The Tourism Authority of Thailand (TAT), in collaboration with the Thailand Gastronomy Network (TGN) and HUG, Hatyai University Gastronomy Lab, has launched “The Bold Flavor | Follow the Flavors of Songkhla,” a destination development initiative designed to transform Songkhla’s culinary heritage, local wisdom, and cultural identity into market-ready visitor experiences. The initiative aims to strengthen Songkhla’s positioning as a gastronomy tourism destination while expanding opportunities to connect with travelers from the ASEAN market. KTC, or Krungthai Card Public Company Limited, supports the initiative as a privileges partner by offering dining benefits that encourage travel and local spending.
According to preliminary data from Thailand’s Ministry of Tourism and Sports, Songkhla generated THB 50.66 billion in tourism revenue from 6.97 million visitor arrivals in 2025. During the first half of 2026, the province recorded THB 27.51 billion in tourism revenue from 3.84 million visitor arrivals, including more than THB 15.09 billion from international visitors. These figures reinforce Songkhla’s role as both a major tourism destination in southern Thailand and a strategic gateway to neighboring countries.
In line with TAT’s Value over Volume strategy, the initiative seeks to increase visitor spending, extend length of stay, and distribute tourism income more broadly to local producers, chefs, artisans, cafés, community enterprises, and cultural hosts. According to UN Tourism, food and beverage account for more than one-third of travelers’ total trip expenditure, underscoring gastronomy’s role as a key driver of tourism value.
The program brings together 47 local experience designers from across Songkhla to develop 10–15 Signature Gastronomy Experiences through research, experience design, and market testing. The collection features lake and coastal foodways, halal gastronomy, traditional cooking workshops, heritage cafés, local crafts, and community-based cultural experiences.
Mr. Nat Kruthasoot, Deputy Governor for Tourism Products and Business, Tourism Authority of Thailand, said, “Songkhla possesses exceptional culinary heritage, rich cultural assets, and a strategic location linking Thailand with neighboring countries. Gastronomy tourism allows us to create greater value from every journey while expanding economic opportunities for local businesses and communities, in line with TAT’s Value over Volume strategy.”
Associate Professor Dr. Jutamas “Jan” Wisansing, Founder and President of the Thailand Gastronomy Network and Strategic Lead of HUG, said, “Our goal is to transform local knowledge and culinary heritage into market-ready visitor experiences through research, experience design, and market testing. This will help create sustainable economic opportunities for local entrepreneurs and communities.”
The initiative also targets visitors from Malaysia and Indonesia, leveraging Songkhla’s strategic border location, halal culinary heritage, and historic spice routes. International collaboration with regional gastronomy partners is expected to further strengthen knowledge exchange and market development across ASEAN.
As the initiative’s privileges partner, KTC offers cardmembers discounts of up to 20% at participating restaurants in Songkhla, along with the opportunity to redeem 1,000 KTC FOREVER points for THB 100 cashback, subject to campaign terms and conditions.
The initiative officially launches on August 5, 2026, through “Kitchen Club by TGN presents: LET’S COOK THE PLACE – #SongkhlaEdition,” together with the inaugural World Kitchen of Spices, broadcast live from HUG. Participants may choose between a Cook Along session with professional chefs or a Watch & Learn session featuring live culinary demonstrations and cross-cultural exchange between Thailand and Indonesia. Further information and registration are available through the Thailand Gastronomy Network.
For more information, please visit www.ktc.co.th for the latest promotions. Those interested in applying for a KTC credit card can learn more at ktc.today/apply-card or visit any “KTC TOUCH” branches nationwide.
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