BANGKOK, THAILAND – The 44th “Festival of Travel in Thailand” took place from 25 to 29 March 2026, showcasing the beauty of the country’s five regions across nine themed zones to stimulate tourism under the motto “Instant Joy at Thailand’s Destinations.”
Festival opening
On 25 March 2026, Nattariya Taweewong, the deputy minister of Tourism and Sports, officially opened the festival. She underlined the event’s role as a key mechanism for promoting domestic travel and advancing Thailand’s tourism industry.
The festival ran under the overarching concept “The New Thailand,” aimed at sustainable growth, meaningful travel experiences and the strengthening of local identities. Organisers positioned the event as part of a broader push to add value to tourism while keeping regional character at the centre.
Nine themed zones
This year’s edition featured nine main zones designed to present the diversity of Thailand’s five regions. Each zone offered distinct experiences highlighting cultural and culinary characteristics from different parts of the country.
The layout was conceived to appeal to both residents and visitors, encouraging travel throughout the year rather than only in peak seasons. Exhibitors focused on regional storytelling, food and craft demonstrations to inspire future trips.
Eastern region: colourful experiences
The first zone focused on eastern Thailand under the slogan “Colourful East.” Attractions from nine provinces were presented, including local specialities and seafood from more than 50 vendors.
Highlights included the Cathedral of the Immaculate Conception in Chanthaburi, promoted alongside a range of culinary experiences intended to draw visitors to the region. Organisers used the mix of heritage and gastronomy to position the east as a vibrant short-break destination.
Northeast Thailand: engaging all five senses
The second zone, titled “Instant Joy in Isaan,” offered a multisensory journey into the culture and traditions of the northeastern region. Visitors were invited to taste local dishes and listen to traditional music.
Cultural activities formed a central part of the programme, including presentations related to the famous candle procession in Ubon Ratchathani. The zone was designed to show how festivals and everyday rural life in Isaan can be experienced through all five senses.
Southern Thailand: immersive experiences
The third zone, branded “GO SOUTH,” showcased the beaches of southern Thailand and the cultural diversity of its 14 provinces. Exhibits emphasised immersive experiences and well-known film locations.
Key attractions included the renowned Tham Lot cave in Krabi and the historic Standard Chartered building in Phuket. These sites were used to demonstrate how natural and architectural landmarks can immerse travellers in the South’s distinct culture.
Central region: harmony of heritage and charm
In the fourth zone, dedicated to the central region, the focus was on Thailand’s history and culture under the theme “Harmony of Heritage and Charm.” Visitors were able to explore contemporary Thai architecture alongside local craftsmanship.
The zone also highlighted three UNESCO-recognised creative cities: Bangkok, Phetchaburi and Suphanburi. Their inclusion underscored efforts to link cultural creativity with tourism development across the central region.