TAT showcases Ubon Ratchathani Candle Festival to international travel industry - Get updated on what's happening in tourism!

The Tourism Authority of Thailand (TAT) is strengthening the international profile of the Ubon Ratchathani Candle Procession through a dedicated familiarisation trip and a cultural networking event for overseas media and travel professionals. Forty journalists, influencers and travel trade representatives from 17 countries across Europe and the Americas have been invited to experience the 125th edition of the festival while discovering the cultural, culinary and natural attractions of Thailand’s northeastern Isan region.

Held immediately after the festival’s main morning parade, the “From Experience to Inspiration” reception at Centara Ubon highlighted the Candle Procession as one of Thailand’s three Signature Thailand Events. Under the theme “Healing is the New Luxury – Signature Thailand: Inspiring Journeys Beyond Expectations”, the programme combined traditional culture with contemporary presentations for international audiences.

A festival rooted in faith and craftsmanship

The Ubon Ratchathani Candle Procession traces its origins to the Buddhist Lent tradition of offering candles to temples. Over time, the custom has evolved into one of Thailand’s best-known cultural celebrations, featuring elaborate wax sculptures, traditional performances and community participation.

This year’s festival, taking place from 25 to 31 July at Thung Si Mueang, includes 47 intricately crafted candle displays in traditional, moulded and carved categories. The main processions on 29 and 30 July feature more than 37 dance groups, while visitors can also enjoy light installations, evening performances and hands-on workshops in candle carving, wax-flower making and gold-leaf decoration.

Isan culture takes centre stage

According to Nithee Seeprae, TAT Deputy Governor for Marketing Communications, the programme is designed to introduce international visitors not only to the festival itself but also to the broader experiences available throughout the region.

“This specially organised fam trip and purpose-designed reception give international media and travel trade partners a first-hand understanding of the Ubon Ratchathani Candle Procession and the wider experiences surrounding it. By elevating this living heritage as a Signature Thailand Event, TAT is advancing Value over Volume through meaningful travel while creating greater benefits for local artisans, businesses and communities. Under ‘Healing is the New Luxury’, Ubon Ratchathani offers an inspiring journey through faith, craftsmanship, cuisine and community life across the wider Isan region,” he said.

The welcome reception reflected this approach with contemporary performances featuring traditional Isan music and dance. Musicians combined local instruments such as the phin, khaen, wot and pong lang with modern arrangements, highlighting the province’s rich musical heritage.

Local flavours and creative traditions

Guests also explored Ubon Ratchathani’s cultural identity through interactive experience stations. Regional cuisine featured specialties including moo yor, nam nueng and banh mi, accompanied by cocktails prepared with locally produced spirits and regional ingredients.

Creative workshops introduced participants to traditional candle-inspired crafts, including wax-sheet collage art and stained-glass bookmark making inspired by local temple architecture.

The programme also included presentations on Thailand’s tourism strategy, followed by a keynote address from Weerasak Kowsurat, Chief Adviser to Thailand’s Deputy Prime Minister, focusing on the tourism potential of Ubon Ratchathani and the wider Mekong region.

Discovering the wider Isan region

Beyond the festival, participants visited candle-making communities and several of northeastern Thailand’s best-known attractions. The itinerary included Sam Phan Bok, Pha Taem National Park, Tohsang Cotton Village, Ban Pa-Ao Brassware Village and the Ban Khampun Weaving Centre.

The familiarisation trip also highlighted Isan’s growing reputation for gastronomy and cultural tourism. Alongside traditional dishes such as som tam and larb, visitors discovered Michelin Guide-listed restaurants in Ubon Ratchathani, Udon Thani, Nakhon Ratchasima and Khon Kaen. Textile traditions at the Khampun Textile Museum and performances of Molam, the region’s distinctive blend of music, storytelling and dance, further illustrated the diversity of Isan’s cultural heritage.

Year-round focus on festivals

The Ubon Ratchathani Candle Procession forms part of TAT’s broader strategy to promote Thailand as a year-round destination for cultural festivals and major international events.

Upcoming highlights include the Udon Thani International Horticultural Expo 2026, nationwide Loi Krathong celebrations, Vijit Chao Phraya 2026 in Bangkok, Tomorrowland in Pattaya and the Amazing Thailand Countdown.

Image Credit: © TAT