UBON RATCHATHANI, Thailand – The Tourism Authority of Thailand (TAT) Frankfurt Office organized the “Signature Thailand Fam Trip – Ubon Ratchathani Candle Procession Festival 2026,” leading a delegation of eight tour operators and media representatives from Germany, Switzerland, and Austria. Held from July 27 to 31, 2026, the trip aimed to showcase local tourism products and position Ubon Ratchathani as a pilot secondary city destination in Northeastern Thailand for the European market.
The itinerary provided in-depth cultural and natural experiences. Participants learned traditional wax carving from local artisans, toured the city by tricycle, and attended the annual Candle Festival at Thung Si Mueang. The delegation also visited the Ban Pa-ao brass-casting community, Ban Kham Pun weaving center, and Thor Saeng Cotton Village to explore local handicrafts. Additional activities included visits to Pha Taem National Park and Wat Sirindhorn Wararam Phu Phrao, a traditional Baci welcoming ceremony, a northeastern dinner, and inspections of local hotels.
After the trip, European tour operators identified strong market potential for Ubon Ratchathani, especially among returning travelers seeking authentic local experiences. Media representatives noted opportunities to create diverse content on nature, culture, and cuisine, with the Candle Festival as a key attraction. These travel experiences will be featured in major European media outlets, including Germany’s DIE WELT and WESER-KURIER, Switzerland’s reisetrends, and Austria’s Kurier. This coverage is expected to generate at least three million impressions and significantly increase international awareness of the province. (NNT)
