File photo for reference only

 

In a bid to rejuvenate its flagging tourism industry, Thailand has introduced an innovative programme, "Routes to Roots," aimed at transforming lesser-known locales into vibrant travel destinations. Unveiled by the Ministry of Higher Education, Science, Research and Innovation in collaboration with True Corporation and academic partners, the initiative utilises cutting-edge mobility data analysis.

 

The programme draws on insights from over 500 million mobile phone travel records to pinpoint potential tourism clusters throughout the nation. This move comes as Thailand faces fierce competition in Asia’s tourism sector. While countries like Japan and Vietnam boast tourism growth of 112% and 68% compared to pre-pandemic levels, Thailand’s figures are still 12% shy of 2019 benchmarks, with the sector’s GDP contribution shrinking from 19% to 14%.

 

Prof Dr Komgrit Leksakul underscored the significance of innovation in policy development, highlighting the critical role of big data in shaping new avenues for Thailand's tourism strategy. The analysis has identified 21 promising travel routes ripe for cluster-based tourism development, such as Chiang Mai–Lampang–Lamphun and Nakhon Pathom–Ratchaburi–Kanchanaburi.

 

Clusters are chosen based on five criteria: unique attractions, distinct tourist demographics, defined city roles, tourism impact, and potential for expansion. True Corporation’s Chief Digital Officer, Ekaraj Panjavinin, noted how mobility data helps enhance the travel experience by managing site visitation and boosting emergency readiness.

 

The initial phase of the programme launches six cultural routes, each highlighting Thailand's rich heritage. One of the standout routes is the Food Route through Chanthaburi and Trat, where tourists can indulge in culinary adventures featuring local ingredients like cardamom and wild ginger, essential to traditional dishes such as Kway Teow Moo Liang and Chanthaburi Crab Noodles.

 

Other routes showcase Thailand’s agricultural and natural wonders. The Flavour Route, spanning Samut Sakhon, Samut Songkhram, Phetchaburi, and Prachuap Khiri Khan, delves into the production origins of essential Thai staples like seafood, salt, and palm sugar. Meanwhile, the Nature Route invites visitors to explore the tranquil beauty of Nakhon Si Thammarat and Phatthalung, and the River Route takes travellers through the culturally rich waterway regions of Suphan Buri, Uthai Thani, and Chai Nat.

 

As Thailand presses forward with this bold initiative, the nation hopes to leverage technology and data to not only boost visitor numbers but also to offer enriched, varied travel experiences. By breathing life into these underexplored areas, Thailand aims to carve out a fresh narrative in an increasingly competitive tourism marketplace, balancing modern insights with its timeless allure.

 

This data-driven strategy, valued for its potential to convey an intimate understanding of tourist patterns, may well be the key to ensuring that Thailand remains a top travel destination. With creative routes that interweave tradition and innovation, Thailand is poised to re-establish itself on the global tourism map, offering travellers new stories waiting to be discovered.

 

  Adapted by ASEAN Now from The Nation 2025-07-24

 

 

Forget that.....people need safe, pleasant public transport........safe roads, safe buses and a decent railway system.

 

The already know where to go.

11 minutes ago, Will B Good said:

Forget that.....people need safe, pleasant public transport........safe roads, safe buses and a decent railway system.

 

The already know where to go.

And pavements (sidewalks for US Americans) that are reasonable & allow people to walk safely.

Just now, MarkBR said:

And pavements (sidewalks for US Americans) that are reasonable & allow people to walk safely.

 

On our soi in BKK, both sides, were totally ripped up and re-layed about three years ago....we thought brilliant.....missing slabs, loose slabs, water meters, random iron posts....... an absolute nightmare.

5 minutes ago, Will B Good said:

 

On our soi in BKK, both sides, were totally ripped up and re-layed about three years ago....we thought brilliant.....missing slabs, loose slabs, water meters, random iron posts....... an absolute nightmare.

Ours is reasonably okay, a few minor problems, but very close to main road at Bang Pho.   But some others around the city are awful.

20 hours ago, snoop1130 said:

"Routes to Roots," aimed at transforming lesser-known locales into vibrant travel destinations

Spreading the rot always works.

Decimate one location then go look for another idyllic location nearby to destroy

21 hours ago, snoop1130 said:

The programme draws on insights from over 500 million mobile phone travel records to pinpoint potential tourism clusters throughout the nation

Translation: We're tracking your every move.

Another impossible dreamy crap  from the bureaucrats?

 

Worrying about tourism downturn?

 

Then, stop the senseless war asap.

2 hours ago, PETERTHEEATER said:

Translation: We're tracking your every move.

 

Inventing another wing of TAT; GPS Gestapo.

23 hours ago, Will B Good said:

Forget that.....people need safe, pleasant public transport........safe roads, safe buses and a decent railway system.

 

The already know where to go.

....and some intelligence and less confusion within the immigration system!! I am bored to death of them already!

Data-Driven Cluster Initiative....

Does this mean anything, anywhere?

Why isn't anyone challenged to talk sense?

Rearranging deck chairs on the SS Somchai is not going to do anything...tards.