Bangkok, Thailand – The Tourism Authority of Thailand (TAT) Eastern Region has partnered with the Thailand Gastronomy Network, Krungthai Card, and SIXT Thailand, alongside regional stakeholders, to launch a tourism initiative titled “EAT THE EAST: THE GRAND ROAD TRIP”.
The campaign seeks to promote local delicacies and food culture through drive tourism. According to TAT, drive tourism forms part of the “journey economy”, where economic value is generated throughout the travel route rather than at a single destination. By creating multiple touchpoints along an itinerary, the initiative aims to stimulate spending and distribute income more broadly across communities in the eastern region.
The programme is anchored on what TAT refers to as the Gastronomad concept, which positions travel as a means for chefs and food enthusiasts to experience culture and gain deeper understanding of local communities through cuisine.
“Food is a powerful driver of travel decisions. By connecting gastronomy with self-drive tourism, we aim to encourage travelers to explore multiple destinations within a single journey, helping spread tourism income more evenly across the region and throughout the year,” said Kanokkittika Kritwutikon, executive director for the eastern region at TAT.
Thailand’s eastern region—comprising Samut Prakan, Chachoengsao, Chonburi, Rayong, Chanthaburi, Trat, Nakhon Nayok, Prachinburi, and Sa Kaeo—has been selected as the pilot area for the initiative due to its accessibility and varied landscapes. The provinces offer a mix of coastal and forested destinations that can be reached within short driving distances, enabling multi-stop itineraries.
Phumon Somdee, general manager of SIXT Thailand, added, “Travel today is about the experience along the way, not just the destination. Seamless mobility plays a key role in enabling travelers to explore more deeply and discover local culture at their own pace.”
The campaign will run from March to June across Thailand Gastronomy Network platforms and social media channels, including Eastern Thailand Travel and Amazing Thailand pages.
