The Tourism Authority of Thailand (TAT) has announced the return of the Thailand Tourism Festival 2026 (44th edition), taking place from 25 to 29 March at the Queen Sirikit National Convention Centre. Held under the concept “Suk Thanthee…Thi Tiew Thai” (instant happiness, travelling in Thailand), the festival highlights the “5 Must Do in Thailand” experiences while honouring Queen Sirikit. The event also continues its Zero Waste to Landfills initiative for the fourth consecutive year, reinforcing sustainable tourism alongside showcasing Thailand’s cultural and travel diversity.

The festival is organised into nine zones, starting with the regional village experiences. The Eastern Village presents coastal culture, cuisine, and landmarks from nine provinces. The Northeastern (Isan) Village offers a five senses journey through traditions, food, and folk performances from 20 provinces. The Southern Village features marine landscapes and southern heritage, including coral reef inspired installations, local crafts, and a lively food market representing 14 provinces.

The Central and Northern Villages highlight Thailand’s cultural heartlands. The Central Village showcases heritage, cuisine, and creative industries from 17 provinces, including a recreation of Bangkok’s well known Banthat Thong food street. The Northern Village, inspired by Nan, a UNESCO Creative City of Crafts and Folk Art, presents Lanna culture through art, textiles, cuisine, and wellness experiences, positioning the North as a year round destination.

The remaining zones focus on innovation, partnerships, and sustainability. The Amazing Thailand Zone features digital and AI driven travel experiences, exhibitions, and campaigns while the Road to Sustainability Zone promotes eco-friendly tourism through upcycling workshops and conservation displays. The Tourism Partners and TAT Shop brings together key stakeholders across the tourism sector. The Main Stage hosts concerts, cultural shows, and special events throughout the five day programme, reinforcing the festival’s role as a national celebration.

TAT Governor Thapanee Kiatphaibool said the festival “brings together the essence of Thai travel in one national showcase,” adding that the “5 Must Do in Thailand” concept highlights the country’s flavours, crafts, traditions, and hidden destinations while reflecting the enduring cultural legacy of Queen Sirikit and the importance of sustainability in tourism growth.