The 44th Thailand Tourism Festival (TTF 2026) returns as the country’s flagship travel showcase, bringing the best of all five regions into one immersive experience in the heart of Bangkok.
This year’s edition also pays tribute to Queen Sirikit, The Queen Mother, and her enduring contributions to the Kingdom’s cultural heritage and local communities.
“This year’s festival honours Her Majesty Queen Sirikit, The Queen Mother, and reflects her enduring contribution to Thai cultural heritage and community livelihoods, while our Zero Waste to Landfills approach reinforces that tourism growth must go hand in hand with sustainability” said Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT).
Thailand Tourism Festival brings 9 themed zones
Organised under the theme “Suk Thanthee…Thi Tiew Thai (Instant Happiness…Traveling in Thailand,” the festival is built around the “5 Must-Dos in Thailand” concept:
- Must Taste: Regional food markets with hundreds of vendors spanning Thai seafood, southern eats, and Isan specialties
- Must Try: Hands-on workshops, crafts, wellness activities, and cultural demonstrations
- Must Buy: OTOP products, textiles, handicrafts, and unique hyper-local goods
- Must Seek: Hidden-gem destinations and travel inspiration from across the country
- Must See: Cultural performances, fashion shows, concerts, and traditional arts
This tried-and-true framework is designed to inspire journeys full of authentic worthwhile experiences across the Kingdom.
Thailand Tourism Festival is also divided into nine immersive zones. According to Apichai Chatchalermkit, TAT Deputy Governor for the Domestic Market, “TTF 2026’s nine zones are designed to turn discovery into real travel inspiration, with each area presenting a distinct perspective on Thailand’s destinations, identities and tourism experiences.”
Zone 1 – Eastern Village: Showcases nine eastern provinces through food, culture, and coastal experiences, with landmark replicas, photo ops, over 50 food outlets, performances, and a sustainability corner featuring upcycling.
Zone 2 – Northeastern (Isan) Village: An all-senses journey across 20 provinces, centered on the Ubon Ratchathani Candle Festival, with themed photo zones, 36+ food booths, craft demos, textiles, and mor lam performances.
Zone 3 – Southern Village: An immersive “Go South” experience featuring marine-themed installations, cultural showcases, over 38 food booths, set-jetting film highlights, and hands-on workshops with sustainability elements.
Zone 4 – Central Village: Explore 17 provinces through their heritage and agriculture, with Thai architectural design, textiles, over 60 food vendors, a Banthat Thong-style food street, workshops, and cultural performances.
Zone 5 – Northern Village: It’s the “Season of North 2026,” where visitors can find contemporary Lanna design, Nan-inspired art, over 35 food booths, cafés, crafts, wellness activities, and spiritual elements.
Zone 6 – Amazing Thailand Zone: Features TAT campaigns, digital and AI experiences, exhibitions, travel services, craft villages, and fan events with artists and influencers.
Zone 7 – Road to Sustainability: Travel responsibly and discover eco-art, upcycling workshops, sustainable products, and activities promoting conscious travel.
Zone 8 – Tourism Partners & TAT Shop: Brings together 31 partner organisations offering tourism services, products, and development initiatives.
Zone 9 – Main Stage: Enjoy concerts, cultural shows, and key events including the Festival Queen Contest, fashion shows, Muay Thai, and traditional performances.
Admission is free of charge. For more information, find the full press release, dial the TAT Call Center at 1672, or follow the Tourism Authority of Thailand’s official channels on Instagram, Facebook, or X (Twitter).
About Thailand Tourism Festival
Thailand Tourism Festival is organised by the Tourism Authority of Thailand (TAT) as its flagship domestic tourism platform. Held annually, the festival brings together cultural, culinary, and creative highlights from across the country to inspire travel and support regional economies.
Through large-scale showcases like the Thailand Tourism Festival, the TAT promotes Thailand as a diverse, sustainable, and experience-driven destination, connecting local communities, entrepreneurs, and travellers while reinforcing the country’s position as a leading tourism hub.