Thailand is charting a bold new course in its event tourism strategy, with industry leaders advocating for a transformative approach that prioritizes local creativity and cultural authenticity over importing international entertainment spectacles.
During the Spark Thai Festivals: Local to Global sessions at the Thailand Convention and Exhibition Bureau’s Splash Soft Power 2025 forum, top organizers and media executives called for a strategic shift in event development. The core message: move beyond attracting international acts and instead cultivate uniquely Thai festival experiences that can elevate the country’s global cultural reputation.
“There’s intense competition from destinations like Singapore and Japan,” explained Pongsiri Hetrakul, festival director of Awakening Bangkok. “We must define what makes Thailand’s festivals truly distinctive and worth traveling for.”
The strategic vision extends beyond mere entertainment. Festival leaders emphasized the substantial economic potential of home-grown events, highlighting how targeted, authentic experiences can drive significant tourism value. Cultural festivals aren’t just about attracting visitors—they’re about creating meaningful, memorable connections that showcase Thailand’s creative spirit.
Kobkiat Sangwanich, director of the Amazing Thailand Marathon Bangkok, underscored the transformative economic impact. “Festival spending can increase tenfold across accommodation, food, and ancillary services,” he noted. “Thailand has extraordinary creative potential and momentum to develop world-class events.”
The strategy also leverages Thailand’s strategic geographical advantage. Thainchai Phisitwuttinan, CEO of Global Sports Ventures, highlighted the country’s natural appeal: “Thailand is already a regional hub. When an event happens, travelers are eager to extend their stay, exploring everything from beaches to mountains.”
Industry experts are witnessing a significant shift in traveler preferences. Nakarin Wanakijpaibul, CEO of The Standard, pointed out that festival attendance has grown 1.5 times faster over the past decade, with travelers increasingly seeking targeted, premium experiences.
However, realizing this vision requires comprehensive support. Nakarin emphasized critical infrastructure challenges: “Our primary obstacles are systems, stability, and support. We need legal framework reforms, infrastructure upgrades, and long-term political commitment to nurture world-class events.”
The call to action is clear: Thailand must invest in its own cultural storytelling. As Thainchai eloquently stated, “If we want to become a true festival nation, we must build from within—creating experiences that are authentically, powerfully Thai.”
By prioritizing local creativity, strategic event development, and systemic support, Thailand is positioning itself not just as an event destination, but as a global cultural innovator.
