Chanthaburi: The Ministry of Commerce led a delegation of ambassadors from 13 countries to visit orchards in Chanthaburi, promoting "Fruit Tourism" to expand the market for Thai fruits internationally.
According to Thai News Agency, the Ministry of Commerce organized an awareness-raising event, "Thailand: The Land of Tropical Fruits 2026," from June 13-14, 2026, in Chanthaburi Province. Ambassadors from various countries visited fruit production sites, tasted fresh fruits directly from the trees, and experienced the local communities to boost confidence in Thai fruits' quality and production standards.
Mr. Chantaphat Panjamanon, Deputy Director-General of the Department of Internal Trade, mentioned that 2026 will see a significant influx of Thai fruit into the market. The department is proactively promoting Thai fruit consumption and creating new market opportunities, following the policy of Deputy Prime Minister and Minister of Commerce, Ms. Supajee Suthamphan. This strategy aims to support Thai farmers' high-quality produce by targeting both domestic and foreign tourists, who are vital in expanding Thai fruit consumption.
The diplomatic visit to Chanthaburi was intended to showcase Thai fruits as a potential national product, emphasizing their unique flavors, regional characteristics, and seasonal variety. The initiative aims to raise awareness in markets such as the European Union, Japan, the CIS countries, the Middle East, and emerging markets.
The delegation, including ambassadors from Saudi Arabia, Kazakhstan, Belgium, Hungary, Italy, Portugal, Guatemala, Cuba, Venezuela, and Kenya, and representatives from the embassies of Bangladesh, Azerbaijan, and Uzbekistan, observed the comprehensive process of Thai fruit production. Mr. Adisorn Harinsut, Advisor to the Deputy Prime Minister, led the delegation to highlight Thailand's agricultural sector's readiness.
Furthermore, the diplomats sampled fresh Thai fruits and processed products like durian, mangosteen, rambutan, and others. This experience aimed to expand trade opportunities in both fresh and processed products to new markets, particularly in the Middle East, CIS, Latin America, and Africa.
Mr. Chantaphat emphasized the importance of promoting "Fruit Tourism" through "Fruit Diplomacy," integrating Thai fruits into the tourism experience in Thailand. Chanthaburi province exemplifies Thailand's image as a tropical fruit hub, with a variety of seasonal fruits. The Department of Internal Trade also promotes tourism communities and markets as hubs that connect fruits, local food, community products, and tourism, thereby generating income for farmers, local entrepreneurs, and communities.
'This event is not just about bringing diplomats to sample fruits, but about showcasing Thailand's potential in terms of fruit diversity, production standards, and the charm of local communities. We want Thai fruits to be one of the must-try experiences for tourists visiting Thailand, while sustainably pushing Thailand towards becoming a global destination for tropical fruits,' Mr. Chantaphat concluded.