The Tourism Authority of Thailand (TAT) has officially launched the “Amazing Thailand GI Tour & Trail Running 2026,” introducing a new tourism concept that combines sport, culture, and local identity under the theme “Run, Eat, Travel, Shop.” Led by Governor Thapanee Kiatphaibool 
(ฐาปนีย์ เกียรติไพบูลย์), alongside representatives from the Department of Internal Trade, the initiative aims to promote sports tourism while elevating Thailand’s geographical indication (GI) products. The project is designed to stimulate travel and distribute income to local communities nationwide by integrating running events with authentic cultural and culinary experiences.
 
The campaign responds to the growing global trend in health and wellness tourism, positioning sports tourism as a high-potential market. The program will take place across five key provinces—Chiang Mai (เชียงใหม่), Rayong (ระยอง), Khon Kaen (ขอนแก่น), Nakhon Si Thammarat (นครศรีธรรมราช), and Phetchaburi (เพชรบุรี)—offering participants immersive experiences that blend outdoor activities with local traditions and GI products unique to each destination. TAT expects the initiative to attract over 100,000 participants, both domestic and international, generating more than 250 million baht in economic value across sectors such as accommodation, dining, transportation, and community-based products.
 
Each location will highlight signature GI products through interactive activities along the running routes, allowing participants to engage directly with local culture. Highlights include coffee experiences in Chiang Mai, fruit-based workshops in Rayong, cultural and culinary activities in Khon Kaen, natural wellness products in Nakhon Si Thammarat, and heritage crafts in Phetchaburi. The initiative not only creates a distinctive tourism experience but also strengthens grassroots economies, supports local entrepreneurs and farmers, and reinforces Thailand’s position as a sustainable global destination for sports and wellness tourism.