Thailand Targets Korean Tourists with "Thai Food" Soft Power Initiative

Central Pattana, a major Thai real estate developer and commercial property operator, has partnered with the Korea Association of Travel Agents (KTPA) to enhance the attraction of tourists from South Korea. This collaboration aims to leverage Thai culinary culture, particularly "Thai food," as a soft power to increase interest in Thailand within the Korean market. Central Pattana operates major shopping malls and commercial complexes across Thailand, and through its network, it will provide opportunities to introduce Thailand's diverse food culture to Korean travelers. Thai cuisine, known for its unique flavors and variety, is globally popular and serves as one of the attractive experiential elements for tourists. This partnership is seen as part of Thailand's efforts to further solidify its position as a leading tourist destination in the recovering global tourism market following the COVID-19 pandemic. Attracting tourists, especially from neighboring Asian countries, is a crucial pillar for Thailand's economic recovery. The Thai government has also been promoting a "soft power" strategy in recent years, utilizing culture and food as tourism resources. This private sector initiative aligns with those policies. By highlighting the appeal of Thai cuisine, the aim is to encourage visitors not just to visit as tourists but also to deepen their understanding and experience of Thai culture itself. Source: MGR Online (Business)