Blog Details

Thailand Launches Global Restaurant Campaign to Promote Cultural Tourism

Thailand has introduced a new tourism initiative called Spice Up Thai Fest. The campaign connects food, culture and travel by using Thai restaurants around the world as cultural touchpoints. It reflects Thailand’s strength in culinary heritage and festival culture, offering international diners a new way to experience the country before even setting foot there.

A Cultural Campaign Built Around Thai Cuisine

Thailand is known for its rich calendar of cultural and culinary festivals. Beyond nationwide celebrations, each province hosts traditional events that honor religion, food culture, architecture or local heritage. Spice Up Thai Fest highlights these cultural elements through a global network of Thai restaurants.

Instead of focusing on the energy of Bangkok or the country’s well known destinations, the campaign encourages travelers to explore deeper cultural aspects of Thailand. Participating restaurants serve as informal ambassadors, providing guests with information about upcoming festivals throughout the year.

A Global Network of Participating Markets

The campaign targets 14 international markets, including Australia, Cambodia, Hong Kong, India, Indonesia, Japan, Laos, Malaysia, China, the Philippines, Singapore, South Korea, Taiwan and Vietnam. Diners visiting Thai restaurants that are registered in the network can scan a QR code to join the campaign. Participants have the chance to win one of 55 round trip tickets on Thai Airways to experience festivals across Thailand.

Campaign Participation and Timeline

Guests can scan the QR code displayed at participating restaurants, upload photos capturing their impressions of Thai food and culture and complete the check in process on the platform. The campaign runs from 15 November 2025 to 18 January 2026. Winners will be announced on 22 January 2026.

Showcasing Thai Creativity in Tourism

By combining culinary appeal, cultural richness and the reach of Thai restaurants worldwide, Thailand once again demonstrates its creativity in promoting tourism. The campaign strengthens connections between people, culture and food, inspiring travelers to discover new dimensions of Thailand.

Call for Participation in Vietnam

Thai restaurants in Vietnam can register to join the Global Thai Restaurant Network and offer customers the chance to participate in this tourism experience.