The Tourism Authority of Thailand (TAT) presented Molam World with Amazing Thailand at the tenth edition of the Wonderfruit Festival which culminates today, 15th December.
Running from 11th to 15th December at The Fields - Siam Country Club, Wonderfruit 2025 served as a live international platform for TAT’s new global communication campaign Unforgettable Experience: Healing is the New Luxury. This initiative emphasizes Thailand’s role as a destination for high-value, experience-driven travel.
Marking a Decade of Wonder
Under the theme Decade of Wonder, Wonderfruit has become a global meeting point connecting people through art, music, and Thai local traditions. The festival translates TAT’s strategic direction into immersive on-site experiences, showcasing Thailand’s strengths in wellness, creativity, culture, and sustainability.
TAT deputy governor for marketing communications Nithee Seeprae stated: “Wonderfruit demonstrates the role of Event Marketing in shaping Thailand’s international tourism profile. Our support over the years melds culture, wellness, and sustainability in a way that resonates with conscious travelers.”
Highlighting Culture
A key feature of TAT’s participation is Molam World with Amazing Thailand, a cultural zone showcasing northeastern Thai heritage to a global audience. At the Molam Theatre, the art form is presented as a living expression of community life and storytelling, with performances that transform traditional sounds into contemporary experiences.
Additionally, TAT highlighted culinary traditions from various Thai regions in an Open Kitchen setup, featuring dishes that blend cultural heritage with nourishment. Experiences such as Phi Ta Khon performances and workshops for mask-making offer attendees participatory culture as a pathway to emotional renewal.
In line with sustainable tourism, TAT is promoting Wonderfruit 2025 under the Amazing Thailand Sustainable Tourism emblem, reflecting environmental and community focus while supporting healing-oriented events across the country.
