Thailand Tourism Festival 2026: The '5 Must Do' Food and Culture Highlights

Five Reasons to Visit, Under One Roof

The 44th Thailand Tourism Festival (TTF) opens on March 25 and runs through March 29, 2026, at Halls 1-4 of the Queen Sirikit National Convention Centre (QSNCC) in Bangkok. Admission is free. This year's edition is organised around the Tourism Authority of Thailand's "5 Must Do in Thailand" framework, giving visitors a structured taste of the country across five pillars: Must Taste, Must Try, Must Buy, Must Seek, and Must See.

What Each Pillar Offers

Must Taste brings together regional dishes from all five parts of Thailand. More than 50 restaurants will serve specialties on-site, from northern khao soi and Isaan som tam to southern massaman curry and central Thai boat noodles. Food vendors have been curated to represent both well-known favourites and lesser-known provincial dishes. For the full breakdown of what to eat by region, see the companion culinary guide to the festival.

Must Try invites hands-on participation. Workshops include traditional garland-making, fruit carving, Muay Thai basics, and batik dyeing — each led by local artisans from different provinces.

Must Buy showcases locally made products, from hand-woven silks and OTOP community goods to artisan soaps and regional spice blends. Many vendors offer festival-exclusive pricing. If you enjoy market shopping, Chatuchak Weekend Market and the best night markets in Bangkok are worth adding to your itinerary.

Must Seek draws attention to hidden-gem destinations across Thailand that most tourists never hear about — think Nan's quiet temples, Trat's mangrove trails, and Phetchabun's highland cabbage fields. See also the broader list of 15 hidden gems tourists miss in Thailand.

Must See rounds out the experience with cultural performances, from classical Khon masked dance to modern luk thung concerts, staged on the festival's main entertainment platform.

Nine Zones Across Four Halls

The festival floor is divided into nine zones. Five of them represent Thailand's geographic regions — North, Northeast, Central, East, and South — each designed as an immersive "village" with replica landmarks, food stalls, and photo spots. The remaining zones include the Amazing Thailand x Lisa exhibition, a Sustainability Zone running its fourth consecutive Zero Waste to Landfills programme, a partner organisations zone with discounted travel packages from over 30 companies, and a live entertainment stage.

How to Get There

QSNCC is directly accessible via MRT Blue Line — exit at Queen Sirikit National Convention Centre Station, Exit 3. For a full overview of getting around by rail, see the Bangkok public transport guide. The festival runs daily from 10:00 to 21:00. For questions, call the TAT Contact Center at 1672 Travel Buddy. If you are planning your broader trip around the festival, the Thailand Tourism Festival visitor guide covers everything in one place.