Tomorrowland, Hidden Gems, and Wellness: Thailand Unveils New Projects in Cannes

During the 2026 Cannes Film Festival, Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, presented a vision of travel focused on well-being and emotion.

Thailand: On May 14th, on the beach at the Hôtel Barrière Le Majestic Cannes at Ciro’s restaurant, Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT), unveiled a deeply human vision of contemporary tourism. Addressing professionals and journalists gathered in Cannes, she explained how traveler expectations have shifted: today, the destination alone is no longer enough. What visitors now seek are experiences capable of providing meaning, repairing the fatigue of daily life, and reconnecting individuals with themselves.

Thapanee Kiatphaibool ©YesICannes.com

Hospitality as a Philosophy of Life

In a world marked by stress and constant acceleration, Thailand – the “Land of Smiles” – seeks to establish itself as a destination for healing, where hospitality becomes a philosophy of life. “When you are happy in Thailand, we are happy too,” she summarized simply, describing a culture where welcoming others is not a tourism strategy, but a profoundly sincere human connection.

Suriya Sitthichai & Thapanee Kiatphaibool ©YesICannes.com

5 Must Do in Thailand

This approach is embodied in the “5 Must Do in Thailand” strategy, designed to showcase the kingdom’s many facets. “Must Taste” celebrates the richness of Thai gastronomy, from local markets to haute royal cuisine, while “Must Try” honors iconic experiences like traditional Thai massage, considered a true art of healing. “Must Buy” highlights artisanal skills and traditional textiles from the country’s various regions, while “Must Seek” invites visitors to explore lesser-known destinations, away from the saturated routes of Phuket or Bangkok.

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Authentic Territories

From Chiang Rai to the southern provinces of Trang or Nakhon Si Thammarat, and along the seaside routes inspired by a Thai Riviera between Hua Hin and Ranong, Thailand now intends to redistribute tourist flows toward more authentic territories. Finally, “Must See” celebrates spectacular festivals and events that help make the country a future Asian entertainment hub, notably with the arrival of the first Tomorrowland Thailand and the development of major international events in Phuket and Chonburi.

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A Global Leader in Health & Wellness Tourism

Beyond paradisiacal landscapes, Thailand is also investing in a new well-being economy, combining health, mental serenity, and quality of life. Tourism authorities aim to make the country a global leader in “health & wellness” tourism, particularly suited to an international clientele in search of personal balance. Safety, inclusion, and hospitality are also at the heart of their priorities. The Thai official emphasized the country’s profoundly egalitarian nature, where women, men, and the LGBTQ+ community evolve, in her view, in a climate of respect and freedom.

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Feeling an Inner Transformation

To strengthen traveler confidence, the “Trust Thailand” program is developing new standards regarding safety, transportation, digital payments, and multilingual support. Between ancestral traditions, sustainable tourism, emotional well-being, and international ambition, Thailand is now looking to attract a generation of travelers for whom traveling is no longer just about seeing a place, but about feeling an inner transformation.

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Thailand as a Major Creative Hub for Global Cinema

During the Cannes Film Festival, Thapanee Kiatphaibool presented her country’s assets and attractions to filmmakers. Thailand intends to turn cinematic dreams into a new global tourism showcase. Under the impetus of the Ministry of Tourism and Sports, the Tourism Authority of Thailand, and with the support of the Ministries of Culture and Human Rights, the kingdom is preparing an ambitious outreach campaign for next year aimed at international producers. The goal: to make Thailand much more than just an exotic backdrop. With its “From the Scenery to the Scenic” program, the country wishes to reveal to directors a collection of “hidden gems”—places that are still unknown but capable of offering spectacular landscapes far from the usual postcards. Behind this strategy, Bangkok wants to establish Thailand as one of the major creative hubs of global cinema, at the crossroads of tropical luxury and economic competitiveness.

Arunratchawararam Ratchaworamahawihan Temple or Temple of Dawn, Bangkok ©DR

A New Paradise for International Shoots

Beyond dreamy beaches and photogenic jungles, the Thai government is also leveraging particularly attractive financial incentives. International productions will be able to benefit from rebates of up to 30% with no announced cap—a significant argument in an industry increasingly attentive to production costs. To support this momentum, the Tourism Authority of Thailand also plans to invite filmmakers, film crews, and influencers to explore destinations as varied as Bangkok, Phuket, Chiang Mai, Hat Yai, Krabi, and Kanchanaburi. From vibrant megacities to turquoise bays and secret northern provinces, the country is rolling out a literal red carpet to creators, with the stated ambition of becoming the new paradise for international film shoots.

Four Seasons Chiang Mai ©DR

Reimagining Thailand

Thailand asserted its creative rise during the Thai Night Cannes 2026 and clearly displayed its ambition to transition from an international shooting destination to a major creative partner in the global content industry. In the glamorous setting of the Cannes Film Festival, the kingdom highlighted a vision where cinema, culture, and innovation are becoming the new levers of its international influence.

Thai Night Cannes 2026 with Her Royal Highness Princess Ubolratana Rajakanya Sirivadhana Barnavadi ©YesICannes.com

A Land of Creation and Storytelling

During this highly acclaimed evening, Her Royal Highness Princess Ubolratana Rajakanya Sirivadhana Barnavadi praised Thailand’s growing prominence on the world stage, not only as a preferred backdrop for international productions but also as a land of creation and storytelling. She highlighted how cinema and the entertainment industry today allow the country to share its unique cultural identity with audiences around the world, while strengthening artistic exchanges and cultural ties between nations.