Amazing Thailand Fest 2026 Showcases Thai Travel Experiences in the Netherlands
Tourism Authority of Thailand (TAT), in partnership with the Royal Thai Embassy in The Hague and Central Group, is presenting Amazing Thailand Fest 2026 in Amsterdam from 3 to 16 June 2026.
Held at de Bijenkorf, the event is themed “The Wholesome Taste of Thai” and highlights Thai gastronomy, wellness, culture and travel experiences for visitors from the Netherlands and across Europe.
Princess Ubolratana Opens the Event
The official opening ceremony took place on 5 June and was presided over by Princess Ubolratana.
During the event, she conducted a Thai cooking demonstration featuring yam som-o, a traditional pomelo salad, and larb moo, a spicy minced pork salad.
The dishes showcased ingredients commonly associated with Thai culinary traditions including ginger, kaffir lime leaves and lemongrass.
Event Connects Food with Travel Inspiration
According to Thapanee Kiatphaibool, the Amsterdam showcase uses Thai cuisine as a gateway to introduce visitors to Thailand’s culture, wellness traditions and travel experiences.
The initiative aims to inspire Dutch and European travellers by linking food experiences with destination storytelling and tourism opportunities.
Thai Heritage Display Featured at de Bijenkorf
One of the key attractions is a themed display at de Bijenkorf that runs throughout the event period.
The installation highlights cuisine from Thailand’s Rattanakosin era and recreates the atmosphere of a traditional Thai riverside home.
The display also features views of Wat Arun Ratchawararam Ratchawaramahawihan alongside examples of Thai decorative arts and traditional dishes.
Cultural Performances and Cooking Demonstrations
From 5 to 7 June, visitors were able to attend cultural performances and live cooking demonstrations on the fifth floor of the department store.
The programme allowed guests to sample Thai food while learning about destinations and tourism experiences across Thailand.
Organisers said the activities were designed to connect flavours with travel inspiration and encourage future visits.
Tourism and Airline Partners Join Promotion
Several tourism and business partners participated in the event, including:
- Blue Elephant Bangkok
- Thai Airways International
- The Office of Agricultural Affairs to the European Union
- Tour operators and travel partners
Their involvement helped promote Thai cuisine, tourism products and travel services to European visitors.
Netherlands Remains an Important Tourism Market
The Netherlands continues to be one of Thailand’s key long-haul tourism markets.
Between 1 January and 31 May 2026, Thailand welcomed 113,878 visitors from the Netherlands.
Popular destinations for Dutch travellers included Bangkok, Surat Thani, Krabi, Chiang Mai and Phuket.
Thai cuisine, beach holidays and historical attractions were among the most popular travel interests.
TAT expects approximately 259,455 Dutch visitors to travel to Thailand by the end of 2026.
Amazing Thailand Fest 2026 Supports Tourism Promotion
The Amsterdam event follows an earlier edition held in Berlin in March and another showcase in Fukuoka in May.
Through these international activations, TAT continues to promote Thai culture, gastronomy and tourism experiences in key overseas markets while strengthening awareness of Thailand as a travel destination.
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