Amazing Thailand Fest 2026 brings The Wholesome Taste of Thai to Amsterdam
The Tourism Authority of Thailand (TAT), in collaboration with the Royal Thai Embassy in The Hague and Central Group, is presenting Amazing Thailand Fest 2026 (The Wholesome Taste of Thai) from 3 to 16 June 2026 at de Bijenkorf, Amsterdam, The Netherlands.
The opening ceremony on 5 June 2026 was graciously presided over by Her Royal Highness Princess Ubolratana, who visited the showcase and presented a Thai cooking demonstration featuring yam som-o, a Thai pomelo salad, and larb moo, a spicy minced pork salad. The dishes reflected Thai flavours and wellness through ingredients rooted in Thai culinary traditions, including ginger, kaffir lime leaves, and lemongrass.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “The Amsterdam edition brings Thai gastronomy into one of Europe’s most visible lifestyle settings, turning food into a clear invitation to travel. Through The Wholesome Taste of Thai, TAT is connecting cuisine, wellness, culture, and destination storytelling to inspire Dutch and European travellers, while strengthening Thailand’s position as a world-class gastronomy destination for quality long-haul markets.”
The Amsterdam edition builds on the first presentation at KaDeWe in Berlin, Germany, in March, extending the platform through Central Group’s European department store network, and follows the Fukuoka edition in May. Held at de Bijenkorf, a leading luxury department store, the event uses Thai food as a gateway to Thailand, connecting cuisine with wellness, culture, craftsmanship, and travel inspiration for Dutch and European visitors.
The showcase features two key components. From 3 to 16 June, the window display at de Bijenkorf presents Thai cuisine from the Rattanakosin era, when royal culinary traditions developed and became more widely appreciated. The display evokes a traditional Thai riverside house with a view of Wat Arun Ratchawararam Ratchawaramahawihan, Thai dishes, and refined Thai decorative arts.
From 5 to 7 June, cultural performances and Thai cooking demonstrations were held on the fifth floor of de Bijenkorf, giving visitors the opportunity to taste Thai dishes while learning about destinations and travel experiences in Thailand. The programme linked flavour with travel storytelling, encouraging visitors to connect what they tasted in Amsterdam with journeys they can experience in Thailand.
Thai tourism and business partners also joined the event, including Blue Elephant Bangkok, Thai Airways International, the Office of Agricultural Affairs to the European Union, and tour operators. Their participation supported wider awareness of Thai gastronomy, travel routes, and services for European travellers.
The Netherlands is one of Thailand’s quality long-haul source markets and ranks among the top 10 European markets for visitor arrivals to Thailand. From 1 January to 31 May 2026, Thailand welcomed 113,878 Dutch visitors. Popular destinations included Bangkok, Surat Thani, Krabi, Chiang Mai, and Phuket, with Thai dining, beach activities, and historical sites among the most popular travel interests. TAT expects 259,455 Dutch visitors to travel to Thailand by the end of 2026.
Source: TAT News
https://www.tatnews.org/2026/06/amazing-thailand-fest-2026-brings-the-wholesome-taste-of-thai-to-amsterdam/
