Thailand turns gastronomy into travel sales in Madrid - Get updated on what's happening in tourism!

Thailand used gastronomy as a gateway to travel at the Amazing Thailand Fest 2026 in Madrid. Held on 26 and 27 September at El Corte Inglés Sanchinarro, the two-day consumer event combined Thai cuisine with wellness, Muay Thai, traditional crafts and cultural experiences while giving visitors the opportunity to book holidays to Thailand.

Organised by the Tourism Authority of Thailand, the Madrid event formed part of the Amazing Thailand Food Festival World Tour. Under the theme “The Wholesome Taste of Thai”, the campaign sought to connect interest in Thai cuisine with the country’s wider tourism offer.

From Thai food to bookable holidays

The commercial component was provided in cooperation with Viajes El Corte Inglés. The Spanish travel company promoted and sold Thailand packages during the event and supported the festival with a two-week marketing campaign aimed at consumers across Spain.

The campaign used the company’s social media channels, customer communications and nationwide travel agency network. Around 100,000 members of Viajes El Corte Inglés and El Corte Inglés were reached through e-newsletters, while Thailand content appeared on 430 screens in travel sales offices throughout the country.

Additional promotion included displays in El Corte Inglés department stores, outdoor advertising at locations in Madrid, local radio and cooperation with travel and gastronomy influencers.

Thai cuisine takes centre stage

A central element of the festival was a live cooking programme led by Thai chef Nooror Somany Steppe, founder and owner of Blue Elephant, alongside Thai chefs based in Spain.

Four dishes demonstrated different aspects of Thai culinary traditions, including Khao Yam Nam Budu from southern Thailand and Tuna Larb inspired by the cuisine of Isan. Tom Kha Gazpacho combined Thai coconut soup flavours with the Spanish gazpacho tradition, while Saeng Wa Goong with Crispy Salmon drew on a traditional Thai prawn and herb salad.

The gastronomy programme was complemented by Thai performing arts, craft workshops and wellness activities. Visitors could experience traditional Thai massage, try basic Muay Thai movements and take part in an AI-based photo experience featuring Thai destinations.

Campaign targets Spanish travellers

For the Tourism Authority of Thailand, the Madrid event was designed to move beyond destination awareness and create a direct connection between cultural experiences and travel sales.

“The Wholesome Taste of Thai gives TAT a practical way to turn interest in Thai food into wider consideration of Thailand as a travel destination. In Madrid, gastronomy opened the conversation, while wellness, Muay Thai, crafts and travel offers showed how they connect with experiences across Thailand,” said Parichart Boonclai, TAT Executive Director of the Marketing Services Department.

According to TAT, the combined activities were designed to attract around 5,000 visitors and generate at least 20 million consumer exposures. By combining destination marketing with the distribution channels of Viajes El Corte Inglés, the campaign aimed to convert Spanish consumers’ interest in Thai culture and gastronomy into future bookings.

Image Credit: © AI generated illustration with material courtesy of TAT