Southern MUST TASTE Thai Fruits: Seasonal South Travel
TAT launches Southern MUST TASTE Thai Fruits campaign, promoting seasonal fruit trails, GI produce, and local community tourism across 14 provinces.
Stock photo for illustration only, not from the actual event
- TAT launches Southern MUST TASTE Thai Fruits campaign across 14 southern provinces.
- Aligns with Value over Volume to connect tourism with local growers and GI products.
- Features multi-day travel itineraries linking orchards, national parks, and local waterways.
- Advises travelers to verify harvest periods with local orchards before visiting.
The Tourism Authority of Thailand (TAT) has introduced the Southern MUST TASTE Thai Fruits initiative, encouraging travelers to plan their journeys around seasonal fruits across the South's 14 provinces. By pairing distinctive local fruits with orchard visits, community-based tourism, and nature, the campaign supports TAT's Value over Volume strategy to generate higher value from tourism.
By integrating locally distinctive produce, particularly Geographical Indication (GI) products, the initiative connects tourism more closely with growers, local businesses, and communities. It also encourages travel beyond established destinations throughout the year, supported by a month-by-month calendar where availability varies by location and growing conditions.
Stock photo for illustration only, not from the actual event
The 14-province map highlights diverse routes, starting in Nasan, Surat Strani, for Nasan Rambutan GI and Nasan Salak, moving to Khao Sok National Park, Cheow Lan Lake, and Khlong Noi Community for Khlong Noi Santol GI. Another route in Nakhon Si Thammarat begins at UNESCO World Heritage Site Wat Phra Mahathat Woramahawihan, exploring the Old Town, mangkhut khat, and Khiriwong Community.
Connecting regional agriculture with tourism itineraries represents an effective food tourism model. It deepens visitor engagement with local ecosystems and agricultural heritage while ensuring economic benefits reach grassroots farming communities directly.
In Krabi, travelers can explore Talay Hoi Durian GI, Phu Tawan Robusta Coffee, kayaking at Khlong Root, and Ao Nang. In Phang Nga, the route features Kapong fruit orchards with Salika Durian GI, Plai Phu Hot Spring, and Thip Phang Nga Mangosteen GI, with Salika Durian typically in season from May to July.
Travelers focusing on specific fruit varieties are advised to check availability with orchards or local tourism contacts prior to travel, as seasonal weather and harvest periods can vary.
Source: TAT Newsroom
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