Ms. Thapanee Kiatphaiboon, Governor of the Tourism Authority of Thailand (TAT), said that the global trend toward health and fitness continues to grow, leading to increased interest in sports tourism, which is among the most promising market segments. Tourists seek trips that combine relaxation, sports activities, and cultural learning in each destination.
Accordingly, TAT has initiated the Amazing Thailand GI Tour & Trail Running 2026 project to connect running with tourism while promoting geographical indication (GI) products. The project is expected to attract over 100,000 Thai and international tourists to participate in the activities.
This initiative is anticipated to generate spending across various economic sectors including accommodation, dining, transportation, and support for community products, especially GI items, creating added value exceeding 250 million baht for products and regions.
It will also distribute income concretely to local tourism communities and operators, enhancing Thailand's image as a sustainable international destination for sports and health tourism.
The key highlights of the Amazing Thailand GI Tour & Trail Running events in five regions include featuring local GI products from each host province as a centerpiece. Participants will experience natural trails, learn about community lifestyles, and purchase GI products directly from producers, creating a unique travel experience while supporting local businesses and communities.
In the North, Chiang Mai province hosts the Lanna Trail Run and Coffee Experience, showcasing GI coffee from Thepsadej, notable for its wild floral aroma. Along the running route, there will be a GI Coffee Experience station demonstrating roasting and brewing of Thepsadej coffee for tourists.
In the East, Rayong province features the Eastern Forest Warrior Trail and Sriracha pineapple, presenting GI mangosteen from Rayong, known for its sweet-tart taste, thin skin, round fruit, and white flesh. Along the route, there will be an Eastern GI station.
In the Northeast, Khon Kaen province offers the Isan Adventure Trail, tasting sweet mangoes and admiring local art, highlighting GI Khao Mak in banana leaves, distinguished by its unique fragrance and non-greasy flavor. The running route includes a Silk & Khao Mak Cultural Experience station demonstrating the making of Khao Mak in banana leaves and silk keychains.
In the South, Nakhon Si Thammarat province hosts the Cheerful Trail Run, promoting community lifestyle, watermelon tasting, and observing local Krajud Khuan Kraeng plants. Featured GI products include fruit peel scrubs made from local fruits with skin-nourishing properties. The trail features a Natural GI Fruit Scrub Experience station demonstrating scrub production and a workshop for portable scrubs.
In the Central region, Phetchaburi province presents the Sweet Trail Run, showcasing the charm of Phetchaburi’s aroma with GI golden banana, notable for its long shape, thin pale yellow skin, creamy smooth flesh, softness, sweetness, and non-watery core. Along the route, there will be a Clay & Sweet Heritage Experience workshop for pottery making and demonstrations of banana jam molding.
The second activity is a nationwide Virtual Run, allowing runners across the country to participate by accumulating a total running distance of 77 kilometers. This aims to foster participation and expand project awareness throughout all regions. Registration is open from 2 April to 15 May 2026, with participants able to accumulate distance from registration onward via the official website.
Participants can register and log their running distances on the website.https://race.thai.run/gitourandtrailUpon meeting the distance requirement, participants will receive a Finisher T-shirt and a commemorative medal, with a chance to win one of 100 GI product sets and free accommodation vouchers. These incentives aim to motivate participation and encourage future travel.
Additionally, TAT will enhance the excitement by organizing the Amazing Thailand GI Tour & Trail Running 2026 special event alongside the run on 23 May 2026 at the Rayong Provincial Stadium, featuring cultural performances, indie Isan artists, and a free concert by the popular band Potato, creating a lively atmosphere and enriching the experience.
The event will also showcase over 50 GI and community product vendors, as well as local food and beverage stalls, allowing attendees to enjoy running, eating, traveling, and shopping all in one place.
, Supporting the event are Ms. Kusuma Prathomsri Mek, Senior Assistant Managing Director of TISCO Financial Group Public Company Limited, alongside Police Lieutenant General Paothai Thongthiew, Director and Advisor of Viriyah Insurance Public Company Limited, and executives from 11 leading insurance companies. They jointly opened the Family First Neon Run 2026 charity run to promote family physical and mental health and to share love and opportunities with society.
Proceeds from ticket sales, without deducting expenses, will be donated to the Cancer Immunotherapy Fund at the Faculty of Medicine, Chulalongkorn University, to improve treatment opportunities for cancer patients under the Fighting NCDs project. The event received strong support from over 1,500 participating running families at Ancient City, Samut Prakan province.