TAT and Thai Embassies Worldwide Launch “Thai Festival 2025” to Showcase Thai Culture and Attract Quality Tourists
The Tourism Authority of Thailand (TAT), in collaboration with Thai embassies, public and private sector partners, is driving forward international promotion of Thai tourism through “Thai Festival 2025” and marketing activities across Europe, America, and Asia. The initiative highlights Thai culture, cuisine, and wellness tourism while celebrating key diplomatic milestones. The goal is to expand the base of quality tourists and boost arrivals to Thailand during the high season to exceed set targets.
The Tourism Authority of Thailand (TAT), in collaboration with Thai embassies, public and private sector partners, is driving forward international promotion of Thai tourism through “Thai Festival 2025” and marketing activities across Europe, America, and Asia. The initiative highlights Thai culture, cuisine, and wellness tourism while celebrating key diplomatic milestones. The goal is to expand the base of quality tourists and boost arrivals to Thailand during the high season to exceed set targets.
TAT has joined forces with Thai embassies in various countries and global partners to broaden the quality tourism market by organizing Thai Festival events showcasing Thailand’s unique cultural identity, cuisine, and lifestyle. From August to September 2025, activities are scheduled across multiple destinations, including Thai Festival Mexico 2025 in Mexico City; “Dobry den z Thajská” in Prague, Czech Republic; “Dzien Dobry Tajlandio” in Warsaw, Poland; Sawasdee Seoul Thai Festival 2025 in Seoul, South Korea; “Thai Street Vibes” in Guangzhou, China; “Thailand Cultural Festival in Guiyang 2025” in Kunming, China; Journey to Thailand & Top Thai Brands 2025 in Kathmandu, Nepal; and Sawasdee DC Thai Festival in Washington, D.C., USA.
Each region features highlights designed to strengthen Thailand’s image and inspire travel:
- Eastern Europe: Festivals in Prague and Warsaw attracted thousands of participants with Thai cultural shows, Muay Thai activities, food, and products. Poland and the Czech Republic are fast-growing markets, with arrivals to Thailand increasing by double digits in 2025.
- East Asia: The Sawasdee Seoul Thai Festival 2025, themed “Discover Thailand,” doubled in size from last year, welcoming over 60,000 visitors. Activities included Thai crafts, culinary demonstrations, and wellness experiences, aiming to drive year-round travel from South Korea—one of Thailand’s top five markets.
- China: “Thai Street Vibes” in Guangzhou and “Thailand Cultural Festival in Guiyang 2025” celebrated 50 years of Thailand–China relations, attracting hundreds of thousands of visitors and millions of online impressions. The events featured cultural performances, workshops, and interactive Thai experiences.
- South Asia: The “Journey to Thailand & Top Thai Brands 2025” in Nepal combined tourism promotion with B2B trade meetings, Thai wellness showcases, and cultural workshops, drawing over 25,000 attendees.
- The Americas: “Thai Festival Mexico 2025” and “Sawasdee DC Thai Festival 2025” spotlighted Thai culture, gastronomy, and art, with live performances and cooking shows by award-winning chefs, along with networking sessions to boost tourism from the U.S. and Mexico.
TAT is confident that these collaborative efforts with embassies, public and private sector partners, and international networks will elevate Thailand’s global image, appeal to modern travelers, and drive sustainable growth in both tourist numbers and revenue, while encouraging year-round travel to Thailand.
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