TAT Presents Molam World with Amazing Thailand at Wonderfruit 2025
The Tourism Authority of Thailand (TAT) is showcasing Molam World with Amazing Thailand at Wonderfruit 2025, celebrating the festival’s 10th anniversary from 11–15 December 2025 at The Fields, Siam Country Club in Chon Buri. Through event marketing, the festival acts as a live international platform for TAT’s global communication campaign, Unforgettable Experience: Healing is the New Luxury, positioning Thailand as a destination centred on experience-led travel.
Held under the theme Decade of Wonder, Wonderfruit has developed into a global gathering that connects audiences through art, music and Thai cultural practices. For TAT, the event enables direct engagement with international travellers by translating tourism strategy into immersive, on-ground experiences centred on wellness, creativity, culture and sustainability, while also contributing to the visitor economy.
Mr. Nithee Seeprae, Deputy Governor for Marketing Communications at TAT, said that Wonderfruit demonstrates how event marketing can shape Thailand’s international tourism profile. He noted that nine years of continued collaboration have enabled culture, wellness, and sustainability to be presented in formats that align with today’s travellers’ interests. Initiatives such as Molam World with Amazing Thailand and the application of sustainable tourism principles highlight how Thai identity and responsible tourism can deliver long-term value for both visitors and local communities.
A key element of TAT’s presence is Molam World with Amazing Thailand, a cultural zone dedicated to introducing northeastern Thai heritage to an international audience. Through the Molam Theatre, molam is presented as a living cultural form rooted in storytelling and community life. Performances by Thai and international artists reinterpret traditional sounds into contemporary formats that encourage audience participation.
TAT also curates the Open Kitchen, which highlights Thai culinary traditions from all five regions using locally sourced ingredients. The programme frames food as part of holistic well-being, featuring regional dishes that reflect northern herbal rice practices, northeastern sticky rice and som tam, central Thai seafood and fruit-based salads, eastern fruit beverages, and southern-inspired mushroom dishes.
Additional cultural programming includes Phi Ta Khon performances by the local community from Dan Sai District in Loei Province, as well as interactive workshops where visitors can create and decorate traditional masks. These activities reflect TAT’s focus on participatory culture to foster emotional and cultural connection.
Aligned with sustainability priorities, TAT is promoting Wonderfruit 2025 under the Amazing Thailand Sustainable Tourism framework. This supports the festival’s environmental and community-based approach and complements other healing-focused initiatives backed by TAT, including Dragonfly Summit 2025, Krabi Rewild and Life Expo 2025.
In 2024, Wonderfruit welcomed up to 25,000 attendees per day, with a majority travelling from outside Chon Buri. International visitors stayed an average of 7.7 days in Thailand and spent approximately 120,000 Baht per person, contributing to an estimated economic impact of 710.73 million Baht across the tourism value chain.
As Wonderfruit marks its 10th anniversary, TAT’s continued partnership reinforces the festival’s role in connecting culture, creativity, and community, while supporting sustainable tourism development and meaningful travel experiences in Thailand.
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