Thailand has initiated a new phase in its tourism strategy with the introduction of the 'Routes to Roots' initiative, aimed at revitalizing the tourism industry through advanced mobility data analysis. Launched by the Ministry of Higher Education, Science, Research and Innovation in collaboration with True Corporation and various academic partners, the program employs data derived from over 500 million mobile phone travel records to identify emerging tourism clusters across the country.

The timing of this initiative is crucial as Thailand faces significant challenges in its tourism sector. Despite a recovery in tourism following the pandemic, figures show a 12% decline compared to pre-pandemic levels in 2019, with the sector's contribution to GDP decreasing from 19% to 14%. In contrast, neighboring countries such as Japan and Vietnam have reported remarkable tourism growth of 112% and 68%, respectively.

The 'Routes to Roots' program has pinpointed 21 potential travel routes to be developed into cluster-based tourism experiences, targeting regions that could benefit from enhanced visitor engagement. Among these, notable clusters include Chiang Mai–Lampang–Lamphun and Nakhon Pathom–Ratchaburi–Kanchanaburi, each selected based on five critical criteria: distinctive identity, specific tourist segments, defined city roles, tourism impact considerations, and scalability potential.

Ekaraj Panjavinin, Chief Digital Officer at True Corporation, stated that the mobility data initiative serves to enhance tourist experiences across various dimensions. The first phase of the project features six curated cultural routes, aiming to highlight Thailand's rich heritage through diverse experiences. These routes include:

• The Food Route: Focused on culinary traditions in Chanthaburi and Trat, showcasing local ingredients such as cardamom and wild ginger, which feature in traditional dishes.
• The Volcano Route: Covering Buriram, Surin, and Sisaket, this route highlights unique geological features and cultural landmarks.
• The Lanna Culture Route: This path immerses visitors in the historical depth of Chiang Mai, Lamphun, and Lampang, emphasizing architecture and cuisine that reflect over a millennium of cultural interplay.
• The Flavour Route: Traversing Samut Sakhon, Samut Songkhram, Phetchaburi, and Prachuap Khiri Khan, it uncovers the origins of key Thai ingredients.
• The Nature Route: Featuring serene landscapes in Nakhon Si Thammarat and Phatthalung.
• The River Route: Exploring the water-linked cultural heritage of regions including Suphan Buri, Uthai Thani, and Chai Nat.

Assistant Professor Dr. Nattapong Punnoi from Chulalongkorn University's Social Design Lab highlighted Japan's Setouchi Islands as a successful example where mobility data transformed a deserted fishing area into a vibrant art hub. He noted that applying similar cluster-based tourism strategies allows for a renewed perspective among industry stakeholders.

Industry experts discussed these developments at a panel titled 'Thailand's Tourism Industry Future: Challenges and Opportunities.' Watcharee Churugsa from the Designated Areas for Sustainable Tourism Administration emphasized the need for a balanced approach that includes both demand generation and supply-side improvements. Previous strategies, she remarked, overly concentrated on marketing to attract tourists without addressing sustainability and management of tourism supply, resulting in issues like overtourism.

Furthermore, the government is pursuing avenues in medical tourism, with plans to collaborate around the Whole Genome Sequencing Centre. The objective is to create a single, expansive medical tourism platform that utilizes genomic data to offer personalized experiences for both Thai nationals and international visitors.

Dr. Komgrit, a key figure in this sector, indicated that integrating genomic data could enhance the value of Thailand's tourism services, particularly in medical, wellness, and spa sectors, aiming for higher standards of authenticity and certification of services.

Assistant Professor Supawadee Phothiyarach from NXPO highlighted the significance of translating research findings into actionable business strategies. She emphasized the transformative potential of data-driven approaches to position Thailand as an inclusive tourism destination that caters to both the demand and supply aspects of the industry.

Upcoming expansions to the 'Routes to Roots' initiative include two additional routes, with comprehensive information set to be released through The Cloud platform.