TAT hosted 40 international media and travel trade representatives in Ubon Ratchathani, linking the candle procession with Isan’s cultural, gastronomic and community-based tourism offer.
The Ubon Candle Procession was presented to international media and travel trade partners through a fam trip organised by the Tourism Authority of Thailand. The programme brought 40 participants from 17 countries to Ubon Ratchathani for the event’s 125th edition.
Representatives from Europe and the Americas included journalists, influencers and travel industry partners. Alongside the procession, the itinerary introduced participants to the wider cultural, culinary and community-based tourism offer of Northeast Thailand.
The programme also included the “From Experience to Inspiration” welcome reception at Centara Ubon. Held after the morning parade, the event connected the festival with TAT’s broader positioning of Ubon Ratchathani and the Isan region.
Festival positioned as a Signature Thailand Event
TAT has designated the Ubon Candle Procession as one of three Signature Thailand Events. The other two are the Nakhon Phanom Illuminated Boat Procession and the Christmas Star Parade in Sakon Nakhon.
The reception was presented under the theme “Healing is the New Luxury – Signature Thailand: Inspiring Journeys Beyond Expectations”. Moreover, it highlighted woven textiles, candle-making, gastronomy, local music, and the Mekong-influenced lifestyle of Ubon Ratchathani.
Through the programme, TAT linked the festival with its Value over Volume policy. Therefore, the event was presented not only as a major cultural celebration but also as a platform for distributing visitor spending across artisans, local businesses and communities.
125th procession features 47 candle works
The Ubon Candle Procession is rooted in the Buddhist Lent tradition of offering candles to temples. Over time, however, the event has developed into a province-wide programme that combines faith, wax artistry, performances, and community participation.
The 2026 edition runs from 25 to 31 July at Thung Si Mueang. It features 47 candle works across traditional, moulded and carved categories, while the main parades on 29 and 30 July include more than 37 dance processions.
In addition, TAT has introduced lighting installations, light-and-sound performances and illuminated “Nong Mamuang” landmarks. Visitors can also take part in candle-carving, wax-flower-making, and gold-leaf-decoration workshops.
Nithee Seeprae, TAT Deputy Governor for Marketing Communications, said: “This specially organised fam trip and purpose-designed reception give international media and travel trade partners a first-hand understanding of the Ubon Ratchathani Candle Procession and the wider experiences surrounding it. By elevating this living heritage as a Signature Thailand Event, TAT is advancing Value over Volume through meaningful travel while creating greater benefits for local artisans, businesses and communities. Under ‘Healing is the New Luxury’, Ubon Ratchathani offers an inspiring journey through faith, craftsmanship, cuisine and community life across the wider Isan region.”
Reception presents Isan music and cultural heritage
The welcome reception opened with a contemporary Isan performance featuring dancers, singers and traditional musicians. Meanwhile, live music continued during the networking programme, combining local instruments with bass guitar.
The performance included the phin, khaen, wot, pong lang and traditional drums. The phin has particular importance in Ubon Ratchathani, where the two-string tradition was developed by Thongsai Thapthanon and later preserved by Akhom Thapthanon.
Its sound has become closely associated with the Candle Procession. Consequently, the musical programme connected the contemporary reception format with a cultural tradition passed through generations.
The event also included a Thailand tourism update presented by Nithee Seeprae. Afterwards, Weerasak Kowsurat, Chief Adviser to the Deputy Prime Minister of Thailand, delivered a keynote titled “From the Mekong to the World: Unlocking Ubon Ratchathani and the Mekong’s Tourism Potential”.
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Experience stations highlight local products
Four experience stations presented different elements of Ubon Ratchathani’s cultural identity. The Isan local spirit station introduced community-made beverages and regional ingredients.
At the same time, the gastronomy programme featured moo yor, nam nueng and banh mi. These dishes reflect the Vietnamese influence found in the cuisine of parts of Northeast Thailand.
Participants also joined a wax-sheet collage workshop inspired by the Candle Procession. In addition, they created stained-glass bookmarks based on local religious architecture.
Through these activities, the reception combined food, craftsmanship and cultural interpretation. As a result, travel trade participants experienced products that could be included in broader destination itineraries.
Fam trip connects festival with regional attractions
The wider fam trip included visits to candle-making communities and meetings with local artisans. Participants also watched candle masters at work and viewed the large wax displays at Thung Si Mueang.
Beyond the festival area, the itinerary included Sam Phan Bok and Pha Taem National Park. Therefore, the programme linked the cultural event with the natural attractions of the Mekong region.
Participants also visited Tohsang Cotton Village, Ban Pa-Ao Brassware Village and Ban Khampun Weaving Centre. These locations presented the region’s textile, metalwork and community-based production traditions.
The itinerary was designed to demonstrate how the Ubon Candle Procession can support longer stays. Moreover, it introduced international buyers and media to attractions beyond the main parade dates.
Isan tourism offer extends across food, textiles and performance
The programme also presented Isan’s broader gastronomy, including som tam and larb, as well as dishes influenced by neighbouring countries. In addition, Michelin Guide-listed restaurants operate in Ubon Ratchathani, Udon Thani, Nakhon Ratchasima and Khon Kaen.
Textile heritage forms another part of the regional tourism offer. For example, visitors can explore traditional weaving and production techniques at the Khampun Textile Museum and local craft communities.
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Meanwhile, Molam combines singing, music, dance and storytelling. The art form remains a central expression of Isan’s cultural identity and can support performance-led tourism programming.
Consequently, TAT is presenting the region through a combination of festivals, food, performing arts and community experiences. This approach broadens Northeast Thailand’s positioning beyond individual attractions.
Thailand expands its year-round events calendar
The Signature Thailand programme forms part of TAT’s wider effort to position the country as a year-round events destination. Accordingly, the tourism authority is connecting cultural festivals with major international events and seasonal celebrations.
Upcoming events include the Udon Thani International Horticultural Expo 2026 and nationwide Loi Krathong celebrations. The calendar also features Vijit Chao Phraya 2026 in Bangkok, Tomorrowland in Pattaya and the Amazing Thailand Countdown.
Through this programme, TAT is using events to support travel outside established resort areas. At the same time, the strategy connects international promotion with local heritage, regional businesses and community participation.