Thailand Taps Creative Economy as Growth Driver
Thailand's Creative Economy Agency is leveraging local culture and talent to boost economic growth, with the creative sector currently worth 1.7 trillion baht and employing nearly 1 million people. The agency is developing festivals and bra
Thailand is looking to its creative economy as a new engine of growth, with the Creative Economy Agency (CEA) seeking to turn local culture, talent and city identities into economic opportunities and attract visitors and investment from around the world.
CEA says the country's creative economy is currently worth about 1.7 trillion baht, equivalent to 10.8% of Thailand's gross value added (GVA), with nearly 1 million people working in creative industries. The World Bank's Building Thailand's Future Today (2026) report has identified creative industries as one of five sectors with strong potential to drive future productivity, investment and quality employment in Thailand.
CEA says developing the sector requires simultaneous investment in people, businesses and cities, allowing local communities to build on their existing cultural and creative assets. Local food, crafts, culture, design and creative talent can be developed into products, services, experiences and content that reflect the identity of individual cities, while festivals and other creative activities can help connect those identities with tourism and investment opportunities.
One of CEA's key tools is the development of creative festivals as platforms for local economic activity. Its Festival Creator 2026 programme, now in its second year, aims to strengthen the skills of local festival organisers and encourage events that reflect the identity of their communities. The programme focuses on three levels: developing people with professional event-management skills; helping festivals establish distinctive identities; and using festivals to generate jobs, income and new recognition for their host cities.
Six festivals in five provinces are receiving support this year: Kenduri Seni Tolong Menolong 2026 in Pattani; TAK: A Taste of Roots in Tak; Pakad Art Awakening Market Vol. 2 in Chiang Rai; Hug HeartYai and Singorama Art Fest 2026 in Songkhla; and Taiban Land Camp in Sisaket. CEA says the festivals provide platforms for local people to showcase their skills, build networks, experiment with new ideas and create business opportunities.
CEA is also working on city branding through its Neramyth City: Branding Cities into Creative Assets project, in cooperation with the Tourism Authority of Thailand and nine model cities: Phetchaburi, Sakon Nakhon, Nakhon Si Thammarat, Pattani, Ratchaburi, Lamphun, Sisaket, Sing Buri and Ubon Ratchathani. The agency says city branding is not simply about creating a logo, slogan or mascot. Instead, it involves identifying the "DNA" of a city through collaboration between government, businesses, communities, artists, creative professionals and residents.
