The Tourism Authority of Thailand (TAT) opened the 44th Thai Tourism Festival 2026, showcasing the charm of five regions in one event. Featuring nine comprehensive zones, the festival aims to boost Thai tourism under the concept "Instant Happiness, Thai Destinations." The event is free to attend from 25-29 March.
On 25 March 2026, Ms. Natthariya Taweewong, Permanent Secretary of the Ministry of Tourism and Sports, presided over the opening ceremony. She stated that the Thai Tourism Festival has been a key mechanism for promoting domestic tourism continuously, now reaching its 44th edition, marking an important step in elevating Thailand's tourism industry to a new dimension. Under the concept "The New Thailand" which focuses on sustainable growth, creating valuable travel experiences, increasing value from local identities, and distributing income to communities across all regions.
Ms. Thapanee Kiatphaibool, Governor of TAT, said that TAT aims to boost revenue and tourist numbers according to targets. The Thai Tourism Festival is a key marketing activity that brings the wonders of Thailand into one place by presenting a modern, environmentally friendly tourism image. It helps stimulate travel throughout the year by raising awareness of each region's uniqueness through cooperation across all sectors of the tourism industry.
This year, TAT offers nine main zones featuring the charm of five regions and new travel experiences, starting with Zone 1: Instant Happiness - Eastern Region Destinations Under the theme "Colors of the East," it showcases the vibrancy of nine eastern provinces through themes like "Food Paradise Colors," "Eastern Sea Paradise Colors," "Shopper's Paradise Colors," and "Adventurer's Paradise Colors." Highlights include the Cathedral of the Immaculate Conception in Chanthaburi province and more than 50 seafood and local food vendors to sample.
Zone 2: Instant Happiness - Northeastern Region Destinations Featuring the concept "Instant Happiness at Isan Destinations," it conveys Isan's charm through the five senses: sight, taste, smell, sound, and touch. Activities include local scenery viewing, tasting signature dishes, enjoying local aromas, listening to Isan music, and participating in traditional festivals. The "Candle Festival" symbolizing Ubon Ratchathani's candle procession serves as a key landmark, alongside the "Mong Zab Lai" zone with over 36 top eateries and full-scale traditional folk and Mor Lam music performances.
Zone 3: Instant Happiness - Southern Region Destinations With the theme "GO SOUTH, Discover Southern Charms," this zone presents the beauty of the southern seas combined with the culture, lifestyle, and beliefs of the 14 southern provinces. Highlights include immersive experience landmarks and film location corners featuring famous spots such as Tham To Luang Cave in Krabi and the Standard Chartered building in Phuket.
Zone 4: Instant Happiness - Central Region Destinations Welcoming visitors under the concept "Rice Bowl, Water Bowl… Royal Weaving: Central Region Way - Harmony of Heritage and Charm," it tells the story of Thailand's cultural heartland. Landmarks include contemporary Thai-style houses, Ratchaburi jar plaza, Queen's flower garden entrance, and the Phusa Pastra textile area. It also highlights three UNESCO Creative Cities: Bangkok (Creative City of Design), Phetchaburi (City of Gastronomy), and Suphanburi (Creative City of Music).
Zone 5: Instant Happiness - Northern Region Destinations Organized under the concept "SEASON OF NORTH 2026: Instant Happiness… This Season, Northern Season," promoting northern tourism across seasons to become a year-round destination with a Contemporary Lanna style. It features landmarks from Nan, a UNESCO Creative City of Crafts and Folk Art, with distinctive identities like the murals of Pu Man and Ya Man, flowing water-patterned textiles, and the boat head symbolizing Nan's boat racing tradition.
Following that, Zone 6: Amazing Thailand Invites attendees to "Feel all the Feelings" through exhibitions, photo spots, workshops, and fan meetings with popular artists and influencers such as PERSES, Jum Meng (Japan and Friends), DICE, Mai-Apo, and POLCASAN. It also showcases modern tourism technologies to enhance the Thai travel experience for new-generation tourists.
Zone 7: Road to Sustainability: Travel With Care Is another event highlight, offering a virtual reality experience of tourist destinations and dark sky conservation areas in Thailand within an immersive room. It features the "Green Turtle" sculpture made from recycled materials, inspired by the royal projects of Her Majesty Queen Sirikit, the Queen Mother, including "Love Forest and Water" and "Sea Turtle Conservation (Ko Mun Nai)" projects.
Zone 8: Partner Agencies and Domestic Travel Operators Zone Gathers leading partner networks and travel operators nationwide, providing tourists with diverse offers and travel services to help plan their next special trip.
, Zone 9: Central Stage, filled with entertainment throughout the five days Featuring music performances by famous artists such as KT Kratae, Lam Yai Hai Thongkham, Rial Kajbandit, ATLAS, Gulf Kanawut, Fellow Fellow, Paradox, Nuvo, No One Else, and Atom Chanakan. Also included are traditional Thai cultural shows, contemporary performances, fashion shows, and games with prizes throughout the event.
Additionally, TAT continues its commitment to sustainable event management under the goal "Zero Waste to Landfills" for the fourth consecutive year by providing 14 waste sorting stations across the venue. Vendors and operators are encouraged to manage waste comprehensively to reduce waste volume below previous years, reflecting the serious integration of environmental care with Thailand’s tourism industry development.
Interested visitors can attend free from 25-29 March 2026. They can travel via the MRT at Queen Sirikit National Convention Center station, taxis at the pick-up/drop-off point on the G floor lakeside side, or bus route 136. For more information, contact the TAT Contact Center at 1672 or Travel Buddy.