Bangkok, 19 March 2026 – The Tourism Authority of Thailand (TAT) announces the return of Thailand Tourism Festival (TTF) 2026, the 44th edition, taking place from 25 to 29 March at the Queen Sirikit National Convention Centre. Spotlighting the “5 Must Do in Thailand” concept, this year’s festival holds special significance, honouring Her Majesty Queen Sirikit, The Queen Mother, while reinforcing TAT’s flagship domestic tourism platform and marking the fourth consecutive year of Zero Waste to Landfills event management.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “TTF 2026 brings together the essence of Thai travel in one national showcase. Through the 5 Must Do in Thailand concept, we highlight the flavours, crafts, traditions and hidden destinations that define each region. This year’s festival honours Her Majesty Queen Sirikit, The Queen Mother, and reflects her enduring contribution to Thai cultural heritage and community livelihoods, while our Zero Waste to Landfills approach reinforces that tourism growth must go hand in hand with sustainability.”
TTF 2026 is anchored by the concept “Suk Thanthee…Thi Tiew Thai” (literally translated as ‘instant happiness…travelling in Thailand’), expressed through the 5 Must Do in Thailand framework. Must Taste highlights regional flavours, Must Try invites hands-on cultural experiences, Must Buy showcases locally made products, Must Seek draws attention to hidden-gem destinations, and Must See presents signature performances and cultural spectacles. Together, these pillars are designed to transform festival experiences into real journeys across Thailand.
A central feature of this year’s event honours Her Majesty Queen Sirikit, The Queen Mother, whose legacy is woven into the Kingdom’s cultural and natural landscape. Curated exhibitions and installations reflect her lifelong dedication to Thai textiles, local handicrafts and community development, while also encouraging visitors to explore tourism routes inspired by her royal initiatives across the country.
Mr. Apichai Chatchalermkit, TAT Deputy Governor for the Domestic Market, said, “TTF 2026’s nine zones are designed to turn discovery into real travel inspiration, with each area presenting a distinct perspective on Thailand’s destinations, identities and tourism experiences. Together, they create a journey across the Kingdom that combines culture, cuisine, creativity, entertainment and sustainability in ways that encourage visitors to continue exploring beyond the event itself.”
Zone 1 – The Eastern Village presents the nine eastern provinces through a dynamic mix of food, coastal experiences, culture and adventure. Landmark recreations include Chanthaburi’s Cathedral of the Immaculate Conception, alongside photo spots featuring “The Flower of the Queen” glasshouse gardens installation, Trat’s Laem Ngop Lighthouse, Bang Saray fishing village, and Ganesha “The Lord of Success” from Chachoengsao. More than 50 outlets offer seafood, local dishes, fruit and café selections, complemented by performances and fashion showcases. A sustainability corner highlights upcycling through workshops and products made from reused plastic materials.
Zone 2 – The Northeastern Village presents Isan traditions through a five-senses experience across 20 provinces. The zone centres on an illuminated Ubon Ratchathani Candle Festival landmark, with creative photo settings inspired by flower gardens in Buri Ram and dinosaur landscapes in Kalasin. Food is a key highlight, with over 36 booths and a Beef Corner featuring premium Isan beef. The zone also includes craft demonstrations, Thai textiles linked to royal heritage, ritual-inspired installations and a vibrant programme of folk culture and mor lam performances.
Zone 3 – The Southern Village invites visitors to “Go South” through an immersive presentation of marine landscapes, culture and lifestyle across 14 provinces. The “Under the Sea” installation recreates coral reef environments, while photo settings are inspired by Krabi’s Tham To Luang and Phuket’s historic Standard Chartered building. A lively food market showcases southern cuisine with over 38 booths, alongside royal heritage exhibitions and film tourism features linked to international productions. Handicrafts, wellness services, and DIY workshops are integrated throughout, with sustainability reflected in activities that use reclaimed materials.
Zone 4 – The Central Village highlights 17 provinces as the Kingdom’s historical and agricultural heartland under the concept of “Harmony of Heritage and Charm”. The design features a contemporary Thai house, Ratchaburi ceramics and flower displays, alongside a showcase of Thai textile revival. Food offerings span more than 60 booths presenting well-known restaurants and regional specialities from across the Central Region, with a highlight being an atmospheric recreation of Banthat Thong Road — Bangkok’s latest foodie hub — featuring 12 of its most renowned eateries. Creative workshops, OTOP and textile markets, and cultural performances — including Muay Lop Buri and Thai Shadow Puppetry — round out the zone’s offerings.”
Zone 5 – The Northern Village presents “Season of North 2026”, positioning the region as a year-round destination through contemporary Lanna design. Inspired by Nan’s creative identity as a UNESCO Creative City of Crafts and Folk Art, the zone features mural art, woven textiles, and carved wood elements that evoke Nan’s celebrated annual Boat Racing Festival. Visitors can enjoy Northern Thai food from more than 35 booths, complemented by over 15 cafés and bakeries, craft products and performances. Wellness, workshops, and a spiritual element centred on Phra Borommathat Ban Tak create a balanced cultural experience.
Zone 6 – The Amazing Thailand Zone showcases TAT’s campaigns and innovations through exhibitions, digital experiences and interactive activities. Highlights include the “Smile of the Land” exhibition, a photo corner linked to the “Feel All the Feelings” campaign featuring Lisa as the Amazing Thailand Ambassador, and a 66-year retrospective of TAT. The zone also features AI-powered activities through the dedicated Amazing Thailand Amazing AI section, including Aura Journey and Amazing Sukjai experiences with TATAI, alongside travel information through the 1672 Travel Buddy platform, an Osotho & Friends craft village, refreshment areas and special fan events with well-known artists and influencers.
Zone 7 – Road to Sustainability serves as the festival’s platform for responsible tourism and sustainable living. The centrepiece is a sea turtle sculpture made from discarded materials, reflecting conservation and reuse. Visitors can explore immersive art, eco-friendly retail and upcycling workshops. The zone also features tourism products recognised under TAT sustainability standards, alongside activities encouraging more conscious travel and consumption.
Zone 8 – Tourism Partners and TAT Shop brings together 31 partner organisations from across the tourism ecosystem, including public agencies, industry associations, and private sector collaborators. The zone offers complementary tourism services, development initiatives, and specialised travel products, providing visitors with a broader insight into Thailand’s tourism landscape.
Zone 9 – The Main Stage serves as the festival’s central gathering point, bringing together music, culture and audience engagement throughout the five-day programme. Inspired by the concept “Suk Thanthee…Thi Tiew Thai” and the lotus fields of Udon Thani’s Nong Han Lake — a destination brought to international attention by Lisa as Amazing Thailand Ambassador — the stage hosts concerts by leading Thai artists, cultural performances including the Thailand Tourism Festival Queen Contest (27 March), a Thai Textile Fashion Show and Keetha Muay Thai (28 March) and traditional Thai comedy (29 March), reinforcing the festival’s role as a national celebration of Thai creativity and travel inspiration.
Sustainability remains a cornerstone of the festival’s design. Now in its fourth year, the Zero Waste to Landfills initiative aims to ensure that no event waste reaches landfills through effective sorting, treatment, and resource recovery. The 2026 edition introduces strengthened measures, including vendor cooperation on waste separation, practical guidelines, 14 bilingual sorting stations and on-site staff to guide visitors on proper disposal practices.
TTF 2026 runs from 25 to 29 March 2026, from 10.00 to 21.00 Hrs., at Halls 1–4, Ground Floor, Queen Sirikit National Convention Centre, Bangkok. Admission is free. The venue is directly accessible via MRT Queen Sirikit National Convention Centre Station (Blue Line) and bus No. 136. On-site car parking, taxis and ride-hailing services are all available.
For more information, contact the TAT Call Centre at 1672 Travel Buddy. More details are also available at www.tourismthailand.org and www.1672travelbuddy.com as well as the Amazing Thailand and Thailand Festival Facebook pages.
