dtac and Partners Introduce Tourism Development Dashboard Based on Mobility Data Insights

  • The platform provides opportunities for policy makers, local entrepreneurs, and interested people to explore insights on domestic tourists’ travel behavior for more efficient tourism policies and services.


Dec 14, 2022 – dtac, the Chulalongkorn University’s (CU) Faculty of Architecture, and Boonmee Lab jointly launched Mobility Data Dashboard, or the domestic-tourism insight platform that is based on mobility data.

Rooted in “Mobility Data for Secondary Cities’ Tourism” research, the dashboard increases opportunities for policy makers, entrepreneurs, investors, and the general public to access mobility data covering all 77 provinces. It also provides insightful analysis on Thailand’s 55 secondary cities, and policy recommendations on how to promote them. The dashboard can support potential public policy recommendations and tourism developments that suit the potential of each province, and in some cases the districts within a province.

Developed under the framework of “The Study on Mobility Data for Secondary Cities’ Tourism”, the Mobility Data Dashboard offers insightful data from more than 5.39 million actual trips. This tool resulted from the collaboration of Total Access Communication Public Company Limited (dtac), Architecture for Creative Community Research Unit of the CU Faculty of Architecture and Boonmee Lab. Dashboard users can retrieve information covering three topcs on each province from the dashboard:

  1. Overall picture of each province:  illustrates top 10 home provinces of incoming tourists to a particular province, top 10 destinations of outgoing tourists of a particular province, the number of day trips and the number of overnight trips, charts showing the province’s potential, as well as policy recommendations to help promote secondary cities based on their different potential;
  2. District-level insights: shows five districts with the highest concentration of tourists during the day (6.01am – 10pm) and five districts with highest concentration of tourists during the night (10.01am–6am). If users want more detail, they can choose more specific periods of the day: 6.01am – 10am, 10.01am – 2pm; 2.01pm – 6pm; 6.01pm – 10pm; 10.01pm – midnight; 0.01am – 2am; and 2.01am – 6pm. Moreover, details show concentration of tourists based on the types of holidays, namely weekends, long holidays, and festive holidays.
  3. Cluster-based tourism: shows the number of trips made among or between provinces in the same group or cluster, because tourists usually visit them in the same trip. Each province can be put in between one or three clusters, from the perspective of the formulation of policies to promote tourism clusters.

Sharad Mehrotra, Chief Executive Officer of Total Access Communication Plc or dtac, said his company believes in the power of data to create sustainable-development impacts. dtac, therefore, focuses not just on the utilization of data, but also data “accessibility”. Guided by this aim, dtac has continued its collaboration with academic partners Faculty of Architecture, CU and Boonmee Lab in developing Mobility Data Dashboard as an easy-to-use tool, with comprehensive but easy-to-understand content. This dashboard promises to facilitate the work of local administrative bodies with policy recommendations. Investors can also use the dashboard’s information for the development of products and services that better suit tourists’ needs.

“Mobility Data Dashboard represents a key data paradigm. In addition to data usage, analysis and the presentation of information in an easy-to-understand format like maps, together with communications and storytelling methods, also are a key in creating social impacts from mobility data. This new tool will pave way for million sets of data showing up on user-friendly maps and dashboards. In other words, the Mobility Data Dashboard is bringing data to life,” Mr. Mehrotra said.

Asst. Prof. Dr. Nattapong Punnoi, a lecturer and head of Creative Community Research Unit at the Faculty of Architecture, Chulalongkorn University said Mobility Data Dashboard marks the important beginning of the formulation of public policies and the development of products/ services based on highly accurate data. When backed by proper data, government agencies and entrepreneurs will have a clearer view of tourists’ demands and be able to make more precise decisions.

The Mobility Data Dashboard’s strength lies with its ability to present the distinctive appeal of each province, paving way for prospective tourism policies that suit local context. In essence, Mobility Data Dashboard is Thailand’s “first tourism development tool” to promote local tourism with high accuracy and efficiency.

If you are interested in using Mobility Data Dashboard, please visit https://dtac.co.th/mobility-data/dashboard/