Thailand targets 465 billion baht in central region tourism revenue

Thailand targets 465 billion baht in central region tourism revenue

The Tourism Authority of Thailand (TAT) is set to promote the central region with new flight connections to the south and northeast, aiming to generate 465 billion baht in tourism revenue this year.

Following a mobile cabinet meeting in Phetchaburi province, Prime Minister Srettha Thavisin directed TAT to boost tourism in Suphan Buri, Kanchanaburi, Ratchaburi, and Phetchaburi. The initiative will focus on enhancing connections in areas adjacent to central provinces and encouraging cross-regional tourism.

TAT Governor Thapanee Kiatphaibool announced that the agency has set a target of attracting 103 million local and foreign tourists to the central region this year. The goal is to generate 465 billion baht in tourism income, marking a 40% increase year-on-year. Key target markets include Europe, Russia, and Southeast Asia.

The TAT plans to implement marketing programmes in central provinces to stimulate travel frequency and boost tourist spending in both main cities and second-tier provinces. These efforts will be guided by three main strategies.

One of the campaign highlights is Must Do in Thailand and Must Eat Thai Food, which aims to promote Phetchaburi as a UNESCO creative gastronomy city. The city is celebrated for its ecological diversity and traditional community recipes.

Phetchaburi is being marketed as the City of 3 Flavours, showcasing three local ingredients. The salty flavour comes from sea salt in the Ban Laem district, the sweet from palm sugar plantations in the Ban Lat district, and the sour from limes in the Tha Yang district, which are used to create a drink called lime palm soda.