Every year for five days in March, Thailand brings together the best travel experiences under one roof.
This March, from Wednesday 25 to Sunday 30, the Thailand Tourism Festival returns to the Queen Sirikit National Convention Center, turning the convention halls into a travel fair and a cultural snapshot of the Land of Smiles.
Thailand gathers its travel highlights at the Thailand Tourism Festival, March 25–30, Queen Sirikit National Convention Center. Photo://TAT
Now in its 44th year, the annual event arrives at an interesting moment, as conflict in West Asia and the resulting oil shock are placing Thailand’s tourism sector at a crossroads once again.
Travel is now becoming more challenging, with many people reluctant to leave their homes amid rising fuel costs and constrained energy supplies.
However, for those travelers and nomads who want to turn crisis into opportunity, the Queen Sirikit National Convention Center over this weekend is the place to go.
Inside the convention center, the festival is divided into five zones representing Thailand’s main regions - North, Northeast, Central, East and South.
Each region promises Thailand’s fans and visitors a multitude of exhibition booths and a strong sense of place through cultural performances, foods and more.
Thailand’s North, for example, draws on Lanna-style architecture, while the Northeast focuses more on local cultures and traditions shaped by life along the Mool, Chi and Mekong rivers.
In the South, coastal beauty gives way to narratives of fishing communities and island life, subtly shifting the focus from beach escapism to lived culture.
Food is, unsurprisingly, a major draw. Vendors from across the country come to cook on-site, which means visitors can move from rich northern curries to the sensational, fermented flavors of Isaan food in the span of an afternoon.
That means visitors will be able to experience the best bowl of Khao Soi noodles, a street-side grilled skewer and even ceremonial dishes from around Thailand without leaving the capital.
Plenty of Thai dishes at TTF 2026 tempt visitors to discover more of the country. Photo://TAT
A highlight is a recreated slice of Bangkok’s Banthat Thong, one of the capital’s most talked-about food streets.
The installation brings together 12 popular eateries, offering a condensed taste of the neighborhood’s lively dining scene.
Offerings range from traditional stuffed rice noodle rolls and Lam Phaya-style miang kham to chive dumplings and classic Thai sweets.
Visitors can also sample mango and sticky rice, khao chae, Phetchaburi desserts, as well as palm sugar drinks and lod chong in rich palm syrup—bringing together flavors that reflect the diversity of Thailand’s culinary landscape in a single venue.
There’s also a strong presence of OTOP products—everything from snacks to packaged ingredients—offering a glimpse into the country’s highly localized food economy.
Beyond the culinary scene, cultural performances take turns throughout the day to entertain festival-goers, alongside craft demonstrations like weaving and wood carving.
What stands out is that these are not purely theatrical displays—many of the craft masters and artisans involved rely on these skills for their livelihoods, and tourism plays a role in connecting local economies with traditional crafts.
One of the standouts programmed is “Isan Muan Fiew,” a showcase dedicated to northeastern Thai culture. The performances feature live music and mor lam, a traditional musical form that remains central to the region’s identity.
Performers include Rabieb Watasilp, Kan Tong Thung Ngern, Wiang Narumon and Tao Phusilp, alongside dance performances by the Kalasin College of Dramatic Arts.
Cultural performances and craft demonstrations, from weaving to paper cutting, unfold throughout the day at TTF 2026. Photo://TAT
The programe also includes “Naga Len Nam,” – a theatrical boxing performance inspired by regional folklore.
At the same time, the TTF 2026 is a busy marketplace.
Airlines, hotels and tour operators roll out limited-time deals, encouraging visitors to turn ideas into actual trips.
For organizers, that’s a key part of the equation: converting festival goers into future travelers, especially to less-visited provinces and new destinations.
For people living in Bangkok, TTF 2026 offers an easy way to experience a wide cross-section of Thailand without going very far.
But for anyone watching the industry more closely, the festival is also quite revealing.
It shows how Thailand is trying to reposition itself. Beyond a collection of must-see places and popular destinations, TTF 2026 brings together a network of communities with their own stories
