The Thailand Convention and Exhibition Bureau (TCEB), in collaboration with the Tourism Authority of Thailand (TAT), the Department of International Trade Promotion (DITP), and Thai Airways International (THAI), has launched the “Spice Up Thai Fest” campaign to elevate Thai festivals on the global stage. The initiative uses the Thai Restaurant Global Network as a key communication platform, showcasing 14 distinctive elements of Thai culture and encouraging travellers to discover Thailand’s vibrant festival scene.

The campaign combines the reach of influencer marketing with the global presence of Thai restaurants, positioning them as cultural ambassadors. With 55 round-trip tickets sponsored by THAI, diners in 14 pilot markets—including Australia, Japan, Mainland China, Singapore, South Korea, India and the UK—stand a chance to win a festival-themed trip to Thailand.

Dr.Supawan Teerarat, President of TCEB, emphasised that the campaign reflects a new direction for Thailand’s MICE industry, driven by collaboration between public agencies and private partners. She noted that Thai restaurants play an important role in connecting global audiences to Thai food, culture and lifestyle, while festivals act as catalysts for economic growth and cultural visibility.

TAT Governor Ms.Thapanee Kiatphaibool highlighted that Thai cuisine and festivals are often a traveller’s first introduction to Thailand. She said the campaign supports Thailand’s goal of welcoming 36 million visitors by 2026 by building emotional ties through authentic cultural experiences abroad.

DITP Director-General Ms Sunanta Kangvalkulkij added that Thai SELECT-certified restaurants are essential in promoting culinary identity and enhancing Thailand’s international image. THAI CEO Mr Chai Eamsiri reaffirmed the airline’s commitment to supporting cultural promotion through global connectivity and campaign incentives.

Travellers can join the campaign by dining at participating Thai restaurants overseas, submitting a photo showcasing their Thai food and cultural experience, and completing an online check-in for a chance to win. Full campaign details and participating locations are available at www.SpiceUpThaiFest.tceb.or.th. “Spice Up Thai Fest” runs from 15 November 2025 to 18 January 2026, with winners announced on 22 January 2026.