The Tourism Authority of Thailand (TAT) promotesthe “Ubon Candle Festival”marking its 125th year as it rises to become a Signature Thailand event, advancing Isan as a global tourism hub by introducing“Glowing Scented Candles” and “Nong Mango”to attract foreign spending and distribute income to local grassroots communities
The Tourism Authority of Thailand (TAT) is moving forward to elevate the Ubon Ratchathani Candle Festival for the year 2026, celebrating its grand 125th anniversary from 28–30 July 2026 at Thung Sri Muang, Ubon Ratchathani. It has become one of the three official Signature Thailand prototypes. TAT is implementing Event Marketing strategies anda “Value over Volume” approach,to position Isan as a new global destination, highlightingthe “Glowing Scented Candle Procession”and the landmark“Nong Mango”to enhance the potential to attract foreign tourist spending, create economic value, and sustainably distribute income widely to communities.
Ms. Thapanee Kiatphaiboon, Governor of the Tourism Authority of Thailand (TAT), revealed that TAT is driving growth with a Value over Volume strategy, aiming to elevate quality tourism so visitors stay longer and spend more. The Ubon Ratchathani Candle Festival is one of the three Signature Thailand events that TAT is pioneering to promote as a global cultural tourism festival, generating tangible economic value for the local economy.
This year’s Ubon Candle Festival uniquely blends artistic and cultural beauty with modern creativity by presenting the 3D sculpture “Nong Mango,” a globally popular character specially designed in two contemporary Thai costume styles: “Nong Mango Smile” (reclining pose) and “Nong Mango Dance” (standard dance pose) in pink and green tones symbolizing the city of the beautiful lotus flower, creating new photo spots to attract young tourists.
Additionally, the “Ubon Ratchathani Glowing Scented Candle Procession, Srisin” was launched, the only glowing scented candle procession in the world, showcased in four rounds during the nighttime candle parade and the Candle Festival Water Festival events, accompanied by light and sound shows under the theme “Ubon Ratchathani, Land of Civilization, Toward a Global Meditation City.” An ART SPACE zone is also set up for tourists to participate in DIY activities using local wisdom.
This year’s event features 46 candle entries in the competition and over 37 stunning dance troupes. Free seating for 5,000 visitors is arranged across five key locations around the event area. Meanwhile, TAT is advancing to penetrate long-haul international tourist markets through the Signature Thailand Fam Trip, bringing 40 media and tourism business representatives from 17 countries across Europe and America to attend the welcome reception “From Experience to Inspiration,” showcasing the potential and readiness of the Mekong region to the international audience.
Simultaneously, TAT’s Paris office is driving the Ubon Ratchathani Discovery project to attract foreign tourists to experience natural and cultural attractions and to connect wellness tourism routes (WELLNESS BY NATURE: HEALING ALONG THE MEKONG) to align with global tourism trends. Ubon Ratchathani province is also hosting ongoing economic stimulation activities throughout the month, such as the Ganesh Barami event at Ubon Zoo and the “Ubon Candle Festival All Month” at Wat Phra That Nong Bua from 3–17 August 2026.
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