Amazing Thailand Fest 2026: TAT brings food to Madrid
TAT hosted Amazing Thailand Fest 2026 under The Wholesome Taste of Thai concept from Sept 26-27 in Madrid, featuring Chef Nooror Somany Steppe.
Stock photo for illustration only, not from the actual event
- TAT concluded Amazing Thailand Fest 2026 at El Corte Inglés Sanchinarro in Madrid
- The two-day event ran from September 26 to 27 under The Wholesome Taste of Thai concept
- Renowned Chef Nooror Somany Steppe from Blue Elephant led live cooking demonstrations
- Partnered with Viajes El Corte Inglés to sell travel packages supported by 430 screens across Spain
The Tourism Authority of Thailand (TAT) successfully wrapped up Amazing Thailand Fest 2026, held on September 26-27 at El Corte Inglés Sanchinarro in Madrid, Spain. The two-day consumer showcase brought Thai gastronomy, culture, and tourism directly to Spanish audiences, linking direct engagement with bookable travel offers to Thailand.
Ms. Parichart Boonclai, TAT Executive Director of the Marketing Services Department, stated that the concept provides a practical approach to turning interest in Thai cuisine into broader consideration of Thailand as a travel destination, using food to open conversations before connecting visitors with wellness, Muay Thai, and crafts.
Stock photo for illustration only, not from the actual event
Held as part of the Amazing Thailand Food Festival (World Tour), the Madrid edition highlighted the connections between food, health, and local way of life. A major highlight featured live cooking shows led by Chef Nooror Somany Steppe, founder and owner of Blue Elephant with 12 global restaurants, alongside Spain-based Thai chefs.
"By combining direct consumer engagement with sales activity, we are creating clearer pathways to discover Thailand or plan a visit."
Ms. Parichart Boonclai, TAT Executive Director of the Marketing Services Department
Visitors also enjoyed contemporary cultural performances, hands-on craft workshops such as painted wooden food magnets and miniature keyrings, traditional Thai massage in a wellness zone, introductory Muay Thai workouts, and an AI-powered photo experience featuring scenic Thai destinations.
This targeted marketing push in Spain highlights TAT's effective use of gastronomic diplomacy, leveraging universal love for food to drive conversion in long-haul travel markets through multi-channel retail and media partnerships.
To convert interest into bookings, TAT collaborated with Viajes El Corte Inglés to promote travel packages supported by a two-week campaign across 430 screens in sales offices, outdoor media in Madrid, KISS Madrid radio, and influencer partnerships, targeting 5,000 visitors and 20 million exposures.
Source: TAT Newsroom
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