Thailand hosts CineAsia 2025 at a moment when the global film industry is looking closely at Asia for its next wave of creativity and investment. The event opened in Bangkok with a clear message. Thailand is not only welcoming filmmakers. Thailand is shaping a long-term future where film tourism, culture and the creative economy move forward together under the New Thailand direction.
Held from 8 to 11 December at Icon Cineconic and True Icon Hall within ICONSIAM, this edition marks the fourth time the event has taken place in Thailand. The turnout shows how far the country has come. More than 3,500 participants from 50 countries arrived in Bangkok. The delegation included Hollywood directors, well known actors, major studios across the Asia Pacific region and international investors who are already studying Thailand as a stable and competitive production base.
The programme extended far beyond screenings. Cinema technology exhibitions, equipment demonstrations, product showcases and industry talks created a space where global professionals could exchange ideas and test new tools. Each session strengthened Thailand’s standing as a meeting point for film networks and creative economy partners, while also placing a spotlight on the cultural identity and scenic character that distinguish the country from other destinations.
Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications, noted that CineAsia 2025 aligns closely with the New Thailand strategy. The focus is shifting from volume to value as Thailand positions itself as a premium destination. Through the global campaign titled Unforgettable Experience: Healing is the New Luxury, TAT encourages travellers to look for moments that restore the spirit. According to Mr. Nithee, filmmakers who choose Thailand play a key role in this vision. They take Thai stories, landscapes and traditions to screens around the world, allowing audiences to form emotional connections long before they set foot in the country.
TAT’s participation this year reflects a broader commitment to turn Thailand into a leading film tourism destination. The strategy highlights wellness, sustainability, contemporary culture, safety, smart travel and meaningful storytelling. These themes match the desires of modern travellers who want authenticity rather than generic itineraries. The approach also supports a balanced tourism ecosystem that respects local communities and natural environments while showing the world what makes Thailand unique.
Thailand’s reputation as a production hub has been strengthened by several high-profile international projects. Jurassic World showcased Krabi, Trang and Phang Nga. The White Lotus Season 3 introduced global viewers to Thailand’s hospitality and coastal scenery. These productions build on a long history of international titles filmed in the country, including The Beach, The Hangover Part II, James Bond and Fast and Furious 9.
Local creators are rising as well. Films such as How to Make Millions Before Grandma Dies (LAHN MAH) and A Useful Ghost have captured regional and international attention. Their success proves that Thai filmmakers and production teams are capable of delivering world-class storytelling with strong technical quality and cultural depth.
Looking toward the future, Mr. Nithee explained that Thailand is strengthening production infrastructure, talent development and policy support to stay competitive. Expanded incentive programmes are under consideration to attract long-term investment from global studios. With diverse locations, skilled crews and modern facilities, Thailand aims to provide a truly world-class environment where ideas can grow and stories can reach global audiences.
CineAsia 2025 serves as a reminder that Thailand’s creative sector is not a side activity. It is becoming a core part of the national identity, economic growth and cultural influence. The momentum is visible. The world is watching. And Thailand is ready to step forward.
