BANGKOK: The Tourism Authority of Thailand (TAT) has unveiled the highlights of the 44th Thailand Travel Fair 2026, which will be held from March 25-29, 2026 at the Queen Sirikit National Convention Center.
One of the country’s most anticipated annual tourism events, the fair brings together attractions, culture and regional identity from across Thailand in a single venue, offering visitors the feeling of travelling the country in one trip.
This year’s event will feature the charm and diversity of all five regions of Thailand under one roof, with nine activity zones showcasing standout attractions from around the country. These include replica landmarks, local specialties, tourism innovation, cultural performances and entertainment from well-known artists, giving visitors the chance to eat, shop, explore and experience Thai tourism from fresh perspectives.
TAT Governor Thapanee Kiatphaibool said this year’s event has been designed in response to the current geopolitical crisis and the impact of high oil prices, which are reshaping travel behaviour.
As a result, the fair places greater emphasis on balancing economic support with more practical travel patterns, including short-haul tourism and helping visitors learn about destinations before making actual trips.
Held under the concept “Feel All the Feelings”, the event brings together products, services and destinations from across the country at QSNCC under the theme “Happiness begins the moment you travel in Thailand” and the 5 Must Do in Thailand concept from all five regions. It presents Thai culture, traditions, ways of life, food and local wisdom in one place.
TAT has also incorporated a tribute to Her Majesty Queen Sirikit The Queen Mother, through exhibitions, performances, demonstrations and GI products linked to royal development projects in various areas, telling stories inspired by her royal initiatives.
TAT has redesigned the event layout this year to make it easier to navigate. The fair is divided into nine main zones, comprising five regional village zones representing the North, Northeast, Central region, East and South, each presenting Thai charm, traditions, culture, local wisdom and new tourist attractions.
There are also three special zones — Amazing Thailand, Road to Sustainability, and a partner organisations zone featuring more than 30 organisations offering discounted travel packages and special deals — as well as one central stage.
A key highlight in the middle of the venue is the Amazing Thailand x Lisa zone, with photo spots inspired by destinations visited by Blackpink star Lalisa Manobal who hails from Thailand. - The Nation/ANN
