Minister of Culture Sabida Thaiseth is spearheading the "Unseen Thai Thai" policy, built on the concept "ROOT to RICH: From Cultural Roots to Economic Value." The initiative aims to uncover and elevate the cultural capital, local wisdom, attractions, and traditions found in every one of Thailand's 76 provinces, turning heritage into economic opportunity for grassroots communities.

Through close collaboration with regional sectors, 76 standout items have been selected, one representing each province. These include:
• 60 cultural tourist attractions, such as Pha Daeng Roi Si 3,000 Years, Roi Et Tower, and Wat Phra That Bang Phuan
• 16 festivals, traditions, and cultural lifestyles, including the Khli Fai fire hockey tradition, Pum Kha fire-lighting tradition, and the Mekong River fish-scooping tradition

To bring this vision to life, the Ministry of Culture will focus on four key strategies:
• Upgrading the standards of tourist attractions and festivals
• Enhancing public relations via digital media and cultural networks
• Connecting cultural tourism routes across provinces and neighboring areas
• Encouraging participation from the community, cultural entrepreneurs, local sages, folk artists, and private sector participation

Discover a side of Thailand you've never seen before! Join us in exploring the authentic charm and vibrant heritage of “Unseen Thai Thai” across all 76 provinces.