Amazing Thailand Fest 2026 brings Thai cuisine to Berlin’s KaDeWe

Thailand

Tourism Authority of Thailand highlights gastronomy tourism during ITB Berlin

The Tourism Authority of Thailand (TAT), together with Central Group and private-sector partners, has launched Amazing Thailand Fest 2026 under the theme “The Wholesome Taste of Thai” at Berlin’s KaDeWe department store. Running from 2 to 14 March, the event takes place alongside ITB Berlin and marks the first international stop of the new Amazing Thailand Food Festival World Tour.

The opening ceremony on 5 March was held on Level 6 of KaDeWe and featured Thai cultural performances introducing visitors to the country’s culinary traditions. Among those attending were Natthriya Thaweevong, Chairperson of the TAT Board of Directors, TAT Governor Thapanee Kiatphaibool, members of the TAT board, senior TAT executives and representatives of Central Group.

Thai cuisine takes centre stage in Berlin

For the duration of the festival, TAT has implemented an “Amazing Thailand Brand Take Over” at KaDeWe, one of Europe’s most renowned luxury department stores. A large banner across the building façade and ten curated window displays present the diversity of Thai cuisine to German and international audiences.

The displays highlight culinary traditions from Thailand’s five regions, accompanied by visual elements inspired by the country’s landscapes, architecture and cultural heritage. The presentation also showcases Thailand’s reputation in wellness tourism and introduces the cultural significance of the Songkran festival.

Private-sector partners involved in the initiative include Thailand Privilege Card and Good Goods, a brand that promotes sustainable community development in Thailand through contemporary design rooted in local craftsmanship.

Live cooking and cultural programme

Special activities were organised from 5 to 7 March on Level 6 of KaDeWe, featuring Thai cultural performances and live cooking demonstrations. Visitors were able to experience authentic Thai flavours, learn more about Thai culinary traditions and receive travel information about the destination.

The initiative combines consumer engagement, business networking and international media exposure in order to strengthen Thailand’s position in the growing gastronomy tourism segment.

Food tourism as a strategic pillar

Following its launch in Berlin, the Amazing Thailand Food Festival World Tour will continue in other key international markets. Through the programme, TAT aims to increase global awareness of Thai cuisine and promote it as a gateway to cultural and wellness-focused travel experiences.

According to the tourism authority, gastronomy tourism plays an increasingly important role in Thailand’s international marketing strategy, helping to position the country as a leading global destination for culture, wellness and meaningful travel experiences.