The Tourism Authority of Thailand (TAT) recently introduced the “Travel Thailand with Diplomats: 5 Must Do Happiness on Every Route” initiative, which highlights Thailand’s unique charm and cultural richness through engaging travel experiences.

This project is part of TAT’s ongoing mission to enhance international relations and present Thailand as a premier travel destination. The initiative embraces the “Thai Charm” philosophy, focusing on genuine, locally-inspired experiences coupled with famed Thai hospitality and sustainability.

Transforming Visitors into Friends

Thapanee Kiatphaibool, the TAT Governor, emphasized:

“The Travel Thailand with Diplomats program 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.”

Routes Across Ratchaburi, Phetchaburi, and Chiang Mai

This initiative spans three provinces—Ratchaburi, Phetchaburi, and Chiang Mai—under the “5 Must Do in Thailand” concept, which emphasizes wellness, community, and adventure tourism. Each itinerary shows TAT’s commitment to sustainability and community invigorating projects.

Through these journeys, diplomats engage with local businesses, support community products, and contribute to rural income distribution while experiencing Thailand’s Soft Power 5F pillars: Food, Fashion, Film, Fight, and Festival.

Wellness Tourism in Ratchaburi

Starting in Ratchaburi (September 13–14, 2025), the first route focused on wellness, with activities including traditional Thai massage and local culinary practices.

Community-Based Tourism in Phetchaburi

In Phetchaburi (September 20–21, 2025), known for its UNESCO Gastronomy designation, diplomats participated in village-based travel, learning local culinary traditions.

Adventure in Chiang Mai

The final route in Chiang Mai (September 27–28, 2025) celebrated adventure tourism, featuring activities like Muay Thai training and highlighting Northern Thai cuisine.

Ultimately, the Travel Thailand with Diplomats program showcases TAT’s dedication to using tourism as a catalyst for fostering friendships and understanding among international guests—positioning Thailand as a vibrant and inviting destination.