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The Tourism Authority of Thailand (TAT) recently hosted the “Travel Thailand with Diplomats: 5 Must Do Happiness on Every Route” initiative, highlighting Thailand’s distinctive charm, cultural richness, and soft power through experiential travel.
The project forms part of TAT’s ongoing strategy to strengthen international relations and enhance the kingdom’s global image as a world-class travel destination through the “Thai Charm” concept, which combines authentic, locally rooted experiences with Thai hospitality, creativity, and sustainablity.
Transforming visitors into friends
Thapanee Kiatphaibool, TAT Governor, said: “The Travel Thailand with Diplomats programme reflects our belief that cultural exchange is one of the most meaningful forms of diplomacy. By inviting the diplomatic community to experience the 5 Must Do activities firsthand, we share not only Thailand’s beauty but also its values, creativity, and warmth. This approach transforms visitors into friends and advocates who can share positive stories about Thailand with the world.”
Ratchaburi, Phetchaburi, and Chiang Mai
Spanning three provinces – Ratchaburi, Phetchaburi, and Chiang Mai – the initiative was developed under the “5 Must Do in Thailand” concept, focusing on wellness, community, and adventure tourism. Each itinerary underscored TAT’s commitment to sustainability and community empowerment.
Through these journeys, diplomats engaged directly with local enterprises, supported community products, and contributed to income distribution across rural areas.
By integrating Thailand’s Soft Power 5F pillars – Food, Fashion, Film, Fight, and Festival – the initiative strengthens cultural connections while promoting the sustainable growth of Thai tourism.
Wellness tourism in Ratchaburi
The first route in Ratchaburi (13–14 September 2025) highlighted wellness tourism, featuring Must Try activities such as traditional Thai massage, herbal balm and inhaler making, and local snack preparation.
Participants also joined the tranquil Must See ritual of almsgiving on bamboo rafts at O Poi Market and enjoyed the Must Buy experience of shopping for distinctive community products.
Community-based tourism in Phetchaburi
In Phetchaburi (20–21 September 2025), a UNESCO Creative City of Gastronomy, the route focused on community-based tourism.
Diplomats explored Must Seek experiences in village-based travel at Laem Phak Bia and Tham Rong communities, learning about local culinary traditions such as Khanom Tan (palm cake) and Gang Kua Hua Tan (toddy palm curry), and sampling the refreshing three-flavoured drink that reflects the province’s agricultural heritage and cultural identity.
Adventure in Chiang Mai
The final route in Chiang Mai (27–28 September 2025) celebrated adventure tourism through Must Try experiences such as Muay Thai training at Banchamek Village, complemented by scenic nature and vibrant local culture. The Must Taste highlights featured authentic Northern Thai cuisine, Michelin-recognised restaurants, and creative dining concepts that illustrate the evolution of Thai gastronomy.
The Travel Thailand with Diplomats programme underscores TAT’s commitment to using tourism as an effective channel for fostering friendship, understanding, and confidence among international visitors.
By transforming cultural encounters into shared experiences, the initiative reinforces Thailand’s reputation as a welcoming, dynamic, and creative destination where happiness awaits on every route.
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Source: traveldailymedia