Bangkok, 29 July 2026 – The Tourism Authority of Thailand (TAT) is presenting the Ubon Ratchathani Candle Procession to international audiences through a Signature Thailand fam trip and the “From Experience to Inspiration” welcome reception. The programme brings together 40 media representatives, influencers, and travel trade partners from 17 countries across Europe and the Americas to experience the procession’s 125th edition and explore the wider cultural appeal of Thailand’s Northeast.
Held today at Centara Ubon immediately after participants viewed the much-anticipated morning parade, the reception reinforced TAT’s positioning of the Ubon Ratchathani Candle Procession as one of three Signature Thailand Events, alongside the Nakhon Phanom Illuminated Boat Procession and the Christmas Star Parade in Sakon Nakhon. Presented under “Healing is the New Luxury – Signature Thailand: Inspiring Journeys Beyond Expectations”, the reception showcased Ubon Ratchathani’s woven textiles, candle artistry, gastronomy, community spirit and Mekong-influenced lifestyle through a contemporary format for international audiences.
Rooted in the Buddhist Lent tradition of candle offering, the Ubon Ratchathani Candle Procession blends faith, intricate wax artistry and province-wide participation. Running from 25–31 July at Thung Si Mueang, the 2026 edition features 47 elaborate candle pieces across traditional, moulded and carved categories, and major parades on 29 and 30 July with more than 37 dance processions. TAT is enhancing the visitor experience with lighting installations, light-and-sound performances, illuminated ‘Nong Mamuang’ landmarks and workshops in candle carving, wax-flower making and gold-leaf decoration.
Mr. 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.”
Reflecting this direction, the reception opened with a contemporary Isan welcome performance featuring dancers, singers and musicians playing traditional instruments. Live music continued during networking, blending the phin (an Isan string instrument), khaen (a bamboo mouth organ regarded as a symbol of Isan), wot (a bamboo wind instrument), pong lang (a traditional Isan percussion instrument) and traditional drums with bass guitar. The phin is particularly significant in Ubon Ratchathani, where the two-string tradition was developed by Thongsai Thapthanon and preserved by Akhom Thapthanon. Its distinctive sound is closely associated with the province’s Candle Procession and reflects a musical heritage passed down through generations.
Alongside the cultural programme, the reception highlighted the festival’s appeal for long-haul markets while presenting Ubon Ratchathani’s heritage, craftsmanship and communities within the broader Isan experience. The event featured an exclusive Thailand tourism update presented by Mr. Nithee Seeprae. Following the update, Ubon Ratchathani native, Mr. Weerasak Kowsurat, Chief Adviser to the Deputy Prime Minister of Thailand, delivered an inspiring keynote address titled “From the Mekong to the World: Unlocking Ubon Ratchathani and the Mekong’s Tourism Potential”.
This presentation continued through four experience stations that brought Ubon Ratchathani’s identity to life. The Isan local spirit cocktail station introduced community-made spirits and regional ingredients, while the gastronomy showcases featured moo yor (Vietnamese-style pork sausage), nam nueng (grilled pork served with fresh vegetables, rice paper and dipping sauce) and banh mi (Vietnamese baguette). Participants also took part in a wax-sheet collage workshop inspired by the Candle Procession and stained-glass bookmarks reflecting local religious architecture.
The broader fam trip connected participants with candle-making communities, everyday local life and regional attractions. Experiences included watching candle masters at work, viewing elaborate wax displays at Thung Si Mueang, visiting Sam Phan Bok and Pha Taem National Park, and exploring Tohsang Cotton Village, Ban Pa-Ao Brassware Village and Ban Khampun Weaving Centre.
These experiences reflect Isan’s broader appeal across gastronomy, textiles and performing arts. Regional cuisine spans som tam (spicy green papaya salad), larb (spicy ground-meat salad with herbs, lime and toasted rice), and Vietnamese-influenced dishes. Michelin Guide-listed restaurants can also be found in Ubon Ratchathani, Udon Thani, Nakhon Ratchasima and Khon Kaen. Visitors can explore textile heritage at the Khampun Textile Museum, while Molam, a traditional Isan art form combining singing, music, dance and storytelling, embodies the region’s creativity and cultural identity.
Beyond the three Signature Thailand Events, TAT is presenting Thailand as a year-round destination for festivals and major international events. Upcoming highlights include the Udon Thani International Horticultural Expo 2026 and nationwide Loi Krathong celebrations, Vijit Chao Phraya 2026 in Bangkok, Tomorrowland in Pattaya and the Amazing Thailand Countdown.
