Bangkok, Thailand, September 14, 2023 / TRAVELINDEX / Booking.com, in partnership with the Tourism Authority of Thailand, presents the “Thai Foodie Map.” This map highlights local restaurants in lesser-known destinations, thus reinforcing Thailand’s culinary heritage. Booking.com and the Tourism Authority of Thailand (TAT) are launching the “Explore Thai Taste” campaign. Food tourism continues to grow in popularity, attracting both international and domestic travelers seeking authentic culinary experiences. The aim of this collaboration is the release of the “Thai Foodie Map”—a unique travel guide showcasing local restaurants and eateries in lesser-known or alternative destinations across the country. The campaign not only celebrates Thailand’s rich culinary heritage but also leverages the positive impact of food to boost tourism in the country for both domestic and international visitors.

According to a study by Booking.com, 75% of travelers worldwide and 86% of Thai travelers are looking for authentic experiences that reflect the local culture. Food is one of the most important decision-making factors for both Thai (89%) and international (77%) travelers. Thailand enjoys an excellent reputation for its delicious cuisine, making it an ideal destination for food lovers. The global popularity of Thai cuisine remains strong, thanks to its diverse menu, which offers everything from sweet and spicy dishes like Pad Thai to aromatic green curries. The #ExploreThaiTaste campaign taps into this trend and encourages visitors to discover lesser-known destinations beyond the major cities.

Mr. Chattan Kunjara Na Ayudhya, Deputy Governor for Marketing Communications at the Tourism Authority of Thailand, said: “The ‘Explore Thai Taste’ campaign is an open invitation to discover the soul of our country through its flavors. Every bite is a journey through our rich heritage, and every dish embodies the essence of our culture. We believe that by showcasing our diverse culinary landscape, we can help raise awareness of Thai destinations, particularly in the lesser-known provinces. By sharing these hidden culinary treasures, we not only create a delightful journey but also play a vital role in highlighting the unique charm of Thailand’s various provinces. It is a delicious way to celebrate the cultural highlights of our country.”

The centerpiece of this campaign is the “Thai Foodie Map” – a comprehensive travel guide featuring 40 hand-picked local restaurants from eight provinces, representing the diverse culinary offerings of Central, Northern, Southern and Northeastern Thailand, inviting everyone to discover the authentic flavors of Thailand while promoting domestic travel.

Chatsuda Lertpiriyakamol, Area Manager Partner Services Thailand and Indochina at Booking.com, said: “The #ExploreThaiTaste initiative perfectly aligns with Booking.com’s mission to make the world more accessible to everyone. We believe the Thai Foodie Map will serve as a delicious guide for anyone wanting to embark on a journey to unique flavors and local culture, while discovering the diverse aromas of each destination. We are delighted to be working with the Tourism Authority of Thailand (TAT) on this campaign. The TAT is accompanying us as enthusiastic guides on this culinary adventure through Thailand. Through this collaboration, we aim to create an unforgettable and conscious gastronomic journey that promotes domestic travel while supporting and helping local communities across the country to thrive.”

To make these culinary journeys a reality, Booking.com and the TAT are collaborating with local food and travel bloggers who want to discover new destinations and share their culinary experiences in the respective regions. In addition, they are partnering with "Travel Sustainable Properties" on Booking.com in each recommended destination, offering eco-friendly accommodations that support the local community.

The Thai Foodie Map showcases not only regional delicacies but also typical dishes from all parts of Thailand. It promises a delightful journey through the country's culinary diversity – from the herb curries of the south to the fiery Som Tam in the northeast, from the hearty specialties of central Thailand to the unique flavors of the north. To make planning easier for travelers, detailed itineraries, recommendations for sustainable accommodations, and socially beneficial offerings are published. This ensures that every trip adheres to the principles of responsible tourism.

The “Explore Thai Taste” campaign, a collaboration between Booking.com and the TAT, showcases Thailand’s incredible culinary diversity by highlighting local restaurants and engaging travelers. At the same time, it enriches the travel experience for both domestic and international tourists.