SURAT THANI, Thailand – The Tourism Authority of Thailand has launched the “Southern MUST TASTE Thai Fruits” campaign to promote agricultural tourism by connecting local orchards with natural and cultural attractions in fourteen southern provinces. This initiative supports the government’s policy to shift tourism from volume-based to value-driven by highlighting local identity and Geographical Indication agricultural products. By turning fruit consumption into immersive travel experiences, the campaign seeks to drive sustainable economic growth and provide year-round income to grassroots communities.
The southern region features a wide variety of seasonal produce, highlighted through four curated travel routes. In Surat Thani, visitors from July to August can harvest Geographical Indication-certified Na San rambutans and Khlong Noi santols, along with nature tours of Khao Sok National Park. The Nakhon Si Thammarat route, available from July to September, combines visits to historical temples, Khiri Wong mangosteen orchards, and bamboo rafting in the Wang Hon community.
In Krabi, visitors can enjoy both agricultural and coastal tourism during July and August, sampling the golden Talay Hoi durian before kayaking at Khlong Nam Sai and visiting the Phi Phi Islands. The Phang Nga itinerary features Salika durian and Thip Phang Nga mangosteens, along with local hot springs, farm-to-table dining, and eco-trails in Khao Lak. These routes aim to deepen visitors’ understanding of southern Thailand’s agricultural heritage. By connecting local farmers with the tourism sector, the campaign fosters sustainable economic value and promotes travel to secondary community destinations. (NNT)
