It was only a matter of time before Thailand’s twin passions, its food and its festivals, were rolled together and served to the world on a silver (and somewhat spicy) platter. Enter SPICE UP THAI FEST, the latest creation from a powerful quartet of national heavyweights: the Thailand Convention and Exhibition Bureau (TCEB), the Tourism Authority of Thailand (TAT), the Department of International Trade Promotion (DITP) and, bringing the wings, Thai Airways International.
Launched this week, the campaign isn’t just another travel promotion. It’s a grand exercise in cultural diplomacy — a deliciously strategic plan to fly Thai festivals, food and flair to the four corners of the globe.
A new recipe for global influence
Thai flavours take flight as culture, cuisine and festivals spice up globally!
The concept is deceptively simple: use Thailand’s vast network of authentic Thai restaurants around the world as outposts of national culture. Diners in Sydney, Singapore, or San Francisco can expect not only fragrant curries but also a generous helping of Thai tradition.
By combining influencer marketing with the credibility of the Thai Restaurant Global Network, the campaign promises to turn every plate of pad thai into a postcard from Thailand.
Dr Supawan Teerarat, President of TCEB, describes it as a “new journey for Thailand’s MICE industry,” built on the strength of collaboration between government, enterprise and the country’s culinary ambassadors abroad.
“We go beyond simply organising festivals,” she said. “We’re creating a platform where Thai restaurants serve as central hubs for a global fan base of Thai food, arts, culture and lifestyle. These festivals act as a catalyst to drive the economy and reinforce Thailand’s identity as a unique selling point for the MICE and tourism industries worldwide.”
It’s a vision that treats every curry house, noodle bar and fine-dining sala as a mini-embassy, the kind that smells of lemongrass and faintly sounds of temple drums.
Fourteen flavours of Thainess
Dine, scan, and fly-Thai festivals spice up travel with every bite!
The Spice Up Thai Fest celebrates 14 distinctive aspects of Thai culture from regional festivals like Yi Peng’s floating lanterns to the exuberance of Songkran and the rhythmic grace of Khon classical dance.
Each theme will be promoted through participating restaurants in 14 pilot markets: Australia, Cambodia, Hong Kong, India, Indonesia, Japan, Lao PDR, Malaysia, China, the Philippines, Singapore, South Korea, Taiwan and Vietnam.
And to keep things lively, Thai Airways is offering 55 round-trip tickets for those keen to swap their local takeaway for the real thing — an all-expenses-paid immersion into Thailand’s festival calendar.
Tourism’s first course
For TAT Governor Ms Thapanee Kiatphaibool, the campaign blends tourism and gastronomy into a perfect pairing.
“Thai cuisine and festivals serve as the first gateway to experiencing the true essence of Thailand’s rich culture,” she said. “This campaign fosters awareness, emotional connection and lasting impressions, while inspiring international travellers to visit Thailand supporting the national goal of welcoming 36 million visitors by 2026.”
It’s a big ambition, but then again, Thailand has always been adept at turning its pleasures into exports. The kingdom’s kitchens have long done what politicians only dream of: winning hearts and minds through the stomach.
From Thai SELECT to the world stage
Taste, celebrate, and fly-Thai festivals now served with global flair!
At the heart of this effort is the Thai SELECT program, an official certification ensuring restaurants abroad deliver the genuine article, not a pale imitation.
Ms Sunanta Kangvalkulkij, Director-General of DITP, said these certified restaurants are “a driving force in promoting Thai cuisine to global markets” and a vital channel for enhancing the nation’s image.
“By participating in Spice Up Thai Fest, Thai SELECT restaurants play a pivotal role in raising awareness of Thai festivals among target audiences worldwide,” she noted.
In short, every serving of green curry becomes an act of soft power, simmered in diplomacy and sprinkled with marketing nous.
Taking to the skies – literally
Thai Airways CEO Mr Chai Eamsiri sees the airline’s role as more than just ferrying travellers; it’s about delivering a full-bodied Thai experience from boarding gate to dessert trolley.
“THAI is pleased to support the Spice Up Thai Fest campaign,” he said. “It provides the delivery of Thai festival experiences internationally through a global network of partners, along with prizes for restaurants and consumers. This initiative highlights Thailand’s role as a cultural hub and celebrates the nation’s pride on the world stage.”
Given Thai Airways’ recent turnaround efforts and renewed focus on premium service, the timing couldn’t be better. Nothing says comeback quite like a campaign that celebrates national pride and invites the world along for the ride.
Dining for departure
Participation couldn’t be easier. Dine at a participating Thai restaurant abroad, scan the QR code on the table, upload a photo of your favourite dish or festival-inspired décor, and you might find yourself celebrating the Loi Krathong festival in Chiang Mai come January.
The campaign runs from 15 November 2025 to 18 January 2026, with winners announced on 22 January 2026. For the details (and perhaps some inspiration for your next meal), visit www.SpiceUpThaiFest.tceb.or.th.
A cultural masterstroke
Beyond the giveaways and gourmet temptations lies a serious strategy: to strengthen Thailand’s image as Asia’s cultural hub and expand its MICE and tourism footprint globally.
By fusing food, festivals and friendly competition, Spice Up Thai Fest turns local restaurants into living showcases of Thai identity, each bowl of tom yum a reminder that culture, like chilli, is best when shared generously.
It’s marketing, yes, but also something more profound. As Dr Supawan Teerarat observed, this is about connecting people and knowledge through a shared appetite for experience.
And if that experience happens to come with jasmine rice and a side of sticky mango pudding, who are we to argue?
