Thailand Tourism Festival 2026: Your Practical Guide to the 'Feel All the Feelings' Event

The 44th Thailand Tourism Festival 2026 opens this week at the Queen Sirikit National Convention Center (QSNCC) in Bangkok. Running from March 25 to 29, the event brings all five regions of Thailand under one roof with travel deals, cultural performances, regional food, and replica landmarks. Here is what you need to know before you go. For a deeper look at the festival's green overhaul, see our piece on the Thailand Tourism Festival 2026 Sustainability Zone.

Dates, Times, and Location

• When: March 25-29, 2026, from 10:00 to 21:00 daily
• Where: Halls 1-4, Queen Sirikit National Convention Center (QSNCC), Bangkok
• How to get there: Take the MRT to QSNCC Station, Exit 3 — for a full breakdown of Bangkok's public transit options, see our Bangkok MRT and BTS tourist guide
• Admission: Free
• Contact: TAT Contact Center, call 1672

The Theme: "Feel All the Feelings"

This year's festival runs under the concept "Feel All the Feelings" with the tagline "Happiness begins the moment you travel in Thailand." It showcases the Tourism Authority of Thailand's 5 Must Do in Thailand campaign, highlighting standout experiences from every region of the country. This connects to Thailand's wider 3-trillion-baht tourism target and Amazing 5 Economy framework being pushed in 2026.

Nine Zones to Explore

The festival is divided into nine main zones:

Five Regional Village Zones

Each zone represents one of Thailand's regions — North, Northeast (Isan), Central, East, and South — presenting local traditions, culture, wisdom, and new tourist attractions through replica landmarks and interactive displays. If the North zone sparks your interest, Chiang Mai's Lanna temple trail is worth adding to your itinerary. Southern highlights tie in closely with the Koh Lipe travel guide.

Four Special Zones

• Amazing Thailand Zone: National highlights and flagship tourism campaigns
• Road to Sustainability Zone: Eco-friendly tourism initiatives and green travel options — the festival's new Zero Waste Sustainability Zone goes into full detail here
• Partner Organisations Zone: More than 30 organisations offering discounted travel packages and special deals — a good starting point if you want to build a Thailand travel package
• Central Stage: Live cultural performances and entertainment from well-known Thai artists throughout the five-day event

What to Do There

The festival is designed around four activities: eat, shop, explore, and experience. Expect to find:

• Regional food stalls serving specialities from all five regions, from northern khao soi to southern massaman curry — check our Thai curry guide for a primer on what to order
• Travel deals from hotels, airlines, and tour operators at discounted festival prices
• Cultural performances on the central stage, including traditional dance and live music
• Interactive exhibits showcasing tourism innovation and local craftsmanship

Tips for Visitors

• Go on a weekday if you want to avoid the biggest crowds. Weekends tend to draw heavy foot traffic.
• Bring cash for food stalls and smaller vendors, though larger operators may accept cards. Read our guide on how much two weeks in Thailand costs in 2026 to help budget your trip.
• Wear comfortable shoes — the exhibition halls are large and you will be walking for hours.
• Arrive early to secure the best travel deals, as popular packages can sell out quickly. If you are also planning a broader Bangkok itinerary, the Bangkok neighborhood guide will help you pick the right base.

The Thailand Tourism Festival is one of the best free events in Bangkok for travellers looking to plan their next Thai adventure while sampling regional food and culture in a single venue. After the festival, the city has plenty more to offer — from the best night markets in Bangkok to day trips from Bangkok that can fill out the rest of your week. If you are still mapping out your overall journey, our Thailand first-time visitor guide and ultimate Thailand itinerary for 2026 are good next reads. TAT is also promoting the festival heavily through the Amazing Thailand App with AI and Mastercard — worth downloading before you arrive.