TAT’s two-day consumer showcase combined chef demonstrations, wellness, Muay Thai and cultural activities with bookable travel offers for the Spanish market.
Amazing Thailand Fest 2026 in Madrid connected Thai gastronomy and cultural experiences with travel offers aimed at Spanish consumers.
- Amazing Thailand Fest 2026 ran at El Corte Inglés Sanchinarro in Madrid on September 26–27, linking Thai food and culture with bookable travel offers.
- Chef Nooror Somany Steppe led the live cooking programme, while wellness, Muay Thai, crafts and an AI-powered photo experience broadened the destination showcase.
- Viajes El Corte Inglés supported the event with Thailand packages and a two-week campaign spanning member communications, travel agencies and media activity.
- TAT said the combined activity was designed to attract about 5,000 visitors and generate at least 20 million consumer exposures.
(NEWS) MADRID, Spain, 2026-Sep-28 — /Travel PR News/ — Thai cuisine became a gateway to holiday planning in Madrid as the Tourism Authority of Thailand (TAT) paired cooking demonstrations and cultural experiences with bookable travel offers during a two-day consumer event aimed at Spain’s outbound travel market.
Amazing Thailand Fest 2026 (The Wholesome Taste of Thai), held September 26–27 at El Corte Inglés Sanchinarro, brought together gastronomy, wellness, Muay Thai, crafts and destination-focused activities. According to details released by TAT, the Madrid programme was designed to connect consumers’ interest in Thai food and culture with opportunities to plan and purchase travel to Thailand.
The event formed part of the Amazing Thailand Food Festival (World Tour), which presents Thai cuisine through the “Wholesome Taste of Thai” concept. The approach links food not only with flavour but with health, local knowledge, culture and ways of life across Thailand, using gastronomy as an entry point into broader destination experiences.
Parichart Boonclai, TAT Executive Director of the Marketing Services Department, said the Madrid event used gastronomy to start a wider conversation about Thailand while wellness, Muay Thai, crafts and travel offers demonstrated how those interests can translate into experiences within the destination.
Cooking takes centre stage
A live cooking programme led by Thai chef Nooror Somany Steppe, founder and owner of Blue Elephant, was a central part of the festival, alongside demonstrations by Thai chefs based in Spain.
The menu illustrated both regional Thai traditions and contemporary interpretations. Dishes included Khao Yam Nam Budu, a Southern Thai rice salad served with budu fermented fish dressing; Tom Kha Gazpacho, blending the flavours of Thai coconut soup with Spain’s chilled gazpacho tradition; Tuna Larb inspired by the cuisine of Northeast Thailand, or Isan; and Saeng Wa Goong with Crispy Salmon, drawing on a historic Thai prawn and herb salad.
The destination presentation extended beyond food. Visitors could watch Thai performing arts and contemporary cultural shows, take part in craft workshops, experience traditional Thai massage and relaxation techniques, or learn introductory Muay Thai movements. An AI-powered photo activity placed participants against scenic Thai destination backdrops.
Turning cultural interest into travel bookings
The commercial side of the programme was developed with Viajes El Corte Inglés, which promoted and sold Thailand packages during the event. A supporting two-week marketing campaign targeted El Corte Inglés customers as well as the wider Spanish travel market through social media, member communications and the company’s nationwide agency network.
TAT said e-newsletters promoting the campaign were sent to approximately 100,000 members of Viajes El Corte Inglés and El Corte Inglés. Thailand content was also shown on 430 screens in sales offices across Spain, while the wider promotion included El Corte Inglés stores, outdoor advertising in Madrid, local radio through KISS Madrid and collaborations with travel and gastronomy influencers.
The campaign highlighted gastronomy tourism and leisure cruising alongside more general Thailand travel opportunities. TAT said the combined activity was designed to attract around 5,000 visitors and deliver at least 20 million consumer exposures, with the broader objective of converting awareness and cultural interest into future trips.
The Madrid event continues TAT’s international use of food-led consumer showcases to position Thailand through a mix of cuisine, culture, wellness and travel experiences. More destination and industry updates are available through the TAT Newsroom.
