TAT expands Amazing Thailand Grand Sale with focus on local brands and experiences

Thailand

Nationwide campaign links shopping, culture and tourism from June to August

The Tourism Authority of Thailand (TAT), in partnership with public and private sector organisations, has launched the Amazing Thailand Grand Sale 2026, transforming the country’s traditional shopping promotion into a broader tourism experience centred on Thai brands, local identity and creative travel experiences.

Running from June to August under the theme “Unforgettable Experience of Thai Brands”, the campaign encourages both domestic and international visitors to explore products, services and experiences that reflect Thailand’s cultural diversity and entrepreneurial creativity.

Shopping becomes part of the travel experience

According to TAT, the initiative aims to create deeper connections between travellers and destinations by highlighting the stories, craftsmanship and local character behind Thai products.

“The next value of Thai tourism will come from experiences travellers remember, share and return to,” said Thapanee Kiatphaibool, Governor of TAT. “Amazing Thailand Grand Sale 2026 is designed to make Thai brands a living expression of Thailand’s creativity, from fashion and craft to lifestyle and community products. When a purchase carries a story of place and people, it extends the journey beyond the trip and creates lasting value for Thailand.”

The campaign is expected to stimulate spending throughout the visitor journey while supporting local businesses and generating more than 700 billion Baht in economic circulation.

Focus on authentic Thai brands

During the launch event, tourism and business representatives discussed the growing importance of experience-driven travel and the role of Thai brands in creating memorable visitor experiences.

“This year, Amazing Thailand Grand Sale moves beyond discounts to focus on the quality of experience,” said Natt Krutetsut, TAT Deputy Governor for Tourism Products and Business. “Travellers are looking for products, places and stories that feel distinctive to the country they visit. By linking shopping, dining, accommodation and local experiences, the campaign makes Thai brands easier to discover and gives visitors more reasons to spend time in destinations across Thailand.”

The launch panel also included entrepreneur Kanchana Chanathepaphon, founder of the Khon Kaen-based fashion and lifestyle brand BWILD ISAN, and actor and travel ambassador Priyada Sitthachai.

Rewards, prizes and exclusive privileges

The campaign features a series of activities designed to encourage spending and engagement. Visitors spending at least 2,000 Baht per receipt at participating businesses can register online to receive campaign gifts and enter prize draws.

Registered shoppers will also have the opportunity to win major prizes, including an electric vehicle and travel packages worth more than one million Baht in total. Additional rewards include limited-edition Thai brand products and exclusive promotional offers.

At the same time, participating businesses can qualify for recognition through the campaign’s Top Seller programme, which rewards strong sales performance with Diamond, Gold, Silver and Bronze awards.

Nationwide participation across tourism sectors

The campaign brings together a broad range of partners from the retail, hospitality, financial and travel sectors. Participating organisations include major shopping centres, department stores, duty-free operators, payment providers, online retail platforms, hotels, resorts and spas across Thailand.

Among the participants are Central Group, The Mall Group, Siam Piwat, One Bangkok, MBK Center, King Power Duty Free, Shopee, Mastercard, Visa Thailand, UnionPay and a number of leading hotel and resort brands.

By combining shopping, accommodation, dining and local experiences, TAT aims to encourage visitors to explore destinations throughout the country while strengthening support for Thai entrepreneurs and regional tourism economies.

Supporting the future of Thai tourism

The Amazing Thailand Grand Sale has long been one of Thailand’s flagship tourism promotions. With the 2026 edition, TAT is placing greater emphasis on authenticity, creativity and local identity, reflecting broader trends in global travel demand.

Rather than focusing solely on discounts, the campaign seeks to position Thai brands as part of the visitor experience itself, helping travellers engage more deeply with the country’s culture, communities and lifestyle while generating long-term value for the tourism sector.