Thailand Tourism Festival 2026 highlights ‘5 Must Do in Thailand’

Thailand

Annual event in Bangkok celebrates regional culture, sustainability and the legacy of Queen Sirikit

The Tourism Authority of Thailand (TAT) will host the 44th Thailand Tourism Festival from 25 to 29 March 2026 at the Queen Sirikit National Convention Centre in Bangkok. The event focuses on the concept “5 Must Do in Thailand” and honours Her Majesty Queen Sirikit, The Queen Mother, while promoting domestic travel and sustainable tourism.

“TFF 2026 brings together the essence of Thai travel in one national showcase,” said TAT Governor Thapanee Kiatphaibool. “Through the ‘5 Must Do in Thailand’ concept we highlight the flavours, crafts, traditions and hidden destinations that define each region.”

Travel inspiration across the country

The festival is organised around the theme “Suk Thanthee…Thi Tiew Thai”, meaning “instant happiness through travelling in Thailand”. The concept encourages visitors to experience five aspects of Thai travel: Must Taste regional cuisine, Must Try hands-on cultural activities, Must Buy local products, Must Seek hidden destinations and Must See cultural performances.

Exhibitions dedicated to Queen Sirikit reflect her long-standing support for Thai textiles, handicrafts and community development. Visitors are also invited to discover tourism routes inspired by royal projects across the country.

Nine zones showcase Thailand’s diversity

The festival features nine themed zones representing different regions and aspects of Thai tourism. Regional villages highlight culture, cuisine and crafts from the East, Northeast, South, Central and Northern regions. Other areas focus on travel campaigns, tourism partners and sustainability.

Visitors can enjoy local food markets, traditional performances, craft demonstrations, workshops and interactive exhibitions designed to inspire travel throughout the country.

“Suk Thanthee…Thi Tiew Thai” is meant to turn festival experiences into real journeys across Thailand,” said Apichai Chatchalermkit, TAT Deputy Governor for the Domestic Market.

Sustainability at the core

For the fourth consecutive year, the event will follow a “Zero Waste to Landfills” approach. Waste separation systems, recycling initiatives and visitor guidance aim to ensure that materials are reused or processed responsibly rather than sent to landfills.

The Thailand Tourism Festival 2026 takes place daily from 10:00 to 21:00 at the Queen Sirikit National Convention Centre. Admission is free.