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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 and staged 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.
As such, it helped reinforce Thailand’s position as a destination for high-value, experience-driven travel.
Marking a decade of wonder
Under the theme Decade of Wonder, Wonderfruit has evolved into a global meeting point that connects people through art, music and Thai local ways of life.
For TAT, the festival translates strategic direction beyond advertising into immersive, on-site experiences that highlight Thailand’s strengths in wellness, creativity, culture and sustainability, while generating economic impact and strengthening the country’s standing as a world-class tourism and events destination.
TAT deputy governor for marketing communications Nithee Seeprae said of the festival: “Wonderfruit demonstrates the role of Event Marketing in shaping Thailand’s international tourism profile. Through nine consecutive years of support, TAT has brought together culture, wellness and sustainability in ways that resonate with today’s mindful travellers. Molam World with Amazing Thailand and the application of Amazing Thailand Sustainable Tourism show how Thai identity and responsible tourism can create lasting value for visitors and communities.”
Highlighting culture
A central highlight of TAT’s involvement is Molam World with Amazing Thailand, a dedicated cultural zone that introduces northeastern Thai heritage to a global audience.
Through the Molam Theatre, molam is presented as a living cultural expression shaped by community life and storytelling.
Performances by Thai and international artists reinterpret traditional sounds into a contemporary, immersive experience that encourages connection through rhythm, movement and shared participation.
TAT also presented the Open Kitchen, highlighting Thai culinary wisdom from all five regions using locally sourced ingredients.
The programme frames food as part of holistic well-being, featuring dishes inspired by northern herbal rice traditions, northeastern sticky rice and som tam, central Thai pomelo salad and mackerel, eastern fruit-based beverages paired with sea salt and shrimp paste, and southern-style spicy mushroom creations. Together, these offerings position Thai cuisine as both cultural heritage and nourishment.
Further cultural depth is added through Phi Ta Khon performances presented by the local community of Dan Sai District, Loei Province, alongside hands-on workshops where attendees can create and decorate masks.
These activities reflect TAT’s emphasis on participatory culture as a pathway to emotional and spiritual renewal, blending tradition with creativity in an accessible international setting.
In line with sustainable tourism priorities, TAT is promoting Wonderfruit 2025 under the Amazing Thailand Sustainable Tourism emblem.
The endorsement reflects the festival’s strong environmental and community focus and aligns with TAT’s wider support for healing-oriented events nationwide, including Dragonfly Summit 2025, Krabi Rewild and Life Expo 2025, which balance visitor experience with social and environmental responsibility.
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Source: traveldailymedia