TAT Showcases Ubon Ratchathani Candle Procession to Global Audiences
TAT hosts a dedicated reception and fam trip highlighting the Ubon Ratchathani Candle Procession under the 'Healing is the New Luxury' theme to elevate it as a Signature Thailand Event.
Stock photo for illustration only, not from the actual event
- TAT positions the Ubon Ratchathani Candle Procession as one of three Signature Thailand Events
- The 2026 festival runs from 25–31 July at Thung Si Mueang featuring 47 elaborate candle pieces
- Mr. Nithee Seeprae emphasizes the Value over Volume strategy through meaningful travel
- Events spotlight woven textiles, wax artistry, gastronomy, and Isan music
Held today at Centara Ubon immediately after participants viewed the morning parade, a special reception reinforced the Tourism Authority of Thailand’s (TAT) positioning of the Ubon Ratchathani Candle Procession as one of three Signature Thailand Events, alongside the Nakhon Phanom Illuminated Boat Procession and the Christmas Star Parade in Sakon Nakhon. Presented under “Healing is the New Luxury – Signature Thailand: Inspiring Journeys Beyond Expectations,” the reception showcased local woven textiles, intricate wax artistry, gastronomy, and the Mekong-influenced lifestyle in a contemporary format tailored for international guests.
Rooted in the Buddhist Lent tradition, the festival blends faith, intricate wax craftsmanship, and province-wide community participation. Running from 25–31 July at Thung Si Mueang, the 2026 edition features 47 elaborate candle pieces across traditional, moulded, and carved categories, alongside major parades on 29 and 30 July with over 37 dance processions. TAT is further enhancing the visitor experience through lighting installations, light-and-sound performances, illuminated 'Nong Mamuang' landmarks, and workshops in candle carving, wax-flower making, and gold-leaf decoration.
Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications, stated that the specially organized fam trip and reception provide international media and travel trade partners with a direct understanding of the festival and its surrounding experiences. By elevating this living heritage, TAT is advancing Value over Volume through meaningful travel while generating greater benefits for local artisans and communities.
Stock photo for illustration only, not from the actual event
"By elevating this living heritage as a Signature Thailand Event, TAT is advancing Value over Volume through meaningful travel while creating greater benefits for local artisans, businesses and communities."
Reflecting this cultural direction, the reception opened with a contemporary Isan welcome performance featuring traditional instruments such as the phin, khaen, wot, and pong lang blended with a bass guitar. The phin holds special significance in Ubon Ratchathani, where the two-string tradition was developed by Thongsai Thapthanon and preserved by Akhom Thapthanon, echoing a musical heritage passed down through generations.
Integrating regional Isan cultural heritage with contemporary musical arrangements and promoting value-driven tourism represents a core strategy for modern destination marketing. This approach shifts the focus from sheer tourist volume to fostering sustainable economic impact and deeper cultural appreciation among global travelers.
In addition to the cultural programme, Ubon Ratchathani native Mr. Weerasak Kowsurat, Chief Adviser to the Deputy Prime Minister, delivered a keynote address titled "From the Mekong to the World: Unlocking Ubon Ratchathani and the Mekong’s Tourism Potential." Attendees also explored four experience stations featuring local spirits, gastronomy like moo yor and banh mi, and a wax-sheet collage workshop.
Source: TAT Newsroom
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