The "Taste the South Tasty: Black Food Menu" campaign, a local festival that elevates the economy through the Festival Economy, targeting spiritual travelers.

Mr. Sitthipan Piticharoenkit, President of the Young Entrepreneurs (YEC) of the Nakhon Si Thammarat Chamber of Commerce, revealed that the aim is to elevate the Sart Month Ten Festival into a magnet for the provincial economy, not just through rituals and beliefs, but also through events that attract new generations of travelers and generate income for local businesses, including restaurants, hotels, and service businesses. Regarding cultural tourism, the Tourism Authority of Thailand (TAT) has pioneered this initiative by organizing the "Must Mu" event, showcasing the city's rich history, art, culture, and soft power of belief.

This year, the YEC in Nakhon Si Thammarat has collaborated with TCEB Southern Region, the Tourism Authority of Thailand (TAT), and local entrepreneurs. They have joined forces with renowned restaurants throughout the city to create black food menus, symbolizing mysticism and belief, tying in with the festival's soft power. The campaign, "Taste the South Tasty," aims to preserve the Sart Month Ten Festival. Re-engage the new generation in a modern and memorable way, believing that 'food' is a common language connecting the new generation with traditional culture and is also a key tool in stimulating the local economy.

This is the first collaboration between over 30 renowned restaurants and cafes across the province, ready to offer black food menus made from natural ingredients such as black squid from the Gulf of Thailand, dark cocoa, and dark beer from local producers, along with a variety of other menus.

Mr. Pattanachai Singhawara, Director of the Southern Convention and Exhibition Bureau, said, "Festival Economy is a strategy to transform local festivals into economic engines. Each event can stimulate travel, spending, and create significant added value. The stronger the cultural foundation, the more distinctive and attractive the event will be to international tourists.

"Taste South Tasty: Black Food Menu" is a significant collaboration reflecting TCEB's role in elevating local festivals into economic engines, or the Festival Economy. TCEB has two main missions: attracting world-class mega events to Thailand and developing sustainable Home Grown Festivals.

The Sat Sip Duan Sip Festival and the "Taste Tai Tasty" campaign are clear examples of how to transform the city's traditional festivals into flagship festivals, creating both cultural and economic value. They also connect with MICE economy opportunities, such as using over 30 participating restaurants and cafes as catering and venue providers for meetings and seminars. This also extends to business travel routes, combining culture, food, and creative learning. This fusion of tradition and culture with meetings and business tourism will create sustainable value for the local economy in the long term.

This festival not only generates local income and employment, but also leaves an economic, social, and environmental legacy for Nakhon Si Thammarat Province. The long-term goal is to make "Taste Tai Tasty" a national landmark and gain international recognition, similar to Oktoberfest in Germany or D?a de Los Muertos in Mexico.

"Escape from home" = Return to recharge the economy. Sat Sip Duan Sip is a time when children return home to reunite with their families and participate in the profound rituals of Southern beliefs. According to the Tourism Authority of Thailand, Nakhon Si Thammarat It is estimated that 216,610 visitors will be traveling home to Nakhon Si Thammarat during the Bun Sart Duab Sip festival in 2025 (a 6.25% increase from 2024), generating approximately 1,942.26 million baht in revenue (a 15.58% increase from 2024). We are striving to revitalize this important tradition, appealing to a new generation in a modern, vibrant, and memorable way.

From a local belief to a global event, the Bun Sart Duab Sip festival and the "Taste of the South Tasty: Black Food Menu" campaign are not just about preserving ancient rituals, but also a new force connecting the new generation to the cultural roots of Nakhon Si Thammarat through food, a combination of memories, faith, and contemporary creativity. Today, Nakhon Si Thammarat residents want the new generation to return home, welcome their grandparents, and experience the black food from renowned restaurants throughout the province. This will make the Bun Sart Duab Sip festival an even more memorable and contemporary memory.

Nakhon Si Thammarat residents also want to continue telling this story. This initiative aims to introduce the unique Thai festivals currently taking place in Nakhon Si Thammarat, not only as a city of faith, but also as a city of new economic opportunities. For the business sector, we believe this is the starting point for investment in the Festival Economy model, which can be leveraged across cultural tourism and MICE (MICE) businesses, including meetings, seminars, incentive travel, and business travel, integrating culture with true economic value creation.

Because "homecoming" isn't just about reuniting with family, it's also about revitalizing the local economy. TCEB Southern Region is a key force in developing the area, fostering sustainable growth and propelling Nakhon Si Thammarat to become a festival city recognized worldwide. Interested parties can follow the list of restaurants and menus in the "Taste Southern Tasty" campaign on the YEC Nakhon page.

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