KTC Builds a Learning Ecosystem via Family Travel Experiences
“Family” and “Travel” are key drivers of the grassroots economy. When combined under the concept of Family Tourism, they can generate tremendous impacts on the economy, society, and education. With this vision, KTC organized its 17th KTC FIT Talk under the theme “Family Tourism Economy: Igniting Family Power Through Thai Tourism,” with the concept “Fun & Learn: A Playground for Learning.” The event brings together strategic partners from 4 key industries: amusement parks, hotels, museums, and lifestyle spaces, to collaboratively build a sustainable ecosystem for Thai family tourism.
Miss Varitta Phatanarajta, Head of Credit Card Marketing Division at “KTC” or Krungthai Card Public Company Limited, stated, “For KTC, ‘family’ is not just a marketing target, it’s the fundamental unit of the Thai economy, with the power to drive sustainable growth in consumption, education, and quality living. Modern families are looking for travel experiences that go beyond fun, they want journeys that enrich life skills for every member. As a learning organization, KTC is committed to not only facilitate spending privileges but also to be a catalyst for real-world learning experiences. We believe that travel, when designed with a clear purpose and supported by like-minded partners, can transform destinations into powerful playgrounds for learning.”
Siam Amazing Park Champions the New-Age Theme Park: “Play with Purpose, Learn with Quality”
Mr. Wuthichai Luangamornlert, CEO of Siam Park Bangkok Co., Ltd., Operator of Siam Amazing Park (Suan Siam), President of The Thai Amusement and Leisure Parks Association, and Former Chairman of International Association of Amusement Parks and Attractions, shared, “Theme parks are key destinations for families, serving as powerful economic drivers influencing everything from travel, accommodation, and dining, to toy and souvenir sales, employment, and the broader service industry. Siam Amazing Park is not just a space for entertainment; it’s a ‘learning playground’ where children develop soft skills through real-life experiences, such as queuing, sharing, facing fears, and learning about safety. We integrate rides, water parks, and outdoor adventures with creative programs such as scout camps and seasonal activities to ensure that kids not only have fun but also grow through meaningful engagement. When amusement parks are connected with museums, communities, or educational institutions, they become part of a larger Fun & Learn ecosystem. This transforms tourism into a holistic development tool that nurture knowledge, life skills, and emotional growth. Theme parks should be recognized as essential engines for long-term family and social development.”
Centara: Where Every Stay Becomes a Family Story
Mrs. Pinida Pettanagul, Corporate Director of Marketing & Creative Services at Centara Hotels & Resorts, shared, “Centara is a proudly Thai hotel brand that originated from a family business and continues to operate with the same founding values. Our goal is to deliver warm, heartfelt service combined with international standards, so that each stay becomes more than just a place to sleep. It becomes a journey of shared experiences and meaningful family memories. We believe that family travel plays a vital role in the tourism economy. That is why we incorporate elements of local culture into every property, whether through architectural design, local cuisine, or community employment, in order to promote sustainable income distribution. Each Centara hotel is designed to be a safe and welcoming space for all generations, meeting the needs of today’s modern families. This is reflected in our approach to what we call ‘Family-Oriented Hospitality.’ A standout example of this success is Centara Grand Mirage Beach Resort Pattaya, a themed hotel that has become one of the top destinations for family travelers worldwide. Its popularity has led to the expansion of the Mirage concept to other international locations, including Dubai, Vietnam, and most recently, the Maldives. These hotels and resorts are more than just fully equipped accommodations. They are places where families can spend meaningful time together. With our brand promise, ‘Centara: The Place to Be,’ we aim to become a true destination of happiness for every member of the family.”
More than Space: AWC Transforms Spaces into Hubs of Wonder and Family Learning
Mr. Anont Vidhayasirinun, Sales and Marketing Director at Asiatique The Riverfront Destination and Jurassic World: The Experience, Asset World Corporation (AWC), asserted, “Modern real estate is no longer just physical space. It has become a place for imagination, learning, and joy, especially for families. That’s why AWC has transformed Asiatique into a mixed-use destination that blends retail, dining, entertainment, education, and culture into one meaningful shared experience. The launch of ‘Jurassic World: The Experience’ marks a major step in creatively connecting global IP with Thai heritage. It’s a space where children, parents, and grandparents can learn together in a fun and safe environment. The design emphasizes accessibility, making it an inclusive space for everyone in the family. Beyond this, AWC is also investing in new projects like “Hatch Dome” and “Better World, Better Future” Immersive Experience, which use advanced technology to explore themes of environment, culture, and history. The goal is to develop Asiatique into a space where both families and the city itself can grow together through every season of life. It is an investment not just in spaces, but in relationships and a sustainable future.”
Museum Siam Reinvents Museums as Play and Learn Spaces for Families
Miss Sukumal Phadungsilp, Deputy Director at National Discovery Museum Institute (NDMI), shared, “In the past, museums were seen mainly as places to display objects and history. Museum Siam has transformed that role, becoming Thailand’s leading model for a learning museum. Embracing the concept of ‘Play and Learn,’ we focus on making learning fun and accessible for all ages through interactive play and creative activities. Today, museums are not just places to visit for leisure. They are important spaces that strengthen family bonds and support the development of essential life skills. Family-oriented tourism is growing rapidly because modern families are seeking experiences that combine fun with meaningful learning. Museum Siam sees this as an opportunity to expand its role as a key driver of both family and tourism economies. Through innovative exhibitions and engaging programs, we aim to support sustainable learning experiences that families can enjoy together. At the same time, we promote the museum as a civic space where everyone is invited to participate in creating and sharing knowledge in new and limitless ways.”
Miss Varitta added, “To promote the Fun & Learn concept among families nationwide, KTC has partnered with more than 28 educational and tourism destinations across both urban and rural areas. These include museums, science centers, indoor and outdoor amusement parks, nature-based experiences, cultural heritage sites, and edutainment activities designed for all age groups. Together, we are building a truly accessible learning ecosystem while offering special privileges to KTC credit cardmembers so they can enjoy these experiences conveniently and affordably. The Family Tourism Economy is a concept that connects economic growth with quality of life in a tangible way. This initiative reflects KTC’s commitment to linking families with high-quality learning environments, driving sustainable family-based economic development, supporting income distribution at the grassroots level, and creating a positive ripple effect across society. We believe that the small steps taken through family travel today can become the starting point for transformative change in Thai society.”
