São Paulo hosted the opening of the Thailand Roadshow in South America on the 7th at Sal Gastronomia, an event that celebrated the significant growth of the Asian destination among Brazilians and reinforced the connection between the tourism sector of the two countries. Jeff Santos, Thailand's official representative in South America, welcomed the guests enthusiastically, highlighting that the meeting has already become a tradition and reflects the strengthening of Thailand's presence in Brazil.
“We have here not only long-time friends, but also new partners from all over Brazil. This demonstrates the reach and importance that Thailand has gained as a destination,” said Jeff Santos. He also highlighted the presence of 11 Thai suppliers, the largest number ever gathered in Brazil, as a sign of confidence in the Brazilian market.
Regional leadership in tourism for Thailand
Phantajit Promkutkaew, director of the Americas, Middle East and Africa Market Department at the Tourism Authority of Thailand, celebrated Brazil’s leading role in the Latin American scenario. “Despite the long distance, Brazil remains our main market in Latin America,” she said. In 2024 alone, more than 63,000 Brazilians visited Thailand — surpassing pre-pandemic numbers. Between January and April of this year, there were already 26,000 visitors from Brazil.
According to Phantajit, this growth is due to the work of Brazilian travel agents, whom she called “ambassadors of Amazing Thailand.” She also reinforced Thailand’s commitment to sustainable tourism and creating unforgettable experiences for travelers, citing cultural attractions, festivals and the impact of international productions filmed in the country, such as Max’s series The White Lotus, and the phenomenon of Thai “BL series.”
Experiences that go beyond the ordinary
Jeff Santos also presented the campaign that repositions Thailand as a transformative destination that goes beyond the exotic or traditional. “Our goal is for every traveler to find in Thailand a place to rediscover themselves,” he explained. The country has been investing in operational improvements that ensure a smoother arrival, with fewer lines and bureaucracy, in addition to encouraging the completion of the digital health declaration before boarding.
The Roadshow, which will continue to Buenos Aires and Bogotá, marks the beginning of a new phase of cooperation between Thailand and Latin American countries. With messages of gratitude, celebration and commitment, the event reinforced the mutual passion between the two peoples — and the certainty that Thailand will continue to be an unforgettable destination for Brazilians.
“Obrigada, khàp khun,” finished Phantajit
Promkutkaew, mixing languages and cultures in one word: welcome to Amazing Thailand.
Report and photo: Mary de Aquino.