TAT Showcases Thai Soft Power at Gastech 2026 with Muay Thai and Thai Massage to Captivate Global Audience

The Tourism Authority of Thailand (TAT) brings a suite of Thai soft power elements—including spa massage, Muay Thai, and Thai tea—to the global energy stage at Gastech 2026, aiming to capture the attention of over 50,000 investors and CEOs and position Thailand as a leading tourism and MICE (Meetings, Incentives, Conferences, and Exhibitions) hub to attract significant economic inflows.

Ms. Thapanee Kiatphaiboon, Governor of the Tourism Authority of Thailand (TAT), revealed that TAT is participating with a promotional booth at the Gastech Exhibition and Conference 2026 under the theme “Feel All The Feelings.” The aim is to showcase Thailand’s tourism potential through the “Power of Journey” concept, building on the idea that "Healing is the New Luxury." This approach aligns with modern travelers who seek meaningful experiences that restore balance to their lives. TAT views travel not merely as discovering new places but as an opportunity to pause, connect emotionally, and recharge for the future.

At the TAT booth, a variety of experiences reflecting Thailand’s charm and identity across multiple dimensions—arts and culture, traditional wisdom, and lifestyle—are presented. These allow global participants to pause, relax, and emotionally engage through highlighted activities appealing to taste, scent, sound, and movement, including:

• A demonstration and hands-on experience of brewing Thai tea, to savor the unique flavors of this traditional Thai beverage.
• A performance of Joe Louis traditional puppet theater, showcasing Thai cultural arts with exquisite craftsmanship.
• Traditional Thai massage activities, reflecting wellness practices that heal, energize, and balance the body.
• Muay Thai demonstrations, presenting a contemporary and powerful perspective of Thai culture.
• Distribution of herbal inhalers as souvenirs, highlighting Thai traditional self-care wisdom in daily life.

Beyond the soft power activities, TAT also promotes the “20 Low Carbon Lifestyles” concept, recommending environmentally conscious travel routes that connect visitors with nature, communities, and sustainable living. This reflects a tourism direction emphasizing both meaningful experiences and environmental responsibility.

Through these proactive activities showcasing Thailand’s identity, TAT aims to attract quality investment and tourism spending at Gastech 2026, held from 14–17 September 2026 at BITEC Bangkok. The event is organized by the Ministry of Energy in partnership with the Thailand Convention and Exhibition Bureau (Public Organization). It expects over 50,000 leaders, businesspeople, and investors from 150 countries and more than 1,000 leading companies, with Prime Minister Anutin Charnvirakul presiding over the opening ceremony. TAT is confident this platform will be a significant opportunity to build global networks, stimulate travel demand to Thailand, and reinforce Thailand’s image as a world-class destination for quality travelers and MICE groups from around the world.

Read more news " Government Policy " here.