Thailand is charting a transformative path to become a global festival destination, with industry leaders advocating for a strategic shift from importing international acts to cultivating unique, locally-driven experiences that showcase the nation’s creative potential.
During the Spark Thai Festivals: Local to Global sessions at the Thailand Convention and Exhibition Bureau’s Splash Soft Power 2025 forum, event organizers and media executives made a compelling case for developing indigenous festival experiences that can deliver substantial economic returns and elevate Thailand’s international profile.
Pongsiri Hetrakul, festival director of Awakening Bangkok, emphasized the critical need to differentiate Thailand’s offerings in a competitive regional landscape. “Simply importing international acts like Taylor Swift or Tomorrowland generates short-term tourism but minimal cultural value,” he explained. “We need events that authentically represent Thai creativity and innovation.”
The strategic vision extends beyond entertainment, with leaders highlighting the substantial economic potential of homegrown festivals. Kobkiat Sangwanich, director of the Amazing Thailand Marathon and Ironman 70.3 Bangsaen races, noted that festival-related spending can increase tenfold across accommodation, food, and auxiliary services.
Nakarin Wanakijpaibul, CEO of The Standard, pointed to emerging trends that favor targeted, experiential events. “Festival attendance has grown 1.5x faster over the last decade, with travelers increasingly willing to pay premium prices for unique experiences,” he observed. This trend opens opportunities for developing niche events in secondary destinations like Isan.
However, realizing this vision requires comprehensive support. Nakarin identified critical challenges: “The primary obstacles are systems, stability, and support. We need legal framework reforms, infrastructure upgrades, and long-term political commitment to develop world-class events.”
Key recommendations from the forum include:
• Prioritize home-grown festival concepts
• Develop collaborative five-year strategic plans
• Invest in local creative talent
• Create supportive policy environments for event development
Thainchai Phisitwuttinan, CEO of Global Sports Ventures, illustrated this approach through the transformation of Rajadamnern Stadium into a “sportainment hub” that now attracts 80-90% foreign audiences by focusing on authentic, locally-produced content.
The message is clear: Thailand’s path to becoming a global festival destination lies not in importing international spectacles, but in nurturing and exporting its unique cultural experiences. By investing in home-grown creativity and strategic event development, Thailand can position itself as a true festival nation.