Love on Screen Film Festival boosts Krabi’s role in Thailand’s film tourism strategy - Get updated on what's happening in tourism!

The Tourism Authority of Thailand (TAT) supported the Love on Screen Film Festival SS 2, held on 21–22 February 2026 at Chamchuri Lawn, Krabi Maritime Resort, Krabi Province. The event formed part of TAT’s Amazing Location Thailand the Story Continues initiative, which promotes Thailand as an internationally recognised film destination while advancing the Kingdom’s Soft Power strategy.

Strengthening Krabi’s creative positioning

The festival also aligned with Krabi’s roadmap toward joining the UNESCO Creative Cities Network as a City of Film. Organised around three thematic pillars – film industry development, the art of love, and sustainability – the programme combined open-air romantic film screenings, a short film competition, master classes, and industry seminars. All activities were designed within a sustainability-focused framework intended to minimise environmental impact while supporting local economic activity.

Platform for talent development and industry dialogue

Beyond public screenings, the festival served as a knowledge-sharing platform for young creatives and aspiring media professionals. Master classes addressed topics including Idea for Content, Basics of Acting, Film 101, and From Footage to Film Look. Seminar sessions explored film-related themes such as “Jurassic World Rebirth: Why Krabi?” alongside discussions on the evolving relevance of film education.

The festival concluded with screenings and awards for eight shortlisted films. Parallel to the creative programme, local entrepreneurs were given opportunities to present regional products and services, contributing to the development of Krabi’s creative ecosystem.

Film tourism as an economic driver

TAT highlights film tourism as a strategic mechanism for attracting quality travellers, extending visitor stays, and distributing tourism revenue to local communities. Krabi’s natural landscapes – including coastlines, limestone formations, mangroves, waterfalls, and cultural heritage sites – continue to attract major international productions. Recent examples include Jurassic World: Rebirth, Fast and Furious 9, and Alien: Earth.

Such productions generate economic activity both directly, through film crews and production teams, and indirectly, by inspiring destination-driven travel among global audiences. The resulting demand benefits accommodation providers, restaurants, transport operators, and a wide range of tourism-related services.

Amazing Location Thailand the Story Continues

According to TAT, the Love on Screen Film Festival reflects the agency’s broader commitment to advancing Thailand’s Soft Power through film tourism. Under the Amazing Location Thailand the Story Continues project, TAT is implementing a comprehensive communications strategy aimed at strengthening Thailand’s global profile as a film destination.

Key elements include the production of international promotional content showcasing Thailand’s filming locations and Soft Power assets in wellness, gastronomy, and sustainable tourism, as well as collaborations with global media and streaming platforms. TAT also plans targeted engagement at major international film markets and festivals.

In parallel, the authority continues to support foreign productions filming in Thailand, alongside organising familiarisation trips and film-focused events for producers, KOLs, and influencers. Through these integrated measures, TAT seeks to stimulate set-jetting travel while reinforcing Thailand’s positioning as a premier global filming location.

Image Credit: © TAT