Bangkok, 25 September 2025 – The Tourism Authority of Thailand (TAT) has announced the second edition of the “DNA Travel and Fair 2025 (Destination Navigator Assessment),” to be held from 9 to 12 October at the Queen Sirikit National Convention Centre in Bangkok. Under the theme “Thailand’s Subculture: Decode Your Journey,” the event will showcase the diversity of Thailand’s subcultures through five interactive zones designed to inspire personalised travel experiences that reflect lifestyle and identity.
Ms. Thapanee Kiatphaibool, TAT Governor, said “The DNA Travel and Fair aims to decode the interests, lifestyles and identities of travellers, and connect these to personalised travel itineraries. Subcultures represent individual passions and distinctive ways of life, and are increasingly shaping travel behaviours. These are diverse and quality segments that the tourism industry must embrace, and TAT is committed to inspiring them to explore more of Thailand.”
A highlight of this year’s fair is the “Immersive Room: Your DNA – The Black Box,” a virtual lab that interprets visitor identities and travel styles through the colours of Thailand’s subcultures. Beyond this experience, the fair is divided into five major zones offering activities and showcases to match every lifestyle.
The Thai Pop Zone explores contemporary culture influenced by both global and Thai trends, with attractions including a POP Gallery featuring rare art toys from Trendy Gallery, official merchandise booths from GMM TV, drag performance spaces from Alcazar Cabaret Pattaya, and a House of Pop Market showcasing artists and influencers.
The Siam Style Zone celebrates classic Thai traditions with exhibitions of Chud Thai Phra Ratchaniyom (Thai National Costume), displays of rare vintage collections, fortune-telling sessions, and opportunities to engage with likay, molam, and luk thung performers.
The Work and Play Zone presents a hub for digital nomads and freelancers, welcoming visitors with a striking “digital tunnel” that leads into a digital city lifestyle, complete with photography exhibitions by Foto Club BKK, TikTok Live Studios, a co-working café by PunThai Coffee, and creative networking opportunities via the Fastwork platform.
The Lifestyle and Family Zone offers family-friendly activities, including interactive experiences from Jurassic World, carnival- and farm-themed attractions, wellness showcases, and animal demonstrations.
The Thai Taste Zone brings together more than 95 popular restaurants featured on TikTok as well as celebrity-owned eateries from across the country, complemented by chef workshops and fine-dining demonstrations using local ingredients.
Throughout the four days, the central stage will host live performances and interactive activities including a contemporary Thai instrument show by Fino the Ranad, Thai textile fashion shows, and the “100 Baht to Work and Travel” promotion. Adding to the excitement are concerts and special appearances by leading Thai artists and actors, including Keng Harit and Namping Napaskorn on 9 October, the likay troupe Song Thep But Sut Thi Rak and singer Palmy on 10 October, Yuki Haithongkham on 11 October, and Lamyai Haithongkham with the renowned molam ensemble Rabiab Watasilp on 12 October.
Visitors can also enjoy prize redemptions, promotional campaigns, and a vibrant marketplace atmosphere across all zones. The event will take place at Queen Sirikit National Convention Centre, Hall 3–4, G Floor, from 10.00 – 21.00 Hrs. Convenient transportation options include the Bangkok MRT Blue Line (QSNCC Station), public bus routes 136 and 185, as well as taxis and ride-hailing services.
In line with TAT’s sustainable tourism goals, the event integrates eco-friendly practices throughout its programme, promoting responsible travel and environmental awareness.
For more information, please visit the Facebook page ThailandFestival or call the TAT Contact Centre on 1672 Travel Buddy.
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