The Thailand Convention and Exhibition Bureau launches the SPICE UP THAI FEST campaign on 15 November, partnering with national tourism, trade, and airline agencies to promote Thai festivals across 14 international markets through a global Thai restaurant network. The initiative uses dining experiences abroad to spotlight cultural events in Thailand and offers 55 round-trip Thai Airways tickets for participants who submit photos and impressions of Thai cuisine and culture. The campaign runs until 18 January 2026, with winners announced on 22 January.
The programme leverages the worldwide presence of Thai restaurants, particularly those recognised under the Thai SELECT certification, as platforms to introduce travellers to 14 aspects of Thai cultural identity. It also incorporates influencer marketing and cross-agency collaboration to strengthen Thailand’s visibility among consumers in Australia, Cambodia, Hong Kong, India, Indonesia, Japan, Lao PDR, Malaysia, China, the Philippines, Singapore, South Korea, Taiwan, and Vietnam.
Cross-agency push to expand Thailand’s festival reach
The campaign represents a coordinated effort by TCEB, the Tourism Authority of Thailand, the Department of International Trade Promotion, and Thai Airways. Dr. Supawan Teerarat, President of TCEB, said, “SPICE UP THAI FEST marks a new journey for Thailand’s MICE industry, showcasing the power of collaboration between the public sector, private enterprises, and global partners.” She added that by connecting Thai cuisine, culture, and restaurant networks worldwide, the programme establishes a platform that links “people, knowledge, and new opportunities.”
Dr. Supawan said the campaign moves beyond traditional festival promotion by positioning restaurants as hubs for global fans of Thai culture. She noted that festivals help drive economic activity and elevate Thailand’s profile as both a tourism and MICE destination. The approach is designed to reinforce Thailand’s cultural identity as a competitive asset while expanding its recognition on the world stage.
Thai cuisine as a cultural entry point
Tourism Authority of Thailand Governor Ms. Thapanee Kiatphaibool said, “Thai cuisine and festivals serve as the first gateway to experiencing the true essence of Thailand’s rich culture.” She noted that the SPICE UP THAI FEST initiative aims to generate awareness and emotional connection through dining, which may encourage travellers to visit Thailand. The programme aligns with Thailand’s target of welcoming 36 million international visitors by 2026.
Ms. Thapanee said that authentic dining experiences at Thai restaurants abroad play a key role in shaping perceptions of the country. By linking these experiences with festival promotions, the campaign seeks to create lasting impressions that support national tourism goals and broader economic policy.
Thai SELECT restaurants join the promotion
The Department of International Trade Promotion emphasises the role of Thai SELECT restaurants in representing the country’s culinary standards overseas. Director-General Ms. Sunanta Kangvalkulkij said these restaurants “serve as a driving force in promoting Thai cuisine to global markets” and act as channels for strengthening Thailand’s image. She added that their participation in the campaign helps raise international awareness of Thai festivals across pilot markets.
Ms. Sunanta said the initiative highlights multiple dimensions of Thai culinary identity and enhances visibility among new audiences. The campaign’s pilot activities are conducted through Thai SELECT establishments, which are expected to contribute significantly to the dissemination of cultural messaging.
Thai Airways is offering 55 round-trip tickets as prizes for participants. Chief Executive Officer Mr. Chai Eamsiri said, “THAI is pleased to support the SPICE UP THAI FEST campaign, which helps provide the delivery of Thai festival experiences internationally through a global network of partners, along with prizes for restaurants and consumers.” He noted that the initiative celebrates national pride and reinforces Thailand’s position as a cultural hub.
Customers who dine at participating Thai restaurants can enter by scanning a QR code, uploading a photo reflecting their impression of Thai food and culture, and completing a check-in on the campaign platform. Eligible entries will be drawn for the airline tickets, allowing winners to experience festivals in Thailand directly. Full details are available through the campaign portal.