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Haikou, Hainan Province, 19 December 2025 – Thailand has been named as Guest Country of Honour at China International Travel Mart (CITM) 2025, marking the 50th anniversary of Thailand–China diplomatic relations, as the Tourism Authority of Thailand (TAT) leads the Thai tourism industry’s participation at the event, held from 19–21 December 2025 at the Hainan International Convention and Exhibition Centre in Haikou.

The Thai delegation is led by Ms. Thapanee Kiatphaibool, TAT Governor, together with Miss Pattaraanong Na Chiang Mai, TAT Deputy Governor for International Marketing – Asia and the South Pacific.

Ms. Thapanee said, “Thailand’s role as Guest Country of Honour at CITM 2025 reflects the depth of our bilateral relations and a shared commitment to advancing tourism cooperation. Through a focused South China cluster approach, we aim to strengthen market confidence, expand high-quality travel demand, and reinforce Thailand’s position as a preferred destination for Chinese travellers.”

CITM 2025, China’s most influential travel trade exhibition, is being hosted in Haikou for the first time, highlighting Hainan’s growing role as a gateway for tourism engagement with ASEAN. Located at the southernmost point of the mainland, Haikou offers strong economic fundamentals and travel connectivity and is recognised as a high-potential outbound market, particularly among Millennials, families, and health and lifestyle premium travellers.

At the event, the Thailand Pavilion serves as a strategic platform for integrated B2B and B2C marketing and communications, enabling Thai tourism operators to engage directly with Chinese partners. The pavilion features cultural and experiential showcases, including traditional Thai massage demonstrations, Thai handicraft DIY activities, classical Khon performances, regional Thai dance, Muay Thai, and fashion presentations highlighting Thai national costume and contemporary Thai design.

TAT also hosted an Amazing Thailand Networking Lunch, engaging with 12 leading Chinese tour operators and two airlines, Hainan Airlines and 9Air, to explore joint market opportunities. In addition, TAT participated in the Nihao China welcome reception hosted by the Hainan Provincial Government, further expanding channels to promote Thai tourism products and services.

Alongside CITM 2025, TAT advanced two-way tourism cooperation in Haikou on 18 December 2025 by signing Letters of Intent with the Haikou Municipal Bureau of Tourism, Culture, Radio, Television and Sports and with Tongcheng Travel Holdings, one of China’s leading integrated online travel platforms. Both agreements aim to strengthen strategic cooperation, raise destination awareness, and enhance travel connectivity between Thailand and China.

TAT expects these activities to enhance positive destination perception, highlight Thailand’s tourism safety standards and service readiness, and stimulate travel demand during the year-end holiday season through to Chinese New Year in February 2026. This momentum, reinforced by Thailand’s Guest Country of Honour status at CITM 2025 and ongoing market initiatives through TAT’s five China offices in Beijing, Shanghai, Chengdu, Kunming, and Guangzhou, is expected to accelerate the return of high-quality Chinese travellers and strengthen Thailand’s image as a quality destination.

From 1 January to 12 December 2025, Chinese visitors ranked second among international arrivals to Thailand, totalling 4.24 million visitors. The average length of stay was 8.5 days, with average spending of 54,230 Baht per trip. The most visited destinations were Bangkok, Chon Buri, Phuket, and Chiang Mai, while popular activities included Thai cuisine, historical sightseeing, spa and wellness experiences, beach tourism, and night-time attractions.

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Bangkok, 18 December 2025 – The Tourism Authority of Thailand (TAT) welcomes the latest findings from Euromonitor International’s Top 100 City Destinations Index 2025, which confirm Bangkok as the world’s most visited city by international travellers in 2025, with 30.3 million arrivals, the highest globally.

Ms. Thapanee Kiatphaibool, TAT Governor, said, “Bangkok’s position as the world’s most visited city reflects the enduring strength of Thailand’s tourism ecosystem and the city’s ability to deliver meaningful, high-quality visitor experiences. This recognition underscores our focus on value-driven tourism, longer stays and responsible travel, while ensuring Bangkok continues to evolve as a safe, vibrant and globally competitive destination.”

The ranking places Bangkok ahead of other major global destinations, highlighting the Thai capital’s sustained appeal across leisure, culture, gastronomy and urban lifestyle experiences. Euromonitor International’s assessment evaluates 100 cities using more than 50 indicators spanning tourism performance, policy and appeal, infrastructure, health and safety, sustainability, and economic and business activity.

In its analysis, Euromonitor International notes that leading urban destinations are increasingly prioritising value over volume, with strategies focused on sustainable growth and long-term sustainability. Despite global economic challenges and intensifying regional competition, Bangkok retained its position as the world’s most visited city, supported by strong destination fundamentals and consistent international demand.

Bangkok’s appeal is defined by its blend of historic landmarks and modern city life, where iconic temples and riverside districts coexist with creative quarters, contemporary architecture and world-class shopping. Renowned globally for its street food and Michelin-recognised dining, strong air connectivity and service readiness, the city has earned multiple top rankings and awards from leading international travel and lifestyle publications. As Thailand’s primary gateway, Bangkok continues to play a central role in driving nationwide travel and supporting balanced, sustainable tourism growth.

Bangkok’s leading position reinforces Thailand’s standing on the global tourism stage and aligns with TAT’s ongoing commitment to sustainable, high-quality tourism growth under the “Unforgettable Experience: Healing is the New Luxury” global communication campaign.

The Top 100 City Destinations Index 2025 projects that the world’s leading cities will collectively welcome 702 million international trips this year, accounting for 46% of global inbound tourism.

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Haikou, Hainan Province, 18 December 2025 – The Tourism Authority of Thailand (TAT) has signed two Letters of Intent to establish strategic tourism partnerships with the Haikou Municipal Bureau of Tourism, Culture, Radio, Television and Sports and with Tongcheng Group and Tongcheng Travel Holdings, advancing two-way tourism cooperation between Thailand and China. The signings took place during TAT’s participation at China International Travel Mart (CITM) 2025, where Thailand serves as the Guest Country of Honour.

The agreements were formalised at The Langham Haikou by Ms. Thapanee Kiatphaibool, TAT Governor, alongside Mr. Wang Ke, Director and Senior Researcher of the Haikou Municipal Bureau of Tourism, Culture, Radio, Television and Sports, and Mr. Li Minghao, Vice President of Tongcheng Group and Tongcheng Travel Holdings, one of China’s leading integrated online travel platforms.

Ms. Thapanee said, “These agreements reinforce Thailand’s strategic focus on the China market and our commitment to two-way tourism that is balanced, sustainable, and driven by market demand. Through closer collaboration with Haikou and Tongcheng, we aim to strengthen connectivity, enhance destination awareness, and create tangible opportunities for travellers and tourism businesses in both countries, while advancing digital travel services and supporting sustainable tourism growth.”

Haikou, a coastal city on Hainan Island with a population of more than three million, is as a key economic, tourism, and innovation hub within the Hainan Free Trade Port. Guided by a development strategy that prioritises sustainability, modern urban living, and coastal culture, the city is emerging as an international destination and a strategic partner for Thailand in southern China.

Building on TAT’s established cooperation with Haikou and Hainan authorities, the collaboration focuses on destination promotion and joint marketing through international travel fairs, roadshows, trade engagements, KOL exchanges, and the development of tourism products linking Haikou with Thai destinations. This aligns with Thailand’s role as Guest Country of Honour at CITM 2025, reinforcing high-level cooperation and market confidence, alongside recent talks with Hainan Wenhua Tourism Group on potential charter flights connecting Haikou with Phuket and Chiang Mai.

Under the agreement with Tongcheng Group and Tongcheng Travel Holdings, TAT will deepen cooperation in digital marketing, communications, and travel promotion. Leveraging Tongcheng’s capabilities in big data and AI-powered services, the partnership aims to reach Chinese travellers across all stages of the travel journey, reinforcing the digital ecosystem that supports two-way tourism. This builds on existing joint marketing campaigns, including Green Season hotel promotions in September–October 2025 and targeted January–March 2026 initiatives for female travellers and Chinese New Year travel.

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Bangkok, 17 December 2025 – The Tourism Authority of Thailand (TAT) today marked a major milestone by welcoming the one millionth visitor from the United Kingdom, the first time UK arrivals have exceeded one million since the COVID-19 pandemic. This achievement coincides with another landmark moment for Thailand’s tourism sector, as cumulative long-haul arrivals surpassed 10 million visitors, the highest level on record.

The milestone was celebrated at Suvarnabhumi Airport on the arrival of Thai Airways International (THAI) flight TG911, where the TAT Governor and senior executives from TAT, Suvarnabhumi Airport, THAI, Thailand Privilege and the Immigration Bureau warmly welcomed the one millionth UK visitor. The traveller received special gifts, including two economy-class return air tickets on Thai Airways International for the London–Bangkok–London route, two nights’ accommodation at Anantara Chiang Mai and two nights at Avani+ Khao Lak, dining vouchers for two at Sala Lakorn Theatrical Experience at Anantara Hotel, as well as exclusive spa and wellness packages from PANPURI Wellness, showcasing Thailand’s premium tourism and wellness offerings.

Ms. Thapanee Kiatphaibool, TAT Governor, said: “The United Kingdom continues to be an important long-haul market for Thailand, and surpassing one million visitors reflects the trust built with UK travellers over many years. Our priority is to build on this performance by encouraging longer stays, year-round travel and visits beyond traditional destinations. In close cooperation with airline and trade partners, TAT is committed to strengthening Thailand’s position as a high-quality, globally recognised destination for meaningful and responsible travel.”

UK arrivals are projected to reach a new record high of nearly 1.1 million by the end of 2025, generating more than 80 billion Baht in tourism revenue. The UK remains a high-value source market and ranks among Thailand’s top 10 inbound markets, with travellers typically visiting independently or in small groups. Key destinations include Bangkok, Krabi, Phuket, Surat Thani and Chiang Mai, with an average spending of approximately 60,000–70,000 Baht per trip and an average length of stay of 17.44 nights, underlining the market’s strong economic contribution.

The UK milestone reflects wider momentum from long-haul markets. On 15 December 2025, Cumulative arrivals from Europe, the Americas, the Middle East and Africa have exceeded 10 million visitors for the first time, accounting for more than 30 per cent of total international arrivals and reinforcing Thailand’s position as a leading global tourism destination. All regions recorded strong growth, led by Europe with 7.6 million visitors, representing an increase of 12.6%, and the Americas with 1.5 million visitors, up 7% compared with the same period in 2024. This positive performance also highlights the success of TAT’s Airline Focus strategy, implemented in close partnership with airlines to expand capacity, increase frequencies, and strengthen year-round connectivity.

During the winter season from October 2025 to March 2026, the TAT London Office is carrying out 19 joint marketing activities with airlines and tour operators, including British Airways, Norse Atlantic Airways, TUI UK, Trailfinders, Travelbag, Kuoni, Healing Holidays, Destinology, Dial A Flight, Muay Thai Holidays, Southall Travel and Best At Travel. These initiatives support peak winter travel and stimulate demand into the first half of 2026.

Air connectivity between the UK and Thailand continues to expand. During the current winter season, five airlines operate direct services—THAI, EVA Air, British Airways, Norse Atlantic Airways and TUI UK—offering 35 flights per week. This represents a weekly seat capacity of 11,100 seats, an increase of 12% year-on-year, with airline partners reporting load factors of 80–90% in December 2025.

Further enhancements are confirmed for 2026. British Airways will operate the London Gatwick–Bangkok route on a year-round basis from 31 March 2026, adding nearly 60,000 seats, while Virgin Atlantic will introduce direct London Heathrow–Phuket services during the winter 2026/27 season, with three flights per week.

TAT attributes this performance to sustained efforts promoting off-peak travel and lesser-known destinations, expanding travel choices for UK visitors while supporting broader economic benefits across Thailand. Building on this momentum, the 2026 approach focuses on high-quality growth from the UK and other long-haul markets, emphasising year-round travel, longer stays, and a broader spread of visitors across regions, supported by close cooperation with airline partners and targeted market initiatives.

UK-focused campaigns in 2026 will continue to present a broad mix of experiences, including lesser-known beach destinations, culture, wellness, gastronomy, green tourism and family travel. These will be delivered through coordinated PR and promotional activities with UK media, influencers, public figures and partners both within and beyond the tourism sector under the “Unforgettable Experience: Healing is the New Luxury” global communication campaign, encouraging travellers to explore emerging destinations across Thailand and enjoy more meaningful travel experiences.

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Bangkok is the Epicenter of Celebration

The capital city, Bangkok, truly comes alive in December. The air buzzes with an infectious energy as preparations for Christmas and New Year’s Eve reach a crescendo, inviting travellers to join the lively celebrations. The countdowns at centralwOrldand ICONSIAMare among the liveliest in Asia with performances by top-name music stars. Some feature elaborate light-and-sound shows, and full-scale pageantry, that brings a thumping entry into the new year. Each put on grand, dazzling decorations that make any selfie a moment to remember.

Another popular countdown destination is the Chao Phraya River, which serves as the stage for a glittering show of colorful lights on its banks. Many opt for a dinner cruise along the river to enjoy gourmet cuisine and champagne as they head into another year, creating a sense of wonder and excitement. Not to miss is Vijit Chao Phraya 2025, a reimagined light and sound spectacular under the theme “Light of Siam – Mother of the Land”, running from 9 November to 23 December 2025 along both banks of the Chao Phraya River in Bangkok.

Beyond the major countdowns, Bangkok’s high-end nightlife truly shines. The city boasts an impressive array of sophisticated bars and clubs that cater to discerning tastes. For an elegant evening, go to Sky Bar by lebua, famously featured in The Hangover Part II. Perched on the 64th floor, it offers unparalleled panoramic views of the city, exquisite cocktails, and a chic ambiance. Another fantastic option is Vertigo and Moon Bar at Banyan Tree Bangkok, where you can dine alfresco under the stars while enjoying a sophisticated drink.

For those seeking a more exclusive bar experience, Bar Us on Sukhumvit Road is a popular choice, reimagining the bar as an intimate, thoughtful space that extends the focus beyond cocktails to the overall experience. Alternatively, BKK Social Club at the Four Seasons Hotel Bangkok on the Chao Phraya Riveris a glowing destination bar that could easily be a movie set from the golden age of Hollywood.

Fine dining in Bangkok reaches new heights in December, with many establishments offering special festive menus. Michelin-starred restaurants such as Suhring (modern German cuisine) and Sorn (Southern Thai fine dining) often offer exclusive tasting menus that showcase seasonal ingredients and innovative culinary artistry. For a more casual yet equally delicious experience, explore the bustling street food scene at Yaowarat (Chinatown), where endless stalls offer a sensory overload of flavors, from succulent dim sum to fresh seafood.

A unique cultural experience not to be missed is Night at the Museum. Several of Bangkok’s prominent museums extend their opening hours into the evening, offering special tours, workshops, and performances. The National Museum Bangkok and the Museum Siam are particularly popular, providing a fascinating glimpse into Thailand’s rich history and heritage under the atmospheric glow of night. This offers a different perspective on these historical treasures, often with fewer crowds and a more intimate feel.

Beyond Bangkok are Local Charms and Island Escapes

While Bangkok is a hub of activity, December also presents fantastic opportunities to explore other regions of Thailand. In cooler northern provinces like Chiang Mai and Chiang Rai, the climate is pleasant for outdoor activities. Visitors can enjoy trekking through lush mountains, visiting ethical elephant sanctuaries, or exploring ancient temples. Chiang Mai often hosts its own charming Christmas markets and New Year’s celebrations, albeit on a smaller scale than in Bangkok.

For those dreaming of a tropical Christmas or New Year, Thailand’s islands offer idyllic escapes. Phuket, Ko Samui, and Krabi are all popular choices, with resorts hosting lavish gala dinners and beach parties to ring in the new year. Imagine celebrating with your toes in the sand, watching fireworks explode over the Andaman Sea or the Gulf of Thailand. Many beachfront restaurants offer exceptional seafood BBQs and live music, creating a relaxed yet festive atmosphere.

December is also an excellent time for diving and snorkeling in the Andaman Sea, with crystal-clear waters and abundant marine life. The Similan Islands and Surin Islands are open during this season, offering some of the world’s best dive sites.

Whether you’re drawn to the pulsating energy of Bangkok’s countdowns, the sophisticated allure of its fine dining and nightlife, the cultural enrichment of a “Night at the Museum,” or the serene beauty of the northern mountains and southern islands, Thailand in December promises a truly unforgettable experience. The combination of festive cheer, pleasant weather, and a diverse range of activities makes it an ideal destination to celebrate the end of one year and the beginning of another.

About the Author

“Frequent foodie and occasional craftsman of travel stories, Chattan Kunjara Na Ayudhya (Chat) draws on his nearly 4 decades of promoting Thailand’s tourism industry to highlight everything from world-class attractions to hidden gems. When not writing stuff, he makes it a mission to catch rom-coms and DC superheroes whenever they show up in theaters.”

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Bangkok, 16 December 2025 – The Tourism Authority of Thailand (TAT) is elevating the Sakon Nakhon Christmas Star Parade into a festival of global standing under the Signature Event Thailand initiative. The 2025 edition will take place from 20 to 24 December in Tha Rae Municipality, Sakon Nakhon, featuring expanded programming, enhanced storytelling, and immersive lighting and drone displays designed to enrich visitor experiences while supporting sustainable economic benefits for local communities.

Held annually for more than a century, the Christmas Star Parade is a defining cultural tradition of Sakon Nakhon and one of the most distinctive Christian celebrations in Northeastern Thailand. Inspired by the guiding star that marked the birth of Jesus Christ, the procession has evolved into a living expression of spiritual heritage, creative craftsmanship, and shared community identity.

Ms. Thapanee Kiatphaibool, TAT Governor, said “The Christmas Star Parade reflects the enduring spirit and creativity of the Tha Rae community. By elevating its storytelling and visitor experiences, we aim to introduce this remarkable tradition to wider international audiences while ensuring that local communities benefit meaningfully from tourism. With its strong cultural roots and contemporary creative appeal, the festival has the potential to stand alongside Thailand’s most iconic cultural events on the global stage.”

For 2025, TAT has integrated contemporary creative elements that complement the festival’s spiritual and cultural foundations while strengthening its international appeal. Immersive lighting installations illuminate key heritage settings, including the Cathedral of St Michael the Archangel and Tha Rae’s century-old stone houses, reinforcing the destination’s distinctive historical character.

Visitor experiences extend across the five-day programme through AI-driven photo spots; creative, sustainability-focused workshops; a family-friendly snow experience; and Amazing Thailand–branded illuminated star vehicles. Hands-on DIY activities, such as cupcake decoration, star ornament making, and recycled-material jewellery workshops, encourage active participation while reinforcing community involvement and responsible event practices.

From 20 to 22 December, and continuing through the daytime programme on 23 December, festival activities take place along the walking street and Martino Pavilion, creating a continuous, community-led celebration that blends culture, heritage, and festive life. On 20 December, activities begin at 14.00; on 21, 22, and 23 December, daytime programmes start at 10.00. Visitors can browse local indigo textiles and locally made products, enjoy regional cuisine, and join heritage walks through the historic Christian community.

Throughout these days, creative showcases and performances by local musicians, schools, and youth groups animate the area, with evening variety music programmes beginning from 19.00. A visual highlight on 22 December is the public showcase of large, illuminated star vehicles along Ratcharoen Road from 17.00. Programmes from 20 to 23 December run through the evening and conclude at 22.30.

On the evening of 23 December, the festival reaches its central highlight. Float registration begins at 15.00, followed by formation from 16.00 at the Martino Pavilion. At 18.00, the illuminated star procession is released, with ornate star vehicles parading along the designated route before returning at 20.00. The programme then continues with Christmas performances by local schools and community groups, followed at 20.30 by the official opening ceremony. The evening programme features Christmas blessings, a festive candy shower, gift-giving, a sacred nativity drama, presentations for the best illuminated star floats, variety music performances, and TAT’s special drone light show.

On 24 December, the festival transitions into a more traditional and sacred Christmas Eve observance. The handheld star procession gathers from 18.00 at the Martino Pavilion and departs at 18.30 for a full circuit around the Cathedral of St Michael the Archangel before entering the church. The evening continues with Christmas Mass, followed by a sacred nativity performance by local youth at the Grotto of the Infant Jesus. In keeping with Christmas Eve tradition, the programme concludes following the completion of religious services.

By positioning the Sakon Nakhon Christmas Star Parade as part of Thailand’s growing portfolio of culturally distinctive festivals, TAT aims to strengthen global awareness of the country’s diverse cultural landscape. This momentum builds on the international recognition of “Songkran in Thailand” as a UNESCO-inscribed cultural heritage and the growing global appeal of “Loi Krathong” as one of Asia’s most captivating light festivals, reinforcing Thailand’s commitment to sharing culturally rich, community-rooted experiences with the world in meaningful and memorable ways.

All images are file photos by the Tourism Authority of Thailand (TAT).

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Bangkok, 15 December 2025 – The Tourism Authority of Thailand (TAT) has welcomed the Citilink Jakarta–Bangkok service, marking the airline’s inaugural international connection between Jakarta and Bangkok–Don Mueang International Airport and reinforcing Thailand’s air connectivity with Indonesia, one of Southeast Asia’s fastest-growing outbound markets.

The inaugural flight, launched on 12 December 2025, received an overwhelmingly positive response, with all flights operating at a full load factor. The new Jakarta–Bangkok service enters operation at an ideal time as Thailand moves into the year-end festive season, a peak travel period defined by major celebrations, shopping events, and family travel, giving Indonesian visitors convenient access to Thailand’s vibrant holiday atmosphere.

Miss Pattaraanong Na Chiangmai, Deputy Governor for International Marketing – Asia and the South Pacific, who led TAT delegates in welcoming the inaugural arrival at Don Mueang International Airport, said, “Indonesia is a highly strategic market for Thailand, with strong growth potential among young, independent and experience-driven travellers. The launch of the Citilink Jakarta–Bangkok service strengthens accessibility, supports travel flexibility, and aligns with our direction to build sustainable, high-quality visitor growth across ASEAN.”

Citilink, a subsidiary of the Garuda Indonesia Group, operates the route daily using an Airbus A320 with a capacity of 180 seats. Flights depart Jakarta at 12.30 and arrive in Bangkok at 16.10, while the return service departs Bangkok at 17.10 and arrives in Jakarta at 20.30 local time. In daily operations, the service delivers approximately 5,400 seats per month, enhancing convenience for both leisure and business travellers.

The new connection supports TAT’s continued focus on strengthening inbound travel from Indonesia. From 1 January to 10 December 2025, Thailand welcomed 735,443 Indonesian visitors, with arrivals projected to reach 1 million in 2026. Expanded daily connectivity is expected to play a key role in encouraging longer stays, higher visitor spending, and reinforcing Thailand’s competitiveness within the ASEAN tourism landscape.

Looking ahead, Citilink and TAT are preparing joint marketing initiatives for 2026, including co-branded digital campaigns, collaborative promotions with travel agents and OTA partners, and coordinated media and influencer visits to highlight Thailand’s diverse tourism offerings.

The Jakarta–Bangkok route marks Citilink’s fourth international destination, following services to Singapore, Malaysia, and Timor-Leste, further strengthening regional connectivity and travel options.

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Bangkok, 15 December 2025 – The Tourism Authority of Thailand (TAT) is presenting Molam World with Amazing Thailand at Wonderfruit 2025, marking the festival’s 10th anniversary from 11–15 December 2025 at The Fields, Siam Country Club, Chon Buri. Delivered through Event Marketing, the festival serves as a live international platform for TAT’s new global communication campaign, “Unforgettable Experience: Healing is the New Luxury,” reinforcing Thailand’s position as a destination for high-value, experience-driven travel.

Under the theme Decade of Wonder, Wonderfruit has evolved into a global meeting point that connects people through art, music and Thai local ways of life. For TAT, the festival translates strategic direction beyond advertising into immersive, on-site experiences that highlight Thailand’s strengths in wellness, creativity, culture and sustainability, while generating economic impact and strengthening the country’s standing as a world-class tourism and events destination.

Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications, said, “Wonderfruit demonstrates the role of Event Marketing in shaping Thailand’s international tourism profile. Through nine consecutive years of support, TAT has brought together culture, wellness and sustainability in ways that resonate with today’s mindful travellers. Molam World with Amazing Thailand and the application of Amazing Thailand Sustainable Tourism show how Thai identity and responsible tourism can create lasting value for visitors and communities.”

A central highlight of TAT’s involvement is Molam World with Amazing Thailand, a dedicated cultural zone that introduces northeastern Thai heritage to a global audience. Through the Molam Theatre, molam is presented as a living cultural expression shaped by community life and storytelling. Performances by Thai and international artists reinterpret traditional sounds into a contemporary, immersive experience that encourages connection through rhythm, movement and shared participation.

TAT also presents the Open Kitchen, highlighting Thai culinary wisdom from all five regions using locally sourced ingredients. The programme frames food as part of holistic well-being, featuring dishes inspired by northern herbal rice traditions, northeastern sticky rice and som tam, central Thai pomelo salad and mackerel, eastern fruit-based beverages paired with sea salt and shrimp paste, and southern-style spicy mushroom creations. Together, these offerings position Thai cuisine as both cultural heritage and nourishment.

Further cultural depth is added through Phi Ta Khon performances presented by the local community of Dan Sai District, Loei Province, alongside hands-on workshops where attendees can create and decorate masks. These activities reflect TAT’s emphasis on participatory culture as a pathway to emotional and spiritual renewal, blending tradition with creativity in an accessible international setting.

In line with sustainable tourism priorities, TAT is promoting Wonderfruit 2025 under the Amazing Thailand Sustainable Tourism emblem. The endorsement reflects the festival’s strong environmental and community focus and aligns with TAT’s wider support for healing-oriented events nationwide, including Dragonfly Summit 2025, Krabi Rewild and Life Expo 2025, which balance visitor experience with social and environmental responsibility.

Wonderfruit’s contribution to the visitor economy continues to underline the effectiveness of this approach. In 2024, the festival welcomed up to 25,000 attendees per day, with most visitors travelling from outside Chon Buri. International participants stayed an average of 7.7 days in Thailand and spent approximately 120,000 Baht per person, generating a total economic impact of 710.73 million Baht, with benefits extending across the national tourism supply chain.

As Wonderfruit marks a decade of growth, TAT’s long-standing partnership reinforces the festival’s role as a global connector of culture, creativity and community, and as a driver of sustainable, high-value tourism that enhances Thailand’s appeal to international travellers seeking meaningful, healing-led experiences.

For more information, visit: https://wonderfruit.co/

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