The Tourism Authority of Thailand (TAT) recently launched the inaugural Wonderful Thailand Festival 2025 at Thimphu’s Clock Tower Square. This event, part of Thailand’s Wonderful Thailand Year of Tourism and Sports, aims to boost Thailand’s image and attract Bhutanese tourists, tapping into the growing South Asian market.
Bhutan’s Prime Minister, Tshering Tobgay, visited the festival to experience Thailand’s cultural influence. He explored the “Top Five Must-Visit Sites” in Thailand and interacted with cultural booths, further strengthening the bond between Thailand and Bhutan. His visit also sparked increased interest among Bhutanese citizens in traveling to Thailand.
The festival’s opening ceremony was led by Prime Minister Tobgay, with key attendees including Thailand’s Ambassador to Bhutan, Ms. Makawadi Sumitmore, and Bhutan’s Minister of Industry, Commerce, and Employment, Mr. Liongpo Namgyel Dorje. The event was organized by Ms. Tapani Kiatpaipur, Director General of TAT, and Ms. Pattaranon Na Chiangmai, Deputy Director General of International Marketing (Asia and South Pacific), alongside other TAT officials and the Thai Trade Center in Dhaka.
Ms. Tapani Kiatpaibul commented, “We are honored to bring Wonderful Thailand to the heart of Thimphu. This event celebrates Thai culture and fosters a meaningful exchange between our two nations, both of which share common cultural values. We hope it will deepen the friendship between Thailand and Bhutan and inspire more people to explore the beauty and passion of Thailand.”
The two-day event focused on Thailand’s cultural soft power, centered around the “5F” theme: Food, Film, Fashion, Festival, and Fighting. Visitors had the chance to engage in interactive activities showcasing Thailand’s cultural offerings.
Participants enjoyed a variety of Thai cuisine, including French fried tofu, green papaya salad, and coconut milk sticky rice balls. Traditional Thai crafts, such as umbrella painting and tung-making, were also on display, alongside workshops on Thai massage and Muay Thai.
The festival featured local Thai products and souvenirs like elephant keychains and Muay Thai shorts, highlighting Thailand’s craftsmanship. Visitors could also take photos with themed zones showcasing iconic elements like tuk-tuks, beach scenes, and Muay Thai fighters.
Live performances, from classical dance to Muay Thai exhibitions, gave attendees an immersive cultural experience.
While Bhutan’s tourism market is small, it holds significant growth potential. In 2024, 21,581 Bhutanese tourists visited Thailand, reflecting a 6.02% increase from 2023. Popular destinations included beaches, medical tourism, shopping, and family vacations. By mid-April 2025, Thailand had already welcomed 9,545 Bhutanese visitors, signaling continued growth in tourist arrivals.
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