Wonderfruit, Thailand's annual celebration of culture, art, music and nature, is marking its 10th-anniversary edition with a renewed focus on its net contribution to Chonburi and the wider Thai economy. Held every December at The Fields at Siam Country Club in Chonburi, Wonderfruit has become a key driver of cultural tourism, attracting visitors from across Thailand and around the world, while generating significant benefits for local businesses, communities and partners.
Over the past decade, Wonderfruit has evolved into a year-round cultural platform rooted in The Fields, a natural site that has expanded from approximately 230 rai in 2014 to around 500 rai today. Across the landscape, permanent and semi-permanent structures, rewilded areas, lakes and closed-loop farming projects now support more than 50 venues and spaces, featuring over 600 artists and performers from 54 countries, 160 culinary experiences, 112 wellness activities and 26 art installations.
Pranitan "Pete" Phornprapha, Founder of Wonderfruit, shared, "Reaching ten years of Wonderfruit is a moment of gratitude for us and a moment to recognise the wider community that makes it possible. Every year, thousands of people choose to travel to The Fields, and in doing so, they support hotels, restaurants, small businesses and workers across Chonburi. Our intention has always been to grow something that benefits not only Wonderers, but also our neighbours, partners and the land we share. As we enter our second decade, we will continue to deepen our commitment to circular systems, rewilding and year-round activity in The Fields, so that our positive impact here in Chonburi is cultural, ecological and economic."
Since 2014, Wonderfruit has welcomed a steadily growing community of 'Wonderers' to Chonburi, with recent editions capped at around 25,000 attendees per year. Visitors represent more than 140 nationalities, with strong communities travelling from Thailand, the region and internationally. The audience largely comprises of cultural, creative and mindful travelers.
Each edition brings a majority of attendees from outside Chonburi. According to the Wonderfruit 2024 impact study, international visitors, who tend to have higher spending power, stay in Thailand for an average of 7.7 days. They spend around THB 120,000 per person if they stay on-site at The Fields and approximately THB 67,000 per person if they stay in hotels and guesthouses nearby. This high per-person spend, combined with flights, buses, local transportation, food and beverages, attractions and shopping, contributes to a total economic impact of THB710.73 million and a GDP contribution of THB411.83 million, flowing directly into the wider tourism and hospitality ecosystem in Pattaya, Chonburi and beyond.
Poramet Ngampichet, Mayor of Pattaya City, added, "Wonderfruit is now an important part of Pattaya and Chonburi's calendar. Over the past ten years, it has attracted both international and Thai visitors who see our province not only as a seaside destination, but as a hub for art, culture and nature. Wonderfruit's economic footprint extends to our hotels, resorts, guesthouses, restaurants, cafes, local transport and retail, and the spending it generates each year strengthens Pattaya's tourism economy, supports local jobs and creates new opportunities for our communities."
Within The Fields, Wonderfruit is collaborating with 36 local and regional partners for its 10th anniversary gathering, including culinary vendors, craftspeople, makers and small businesses. Behind the scenes, more than 4,500 people now work across event production, construction, design, security, operations and guest services, supporting employment and skills development in Chonburi and beyond, building on the 586 jobs created in the area in 2014 when Wonderfruit first began.
As Wonderfruit enters its second decade, the team will continue to work with local authorities, businesses and communities to better understand and share its economic impact on Chonburi and Thailand. Wonderfruit will also expand its year-round activities in The Fields, creating more opportunities for visitors to experience Chonburi throughout the year and for local communities to benefit from this cultural platform.
For more information, visit www.wonderfruit.co.
About Wonderfruit
Punctuated by an annual event every December, Wonderfruit is a five-day celebration of art, music, food and ideas in The Fields at Siam Country Club. Produced by Thailand-based Scratch First, Wonderfruit is a continuous, curious exploration of Mind, Sound and Nature through human expression, seeking greater connection to communities, cultures and the world around us. Through immersive experiences, including performances, workshops, installations and dining, Wonderfruit creates spaces for all to gather, interact and share knowledge. Living in The Fields year-round, Wonderfruit unites designers, architects and craftspeople to build and design in harmony with nature, committing to circularity and zero waste.
