Fashion, movies and Michelin restaurants: Thailand reveals what will attract tourists in 2023

Tourism Authority Marketing Campaign Basis Thailand (TAT) to attract foreign tourists in 2023 will remain unchanged – the kingdom will remain different and impressive for travelers. There will be no novelties either.

Thailand has a distinctive feature – it is not always what it is expected to be. He is always ready to give tourists more and knows how to pleasantly surprise.

In 2022, TAT chose the slogan “Amazing Thailand: New chapters of your trip” for the marketing campaign. They staked on new images of the kingdom, acquaintance with which made traveling around the country more meaningful, allowing travelers to expand their knowledge.


In the coming year 2023, TAT will continue to involve tourists in the most interesting moments in the life of the kingdom. And there will be even more “new chapters”.

Last year was a year of tourism renaissance in Thailand. The Kingdom received 11.8 million foreign tourists and recorded 189 million domestic trips. This year, the kingdom will continue to work to restore its position as a tourist destination, offering tourists the most memorable vacation.

“TAT, for its part, is strengthening the ongoing Year in Thailand: Amazing New Chapters campaign towards meaningful travel,” said Yuthasak Supasorn, head of the Tourism Authority of Thailand (TAT).

As part of “Visit Thailand 2023: Amazing New Chapters” campaign by TAT focuses on enhancing the quality, richness and uniqueness of your holiday.

This year's concept is “Amazing 5F and More”, where 5F is food, movies, festivals , Thai boxing and fashion – aimed at popularizing Thai cultural values, recreation, festivals, gastronomy.


Fans of interesting and tasty dishes are welcome at the Amazing Thai Tastes festival in March-June and at the Bangkok International Food Festival in June. However, you can try interesting dishes in Thailand at any day and hour.

Thailand has both street food and haute cuisine, including Michelin-starred restaurants.

By the way, the Michelin guide in Thailand continues to expand its geography. The new, sixth in a row, Thailand guide in 2023 has a section on Isan (Northeast Thailand), which includes 69 restaurants from four cities in the region. Of these, 33 are marked on the Bib Gourmand list. These are nine restaurants in Nakhon Ratchasima, 11 in Khon Kaen, six in Ubon Ratchathani and seven in Udon Thani.

The total number of establishments featured in the Michelin Thailand Restaurant Guide increased to 441 in 2023, including six 2-star restaurants, 29 one-star restaurants, 189 Bib Gourmand restaurants, and 217 recommended restaurants.

Restaurants from the guide are presented in Bangkok, Chiang Mai, Ayutthaya, Phuket and Phang Nga, as well as in the provinces of Isana (Nakhon Ratchasima, Khon Kaen, Ubon Ratchathani and Udon Thani.


< p>Film fans should definitely visit the World Film Festival of Bangkok, one of the largest international film festivals in Southeast Asia, which takes place in August.

Active festival life in Thailand will be both in winter and in spring. Very soon, bright events will be held in the kingdom on the occasion of the Chinese New Year, and the Thai New Year Songkran will be celebrated in April. It's very interesting and fun. Recommended.

Thai boxing festival and Valentine Fashion TV Beach Award fashion festival will be held in February.

The new campaign will pay great attention to the development of technologies and innovations in the field of tourism.



To attract tourists, Thailand will continue to actively develop air links with other countries.

The plans include an increase in the volume of air transportation between Thailand and China, cooperation with the airlines of Malaysia, India and South Korea, and the study of issues of increasing flights to Thailand by such airlines as Qatar Airways, Etihad and Oman Air. Further cooperation is also planned with other airlines, including Aeroflot.

Aeroflot is one of the five Russian companies, in addition to AZUR air, Ikar, Red Wings and S7, operating direct flights to Thailand (Bangkok, Pattaya, Phuket).

There is no information yet about whether and when Thai Airways plans to return to the Russian market. It is only known that the airline is gradually restoring the fleet of wide-body aircraft after a significant reduction and plans to resume flights to long-haul destinations. While we are talking about the UK.


Tour operators note that every year more and more Russians want to explore Thailand, to see what is interesting that is hidden behind the scenes of mass tourism.


The ATOR Bulletin, for its part, helps curious tourists prepare for an unusual trip to Thailand.

You can explore the original locations of the kingdom here. We wrote about how to diversify your vacation in Phuket here.

Read about the best places for stargazing here. Movie stars against the backdrop of Thai landscapes can be seen here. Well, if you are thinking about what to do in Thailand at night, first study this review.

Alexandra Polyanskaya

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