BANGKOK/PHUKET/VIENNA — Thailand’s tourism profile in Central Europe is set for a boost as Austrian television personality Silvia Schneider films her latest travel special, “Silvia entdeckt – Thailand (Silvia discovers – Thailand)”, on location in Phuket. The program, produced by Silvia Schneider GmbH for ORF, Austria’s national broadcaster, will premiere on December 28, targeting both domestic and international audiences.

According to Thailand’s Public Relations Department and the Tourism Authority of Thailand (TAT), the show is expected to reach over 4 million viewers across broadcast and digital channels, far exceeding typical single-episode averages for lifestyle programming on ORF. The initiative, coordinated through TAT Frankfurt, aims to reinforce Thailand’s image as an ideal long-haul winter destination for Austrian and other European travellers.

Silvia Schneider’s TV Show on ORF (Austria)

A Cultural Journey Through Phuket

Filming showcases Phuket Old Town’s Sino-Portuguese charm, traditional markets, and coastal nature, along with culinary segments featuring Thailand’s signature gastronomy. Austrian media reports describe Schneider visiting elephant sanctuaries, exploring heritage architecture, and cooking with Nooror Somany Steppe, founder of the Blue Elephant restaurant brand — presenting a blend of culture, sustainability, and hospitality through an authentic lens.

Strategic Collaboration

The special marks a significant collaboration between Silvia Schneider GmbH, ORF, and the Tourism Authority of Thailand. Officials from Thailand’s Public Relations Department emphasize that such partnerships form part of a broader campaign to attract European visitors and strengthen Thailand’s reputation for sustainable, experience-driven tourism.

Building Momentum for European Travel

The timing coincides with renewed direct flight connections between Frankfurt and Phuket, opening the gateway for increased arrivals from German-speaking markets, including Austria and Switzerland. Tourism analysts suggest that even a modest conversion from the show’s projected audience could yield a tangible uptick in Austrian visitor numbers this high season.

A Win for Thailand’s Soft Power

By leveraging the influence of a beloved Austrian media figure and ORF’s prime-time reach, “Silvia entdeckt – Thailand” blends storytelling and destination marketing — positioning Phuket as a destination of beauty, culture, and heart.

Photo: ORF/Silvia Schneider GmbH