The Tourism Authority of Thailand (TAT) has appointed Turkish contemporary artist Payam Latifi as its 2026 Thailand Brand Ambassador for Türkiye in a ceremony at the Embassy of Thailand in Ankara, aiming to use contemporary art to strengthen cultural ties and expand Thailand’s tourism appeal in the Turkish market. The initiative forms part of TAT’s broader strategy to promote Thailand as a destination defined by creativity, craftsmanship, design and well-being.
The appointment highlights TAT’s shift toward collaborations with cultural figures to engage travellers seeking deeper meaning in their journeys. Latifi’s yearlong role is designed to introduce Thai culture to Turkish audiences through narrative, material exploration and artistic interpretation, both on-site in Thailand and through public programming in Türkiye.
Art at the Core of a Tourism Strategy
Latifi is recognised for his work with glass, ceramic and mixed media, creating pieces that explore translucency, light and material tension. His practice focuses on the space between solidity and transparency, an approach that aligns with Thailand’s longstanding craft traditions and its emphasis on sensory detail. These qualities position him as a strategic partner in Thailand’s efforts to highlight mindfulness, craftsmanship and subtle aesthetics within its cultural tourism identity.
During the ceremony, the certificate of appointment was presented by Fatma Güner Üstüner Pala, TAT’s representative in Turkey. “This collaboration is not merely symbolic,” said Fatma Güner Üstüner Pala, TAT’s representative in Turkey. “Latifi’s artistic sensibility aligns with the textures, colors and quiet philosophy at the heart of Thai culture. In 2026, we aim to connect the two countries through a more creative narrative.”
TAT officials describe artists as cultural translators who can communicate the subtleties of Thai experience to international audiences. The ambassador programme is framed as part of a long-term cultural strategy, reflecting a global trend in which nations use art and design to shape identity, deepen partnerships and complement traditional destination marketing.
A Year of Cultural Exchange Between Thailand and Türkiye
Throughout 2026, Latifi is expected to visit Bangkok, Ayutthaya, Chiang Mai, Koh Samui and several art-focused regions, meeting artisans, exploring traditional materials and participating in cultural research. His work in Thailand will serve as the basis for new creations that reflect the country’s craftsmanship, atmosphere and sensory landscape.
The outcomes of the collaboration will be presented under the theme “Inspired by Thailand” in exhibitions, talks and digital projects in Türkiye. The initiative aims to encourage Turkish travellers to explore cultural and creative aspects of Thailand, broadening perceptions beyond well-known beach destinations and promoting regions connected to craft, heritage and design.
Latifi’s recent projects investigate the spatial and emotional properties of glass, including its capacity to hold light, distort colour and blur the boundary between interior and exterior. His atmospheric installations—characterised by muted glows, layered surfaces and shifting light—mirror elements of Thai cultural identity that focus on mindfulness, material sensitivity and the connection between craftsmanship and spiritual awareness.
For cultural observers in Ankara, the collaboration demonstrates a model in which tourism operates as an exchange rather than solely as leisure travel. By combining visual storytelling, material exploration and cross-cultural dialogue, the programme aims to present a more nuanced portrait of Thailand to Turkish audiences and strengthen bilateral cultural relationships.
Following the ceremony, Latifi emphasised the personal significance of the appointment. “Thailand is a place where material and spirit seem inseparable. I look forward to experiencing that connection firsthand — and finding new ways to translate it,” said Payam Latifi, 2026 Thailand Brand Ambassador for Türkiye. His involvement is expected to serve as a prototype for future tourism initiatives that integrate art-led storytelling with destination promotion.