The Tourism Authority of Thailand (TAT) hosted its first-ever Amazing Thailand Festival in Bhutan 2025 from the 19th to 20th April at Clock Tower Square in Thimphu.
Part of the Amazing Thailand Grand Tourism and Sports Year 2025, the festival sought to boost Thailand’s image and attract Bhutanese travellers as part of a strategic push into high-potential South Asian markets.
According to TAT governor Thapanee Kiatphaibool: “It is an honour to bring the Amazing Thailand Festival to the heart of Thimphu. This event is more than a celebration of Thai food, art, and tradition, as it is a meaningful exchange between two nations bound by mutual respect and shared cultural values. We hope this festival deepens the friendship between Thailand and Bhutan, and inspires many to discover the beauty, creativity, and warm spirit of Amazing Thailand.”
The opening ceremony on Saturday, 19th April, was graced by Thai ambassador to Bhutan Makawadee Sumitmor and Bhutan’s minister of industry, commerce, and employment Lyonpo Namgyal Dorj.
Also, Bhutanese Prime Minister Dasho Tshering Tobgay graced the festival with a visit on Sunday, 20th April, experiencing Thailand’s soft power first-hand through the 5 Must-Do Experiences and engaging with various cultural booths.
His presence reaffirmed the close ties between Thailand and Bhutan and helped inspire deeper interest in Thai tourism among Bhutanese visitors.
A cultural cavalcade
The two-day event cast the spotlight on Thailand’s soft power through the “5Fs: Food, Film, Fashion, Festival, and Fight”, as well as the “5 Must-Do Experiences in Thailand,” all of which were brought to life through interactive activities and cultural showcases.
Visitors explored Thai culinary delights with cooking demonstrations of Phat Thai, tofu stir-fry with basil, Som Tam (papaya salad), herbal drinks, and Bua Loi (glutinous rice balls in coconut milk).
Traditional arts and crafts, such as umbrella painting and tung making, were featured alongside Thai massage sessions and Muay Thai workshops.
Locally made Thai products and souvenirs, including elephant keychains and Muay Thai shorts, showcased the richness of Thai craftsmanship.
A themed photo zone featured iconic Thai elements such as tuk-tuks, beach scenery, Muay Thai fighters, and traditional dance.
Live performances throughout the festival offered immersive experiences of Thai heritage, from classical dance to the dynamic artistry of Muay Thai.
Small but mighty
While relatively small, the Bhutanese travel market holds strong potential for Thai tourism.
In 2024, a total of 21,581 Bhutanese tourists visited Thailand, showing a 6.02 percent increase from 2023.
Popular reasons for travel include leisure, education, and medical treatment, with beach holidays, wellness tourism, shopping, and family trips being top choices.
Between 1st January and 9th April of this year, Thailand has already welcomed 9,545 Bhutanese visitors, indicating continued growth.
