SHAH ALAM, Malaysia – Her Royal Highness Princess Ubolratana Rajakanya Sirivadhana Barnavadi presided over the opening ceremony of Amazing Thailand Fest 2026 (The Wholesome Taste of Thai) at Central i-City in Malaysia on June 26. The event, organized by the Ministry of Tourism and Sports through the Tourism Authority of Thailand (TAT), in partnership with Central Group and other partners, is being held from June 26 to 28. It highlights Thai cuisine made with premium ingredients from across Thailand, promotes Thai identity, and encourages Malaysian travelers to explore Thailand through culinary tourism. Attendees at the opening ceremony included Minister of Tourism and Sports Surasak Phancharoenworakul, Ambassador of Thailand to Malaysia Lada Phumas, TAT Governor Thapanee Kiatphaibool, Central Pattana Plc. President and CEO Wallaya Chirathivat, and representatives from both the public and private sectors of Thailand and Malaysia.
The event leverages Thai cuisine as soft power to connect culture, lifestyle, wellness, and tourism. Malaysia is a key short-haul market and Thailand’s second-largest source of visitors after China.
Event highlights include Thai cooking demonstrations, cultural performances, a special appearance by T-Pop artist Third Lapat Ngamchaweng, Thai food and product booths, an AI photo booth, photo exhibits, and Thai massage services. Her Royal Highness also demonstrated the preparation of Thai dishes, highlighting the unique flavors, refinement, and quality of Thai cuisine’s local ingredients.
Thailand welcomed over 2,181,367 Malaysian visitors between January 1 and June 22, 2026, highlighting the market’s strong potential and ongoing opportunities for high-quality tourism. Amazing Thailand Fest 2026 (The Wholesome Taste of Thai) seeks to immerse attendees in Thai cultural heritage and promote sustainable tourism growth. (NNT)
