Tourexpi
Hosted
by the Tourism Authority of Thailand (TAT) at Bangkok’s Dusit Thani Hotel on 1
July 2025, the event was a centrepiece of the Amazing Thailand Grand Tourism
and Sports Year 2025.
Combining
cultural richness, artistic creativity, and genuine hospitality, the gala
highlighted Thailand’s commitment to soft power diplomacy through tourism.
Thailand’s
Minister of Tourism and Sports, Mr. Sorawong Thienthong, described the event as
a landmark occasion to reaffirm Thailand’s position on the global stage: “This
gala showcased the multifaceted charm of Thai culture and demonstrated our
readiness, safety, and hospitality. It represents a significant step forward in
our journey to becoming a premier international tourism hub.”
The
gala welcomed high-level dignitaries, including Ms. Theerarat Samrejvanich
(Deputy Minister of Interior), Ms. Marisa Sukosol Nunbhakdi (Chair of the
Subcommittee on Soft Power in Tourism), Ms. Mayuree Chaipromprasith (Festival
Industry Promotion Subcommittee), and Mr. Sermkhun Kunawong (Arts Industry
Promotion Subcommittee). Diplomats from across the globe were also in
attendance.
Prominent
personalities from TAT’s “Be My Guest” campaign graced the event, such as
actors Bie Thassapak Chee, Nutt Nisamanee, and Yoshi Rinrada; martial arts icon
Buakaw Banchamek; badminton champion Popor Sapsiree; and influencers Alek
Teeradetch, Pong Nawat, and Jenny Panan. Together, they helped present a fresh
and accessible vision of Siam to a worldwide audience.
The
evening’s performances blended tradition with innovation. Highlights included
the captivating Hun Lakhon Lek puppet theatre based on the Ramakien epic and
colourful cultural presentations from Thailand’s five regions. The show
concluded with an energetic performance by T-POP group 4EVE, recently seen at
Head In The Clouds in Los Angeles.
Guests
were treated to an Amazing Experience culinary journey, with leading Thai chefs
transforming local ingredients into gourmet creations. Standout dishes included
shimeji mushroom larb, red ant egg and wild herb salad, Hokkaido scallops with
southern-style Khaolae sauce, braised Wagyu cheek in curry, Andaman red snapper
with jaew sauce, and traditional desserts such as Kanom Ta-Pae and Kanom La
served with fermented rice ice cream.
The
Showcase Zone invited guests to experience the “5 Must Do in Thailand,”
featuring a Thai fine drink inspired by Som Chun, royal-style garland making,
premium handicrafts, immersive travel displays, and performances combining
heritage and modern flair.
The
evening concluded with a symbolic gift: “Thailand in the Box” – a curated set
representing each region’s cultural treasures. The collection included a woven
palm fan from the South, pha khao ma cloth from the Central region, Thai
silverware from the North, a traditional khit pillow from the Northeast, and a
granite mortar from the East.
TAT
Governor Ms. Thapanee Kiatphaibool reflected on the gala as a celebration of
Thailand’s layered identity, noting that the word “Myth” resonates with “Mit”,
the Thai word for “friend.” “This event shared the spirit and mystique of
Thailand with the world,” she said. “Through culture, cuisine, and creativity,
we inspired global travellers and affirmed our position as a destination that
connects hearts and imaginations alike.”
Image
Credit: © TAT
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