Amazing Thailand Fest showcases Thai culture and cuisine in Kuala Lumpur - Get updated on what's happening in tourism!

The Tourism Authority of Thailand (TAT), in partnership with Central Group, has successfully staged Amazing Thailand Fest 2026 – The Wholesome Taste of Thai at Central i-City in Kuala Lumpur. The three-day event showcased Thai gastronomy, culture, wellness and lifestyle experiences while strengthening Thailand's position as one of the preferred destinations for Malaysian travellers. The festival also builds on strong tourism momentum, with more than two million Malaysian visitors travelling to Thailand during the first half of 2026.

Thai cuisine takes centre stage

Her Royal Highness Princess Ubolratana presided over the opening ceremony on 26 June and presented a live cooking demonstration featuring traditional Thai dishes including khao kriap pak mo, saku sai kung and khanom tua paep. The event highlighted the craftsmanship, local ingredients and culinary traditions that form an essential part of Thailand's cultural identity.

"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," said Surasak Phancharoenworakul, Thailand's Minister of Tourism and Sports.

Beyond food: culture, wellness and entertainment

Visitors experienced a wide range of Thai-inspired attractions, including a Thai Food Bazaar, cultural performances, cooking demonstrations, traditional Thai massage and appearances by Thai actor and singer Third Lapat. The Sawasdee Lounge recreated the atmosphere of a floating market with desserts, refreshments, games and live entertainment, while family-friendly workshops, arts and crafts, dessert-making sessions and Kids Muay Thai activities completed the programme.

According to TAT, gastronomy continues to attract growing interest among Malaysian travellers alongside wellness, nature, luxury resorts, café culture, local traditions and soft adventure experiences.

"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," said Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand.

Strong demand from Malaysia

Thailand continues to benefit from excellent connectivity with Malaysia through direct flights, low-cost airlines, nine land border crossings and rail services linking Kuala Lumpur with Hat Yai. The country also offers extensive Muslim-friendly tourism services, including halal dining options, mosques and established Muslim communities.

Between 1 January and 22 June 2026, Thailand welcomed 2,000,211 visitors from Malaysia, making the country Thailand's second-largest international source market after China. More than 90 percent travelled independently, with average spending exceeding 21,000 baht per trip.

International campaign reaches key markets

The Kuala Lumpur event marked the final stop of the Central Group-supported international showcase, following previous editions at Selfridges in London, KaDeWe in Berlin and de Bijenkorf in Amsterdam. As part of the broader Amazing Thailand Fest 2026 campaign, The Wholesome Taste of Thai has also been presented in Fukuoka, promoting Thailand through gastronomy, culture and authentic travel experiences in key international markets.

Image Credit: © TAT