The Tourism Authority of Thailand (TAT) has launched the official grand opening of the Thailand Tourism Festival (TTF) 2026, the 44th edition, under the “New Thailand” vision, aimed at moving Thailand toward becoming a “Quality Leisure Destination.”

TTF 2026 is taking place at Halls 1-4, Ground Floor, at the Queen Sirikit National Convention Center in Bangkok from 25 to 29 March 2026. Permanent Secretary for Tourism and Sports Natthriya Thaweevong presided over the opening ceremony on 25 March, with the participation of TAT Governor Thapanee Kiatphaibool, members of diplomatic corps, and executives from the public and private sectors.

Ms. Natthriya stated that the festival inspires Thais to explore meaningful travel across Thailand with pride, while highlighting stunning attractions, warm Thai hospitality, authentic lifestyles, and immersive experiences. 

The TAT Governor said that the annual festival aims to stimulate Thailand’s tourism, create new opportunities for local communities, and promote the country’s diverse regions and their unique attractions. It also brings together the essence of Thai travel in one national showcase.

Through the “5 Must Do in Thailand” concept, TTF 2026 focuses on the flavors, crafts, traditions, and hidden destinations that define each region. “Must Taste” highlights regional flavors, “Must Try” invites hands-on cultural experiences, “Must Buy” showcases locally made products, “Must Seek” draws attention to hidden-gem destinations, and “Must See” presents signature performances and cultural spectacles.

The five-day festival embraces the Bio-Circular-Green (BCG) Economy Model, promoting environmentally friendly tourism, while the “Zero Waste to Landfills” initiative, now in its fourth year, ensures that no event waste reaches local landfills.

TTF 2026 is divided into nine zones, namely (1) Eastern Region, (2) Northeastern Region, (3) Southern Region, (4) Central Region, (5) Northern Region, (6) Amazing Thailand Zone, (7) Road to Sustainability, (8) Tourism Partners and TAT Shop, and (9) the Main Stage.

All interested persons are invited to attend this festival. Admission is free. The venue is directly accessible via MRT Queen Sirikit National Convention Center Station (Blue Line).