"Train Journey to the Southern Soul: Taste + Rail" Initiative Aims to Drive Sustainable Thai Tourism Growth

Tourism Authority of Thailand (TAT) has launched a project, "Train Journey to the Southern Soul: Taste + Rail, Food Route, Happiness in the South," in partnership with State Railway of Thailand (SRT), KTC, Bangkok Airways, and Thailand Gastronomy, to promote sustainable tourism growth in Thailand. The project aims to drive Thai tourism in a balanced and sustainable way by traveling via the rail system, while connecting people, lifestyles, food, and local culture.

Key Takeaways:

• The project aims to drive Thai tourism growth in a balanced and sustainable way by traveling via the rail system.
• The project connects 9 unique flavors of Thai food with 9 routes of southern railway lines, enhancing the in-depth travel experience.
• TAT Deputy Governor for Domestic Marketing, Mr. Apichai Chatchalermkij, stated that the project is a model of travel that connects taste, culture, and way of life.
• SRT Head of Advertising and Tourism Promotion Division, Mrs. Supamas Pleumkusol, said that SRT is ready to develop routes, stations, and travel experiences to meet standards for sustainable travel.
• Mrs. Marisa Sukosol Noonpakdee, Chairwoman of the Subcommittee on Driving the Tourism Industry in the National Soft Power Development Committee, emphasized that food is a language that connects people with places, memories, and identity.
• Asst. Prof. Dr. Juthamas Wisansingh, Executive Chairman of Perfect Link Consulting Group, stated that the railway is the way of life for people in the region, and food is a cultural language that reflects feelings, beliefs, and wisdom.
• Bangkok Airways Director of Tourism Marketing and Partnerships, Ms. Plearnpis Kosolutasarn, said that the project reflects the concept of Seamless Connectivity, providing convenient travel and access to a wider variety of destinations.
• KTC Chief Marketing Officer, Ms. Warittha Pattanarat, emphasized the importance of connecting members' experiences in traveling through the project to create a new travel experience and promote in-depth tourism in the South.

Statistics:

• 9 unique flavors of Thai food are connected with 9 routes of southern railway lines.
• SRT has developed routes, stations, and travel experiences to meet standards for sustainable travel.
• Bangkok Airways covers major cities and tourist destinations in the South.
• KTC has emphasized the importance of supporting the tourism sector to grow efficiently.
• The project aims to promote in-depth tourism in the South through valuable spending and access to services from local partners along the route.

Sources:

• "TAT, together with partners, launched the project 'Train Journey to the Southern Soul: Taste + Rail, Food Route, Happiness in the South'." - Thai News Agency, 25 Jun 2025
• "Tourism Authority of Thailand (TAT) in collaboration with State Railway of Thailand (SRT), KTC or Krungthai Card Public Company Limited, Bangkok Airways, Thailand Gastronomy (Thailand Food Culture Network) and partners present the 'Train Journey to the Southern Soul: Taste + Track, Food Route, Southern Happiness' project." - Thai News Agency, 25 Jun 2025
• Interview with Mr. Apichai Chatchalermkij, TAT Deputy Governor for Domestic Marketing - Thai News Agency, 25 Jun 2025
• Interview with Mrs. Supamas Pleumkusol, Head of the Advertising and Tourism Promotion Division, SRT - Thai News Agency, 25 Jun 2025
• Interview with Mrs. Marisa Sukosol Noonpakdee, Chairwoman of the Subcommittee on Driving the Tourism Industry in the National Soft Power Development Committee - Thai News Agency, 25 Jun 2025
• Interview with Asst. Prof. Dr. Juthamas Wisansingh, Executive Chairman of Perfect Link Consulting Group - Thai News Agency, 25 Jun 2025
• Interview with Ms. Plearnpis Kosolutasarn, Director of Tourism Marketing and Partnerships, Bangkok Airways Public Company Limited - Thai News Agency, 25 Jun 2025
• Interview with Ms. Warittha Pattanarat, Chief Marketing Officer, 'KTC' Credit Card Division - Thai News Agency, 25 Jun 2025