Booking.com & Tourism Authority of Thailand’s #ExploreThaiTaste | Integrated Campaign

From the fiery Som Tam of Northeast Thailand to the sumptuous herbal curries of the South, there is so much for both domestic and foreign tourists to explore across Thailand’s culinary landscape. According to a Booking.com survey, 75% of global travelers and 86% of Thai tourists want to truly immerse themselves in local cultures — with food being an important factor. But with over 60% of tourists only visiting Thailand’s primary cities, many are missing out on what the rest of the country has to offer. The challenge for this campaign is to encourage travel to Thailand’s secondary cities and to promote the diverse culinary offerings of Thailand’s Central, Northern, Southern, and Northeastern regions.

To encourage more travelers to visit Thailand’s secondary cities, the Vero team worked with Booking.com and the Tourism Authority of Thailand (TAT) to develop the #ExploreThaiTaste campaign, leveraging the popularity of gastronomic tourism among both foreign and local travelers seeking authentic culinary experiences. As our contribution to the promotion of Thai soft power, the campaign is both a celebration of Thailand’s rich culinary heritage as well as a delicious way to discover the country’s different cuisines.

Central to the campaign is the Thai Foodie Map, a unique creative asset that showcases 40 local restaurants across eight provinces — hand-picked by a team of top food influencers based on locally sourced ingredients, quality, service, and authenticity. Accessible on the Booking.com website, the Thai Foodie Map includes visuals of each restaurant, recommended dishes, and tips for the best time to visit, alongside stories that offer further insight into the unique dining experiences at each location.

Through an integrated communication plan encompassing PR, social media, and collaborative initiatives with both public officials and private-sector leaders, the Vero team was able to promote Thailand’s secondary cities and their grassroots economy while also presenting a different side of authentic Thai food. The campaign also invited local foodies and tourists to share local restaurants they want others to discover through the #ExploreThaiTaste hashtag.

The campaign quickly made a tangible impact. A restaurant owner from Issan thanked TAT and Booking.com on social media for featuring their family-run establishment on the map, highlighting the boost in attention their business received. Another enthusiastic commentator vowed to visit every restaurant listed, while a call to include Ranong in future editions sparked plans for a second phase of the project, which debuted in October 2024.

The Explore Thai Taste Campaign has since been nominated for a Purpose Award at the PRCA APAC Thailand Awards.