Bangkok, 28 September 2026 – The Tourism Authority of Thailand (TAT) concluded Amazing Thailand Fest 2026 (The Wholesome Taste of Thai), held from 26–27 September at El Corte Inglés Sanchinarro in Madrid. The two-day event brought Thai gastronomy, culture and tourism directly to Spanish consumers, linking on-site engagement with bookable Thailand travel offers.
Ms. Parichart Boonclai, TAT Executive Director of the Marketing Services Department, said, “The Wholesome Taste of Thai gives TAT a practical way to turn interest in Thai food into wider consideration of Thailand as a travel destination. In Madrid, gastronomy opened the conversation, while wellness, Muay Thai, crafts and travel offers showed how they connect with experiences across Thailand. By combining direct consumer engagement with sales activity, we are creating clearer pathways to discover Thailand or plan a visit.”
The Madrid edition formed part of the Amazing Thailand Food Festival (World Tour), presenting Thai cuisine under The Wholesome Taste of Thai concept. The initiative highlights not only flavour, but also the connections between Thai food, health, culture, local wisdom and way of life. The B2C event engaged the venue’s loyal shoppers alongside consumers interested in long-haul travel and meaningful experiences.
A central highlight was the live cooking programme led by renowned Thai chef Nooror Somany Steppe, founder and owner of Blue Elephant, which operates 12 restaurants worldwide. Additional demonstrations were presented by Thai chefs based in Spain.
Four dishes showcased Thai culinary traditions through contemporary presentation: Khao Yam Nam Budu, Southern Thai rice salad with budu fermented fish dressing; Tom Kha Gazpacho, a chilled coconut soup with mushrooms combining Thai tom kha flavours with Spain’s gazpacho tradition; Tuna Larb, a spicy tuna salad inspired by Northeast Thailand, or Isan, cuisine; and Saeng Wa Goong with Crispy Salmon, based on historic Thai prawn and fresh herb salad.
Beyond gastronomy, visitors experienced Thai performing arts and contemporary cultural shows, alongside hands-on craft workshops including painted wooden food magnets, woven-fan decoration, miniature Thai food keyrings and dried-flower fragrance sets. A wellness zone offered traditional Thai massage and simple relaxation techniques, while an introductory Muay Thai workout gave visitors a chance to learn basic movements. An AI-Powered Thailand Photo Experience placed participants into photos with scenic backdrops of well-known Thai destinations, offering another interactive introduction to the country.
TAT also worked with Viajes El Corte Inglés, a leading Spanish travel company, to turn event interest into travel opportunities. The company promoted and sold Thailand travel packages at the event, supported by a two-week integrated marketing campaign targeting both loyal El Corte Inglés shoppers and general travelers in Spain.
The campaign leveraged Viajes El Corte Inglés’ social media channels, member communications, and nationwide travel agency network, with promotional activity including e-newsletters sent to approximately 100,000 members of Viajes El Corte Inglés and El Corte Inglés. It highlighted Thailand’s gastronomy tourism and leisure cruising experiences while encouraging bookings through the travel company’s sales channels.
Thailand content was also displayed on 430 screens across sales offices throughout Spain. The wider campaign extended into El Corte Inglés stores, outdoor media at key locations in Madrid, local radio through KISS Madrid, and collaborations with travel and gastronomy influencers.
The combined activity was designed to attract around 5,000 visitors and generate at least 20 million consumer exposures, widening awareness of Thailand among Spanish travellers while supporting conversion from cultural interest to future travel.
