The Tourism Authority of Thailand (TAT), together with Central Group, brought a showcase of Thai cuisine to stimulate Gastronomy Tourism in ASEAN with the Amazing Thailand Festival 2026 (The Wholesome Taste of Thai) at Central i-City shopping mall in the Federal Territory of Malaysia.
On 26 June 2026, Her Royal Highness Princess Ubolratana Rajakanya Sirivadhana Phannavadi presided over the opening ceremony of Amazing Thailand Fest 2026 (The Wholesome Taste of Thai). The Tourism Authority of Thailand (TAT), in partnership with allies and Central Group, organized the event from 26 to 28 June 2026 at Central i-City mall in the Federal Territory of Malaysia, the first Thai shopping center abroad developed by Central Pattana. The festival conveyed Thai food culture through valuable ingredients from various regions of Thailand, reflecting Thai identity connected to tourism. Minister of Tourism and Sports, Surasak Phanjaroenworakul, and TAT Governor Thapanee Kiatphaibul welcomed the royal presence.
Surasak Phanjaroenworakul, Minister of Tourism and Sports, stated that the Amazing Thailand Fest 2026 (The Wholesome Taste of Thai), held from 26 to 28 June 2026 at Central i-City mall in the Federal Territory of Malaysia, was organized under the joint efforts of the Ministry of Tourism and Sports.
The event was a collaboration between TAT and Central Group to highlight Thailand’s unique food culture, connecting ingredients to Thai lifestyles, showcasing the local wisdom of various regions. It also promoted Thai culture to Malaysians and local tourists, continuously enhancing Thailand’s image abroad. The festival supported the growing trend of Gastronomy Tourism globally, inspiring Malaysians to experience Thai cuisine in Thailand firsthand. TAT presented Thai products to Malaysian tourists through activities reflecting Thai identity fully, including Thai cooking demonstrations and performances.Traditional Thai dance performances.And a special show by Thailand’s T-Pop representative, Third Laphat Ngamcheuang, adding vibrant entertainment to the event. The festival also featured booths presenting Thai culture, including Thai restaurants, Thai food products, and activity booths such as an AI Photo Booth, Photo Display, and Thai traditional massage, offering Malaysians a new perspective on Thailand’s diverse potential.
On this occasion, TAT was honored by Her Royal Highness Princess Ubolratana Rajakanya Sirivadhana Phannavadi, who presided over the opening and toured the Amazing Thailand Fest 2026 (The Wholesome Taste of Thai) on 26 June 2026. She demonstrated cooking ancient Thai dishes, including Khao Kriab Pak Mor and Saku Sai Goong, showcasing authentic Thai flavors and health benefits using foundational ingredients.Basicingredients that highlight Thai uniqueness with medicinal properties, such as coriander roots, garlic, and pepper, reflecting the charm of Thai ingredients and traditional cooking methods passed down through generations. Additionally, she demonstrated the preparation of the dessert.Kanom Tuap (bean pancake).An ancient Thai dessert long intertwined with Thai lifestyles, perfectly blending local Thai ingredients.
The Amazing Thailand Festival 2026 (The Wholesome Taste of Thai) serves as a key mechanism to stimulate travel from the Malaysian market, a high-potential nearby market and one of Thailand’s main tourist sources. According to statistics, Malaysia ranks second after China as the country with the highest number of tourists visiting Thailand. From 1 January to 22 June 2026, over 2,000,211 Malaysians have traveled to Thailand, with more than 90% being independent travelers (FIT) and average spending exceeding 21,000 baht per person per trip. This shows Thailand remains a popular destination for Malaysian leisure travel during weekends and long holidays, facilitated by direct flights from many cities, low-cost airlines, nine border checkpoints easing travel connections, and a special train route from Kuala Lumpur to Hat Yai junction. Thailand’s image as a One Stop Destination meets demands for shopping, food, and culture. It also offers facilities for Muslim travelers, including large Muslim communities and mosques accommodating religious practices comfortably, along with high standards of safety, cleanliness, service quality, and travel-friendly communication—especially during June to September, coinciding with Malaysian school holidays, which boost international travel demand.
Regarding travel behavior, Malaysian tourists increasingly value experiences over traditional tourism, especially in Gastronomy Tourism, Wellness Tourism, nature retreats, luxury resorts, café hopping, learning local lifestyles and cultures, and soft adventure activities like boating, ATV riding, and surfing. Additionally, self-drive travel is growing, particularly in southern Thailand areas such as Hat Yai (Songkhla), Betong (Yala), Satun, Phatthalung, Nakhon Si Thammarat, Trang, Krabi, Phang Nga, and Phuket. Moreover, Malaysian tourists are seeking new destinations and cities that offer authentic local experiences, aligning with Thailand’s tourism promotion to distribute income across attractive destinations nationwide.
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