TAT Partners with Chinese Streaming Platforms to Promote Thai Gastronomy Tourism through International Documentary

The Tourism Authority of Thailand has advanced its public-sector marketing strategy by collaborating with leading Chinese streaming platforms Tencent Video and WeTV to produce the international food documentary series “TASTEFUL THAILAND.” The initiative aims to showcase Thailand’s culinary heritage through the origins of key local ingredients across all regions of the country, positioning Thailand as a global destination for food and cultural tourism. The project targets high-potential Chinese travelers, particularly younger generations who seek travel experiences that combine gastronomy, culture, and lifestyle, while reinforcing confidence in Thailand as a welcoming and creative tourism destination.

The documentary series consists of ten episodes, each focusing on distinctive ingredients and seasonings that define the unique flavors of Thai cuisine in different local contexts. Through carefully curated storytelling, the content highlights the connection between food, community, traditional knowledge, and regional identity, while integrating tourism attractions and activities within the filming locations. The production reflects a policy-driven approach to elevating Thai food as a national asset and cultural soft power, transforming local culinary wisdom into globally accessible content that resonates with international audiences.

By leveraging major digital platforms with extensive global reach, the initiative strengthens Thailand’s image as a Gastronomy Tourism Destination and expands international awareness through contemporary media channels. The dissemination of the series, supported by social media promotion and behind-the-scenes content, underscores the role of state agencies in using creative industries and cultural narratives to support tourism recovery and long-term sustainability. The project demonstrates how public-sector collaboration with global media platforms can effectively amplify Thailand’s soft
power, enhance cultural value, and attract quality tourists in an increasingly experience-driven global travel market.