Tourism
TAT Launches 'THAI T’REASURES' to Promote Fashion Tourism
The Tourism Authority of Thailand has introduced a new initiative to transform traditional Thai crafts and textiles into contemporary fashion, aiming to establish the country as a global fashion tourism destination.
On September 9, 2026, the Tourism Authority of Thailand (TAT) announced the launch of the 'THAI T’REASURES by Amazing Thailand' project. According to Khaosod Online, this initiative is scheduled to take place from September 18 to 20, 2026, at the River Park of ICONSIAM shopping center in Bangkok.
The project aims to elevate Thailand's cultural assets—specifically traditional textiles, jewelry, and local handicrafts—into contemporary fashion pieces suitable for daily wear. This effort involves a collaboration between the Support Arts and Crafts International Centre of Thailand, the Thai Gem and Jewelry Traders Association, various designers, artists, and students. The primary goal is to rebrand Thai craftsmanship under the concept of 'Thai Te' (Cool Thai Fashion) to increase global appeal and generate income for local textile-producing communities.
For travelers and residents, this event highlights a growing trend in cultural tourism, offering a chance to see how traditional heritage is being integrated into modern lifestyle products. While the event dates are confirmed, it remains to be seen how this initiative will be sustained beyond the three-day showcase and what specific retail channels will be established for these products. Visitors interested in Thai design and local craftsmanship may find this event a significant opportunity to engage with the evolution of Thai fashion.