TAT kicks off the major project "Amazing Locations: From Scene to Scenic," championing charm and meaningful experiences as an extension of the "Healing Is the New Luxury" campaign, bridging the power of film with high-value tourism to win the hearts of filmmakers and travelers worldwide and place Thailand firmly on the map as a global film hub.
The Tourism Authority of Thailand (TAT) has announced the launch of a major proactive initiative, "Amazing Locations: From Scene to Scenic," aimed at elevating Thailand's potential to become the number-one top-of-mind destination offering meaningful experiences for both global tourists and the international film industry. The project simultaneously drives the film-tourism trend, transforming the impressions left by stories on the silver screen into real-world travel experiences, while sustainably distributing income to local communities.
Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT), revealed that: "TAT seeks to elevate Thailand into a high-value tourism destination by presenting meaningful experiences, as reflected through the 'Healing Is the New Luxury' campaign, which redefines luxury — not measured by the value of material things, but by emotional worth and mental restoration. This encompasses the warmth of community ways of life, the pleasures of Thai cuisine, pristine nature across both sea and mountains, the intricacy of artisanal craftsmanship, and the art of traditional Thai massage that heals both body and mind. Furthermore, we recognise that the foreign film industry is one of the key economic engines generating more than 6,000–7,000 million baht in circulation for Thailand per year, with a continuous growth trend. This is because Thailand has many strengths, including infrastructure readiness, attractive cash rebate measures, and Thai crew expertise that is internationally recognised. But what has always made Thailand stand out and captured the hearts of world-class film productions is 'the spirit of Thai hospitality and meticulousness' extended to film crews throughout their working period. These qualities create a deep bond and make every visit to Thailand a truly life-recharging experience."
Mr. Nithi Siprae, TAT Deputy Governor for Marketing Communications, added: "The 'Amazing Locations: From Scene to Scenic' project has been designed to perfectly address the needs of both target groups. In the dimension of the film industry, it presents how Thailand's landscapes and stories are ready to inspire the creation of memorable scripts and film scenes — or 'Scenic to Scene.' At the same time, in the dimension of tourists, particularly the set-jetting travel segment, the power of film will ignite audiences worldwide to travel and experience the real locations — or 'Scene to Scenic.' To bring this concept to life more concretely, TAT has organised Celebrity and Influencer FAM Trips across 10 special routes, inviting filmmakers, directors, and leading producers alongside Hollywood-level celebrities and international storytellers to visit the locations in person and experience the wonder of Thailand's diverse and uniquely characterful filming spots.
"These 10 special routes cover unparalleled natural and historical charm — including the Phetchaburi–Prachuap Khiri Khan–Chumphon route to experience the grandeur of Khao Sam Roi Yot, which once hosted the production of Alien: Earth; retracing world-famous stories at Tham Luang–Khun Nam Nang Non in Chiang Rai province before journeying to admire the beauty of Hua Ling Stone Garden in Nan province; the enchantment of the Northeast with the wonder of Hin Sam Wan in Bueng Kan province; Phu Phrabat Historical Park and Tham Din Phiang in Udon Thani–Nong Khai; the world-class grandeur of Krabi's waters, which have served as the backdrop for legendary films such as James Bond and The Beach, up to the blockbuster Jurassic World Rebirth; the ultra-luxurious atmosphere of Koh Samui in Surat Thani province as featured in the hit series The White Lotus Season 3; the charm of the Eastern region — Chanthaburi–Trat — with its Grand Canyon and Khlong Phlu Waterfall; and not to be missed, Sam Phan Bok in Ubon Ratchathani province, the stunning location featured in the major sci-fi blockbuster The Creator. All of this proves that Thailand's locations possess an emotional and spiritual dimension — 'Place as a Character' — that can be so much more than just a backdrop: 'Beyond Backdrop' — ready to craft stories of great value for the eyes of the world," Mr. Nithi concluded.
To concretely announce Thailand's potential on the global stage, TAT is preparing to unveil the campaign to the international film industry at the Toronto International Film Festival (TIFF 2026), between 10–16 September 2026, through business negotiation activities and panel discussion forums for the exchange of perspectives between Thai and international filmmakers, as well as an Industry Networking Reception to build a network of partners and develop long-term business cooperation — all of which will lead to economic growth for the country and the sustainable distribution of income to local communities.
Filmmakers, entrepreneurs, and interested parties can learn more about the project at Facebook: Amazing Location: From Scene to Scenic.
