Bangkok: The Tourism Authority of Thailand (TAT) and Korea Telecommunications Commission (KTC) have joined forces to promote a self-drive tourism model aimed at boosting the economy in Thailand's Eastern region. This collaborative effort, branded as the "Drive Tourism Road Trip Economy," seeks to leverage the region's rich food culture across nine provinces, enhancing tourism value and distributing income along the routes.
According to Thai News Agency, the initiative is designed to stimulate economic growth by connecting travelers with local culture and cuisine, offering exclusive benefits for KTC credit card members at over 100 establishments. Ms. Warittha Pattanarat, Chief Marketing Officer of KTC, highlighted that credit card spending in the Eastern region is expected to grow by 5% in 2025, driven by the appeal of road trips. The 'EAT THE EAST: The GRAND ROAD TRIP' project aims to showcase the region's charm through carefully curated routes and attractions.
Ms. Kanokkittika Kritwuttikorn, Regional Director for the Eastern Region of TAT, emphasized how the project promotes travel by spotlighting each city's distinctive culinary offerings, encouraging visitors to explore the region's nine provinces through self-drive tours integrated with Gastronomy Tourism. This strategy is intended to transform the Eastern region from a mere transit point to a sought-after destination for repeat visits year-round.
Mr. Phuman Somdee, General Manager of SIXT Thailand, underscored the growing importance of road trips as a modern travel experience, noting the Eastern region's suitability due to its convenient transportation, diverse attractions, and potential for enriching travel experiences through food and overnight stay incentives. SIXT is poised to offer comprehensive travel services, from vehicle pick-up to return, to enhance the appeal of the Eastern region as a travel destination.
Assoc. Prof. Dr. Chuthamas Wisalsingh, Chair of the Thailand Gastronomy Network, outlined the project's plan to develop unique "flavor identities" for each of the nine provinces, organizing them into three themed tourism routes: the "River and Coastal Balance Route," the "Forest and Herbal Wellness Route," and the "Fruit - Treasure - Island Route." These routes will highlight the region's diverse culinary and natural assets.
The Eastern region is projected to become Thailand's third-largest tourist destination by 2025, following Bangkok, the Central, and Southern regions, and is expected to account for 14-15% of tourist arrivals, generating significant revenue. This growth is attributed to the "Drive Tourism" trend, which includes short-term trips and food experiences that encourage spending along the journey.