Tourism TAT Launches “Train Journey to the Southern Soul” Campaign

[Georgealbert]

 

Picture courtesy of Kaoded.

 

The Tourism Authority of Thailand (TAT), in collaboration with the State Railway of Thailand (SRT), Krungthai Card Public Company Limited (KTC), Bangkok Airways, the Thailand Gastronomy Network, and other partners, has officially launched the project “Train Journey to the Southern Soul: Flavours + Tracks, Culinary Happiness of the South.” The campaign invites travellers to explore the charm of Southern Thailand via rail, immersing themselves in nine signature Thai flavours and local cultural experiences.

 

Mr. Apichai Chatchalermkit, Deputy Governor for Domestic Marketing at TAT, stated that one of TAT’s key objectives is to promote balanced and sustainable tourism. Rail travel is an environmentally friendly infrastructure that helps drive regional economic growth and spreads tourism opportunities to lesser-known destinations. This initiative serves as a prototype of connected travel, where cuisine, culture and lifestyle converge, particularly in the South, where many untapped resources remain to be discovered.

 

Mr. Avirut Thongnet, Deputy Governor of the State Railway of Thailand, noted that Thai railways are undergoing a transformation to become not just a transportation system between cities but also a cultural bridge connecting travellers to local communities. SRT is committed to upgrading routes, stations and travel experiences to national standards, supporting railways as a sustainable travel backbone.

 

Mrs. Marisa Sukosol Nunbhakdi, Chair of the Sub-Committee on Tourism Industry Promotion under the National Soft Power Development Committee, emphasised that food is not just about taste, but a cultural language that connects people to places and memories. “Railways bring travellers into communities and flavours open the door to the heart of culture. Merging these creates a rich, emotive narrative that embodies local essence,” she said, highlighting the depth of storytelling in this project through nine flavours across nine routes.

 

Asst. Prof. Dr. Jutamas Wisansing, Executive Chair of Perfect Link Consulting Group and the Thailand Gastronomy Network, stated that Thailand tells its stories not only through books or videos but also through flavours and journeys. “Railways are lifelines of the South, and food is a cultural expression of beliefs, feelings, and wisdom. The pairing of nine Southern railway routes with nine distinct Thai tastes creates a borderless story accessible to everyone,” she said.

 

Ms. Warittha Patanarach, Chief Marketing Officer at KTC, remarked that KTC is committed to supporting Thailand’s economic and tourism growth by connecting travellers to meaningful journeys. “This project offers a fresh travel experience and is a strategic way to promote in-depth Southern tourism through valuable spending and access to local services throughout the journey.”

 

Ms. Ploenpis Kosoluyutsakarn, Director of Tourism Promotion and Partnerships at Bangkok Airways, said the airline supports seamless travel experiences. “This initiative exemplifies the concept of ‘Seamless Connectivity’ by integrating rail, road, boat, and air travel. Bangkok Airways, with its extensive routes to major and emerging destinations in the South, is proud to contribute to making travel smoother and more diverse.”

 

The “Train Journey to the Southern Soul” campaign aligns with the growing global trend of sustainable travel, highlighting environmentally conscious journeys filled with cultural storytelling through food. The initiative celebrates nine taste profiles, sweet, salty, spicy, sour, bitter, aromatic, astringent, rich and balanced, across nine distinct routes:

 

1. Chumphon – The Salty Adventure Route: Featuring beachside cycling, paddle boarding, and sea-based exploration.

 

2. Wellness Escape in Ranong: A tranquil journey centred on natural healing and rejuvenation.

 

3. Two-Wheel Delight (Chumphon–Ranong): A cycling route offering scenic views and fresh coastal air.

 

4. Phatthalung – Fam For Fun: A relaxing group getaway with early-morning boat rides in the bird-rich Thale Noi wetlands.

 

5. Hat Yai All Day All Night: A full-spectrum city tour showcasing diverse Southern flavours and culture via the Songkhla Gastronomy Network.

 

6. The Three Ages of Songkhla: A journey through ancient quarters, Chinese heritage and the romantic lakeside atmosphere.

 

7. Songkhla’s Hidden Gems: Discover off-the-beaten-path districts like Bang Klam, Na Mom and Sadao, featuring forest honey tastings, local delicacies and panoramic views from Khuan Khan Lao.

 

8. Rail / Boat / Fly: A connectivity-focused route from Chumphon to Koh Tao, Koh Phangan, and Koh Samui, perfect for marine lovers and food explorers.

 

9. Signature Southern Flavours: A pilot route exploring key railway stations paired with the region’s unique culinary identities.

 

To engage travellers further, the campaign features a 3-month challenge series, running from 1 July to 30 September 2025. The first challenge, Collector Hunter, rewards participants with exclusive art pieces for booking train tickets on any Southern route.

 

Travellers can explore the full details of all nine routes and reserve one of the five curated trips with Gastro Club by Thailand Gastronomy Network at www.thailandgastronomynetwork.com starting 1 July 2025.

 

This innovative initiative promises to revitalise interest in rail travel while celebrating Thailand’s rich culinary and cultural heritage, with every bite and every journey track leading to the Southern soul.

 

  Adapted by Asean Now from Kaoded 2025-06-29

 

 

 

[watchcat]

3 hours ago, Georgealbert said:

The campaign invites travellers to explore the charm of Southern Thailand via rail, immersing themselves in nine signature Thai flavours and local cultural experiences.

 

Does it include a life insurance?

[HappyExpat57]

Aren't they shooting people in the south?

[JimHuaHin]

What a waste of time and money.

[Stocky]

I see AN is full of positivity this morning.

 

[HappyExpat57]

1 hour ago, Stocky said:

I see AN is full of positivity this morning.

 

I'm just about through with this site. ThaiVisa had a bunch of happy campers, this transition let in a bunch of really sour people.

[MarcelV]

7 hours ago, HappyExpat57 said:

Aren't they shooting people in the south?

The Dooslims love blowing themselves up in there.

[MarcelV]

8 hours ago, watchcat said:

 

Does it include a life insurance?

Not for you. The locals there would like you...in 'another dimension'.😆

[Zaphod Priest]

14 hours ago, Georgealbert said:

“Train Journey to the Southern Soul: Flavours + Tracks, Culinary Happiness of the South.”

 

Such a snappy title.  Instantly memorable.  Brilliant!  Well done TAT!!

 

However, what on earth is "Culinary Happiness"?

[HappyExpat57]

4 minutes ago, Zaphod Priest said:

 

Such a snappy title.  Instantly memorable.  Brilliant!  Well done TAT!!

 

However, what on earth is "Culinary Happiness"?

To me, that means I drop a solid deuce the next morning.

[Magictoad]

6 minutes ago, Zaphod Priest said:

 

Such a snappy title.  Instantly memorable.  Brilliant!  Well done TAT!!

 

However, what on earth is "Culinary Happiness"?

If you have to ask that question you wouldn't understand the answer!

[Stocky]

32 minutes ago, Zaphod Priest said:

 

However, what on earth is "Culinary Happiness"?

What you will experience taking the "Train Journey to the Southern Soul", did you not read the article?