The Roots Routes
Sustainable tourism and cultural experience connection
A Sustainable Tourism Award-winning startup by United Nations Development program (UNDP) and Air Asia
Company
The Roots Routes
Task
UX research UX design UI design Business development Pitching
Industry
Tourism service
Year
2018
I collaborated as part of a three-member team to develop the ideation and product for Thailand social innovation platform by United Nations Development program (UNDP) 2018. This startup project was developed through the integration of local communities and travelers, serving as a travel companion that guides users in discovering cultural gems while actively supporting the conservation and protection of cultural heritage. Its mission centers on the preservation of both tangible and intangible heritage by promoting responsible and meaningful travel experiences. This includes the transmission of cultural knowledge, the innovation of urban and community heritage, and the strategic cultural branding of creative industries. Through educational initiatives—particularly aimed at youth—on cultural heritage and sustainable tourism, the platform contributes to greater awareness and engagement. These efforts are intended to support Southeast Asian nations in achieving inclusive regional development.
Challenge and Potential
As a cultural hub at the heart of Southeast Asia, Thailand attracts countless visitors from around the world seeking unique experiences and undiscovered destinations. With its rich heritage and vibrant traditions, the country holds immense potential for tourism. However, this growth also brings challenges—particularly the risk to local heritage when commercialization occurs without proper conservation efforts. Therefore, the application serves as a platform to bridge the gap between travelers and local communities, ensuring that tourism activities directly benefit the local population. A portion of the platform’s revenue will be allocated to a community fund dedicated to supporting local tourism management and the development of infrastructure and facilities. In addition, the platform aims to raise awareness of lesser-known cultural heritage by offering unique insights into local and indigenous communities.
Design approach
The user journey was designed to emphasize self-guided exploration, enabling seamless connection with local communities while preserving the authenticity of existing culture and heritage. Through the application, users can discover hidden gems and local offerings categorized by their interests. Once a route is selected, the app serves as a personal guide—featuring audio narration and a live journey map—providing tailored tips and cultural insights. This approach ensures a more enjoyable, respectful experience without language barriers or cultural misunderstandings.
Pitching
This startup project was first pitched in 2018 and received recognition as a Sustainable Tourism Award winner. It has since been continuously developed and is currently operating through a website and partner agencies, with plans in progress for future mobile application development and implementation.
