Thailand has launched the Spice Up Thai Fest campaign to encourage international travellers to engage with the country’s festival calendar.
Led by the Thailand Convention and Exhibition Bureau (TCEB), and supported by the Tourism Authority of Thailand (TAT), the Department of International Trade Promotion and Thai Airways International Public Company, the initiative uses the Thai Restaurant Global Network to highlight 14 aspects of Thai culture across key international markets.
The campaign combines influencer activity with the global presence of Thai restaurants, positioning them as informal ambassadors introducing Thai festivals to wider audiences. It targets 14 pilot markets: Australia, Cambodia, Hong Kong, India, Indonesia, Japan, Lao PDR, Malaysia, China, the Philippines, Singapore, South Korea, Taiwan and Vietnam. Travellers who dine at participating restaurants abroad can enter to win one of 55 round-trip Thai Airways tickets to experience festivals in Thailand aligned with the cultural themes.
Participants can join by scanning the QR code displayed at participating venues, submitting a photo that reflects their impressions of Thai cuisine and culture, and completing a platform check-in. The campaign runs from November 15, 2025 to January 18, 2026, with winners announced on January 22, 2026.
TCEB president Supawan Teerarat said: “Spice Up Thai Fest marks a new journey… showcasing the power of collaboration between the public sector, private enterprises, and global partners. By harnessing the strengths of Thai cuisine, culture, and the worldwide network of Thai restaurants, the campaign connects people, knowledge, and new opportunities.”
“Thai cuisine and festivals serve as the first gateway to experiencing the true essence of Thailand’s rich culture. This initiative fosters awareness, emotional connection and lasting impressions, while inspiring international travellers to visit Thailand,” added TAT governor Thapanee Kiatphaibool.
