The Tourism Authority of Thailand (TAT) Eastern Region, in collaboration with the Thailand Gastronomy Network (TGN), Krungthai Card Public Company Limited (KTC), SIXT Thailand, and regional partners, has introduced “EAT THE EAST: THE GRAND ROAD TRIP,” an initiative designed to position drive tourism as a strategic economic model for Thailand’s Eastern region.

The program brings together nine eastern provinces — Samut Prakan, Chachoengsao, Chonburi, Rayong, Chanthaburi, Trat, Nakhon Nayok, Prachinburi and Sa Kaeo — to promote travel through food culture, local identity and curated self-drive routes that encourage spending throughout the journey, not just at the destination.

Drive tourism is increasingly recognized as part of the emerging “journey economy,” where economic value is generated along the entire travel route. Carefully designed itineraries can stimulate expenditure across multiple touchpoints, including local dining, cafés, cultural experiences and overnight stays, helping distribute income more widely to communities and regional businesses.

Globally, tourism contributed approximately US$11.7 trillion (around 370–380 trillion baht), accounting for about 10% of global GDP in 2025, according to the World Travel & Tourism Council (WTTC). In Queensland, Australia, drive tourism generates an estimated AUD 9 billion annually (approximately 210–220 billion baht), highlighting its potential to support regional economies.

Ms. Kanokkittika Kritwutikon, Executive Director for the Eastern Region at TAT, said the initiative is designed to elevate the region from a transit corridor into a long-term destination through its distinctive culinary and cultural identity.

“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,” she said.

A key pillar of the campaign is its integration with the Gastronomad concept, a storytelling platform led by a network of chefs, food experts and visual storytellers who view travel as a way to understand places through taste, culture and people.

Associate Professor Dr. Jutamas Wisansing, President of the Thailand Gastronomy Network (TGN), said the initiative invites travelers to become ambassadors of local food culture.

“Rather than simply promoting destinations, we encourage people to explore each province through its culinary heritage. When taste becomes the reason for travel, it creates new economic opportunities for local communities while preserving cultural identity,” she said.

The Eastern region was selected as the pilot area due to its strong connectivity, diverse landscapes and the ability to link multiple destinations within a short drive. The initiative presents the region through three thematic routes, connecting coastal destinations, forest and wellness areas, and fruit-growing and island communities into a cohesive travel experience.

Mr. Phumon Somdee, General Manager of SIXT Thailand, said road trips are becoming a defining element of modern travel.

“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,” he said.

Ms. Varitta Phatanarajta, Head of Credit Card Marketing Division at KTC, said spending via KTC credit cards in the Eastern region grew by 5% in 2025, reflecting its continued strength as a destination for self-drive travel.

“‘EAT THE EAST: THE GRAND ROAD TRIP’ is more than a promotional campaign. It is designed to connect travelers with local experiences through food, routes and curated stopovers. KTC supports the journey as a travel and lifestyle enabler, offering privileges across more than 100 partner locations in the nine provinces, including restaurants, cafés and accommodations, to help enhance the overall travel experience,” she said.

Campaign content will be featured across Thailand Gastronomy Network platforms and on key social media channels, including the Eastern Thailand Travel and Amazing Thailand pages, from March to June 2026.

Tourism outlook

According to the Ministry of Tourism and Sports and TAT, the Eastern region ranked as Thailand’s third most visited destination in 2025, after Bangkok/Central and the South, accounting for around 14–15% of total tourist arrivals and generating an estimated 370–410 billion baht in revenue.

Thailand recorded approximately 320–330 million domestic trips in 2025, generating about 2.7 trillion baht in tourism income. The rise of drive tourism, short-break travel and food-led experiences is positioning the Eastern region as an increasingly important engine of the country’s tourism economy.

About EAT THE EAST: THE GRAND ROAD TRIP

“EAT THE EAST: THE GRAND ROAD TRIP” is a drive tourism initiative that promotes the Eastern region through food culture and curated travel routes. The project aims to create economic opportunities for local communities through storytelling, bookable experiences and cross-sector collaboration.

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