The Tourism Authority
of Thailand (TAT) has launched a new tourism marketing campaign with the
theme “Thai-Licious Journey” to entice foodies from around the world to explore
“Thainess” through unique food tours and culinary experiences in the Northern,
Central, Eastern and Southern provinces of Thailand.
Mr. Yuthasak Supasorn, TAT Governor said, “Thai cuisine
has successfully captured the attention of consumers globally. Realising that
“foodie tourism” works as a catalyst to command attention, the Tourism
Authority of Thailand has launched a new campaign under the theme –
“Thai-licious Journey,” which will motivate foodies to embark on a culinary
journey to taste signature dishes in renowned venues across Thailand as the way
to ‘explore Thainess through food.”
Ms. Soraya Homchuen, Director of the Tourism Authority of Thailand
in Mumbai commented, “Thailand is
known to be a foodie’s paradise as it has a lot to offer for every taste bud.
With the new campaign, we are sure that the travelers from India will get to
experience the sheer brilliance of Thai cuisine. Since food is an important
part of one’s itinerary, Thailand has varied options for food lovers, from
local street food to fine-dining eateries, to fun food tours and live cooking,
there is something for everyone to indulge in.”
campaign comprises three key elements: Travel and Eat like Locals; Food That
Comes with a Story; and Delightful Taste.
Under the ‘Travel and
Eat like Locals’ element of the Thai-licious Journey, food-loving visitors are
encouraged to travel around Thailand and seek out signature dishes of different
regions. In this way, they will appreciate the culture and history behind each
dish, see local ingredients being grown and enjoy unique parts of the
kingdom.‘Food That Comes with a Story’ highlights Thai dishes that come with
fascinating background stories or legends, or foods that are associated with
history and places in Thailand. Meanwhile, ‘Delightful Taste’ will promote
memorable food and travel experiences in Thailand and encourage people to make
delightful journeys to enjoy delightful food in different destinations.
TAT will roll out the
Thai-Licious campaign with the first four episodes of promotional videos
covering destinations in the Northern, Central, Eastern and Southern provinces
of Thailand, all of which have very different food cultures.