TAT Marks Opening of CineAsia 2025 at ICONSIAM
The Tourism Authority of Thailand (TAT) marked the opening of CineAsia 2025, held from 8–11 December at Icon Cineconic and True Icon Hall, ICONSIAM. Now in its fourth edition in Thailand, the event reflects the country’s growing role in the global film industry and its broader creative economy, aligning with TAT’s long-term film-tourism direction under the ‘New Thailand’ strategy.
Hosted by Major Cineplex Group Public Company Limited in partnership with Film Expo Group, CineAsia 2025 brings more than 3,500 participants from 50 countries to Bangkok, including Hollywood directors, actors, international investors, and major studios from across the Asia-Pacific region. The programme includes cinema technology exhibitions, product showcases, equipment demonstrations, and sessions led by global experts in distribution and showcase management. Its continued presence supports Thailand’s position as a platform for industry exchange and creative-economy development, while presenting the country’s cultural identity and varied landscapes to international attendees.
Nithee Seeprae, TAT Deputy Governor for Marketing Communications, said, “This year’s CineAsia coincides with Thailand’s ‘New Thailand’ direction, which shifts focus from volume to value and positions the country as a high-value destination. Through our global campaign ‘Unforgettable Experience: Healing is the New Luxury’, we invite travellers to discover moments that restore the spirit and strengthen personal connection. When filmmakers choose Thailand, they carry our stories, landscapes, and culture to audiences worldwide, turning cinematic scenes into inspiration for future journeys.”
TAT’s involvement in CineAsia 2025 reinforces its commitment to advancing film tourism as part of a broader sustainable tourism approach. The strategy highlights wellness, sustainability, contemporary culture, safety, smart travel, and meaningful storytelling — qualities that resonate with travellers seeking authenticity and emotional connection. This direction supports a balanced tourism model and showcases Thailand’s cultural and natural strengths.
Thailand’s reputation as a production hub continues to develop. International projects such as Jurassic World (filmed in Krabi, Trang, and Phang Nga) and The White Lotus Season 3 have highlighted the country’s landscapes and hospitality. These productions follow earlier titles filmed in Thailand, including The Beach, The Hangover Part II, James Bond, and Fast & Furious 9.
Local film production is also gaining attention. Recent titles such as How to Make Millions Before Grandma Dies (LAHN MAH) and A Useful Ghost reflect the creativity and technical capability of Thai filmmakers, strengthening Thailand’s position as both a filming destination and a source of compelling stories.
Looking ahead, Mr. Nithee noted that Thailand is advancing production infrastructure, talent development, and supportive policies to enhance its global competitiveness. The government is assessing expanded incentive programmes to attract international productions and encourage long-term investment. With diverse locations, experienced crews, and modern facilities, Thailand aims to create an environment where creative ideas can take shape and reach audiences internationally.
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