Thai-Bhutan Relations Strengthen Through Cultural Festival in Thimphu

Thailand hosted the Amazing Thailand Festival in Bhutan 2025 at Clock Tower Square in Thimphu, promoting tourism and cultural exchange under the theme Two Kingdoms, One Destination.​

Thailand Promotes Tourism in Bhutan

On 19 April, Thailand launched a vibrant tourism promotion event, Amazing Thailand Festival in Bhutan 2025, at Clock Tower Square in Thimphu. Organised by the Tourism Authority of Thailand (TAT) in collaboration with the Office of Commercial Affairs in Dhaka, the festival aimed to deepen travel and cultural ties between Thailand and Bhutan.

Strengthening Ties Through Culture

TAT Governor Thapanee Kiatphaibool shared that the event was designed to enhance awareness of Thailand as a tourism destination among Bhutanese travellers. The festival also served as a platform for cultural exchange, highlighting the enduring friendship between the two nations.

A Five-Senses Thai Experience

The festival featured interactive booths inspired by Thailand’s soft power tourism concept—The Five Musts:

• Must Taste: Cooking demos of Thai favourites like Pad Thai, Pad Krapao with tofu, Som Tam, herbal drinks and Bua Loi.

• Must Try: Cultural activities such as umbrella painting, Lanna-style crafts, traditional Thai massage, and Muay Thai training.

• Must Buy: Souvenirs including elephant keychains and Muay Thai shorts.

• Must Seek: Photo zones showcasing iconic elements—tuk-tuks, Thai dance, Muay Thai, and marine landscapes.

• Must See: Captivating performances of Thai dances and stories, including Muay Thai exhibitions.

Part of a Larger Campaign

The event is part of Thailand’s Amazing Thailand Grand Tourism and Sports Year 2025, which targets 39 million international tourists and 3 trillion baht in tourism revenue.

Although small in numbers, Bhutanese travellers are seen as a quality market segment with unique travel behaviours. In 2024, 21,581 Bhutanese visited Thailand—a 6.02% increase from the year before. In the first quarter of 2025 alone, 9,994 Bhutanese tourists had already arrived.

Popular motivations for Bhutanese visitors include leisure, education, and health check-ups. Family travel, beach holidays, and shopping are among their top interests.

Daily flight via Drukair

Thanks to daily direct flights operated by Drukair between Bangkok and Paro, it has never been easier for the people of Thailand and Bhutan to visit each other. With convenient air connectivity and visa-on-arrival and visa-free entry for Bhutanese travelling to Thailand, both countries enjoy smooth and accessible travel. This ease of travel further strengthens people-to-people ties and encourages more cultural exchange, tourism, and mutual understanding between the two kingdoms.

Find out how to travel to Bhutan from Bangkok.

King and Queen of Thailand Upcoming Visit to Bhutan

• Thailand and Bhutan to Advance Bilateral Relations