Bangkok, 12 October 2026 – The Tourism Authority of Thailand (TAT) is building on Amazing Thailand Fest 2026 (The Wholesome Taste of Thai) in Madrid with a nationwide sales campaign across Spain. Developed with Viajes El Corte Inglés, Grandes Viajes 2027: Descubre Tailandia runs from 26 September through October, combining special Thailand travel offers with extensive retail and media exposure to stimulate travel through the final quarter of 2026 and into early 2027.
Mrs. Chiravadee Khunsub, TAT Deputy Governor for International Marketing – Europe, the Americas, the Middle East, and Africa said, “This next phase takes the Madrid edition from inspiration to booking. Under TAT’s value-over-volume direction, we are pairing Thailand’s gastronomy and cultural appeal with bookable travel products through one of Spain’s leading travel partners. The aim is to create demand among quality travellers seeking distinctive experiences, longer stays, and meaningful connections with the destinations they visit.”
Grandes Viajes 2027: Descubre Tailandia was introduced during Amazing Thailand Fest 2026 (The Wholesome Taste of Thai), held from 26–27 September at El Corte Inglés Sanchinarro in Madrid. The event attracted more than 5,000 visitors, including premium shoppers, prospective travellers, and representatives from Viajes El Corte Inglés travel agencies, connecting first-hand experiences of Thai gastronomy and culture with opportunities to book travel to Thailand.
The campaign is being promoted through more than 400 screens at Viajes El Corte Inglés sales locations across Spain, complemented by website banners, Google Ads, digital out-of-home media, in-store announcements at El Corte Inglés and Hipercor hypermarkets, social media, and newsletters.
Travellers purchasing selected Thailand packages can receive savings of up to €400. Alongside gastronomy tourism, the campaign promotes leisure cruising and a broader range of Thai experiences for Spanish travellers drawn to distinctive culture, food, activities, and meaningful travel experiences. TAT expects the campaign to generate at least 20 million consumer exposures and around 3,000 Thailand package sales for the winter travel season.
Spain remains an important quality long-haul market for Thailand. From 1 January to 30 September 2026, Thailand welcomed 137,228 Spanish visitors, with an average stay of 14 days and tourism revenue of approximately 8.5 billion Baht. TAT expects around 200,000 Spanish arrivals by the end of 2026.
The Madrid activation forms part of the broader Amazing Thailand Food Festival (World Tour), which has taken The Wholesome Taste of Thai to priority international markets through different formats. In Spain, the progression from consumer engagement at the festival to nationwide package sales shows how TAT is converting Thai gastronomy and cultural appeal into measurable travel demand.
