Krungthai Card Public Company Limited (KTC) is spearheading a transformative initiative to reshape family tourism in Thailand, positioning it as a powerful engine for economic growth, social development, and hands-on education.
Through its 17th KTC FIT Talk, themed “Family Tourism Economy: Igniting Family Power Through Thai Tourism,” KTC has united leaders from theme parks, hospitality, lifestyle destinations, and museums to build a sustainable “Fun & Learn” ecosystem across the country.
The initiative recognizes that modern families are seeking more than just a vacation; they are looking for enriching experiences that foster life skills and create lasting memories. KTC aims to be the catalyst for these journeys, transforming travel destinations into vibrant playgrounds for learning.
“For KTC, ‘family’ is the fundamental unit of the Thai economy, with the power to drive sustainable growth in consumption, education, and quality living,” stated Varitta Phatanarajta, Head of Credit Card Marketing Division at KTC.
“We believe that travel, when designed with a clear purpose and supported by like-minded partners, can transform destinations into powerful playgrounds for learning. Our goal is to connect families with high-quality learning environments, driving grassroots economic development and creating a positive ripple effect across society.”
To achieve this vision, KTC has brought together a coalition of strategic partners, each a leader in its respective field.
From Thrills to Skills: Theme Parks as Learning Hubs
Wuthichai Luangamornlert, CEO of Siam Amazing Park, emphasized that modern amusement parks are evolving beyond simple entertainment. “Siam Amazing Park is a ‘learning playground’ where children develop crucial soft skills through real-life experiences—queuing, sharing, facing fears, and learning about safety,” he said.
By integrating rides and adventures with educational programs like scout camps, parks become dynamic spaces for growth. “When amusement parks connect with museums and communities, they become part of a larger Fun & Learn ecosystem, transforming tourism into a holistic development tool,” Wuthichai added.
Crafting Memories: Centara Redefines Family Hospitality
Centara Hotels & Resorts is embedding the concept of shared family experiences into its core brand identity. “Our goal is to deliver warm, heartfelt service so that each stay becomes a journey of shared experiences and meaningful family memories,” explained Pinida Pettanagul, Corporate Director of Marketing & Creative Services.
The proudly Thai hotel brand champions “Family-Oriented Hospitality,” designing safe and welcoming spaces for all generations. A prime example is the Centara Grand Mirage Beach Resort Pattaya, a themed hotel whose global success has led to the Mirage concept expanding to Dubai, Vietnam, and the Maldives. By integrating local culture into its properties, Centara also ensures that tourism revenue supports local communities.
Beyond Spaces: AWC Creates Immersive Family Experiences
Asset World Corporation (AWC) is redefining real estate by turning its properties into hubs of imagination and family learning. At Asiatique The Riverfront Destination, the company has blended retail, dining, and culture with world-class educational entertainment.
“The launch of ‘Jurassic World: The Experience’ marks a major step in creatively connecting global IP with Thai heritage, creating a space where multiple generations can learn together in a fun and safe environment,” said Anont Vidhayasirinun, Sales and Marketing Director. With future projects like the “Hatch Dome” and immersive environmental exhibits, AWC is investing not just in spaces, but in fostering family relationships and a sustainable future.
Reimagining History: Museum Siam Champions ‘Play and Learn’
Museums are also undergoing a profound transformation. Sukumal Phadungsilp, Deputy Director at Museum Siam, explained how the institution has shifted from a static repository of artifacts to a leading “Play and Learn” center.
“We focus on making learning fun and accessible for all ages through interactive play and creative activities,” she noted.
Recognizing the growth in family-oriented tourism, Museum Siam is positioning itself as a key driver of both the family and tourism economies, strengthening family bonds while promoting essential life skills in a civic space designed for limitless learning.
To bring this national ecosystem to life, KTC has already partnered with over 28 destinations—including museums, science centers, amusement parks, and cultural sites—offering special privileges to its cardmembers to make these “Fun & Learn” experiences more accessible and affordable.
“We believe that the small steps taken through family travel today can become the starting point for transformative change in Thai society,” concluded Varitta.
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