Amazing Thailand Fest 2026 brings The Wholesome Taste of Thai to Kuala Lumpur

Thai gastronomy, culture, wellness, and travel experiences build on more than two million Malaysian arrivals to inspire more journeys to Thailand

Bangkok, 29 June 2026 – The Tourism Authority of Thailand (TAT), in collaboration with Central Group, organised Amazing Thailand Fest 2026 (The Wholesome Taste of Thai) from 26 to 28 June 2026 at Central i-City, Kuala Lumpur, Malaysia, spotlighting Thai gastronomy as a gateway to culture, wellness, local lifestyles, and travel experiences for Malaysian visitors.

Her Royal Highness Princess Ubolratana graciously presided over the opening ceremony on 26 June 2026, with Mr. Surasak Phancharoenworakul, Minister of Tourism and Sports, and Ms. Thapanee Kiatphaibool, TAT Governor, in attendance. Her Royal Highness also presented a Thai cooking demonstration featuring khao kriap pak mo, steamed rice-skin dumplings; saku sai kung, tapioca dumplings with shrimp filling; and khanom tua paep, mung bean and coconut rice dumplings. The dishes reflected Thai culinary craftsmanship, local ingredients, and herbs and aromatics associated with everyday Thai food culture.

Mr. Surasak Phancharoenworakul, Minister of Tourism and Sports, said, “Thai cuisine is a national strength that connects culture, identity, and tourism. Amazing Thailand Fest 2026 in Kuala Lumpur supports Thailand’s tourism policy by using food as a bridge to inspire travel, generate economic value, and create wider benefits for destinations, communities, and businesses.”

At TAT’s marketing level, Ms. Thapanee Kiatphaibool, TAT Governor, said, “The Wholesome Taste of Thai gives TAT a clear platform to translate Thailand’s culinary appeal into travel inspiration. In Kuala Lumpur, the event connects gastronomy with wellness, culture, creativity, and local ways of life, encouraging Malaysian travellers to rediscover Thailand through richer and more diverse experiences.”

The Kuala Lumpur edition brought Thai food, culture, and lifestyle experiences to visitors through a Thai Food Bazaar, cultural performances, cooking demonstrations, Thai massage, and a special appearance by Thai actor and singer Third Lapat, including a meet-and-greet and mini concert. The Sawasdee Lounge added a Thai-inspired floating market setting with desserts, snacks, refreshments, games, photo opportunities, and live performances, while family activities included workshops, arts-and-crafts sessions, fun challenges, dessert-making activities, and a Kids Muay Thai Workshop.

The event reinforced TAT’s promotion of gastronomy tourism, a growing interest among Malaysian travellers alongside wellness, nature, luxury resorts, café hopping, local culture, and soft adventure. It also reflected rising self-drive demand to southern destinations, including Hat Yai in Songkhla, Betong in Yala, Satun, Phatthalung, Nakhon Si Thammarat, Trang, Krabi, Phang-nga, and Phuket.

These travel patterns are supported by Thailand’s strong connectivity with Malaysia, including direct flights from several cities, low-cost carriers, nine border checkpoints, and special rail services between Kuala Lumpur and Hat Yai Junction. Thailand also offers Muslim-friendly travel readiness, with Muslim communities, mosques, suitable food options, safety standards, service quality, and visitor-friendly communication.

Malaysia remains one of Thailand’s leading regional source markets, ranking second for visitor arrivals after China. From 1 January to 22 June 2026, Thailand welcomed 2,000,211 Malaysian visitors, with independent travellers accounting for more than 90% of the market. Average spending exceeded 21,000 Baht per person per trip, reflecting Thailand’s strength as a preferred destination for weekends, school holidays, and longer breaks.

The Kuala Lumpur edition marked the final stop in the Central Group-linked international showcase, following earlier presentations at Selfridges London, KaDeWe Berlin, and de Bijenkorf Amsterdam. Within TAT’s broader Amazing Thailand Fest 2026 platform, The Wholesome Taste of Thai was also presented in Fukuoka, using gastronomy, culture, lifestyle, and creative experiences to reinforce Thailand’s appeal among quality travellers.