The Tourism Authority of Thailand (TAT) has rolled out its latest initiative with the flourish of a chef setting down a silver-domed platter. The name? “Local Taste Local Thai.” The target? Thailand’s expat community, the long-term residents with a taste for authenticity and, mercifully, the wallets to match.
This isn’t your usual tourism puff piece about sandy beaches and umbrella drinks. Instead, TAT is luring expats off the well-worn track with a heady promise: real Thai experiences served straight from the source, no MSG of mass tourism added.
A philosophy with flavour
TAT has dressed the campaign with a noble mantra: “Grand Moment, Moment of Giving.” It’s the sort of slogan that would make most marketers blush, but behind the pretty words is a sound idea — travel should give something back.
So yes, expats get unforgettable Instagrammable feasts, but Thailand’s villages, chefs, and communities pocket the benefits. In other words, your taste buds will also be satisfied.
Who’s sitting at the table?
TAT has called in an eclectic mix of partners, proving once and for all that tourism, like cooking, works best with the right ingredients.
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Bangkok Airways is offering rewards to the campaign’s biggest eaters via its Taste Pass system, a loyalty program in which eating too much curry finally pays off.
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TimeOut and The Nation Thailand are tasked with spreading the word, ensuring the campaign has more media mileage than a tour bus on the Chiang Mai loop.
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Lifestyle + Travel magazine is running a photo contest because nothing says “holiday” like competing with strangers over a shot of Khao Soi.
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Uthai Heritage is sprinkling in discounts.
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Vistro Sukhumvit 24, one of Bangkok’s top vegetarian spots, adds plant-based credibility.
And then there’s MuvMi, the electric tuk-tuk operator, making sure you can zip between pad thai pit stops without suffocating Bangkok in exhaust fumes. They’ve sweetened the deal with a buy-10, get-one-free coupon promo. Who knew carbon reduction could be this cheeky?
Four lifestyles, four provinces
The campaign splits itself neatly into four “lifestyles”:
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Eco & Adventure – get muddy, sweaty, and gloriously lost.
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Wellness – less cocktails, more coconut water and yoga mats.
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Foodie – the star attraction; think sizzling woks and market stalls.
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Sporty – cycle tracks, dive tanks, and maybe even a jog if you must.
These themes are anchored in Uthai Thani, Phuket, Trang, and Songkhla. The message is clear: skip the obvious and try the overlooked. Expats may think they know Thailand, but these provinces will make even seasoned residents feel like wide-eyed tourists again.
Joining the banquet
Here’s how the feast works:
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Buy e-coupons – 50% discount packages via Line Official @localtastethai. The 10 + 1 promo is courtesy of MuvMi.
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Redeem discounts – more than 63 restaurants, communities, and activities are part of the campaign.
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Collect Taste Pass points – spend, score, and win with Bangkok Airways.
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Join the fun – contests, social media, and enough hashtags to make your phone sweat.
And as the slogan insists: “Every meal is a passport… to an authentic Thai.” Not quite as catchy as “Eat, Pray, Love,” but at least you don’t have to fly to Bali.
Full campaign details are also available at the official website www.localtastelocalthai.com.
Why it matters
Thailand has never had a problem attracting visitors; the challenge has always been attracting the right ones. Expats are a dream demographic: established, adventurous, and generally immune to the “two weeks in Patong” mentality.
By weaving together gastronomy, ecotourism, wellness, and sport, TAT is signalling a shift away from bucket-list chasers and towards long-term community integration. It’s innovative, sustainable, and makes for a curry trail.
A closing word from the kitchen
The “Local Taste Local Thai” campaign may be dressed in marketing gloss, but its bones are solid. It gives expats an excuse to escape their comfort zones and discover the flavours and communities that make Thailand far richer than a bowl of green curry.
It’s tourism with a conscience, sprinkled with discounts, and served with a wink. And if that doesn’t tempt you out of your condo, perhaps nothing will.
By Kanda Limw
