Tourism
TAT Launches ‘THAI T’REASURES’ to Promote Fashion Tourism
The Tourism Authority of Thailand has introduced a new initiative at ICONSIAM to showcase local craftsmanship and fashion, aiming to position the country as a global fashion tourism destination.
On September 18, 2026, the Tourism Authority of Thailand (TAT) officially launched the 'THAI T’REASURES by Amazing Thailand' event at River Park, ICONSIAM, Bangkok. Presided over by TAT Deputy Governor for Tourism Products and Business, Mr. Nat Krutsut, the initiative seeks to elevate local Thai wisdom by integrating traditional textiles, jewelry, and handicrafts into contemporary fashion.
By collaborating with eight prominent designers and ICONCRAFT, the TAT aims to redefine the appeal of Thai products under the 'Thai-Te' (Cool Thai) concept. This project is a strategic move to transform Thailand into a premier 'Fashion Tourism' destination, encouraging travelers to explore the country through the lens of its creative industries and cultural heritage.
For residents and travelers, this event highlights a growing trend in Thailand’s tourism sector, where cultural preservation meets modern retail and design. It offers a unique opportunity to engage with high-quality local craftsmanship in a luxury setting. While the event marks a significant promotional push, it remains to be seen how this initiative will be integrated into long-term tourism packages or if it will lead to permanent fashion-focused travel routes across the country. Visitors interested in Thai design may find this a compelling reason to explore local artisan markets and fashion hubs in Bangkok.