As Thailand faces a 3.05% year-on-year decline in tourist numbers according to Ministry of Tourism and Sports data, the national tourism strategy is shifting toward equitable tourism. The goal is to maximize the value of each journey by distributing economic opportunities and local value to communities for sustainable growth.
Addressing modern travel behaviors, the “Routes to Roots” initiative combines True Corporation’s anonymized mobile Mobility Data with academic research and creative design to analyze actual tourist movement patterns. The project recently won the Creative Data Award at the Creative Excellence Awards 2026, organized by the Creative Economy Agency (CEA).
The initiative highlights the evolution of the telecommunications industry from providing connectivity to utilizing Mobility Data for public and economic value. Responsible application of movement data, combined with research, generates insights aimed at solving economic, social, and urban challenges.
On-Uma Vattanasuk, Head of GCEO Strategic Agenda and Employee Communication at True Corporation Plc., stated that telecommunications must move beyond network coverage to unlock Mobility Data for public benefit. She noted that True emphasizes collaboration across businesses, researchers, government agencies, creative sectors, and local communities to turn data into actionable policies and approaches.
Asst. Prof. Dr. Nattapong Punnoi, Deputy Director of the CU Social Design Lab and Assistant Dean of the Faculty of Architecture at Chulalongkorn University, explained that the initiative analyzed over 500 million Mobility Data trips. The study identified 21 high-potential tourism clusters beyond provincial boundaries and established six pilot clusters combining movement data with local cultural assets. This evidence-based approach aims to support tailored policy development and distribute investment and income across regional communities.
Media outlet The Cloud translated the study’s findings into tangible travel experiences titled “Routes to Roots: Six Trips, Six Routes Exploring the Roots of Thai Culture,” connecting travelers with regional identities across the six pilot clusters.
At the award ceremony held at NEX Hall, Siam Paragon, Napintorn Srisunpang, Minister Attached to the Prime Minister’s Office, presented the Creative Data Award to representatives from the project, including Asst. Prof. Dr.Nattapong Punnoi, On-Uma Vattanasuk, and Changnoi Kunjara na Ayudhya, Managing Director of The Cloud.
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