July 24,2025…Based on findings from True Corporation’s Data Playground project, which analyzed mobility data from over 500 million travel trips between 2023 and 2024, distinct travel patterns were identified that can inform the development of emerging “must-visit” cities.
These patterns offer valuable insights for infrastructure investment and destination planning, leveraging the unique identities of each locality to form new travel routes under the Cluster Tourism Strategy.
The mobility data analysis revealed 21 high-potential travel routes across Thailand that can be developed into cluster-based tourism experiences. Examples include Chiang Mai–Lampang–Lamphun, Nakhon Pathom–Ratchaburi–Kanchanaburi, Phetchaburi–Prachuap Khiri Khan–Samut Sakhon–Samut Songkhram and Khon Kaen–Chaiyaphum. To be viable as a tourism cluster, each group of destinations must meet five key criteria:
1.Presence of popular attractions that help define the unique identity of each cluster.
2.Distinct tourist segments, allowing for clear target profiling and more effective marketing strategies.
3.Defined roles of each city within the cluster, typically composed of a central hub, satellite cities, and supporting destinations.
4.Consideration of tourism impact, including strategies to prevent overtourism and align with each area’s carrying capacity.
5.Tourism scalability to new areas, by enabling the distribution of tourists to targeted destinations.
Professor Dr. Komgrit Leksakul, Deputy Executive Director of the Office of the National Science, Research and Innovation Policy Council (NXPO), outlined Thailand’s research and development strategy, stating that
“NXPO firmly believes that research and innovation are at the heart of driving the nation forward. They not only generate new knowledge but also serve as critical tools for addressing systemic challenges, enhancing national competitiveness, and supporting grassroots economic development. Insights from the Routes to Roots initiative demonstrate how structured analysis of big data can offer new perspectives for policymaking, tailored to a modern economy that values sustainability, inclusivity, and social equity. Guided by the vision ‘SRI for All’, NXPO is shaping a new future-oriented policy landscape. We are committed to advancing place-based research that delivers tangible impact at both community and national levels, fostering inclusive policy development, and ensuring that science, research, and innovation are accessible to everyone.”
