CHANTHABURI — 15 June 2026, Thailand’s Ministry of Commerce led diplomats from 13 countries to visit high-quality fruit production sites, taste fresh fruits straight from the trees, and experience the charm of local communities in Chanthaburi on 13-14 June, promoting and seeking to attract foreigners to “Fruit Tourism.”
Chantapat Panjamanon, Deputy Director-General of the Department of Internal Trade, revealed that the department organized an event to raise awareness of Thailand’s fruit potential under the project “Thailand: The Land of Tropical Fruits 2026,” aimed at boosting confidence in the quality and production standards of Thai fruit while creating new consumption opportunities among foreign tourists.
Moreover, as 2026 sees a bumper crop of Thai fruit entering the market, the Department of Internal Trade is pursuing proactive Thai fruit consumption strategies alongside creating new marketing opportunities. This aligns with the policy of Suphajee Suthumpun, Deputy Prime Minister and Minister of Commerce, to support the high-quality yields of Thai farmers. The strategy targets both the domestic market and foreign tourists, who serve as a vital driving force in expanding the consumption of Thai fruits in the future.
This diplomatic visit to Chanthaburi province sought to showcase Thai fruits as high-potential national products, boasting unique local identities, rich flavors, and seasonal diversity, while aiming to raise awareness of Thai fruit in key markets, including the European Union, Japan, the Commonwealth of Independent States (CIS), the Middle East, and emerging high-potential markets in other regions.
The diplomatic delegation from the 13 nations included ambassadors from Saudi Arabia, Kazakhstan, Belgium, Hungary, Italy, Portugal, Guatemala, Cuba, Venezuela, and Kenya, as well as representatives from the embassies of Bangladesh, Azerbaijan, and Uzbekistan. Led by an advisor to the deputy prime minister, the envoys toured sites and observed the entire Thai fruit production supply chain from farm to final destination. This included cultivation, maintenance, harvesting, sorting, packaging, and transportation. The visit aimed to showcase the readiness of Thailand’s agricultural sector and provide foreign representatives with a firsthand look at actual production processes on the ground.
Additionally, the diplomatic delegation personally sampled fresh fruit and tasted processed products, including durian, mangosteen, rambutan, fried durian, durian paste, and mangosteen preserves. This firsthand experience allowed them to directly appreciate the taste and quality of Thai fruits, thereby expanding trade opportunities for both fresh produce and processed goods into new markets, particularly across the Middle East, the CIS region, Latin America, and Africa.
Chantapat said the Department of Internal Trade also emphasizes promoting the concept of “Fruit Tourism” through “Fruit Diplomacy,” positioning Thai fruit as a part of the visitor experience in Thailand. Chanthaburi clearly reflects Thailand’s identity as a land of tropical fruits, with durian, mangosteen, rambutan, and a wide variety of seasonal produce. At the same time, the province features community-based tourism and “Must-See Markets” (Talat Tong Chom), an initiative promoted by the Department of Internal Trade to link local fruits, regional cuisine, community products, and tourism. This synergy helps generate income for farmers, local entrepreneurs, and communities alike.
“This event is not merely about inviting diplomats to taste fruit, but about demonstrating Thailand’s strengths in fruit diversity, production standards, and the charm of local communities,” he continued. “We hope Thai fruit will become one of the must-try experiences when tourists visit Thailand, while simultaneously driving the country toward becoming a sustainable global destination for tropical fruits.”