Thailand Showcases Cultural Spirit in Bhutan at Amazing Festival
The Tourism Authority of Thailand (TAT) hosted its first-ever Amazing Thailand Festival in Bhutan 2025 from April 19 to 20 at Clock Tower Square in Thimphu. This initiative is part of the Amazing Thailand Grand Tourism and Sports Year 2025, aimed at enhancing Thailand’s appeal and drawing Bhutanese tourists as Thailand makes strategic advancements into promising 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 festival’s opening ceremony on April 19 featured the Thai Ambassador to Bhutan, Makawadee Sumitmor, and Bhutan’s Minister of Industry, Commerce, and Employment, Lyonpo Namgyal Dorj. Bhutanese Prime Minister Dasho Tshering Tobgay also attended the festival on April 20, engaging with various cultural booths and experiencing Thailand’s soft power, which included five must-do experiences.
His visit highlighted the strong bonds between Thailand and Bhutan, fostering increased interest in Thai tourism among Bhutanese travelers.
A Cultural Cavalcade
The two-day event showcased Thailand’s cultural assets through concepts like the “5Fs: Food, Film, Fashion, Festival, and Fight” and featured the “Five Must-Do Experiences in Thailand.” Visitors enjoyed culinary experiences including cooking demonstrations of popular Thai dishes such as Phat Thai and Som Tam (papaya salad). The festival also showcased traditional arts like umbrella painting and tung making, alongside Thai massage and Muay Thai workshops.
Furthermore, Thai craftsmanship was presented through locally produced souvenirs, including elephant keychains and Muay Thai shorts.
The themed photo zone portrayed iconic Thai imagery like tuk-tuks and beach scenes. Live performances offered immersive experiences reflecting Thai heritage, from classical dances to the energy of Muay Thai.
Small but Mighty
Despite the relatively small size of the Bhutanese travel market, it holds significant potential for Thai tourism. In 2024, 21,581 Bhutanese tourists visited Thailand, a 6.02% increase from 2023. The primary drivers for travel include leisure, education, and healthcare, with beach holidays, wellness tourism, shopping, and family outings being the most popular choices. As of April 9 this year, Thailand has welcomed 9,545 Bhutanese visitors, indicating ongoing growth.
