen Sirikit National Convention Center, BangkokThailand Dive Expo 2025
22-25 May 2025
Exhibition Hall 5-6, LG Floor, Queen Sirikit National Convention Center, BangkokSamui Regatta 2025
24-31 May 2025
Chaweng Beach, Ko Samui, Surat Thani
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29 April 29 2025Events & Festivalshttps://www.tatnews.org/?p=81794 - TAT Hosts Amazing Thailand Health & Wellness Trade Meet 2025
The Tourism Authority of Thailand (TAT) hosted the Amazing Thailand Health & Wellness Trade Meet 2025 in Bangkok, connecting nearly 100 international buyers with over 50 Thai wellness businesses. The event showcased Thailand’s strengths in health and wellness tourism, supporting its goal of becoming a global wellness hub under the Amazing Thailand Grand Tourism and Sports Year initiative.
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Bangkok, 28 April 2025 – The Tourism Authority of Thailand (TAT) successfully hosted the Amazing Thailand Health & Wellness Trade Meet 2025, welcoming 100 international buyers to Bangkok for a one-day showcase of the country’s health and wellness offerings.
Held at The Ritz-Carlton Bangkok, the event brought together global buyers and over 50 Thai businesses in a setting designed to foster collaboration, business matching, and exchange of ideas.
Mrs. Chiravadee Khunsub, Deputy Governor for International Marketing of Europe, the Americas, the Middle East, and Africa, said: “This annual trade event is part of our broader Amazing Thailand Health & Wellness Journey initiative to position Thailand as a quality destination for health and wellness travel. It also supports the Amazing Thailand Grand Tourism and Sports Year 2025, reinforcing our focus on high-value, experience-led tourism across sectors like wellness, medical care, and active lifestyles.”
Buyers came from across key markets—Europe, ASEAN, South Asia, the South Pacific, East Asia, the Americas, the Middle East, and Africa—reflecting global interest in Thailand’s wellness sector.
The programme opened with a sector update from TAT and a Wellness Talk on the theme ‘Wellness Hub Thailand’ by Dr. Tanupol Virunhagarun, CEO of BDMS Wellness Clinic and BDMS Wellness Resort, Bangkok Dusit Medical Services Public Company Limited.
In his remarks, Dr. Tanupol highlighted Thailand’s strong potential to become a global wellness hub, citing government policy, world-class medical infrastructure, and rising global demand for preventive health. He emphasised the country’s natural assets, Thai hospitality, and integrative healthcare as key strengths, with BDMS Wellness Clinic aiming to help position Thailand among the world’s top five wellness destinations.
Attendees also engaged in traditional Thai wellness experiences, including making personalised inhalers and healthy snacks and learning holistic self-care rooted in Thai elemental theory.
In the afternoon, 50 Thai businesses presented offerings ranging from integrative medicine and spa treatments to holistic retreats and hospital-based services. Sellers included leading wellness resorts like Chiva-Som, Kamalaya and Sri Panwa; internationally recognised centres such as BDMS Wellness Clinic, RAKxa Integrative Wellness and Bangkok Hospital Pattaya; and a diverse range of high-quality operators nationwide.
Ahead of the event, TAT hosted a familiarisation trip from 21–24 April for buyers from the Americas, Middle East, Africa, ASEAN, South Asia, and the South Pacific. Post-event trips, from 26–29 April, will allow buyers from East Asia and Europe to experience Thai wellness in real-world settings.
Wellness tourists are a high-value segment, spending an average of 100,259 Baht per person per trip. The event is expected to contribute to a shift in Thailand’s tourism structure towards attracting more quality travellers from around the world.
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28 April 28 2025Press Releaseshttps://www.tatnews.org/?p=81792 - Thailand Targets High-Value Travellers to Fuel Long-haul Tourism Growth
Thailand is seeing a surge in long-haul tourist arrivals in 2025, with over 11.35 million international visitors recorded so far. The Tourism Authority of Thailand (TAT) is driving this growth through airline collaborations, niche market strategies, and global events — all aimed at high-value travellers. With strong performance from key markets and forward bookings remaining high, TAT is on track to meet its ambitious year-end goals.
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Bangkok, 25 April 2025 – The Tourism Authority of Thailand (TAT) has reported strong growth in long-haul international arrivals in early 2025, as it steps up efforts to attract high-value travellers in line with national tourism strategy — driving toward its year-end target of 39 million visitors and 2.23 trillion Baht in revenue.
From 1 January to 21 April 2025, Thailand welcomed over 11.35 million visitors, according to the Immigration Bureau. Long-haul markets showed particularly strong year-on-year growth: the United Kingdom – 423,324 (+20.61%), Germany – 407,378 (+13.14%), France – 364,262 (+22.65%), the United States – 379,472 (+12.83%), Australia – 255,420 (+16.85%), Israel – 131,958 (+97.43%), Italy – 114,808 (+28.6%), the Netherlands – 94,074 (+17.88%), Spain – 52,629 (+17.75%), and Saudi Arabia – 43,356 (+15.26%).
This performance has been driven in part by expanded airline seat capacity through TAT’s Airline Focus strategy, which partners with international carriers to increase flight frequencies and launch new routes. Recent additions include Alitalia (Italy–Bangkok), Condor (Frankfurt–Bangkok/Phuket), Evelop Airlines (Madrid–Bangkok), and Air Calédonie International (Paris–Bangkok), alongside frequency increases from Iberojet (Madrid–Bangkok) and Norse Atlantic Airways (London Gatwick–Bangkok).
Forward bookings from long-haul markets remain strong for April to June, with continued momentum expected from the UK, Italy, Spain, Israel, and Russia.
TAT is sharpening its promotional focus on high-potential, high-spending source markets to drive sustainable growth. Priority areas include long-haul markets across Europe (the UK, Germany, Italy, Israel, Sweden, Switzerland, Norway, Austria), the Americas (Argentina, Brazil), Oceania (Australia), the Middle East (Saudi Arabia, Kuwait), and Africa (South Africa), as well as key short-haul markets including Japan, South Korea, Taiwan, Malaysia, Singapore, Indonesia, India, and Sri Lanka.
Targeted efforts are being made to attract high-value tourists through health and wellness experiences, including Thai massage, spas, yoga, wellness cuisine, and holistic programmes — especially popular among travellers from Europe, ASEAN, and the Middle East.
The yacht and superyacht segment is being developed for European, Australian, and Asia-Pacific markets, while sports and entertainment tourism — including golf, marathons, trail running, Muay Thai, diving, and cycling — is being actively promoted in Russia, Europe, the US, Australia, China, South Korea, and Japan. Additionally, the digital nomad and workation markets are being targeted in popular destinations such as Chiang Mai, Bangkok, Phuket, Ko Samui, Hua Hin, and Krabi.
“We’re not just chasing numbers — we’re shaping the future of Thai tourism,” said TAT Governor, Ms. Thapanee Kiatphaibool. “From wellness and yachting to global festivals and sport, we’re curating experiences that speak to today’s traveller, while building long-term value for the Thai economy and local communities.”
To boost year-round travel, TAT is leveraging Thailand’s cultural richness and soft power through its Grand Festivity initiative, part of the Amazing Thailand Grand Tourism and Sports Year. Building on the success of Songkran 2025, the Thailand Summer Festivals campaign will feature high-profile events in music (EDC, Wonderfruit, Big Mountain, Pla Ra Molam), sport (UTMB, Regatta, WGP#1, FIVB, SEA Games), the arts (Na Satta, International Fireworks Festival), and food and culture (Amazing Thailand Grand Taste).
A full-spectrum communications push across digital, print, social, and mainstream media will ensure Thailand stays top-of-mind for global travellers. With strong momentum in place, TAT is on track to achieve its 2025 tourism targets.
Ko Poda, Krabi 
Klong Root, Nong Talay Canal, Krabi 
Ko Ran Pet Ran Kai, Chumphon 
Silarom Spa, Ko Samui, Surat Thani 
Ang Khang Nature Trail, Doi Inthanon National Park, Chiang Mai 
Bangpra International Golf Club, Sriracha, Chon Buri The post Thailand Targets High-Value Travellers to Fuel Long-haul Tourism Growth appeared first on TAT Newsroom.
25 April 25 2025Press Releaseshttps://www.tatnews.org/?p=81779 - TAT and StarDream Cruises Launch Star Voyager to Anchor Thailand as Cruise Hub
On 22 April 2025, the Tourism Authority of Thailand and StarDream Cruises officially launched Star Voyager, a newly refurbished luxury cruise ship now homeported in Thailand. Marking a key initiative under the Amazing Thailand Grand Tourism and Sports Year 2025, the launch positions Thailand as a rising regional hub in the global cruise tourism market.
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Bangkok, 23 April 2025 – The Tourism Authority of Thailand (TAT), in partnership with StarDream Cruises, is elevating Thailand’s profile in global cruise tourism with the launch of the Star Voyager on 22 April. For the first time, the luxury cruise ship—accommodating around 1,940 guests—will operate with Thailand as its home port.
Miss Pattaraanong Na Chiangmai, TAT Deputy Governor for International Marketing – Asia and the South Pacific, described the launch as a milestone for Thai tourism. “The launch of Star Voyager marks a significant step in our efforts to strengthen Thailand’s tourism and maritime sectors, in line with national policy and the objectives of the Amazing Thailand Grand Tourism and Sports Year 2025. This achievement reflects the dedication of our teams and partners who worked tirelessly to bring this vision to life.”
The debut of Star Voyager also marks the revitalisation of the StarCruises brand and reinforces Thailand’s role as a key cruise hub in Southeast Asia. Fresh from a US$50 million refurbishment, the ship now offers a premium cruising experience departing from Laem Chabang Port. It is operating two exclusive five-night sailings—22–27 April and 7–12 May—on the Laem Chabang – Ko Samui – Singapore – Laem Chabang route, giving travellers a gateway to Thai culture and hospitality.
“We’re excited to homeport the Star Voyager in Bangkok as we introduce the revitalised StarCruises brand in Thailand,” said Mr. Michael Goh, President of StarDream Cruises. “This launch represents a significant step forward in our vision to position Thailand as a cruise hub in Southeast Asia. With this regional deployment, we aim to attract a diverse range of travellers while supporting the country’s growing tourism economy.”
To celebrate the inaugural sailing, TAT hosted a welcome event at Laem Chabang Port featuring a traditional long-drum procession and a performance by Alcazar Cabaret Show Pattaya. Passengers on these two sailings also received commemorative Thai souvenirs.
Onboard, guests are taking part in curated cultural experiences including Bo Sang umbrella painting, herbal sachet (Bunga Rampai) crafting, and classical Thai dance. These activities are part of the “5 Must Do in Thailand” theme—Must Taste, Must Try, Must Buy, Must Seek, and Must See—designed to offer cruise travellers a rich, immersive Thai experience and inspire future visits to the Kingdom.
Thailand’s cruise sector continues to grow. In 2024, the country welcomed 162 cruise ship calls, carrying over 379,000 passengers and generating 1.89 billion Baht in revenue—a 6.9% increase from the previous year, according to the Thai Maritime Enforcement Command Center. The busiest cruise ports include Patong Bay, Laem Chabang, Ko Samui, Phuket Deep Sea Port, and Sriracha Port, with most travellers arriving from Singapore, the United Kingdom, Malaysia, the United States, and Germany.
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23 April 23 2025Press Releaseshttps://www.tatnews.org/?p=81757 - TAT and Thai-Italian Chamber of Commerce Mark Joint Founding Day of Rome and Bangkok
The Tourism Authority of Thailand (TAT) and the Thai-Italian Chamber of Commerce jointly celebrated the founding day of Rome and Bangkok on 21 April with a cultural event in Bangkok. The occasion highlighted the strong ties between Thailand and Italy, with tourism, cultural exchange, and business collaboration at its core.
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Bangkok, 23 April 2025 – The Tourism Authority of Thailand (TAT), in collaboration with the Thai-Italian Chamber of Commerce, hosted the “Foundation of Rome & Bangkok Grand Celebration” to commemorate the shared founding date of the capitals of Thailand and Italy—both established on 21 April.
Representing TAT at the event, which is part of the Amazing Thailand Grand Tourism and Sports Year 2025, Mrs. Chiravadee Khunsub, Deputy Governor for International Marketing – Europe, Africa, the Middle East, and the Americas, emphasised the importance of tourism and cultural exchange in strengthening international understanding and long-standing bilateral relations.
Held on 21 April at Siri Sala Private Thai Villa in Bangkok, the celebration featured live music, traditional performances, showcases by Italian businesses, and a panel discussion titled “Bridging Cultures Through Tourism: Thailand & Italy in Focus.” The evening concluded with a networking dinner to foster closer collaboration between Thai and Italian partners.
Italy remains a high-potential source market for Thailand, with 267,000 visitors in 2024 and strong momentum into 2025. With growing demand for independent and sustainable travel, and direct flights from Rome and Milan, TAT continues to engage Italian travellers through targeted campaigns and partnerships.
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23 April 23 2025Photo Releaseshttps://www.tatnews.org/?p=81754 - TAT x Leicester City Spotlighted Thai Soft Power on the Global Sports Stage
The Tourism Authority of Thailand (TAT), in collaboration with Leicester City Football Club, spotlighted Thai soft power at a Premier League match on 20 April 2025. Highlights included a Muay Thai showcase, Thai snacks, and a fan-engagement campaign to promote Thai tourism as part of the Amazing Thailand Grand Tourism and Sports Year 2025 initiative.
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Bangkok, 22 April 2025 – The Tourism Authority of Thailand (TAT), under the Ministry of Tourism and Sports, in partnership with Leicester City Football Club (LCFC), staged a high-impact promotional event during the Premier League match between Leicester City and Liverpool on 20 April 2025 at King Power Stadium, United Kingdom.
“TAT continues to see sport as a powerful gateway for travel inspiration,” said Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications. “Through this collaboration with Leicester City, we’ve brought Thailand’s identity—our martial arts, food, and warm hospitality—onto one of the world’s most watched stages. It’s about making meaningful impressions that convert into real travel decisions.”
The event marked a key step in TAT’s mission to elevate Thai Soft Power globally. It leveraged football’s massive reach to boost Thailand’s visibility across European markets. It was part of TAT’s broader Amazing Thailand Grand Tourism and Sports Year 2025 campaign, aimed at attracting high-quality tourists through the unifying power of sport.
Held under the theme “5 Must-Do Experiences in Thailand,” the event offered fans a vivid glimpse into Thai culture and travel appeal. A standout was the Muay Thai showcase—representing the “Must Try” experience—featuring renowned fighters Shadow Singmawin and Alex Singmawin. Their modern take on the traditional Wai Khru ritual highlighted the elegance and spirit of Thailand’s national martial art, captivating audiences in the stadium and beyond.
Fans also had the chance to join a Wai Khru demonstration to win autographed LCFC jerseys and limited-edition “Chang” boxing shorts—adding an interactive, memorable element to the experience.
The “Must Taste” highlight featured khao tan, a traditional Thai crispy rice snack made with sugarcane and watermelon juice. This hands-on tasting introduced spectators to Thailand’s distinctive flavours and culinary heritage.
To amplify the campaign, TAT rolled out Amazing Thailand advertisements across LCFC’s platforms, including LED screens inside King Power Stadium and digital content via LCFC.com, Facebook, and X. With a combined online following of over 10 million, this media presence significantly boosted campaign visibility.
Ahead of the match, TAT also ran a Songkran-themed online contest in the UK, offering 10 exclusive tickets to the game. The activity deepened cultural engagement while building anticipation.
The initiative also built on TAT’s longstanding partnership with LCFC, which began during COVID-19. With over 30,000 spectators at the match and a global broadcast audience in the billions, the collaboration delivered a powerful platform to position Thailand as a top destination for sport and entertainment tourism.
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22 April 22 2025Press Releaseshttps://www.tatnews.org/?p=81752 - TAT Hosts Amazing Thailand Festival in Bhutan 2025
The Tourism Authority of Thailand (TAT) hosted the first Amazing Thailand Festival in Bhutan on 19–20 April 2025 at Clock Tower Square, Thimphu. The two-day event highlighted Thailand’s soft power through cultural showcases, culinary delights, Muay Thai workshops, and traditional crafts. Honoured by the presence of Bhutan’s Prime Minister, the festival aimed to strengthen tourism and cultural ties as part of the Amazing Thailand Grand Tourism and Sports Year 2025.
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Bangkok, 21 April 2025 – The Tourism Authority of Thailand (TAT) hosted the first-ever Amazing Thailand Festival in Bhutan 2025 on 19–20 April at Clock Tower Square in Thimphu. The event, part of the Amazing Thailand Grand Tourism and Sports Year 2025, aimed to boost Thailand’s image and attract Bhutanese travellers as part of a strategic push into high-potential South Asian markets.
H.E. Dasho Tshering Tobgay, Prime Minister of Bhutan, honoured the festival with a visit on 20 April, experiencing Thailand’s soft power first-hand through the “5 Must-Do Experiences” and engaging with various cultural booths. His presence reaffirmed the close ties between Thailand and Bhutan and helped inspire deeper interest in Thai tourism among Bhutanese visitors.
The opening ceremony on 19 April was graced by H.E. Mrs. Makawadee Sumitmor, Ambassador of Thailand to Bhutan, and Mr. Lyonpo Namgyal Dorji, Honorable Minister of Industry, Commerce and Employment of Bhutan. The festival was organised under the leadership of Ms. Thapanee Kiatphaibool, TAT Governor, along with Miss Pattaraanong Na Chiangmai, Deputy Governor for International Marketing – Asia and the South Pacific, and Mr. Khemathat Archawathamrong of the Thai Trade Center in Dhaka, supported by other key TAT executives.
Ms. Thapanee Kiatphaibool said: “It is an honour to bring the Amazing Thailand Festival to the heart of Thimphu. This event is more than a celebration of Thai food, art, and tradition—it is a meaningful exchange between two nations bound by mutual respect and shared cultural values. We hope this festival deepens the friendship between Thailand and Bhutan, and inspires many to discover the beauty, creativity, and warm spirit of Amazing Thailand.”
The two-day event spotlighted Thailand’s soft power through the “5Fs” – Food, Film, Fashion, Festival, and Fight – alongside the “5 Must-Do Experiences in Thailand,” brought to life through interactive activities and cultural showcases.
Visitors explored Thai culinary delights (Must Taste) with cooking demonstrations of Phat Thai, tofu stir-fry with basil, Som Tam (papaya salad), herbal drinks, and Bua Loi (glutinous rice balls in coconut milk). Traditional arts and crafts (Must Try), such as umbrella painting and tung making, were featured alongside Thai massage sessions and Muay Thai workshops.
Locally made Thai products and souvenirs (Must Buy), including elephant keychains and Muay Thai shorts, showcased the richness of Thai craftsmanship. A themed photo zone (Must Seek) featured iconic Thai elements such as tuk-tuks, beach scenery, Muay Thai fighters, and traditional dance.
Live performances throughout the festival (Must See) offered immersive experiences of Thai heritage, from classical dance to the dynamic artistry of Muay Thai.
The Bhutanese travel market, while relatively small, holds strong potential. In 2024, a total of 21,581 Bhutanese tourists visited Thailand – a 6.02% increase from 2023. Popular reasons for travel include leisure, education, and medical treatment, with beach holidays, wellness tourism, shopping, and family trips being top choices. From 1 January to 9 April 2025 alone, Thailand has already welcomed 9,545 Bhutanese visitors, indicating continued growth.
The post TAT Hosts Amazing Thailand Festival in Bhutan 2025 appeared first on TAT Newsroom.
21 April 21 2025Press Releaseshttps://www.tatnews.org/?p=81736 - How I Ate My Way Through Songkran
During Songkran, Thailand’s New Year festival, one food lover swaps water fights for a culinary adventure—exploring fiery street eats and royal Khao Chae.
The post How I Ate My Way Through Songkran appeared first on TAT Newsroom.
The first splash came out of nowhere. One moment, I was strolling through the streets of old Bangkok, marvelling at the golden temples and bustling markets, and the next, I was drenched from head to toe. A mischievous child grinned at me, still clutching a bright blue water gun as if daring me to retaliate. And just like that, I was swept into the exhilarating chaos of Thailand’s Songkran Festival.
Songkran, Thailand’s traditional New Year celebration, is a festival like no other. Held annually from 13 to 15 April, it marks the end of the dry season with a nationwide water fight that symbolises purification, renewal, and a fresh start. What began as a gentle ritual of sprinkling water over elders for blessings has evolved into a full-scale battle of epic proportions.
As I weaved through the chaos, the streets were a blur of colour, laughter, and water splashes. Soaked to the bone and grinning like a child, I decided to take a break from the playful warfare and dive into another integral part of Thai culture—its food. As a Thai close to retirement age, I had participated in Songkran festivities many times before, but I was looking to do something different this time.
Songkran is when families around the country reunite and bond over food, and lots of it, ranging from convenient street eats to elaborate sets of dishes inspired by the royal households of old. I stumbled into a bustling street market, drawn by the intoxicating aroma of grilled meats, sizzling woks, and the unmistakable scent of lemongrass. Vendors called out their specialties, their stalls overflowing with colourful dishes. My stomach rumbled in anticipation.
I started with Som Tam, the famous green papaya salad. A vendor in a floral shirt and straw hat pounded shredded papaya, cherry tomatoes, chilies, and peanuts together in a wooden mortar. When he asked how spicy I wanted it, I confidently said, “Medium.” Big mistake. My first bite was a rollercoaster of flavours—sweet, sour, salty, and then… the heat hit me like a Songkran water cannon. My lips tingled, my eyes watered, and I couldn’t stop eating. The balance of flavors was addictive.
Next came Mu Ping, skewers of marinated pork grilled over charcoal, served with a sticky rice ball wrapped in banana leaf. The meat was tender, caramelized, and smoky, with just the right sweetness. I dipped it into a small plastic bag of Nam Chim Chaeo, a tangy, spicy dipping sauce, and savoured every bite.
Then I spotted it—the dish I had been both eager and terrified to try: Tomyum Kung. The steaming bowl of shrimp soup arrived, its surface shimmering with chili oil and fragrant herbs. One sip, and I was hooked. The broth was a perfect harmony of lemongrass, lime leaves, galangal, and chili. The shrimp were plump and fresh, absorbing the bold flavours. It was comfort food with a kick, the dish that made me sweat but left me craving more.
For dessert, I couldn’t resist the classic Mango Sticky Rice. The mango was impossibly sweet and juicy, the sticky rice warm and soaked in creamy coconut milk. It was the perfect antidote to the fiery dishes I had just devoured.
As I sat on a plastic stool, surrounded by locals and fellow tourists, my senses still buzzing from the explosion of flavours, I realized that Thai food wasn’t just about eating—it was an experience, an adventure. And it tasted even better during Songkran, with water fights raging all around and the air thick with celebration.
I wiped my brow, took one last sip of my ice-cold Thai tea, and smiled. Songkran had drenched me in more ways than one, and I wouldn’t have had it any other way.
Khao Chae: Thailand’s Cool Culinary Gem for the Summer
There is a guilty foodie pleasure I await with glee every Songkran. As summer’s temperature blankets Thailand, this age-old dish emerges to offer a refreshing escape—Khao Chae (ข้าวแช่). This elegant meal of chilled jasmine rice soaked in ice-cold, flower-scented water is more than just a culinary delight; it’s a rejuvenating experience that symbolizes tradition, refinement, and relief from the sun. What makes Khao Chae unique is its cooling effect and the dedication and care that goes into crafting its delicate flavours. Traditionally, the rice is rinsed multiple times to remove excess starch, ensuring a smooth and polished texture. It is then immersed in chilled water infused with fragrant jasmine or pandan to create a subtly aromatic experience.
A Taste of Thai Royalty
Khao Chae traces its roots to the royal kitchens of Thailand’s Rattanakosin era (1782–present), where it was meticulously prepared for the royal court during the hot season. However, its origins go even further back, and it is believed to be inspired by Mon cuisine, a cultural influence from early Mon communities in Thailand. Over time, Khao Chae transitioned from an exclusive palace dish to a beloved summer treat enjoyed by locals, particularly during Songkran.
A Symphony of Flavours
While the rice itself is light and refreshing, the magic of Khao Chae lies in its assortment of savoury side dishes, each meticulously prepared to complement the coolness of the rice. These include:
• Luk Kapi (ลูกกะปิ): Deep-fried shrimp paste balls offering a salty-sweet punch.
• Hom Daeng Yat Sai (หอมแดงยัดไส้): Stuffed shallots with minced pork or shrimp, wrapped in a crispy shell.
• Mu Foi (หมูฝอย): Sweet and shredded pork, balancing the savoury elements.
• Chaipo Phat (ไชโป๊วผัด): Stir-fried sweet radish, adding a chewy texture.
• Pla Duk Fu (ปลาดุกฟู): Crispy shredded catfish offering a delightful crunch.Each bite of Khao Chae is a symphony of contrasts-textures and tastes that play off each other, creating a sophisticated yet refreshing dining experience.
A Seasonal Delight
Because of its elaborate preparation, Khao Chae is primarily enjoyed during summer, especially in April, when Thailand’s temperatures rise. Many high-end Thai restaurants and traditional eateries offer it as a limited-time dish, and families take pride in making their own versions at home.
For those seeking an authentic experience, Bangkok’s Tha Tian Market, Or Tor Kor Market, and prestigious hotels often serve Khao Chae during the Songkran season, staying true to the historical preparation methods.
Bangkok’s vibrant Or Tor Kor Market, known for premium produce and street eats. Cooling Down with Culture
More than just a dish, Khao Chae represents Thai hospitality, artistry, and an appreciation for balance—between heat and cold, simplicity and complexity. Eating Khao Chae is an immersive experience that transports you to a time when food was prepared with deep thought and cultural significance.
So why not take a cue from Thai tradition? A bowl of fragrant Khao Chae, a plate of delicious condiments, and a moment of cool relief—it’s the perfect way to savour Thailand’s culinary heritage.
The best places to get Khao Chae in Bangkok any time of year
Saneh Jaan – The Michelin-star restaurant is highly regarded for its jasmine rice Khao Chae with scented ice cubes.
Lai Ros—This local favourite features traditional Khao Chae with all the trimmings. It has been selling Khao Chae sets for well over 50 years.
Khao Chae Mae Siri—The Bang Lamphu institution has a unique Khao Chae recipe from Mon ancestors.
Jim Thompson, A Thai Restaurant – Khao Chae here has a contemporary twist and is served in elegant surroundings.
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 How I Ate My Way Through Songkran appeared first on TAT Newsroom.
14 April 14 2025Travel Featureshttps://www.tatnews.org/?p=81686
