Chiang Rai, Thailand: A Global Stage for the PATA Destination Marketing Forum 2025, Here’s All You Need to Know

Published on November 24, 2025

The Thailand Convention and Exhibition Bureau (TCEB) and the Pacific Asia Travel Association (PATA) have just released the complete agenda and schedule of activities for the PATA Destination Marketing Forum 2025 (PDMF 2025) and the first of these will be held from the 1st to 3rd December. The event will be held at The Heritage Chiang Rai Hotel & Convention in Chiang Rai, Thailand. This forum has the primary goal of enhancing and improving the Asia Pacific tourism industry and improving its presence in the rest of the world. For this purpose, the forum seeks to bring to one location the prestigious tourism leaders and visionary innovators to collaborate to improve the region’s tourism.

Celebrating Chiang Rai’s Unique Blend of Tradition and Innovation

As a UNESCO Creative City of Design, Chiang Rai offers a unique backdrop for the PDMF 2025. Known for its rich Lanna heritage, vibrant local artistry, and stunning natural landscapes, Chiang Rai represents the essence of sustainable tourism—a theme central to the event. The city is becoming a rising star in Northern Thailand’s tourism sector, and PDMF 2025 will highlight its efforts to balance cultural pride with innovative approaches to tourism development.

PATA’s CEO, Noor Ahmad Hamid, expressed his excitement about the forum’s location, emphasizing the importance of destinations that cherish their heritage while embracing new opportunities for growth. Chiang Rai’s distinctive charm and commitment to sustainable practices make it the ideal setting for a forum focused on destination reinvention and cultural preservation.

A Forum for Inspiration and Insight

The main conference will open on December 1 with a special event—the Chiang Rai WOW Market & Famous Food Festival—at the Chiang Rai Rajabhat University. This lively festival will showcase local products, cuisine, and cultural performances, immersing participants in the flavors and traditions of the region. With over 100 booths spread across seven zones, it will provide an excellent introduction to Chiang Rai’s hyper-local offerings, a topic that will be explored during the forum.

Day two will feature destination experience routes curated by the Designated Areas for Sustainable Tourism Administration (DASTA). Participants can choose from three themed tours that delve into the region’s creative, historical, and natural assets. The tours are designed to showcase Chiang Rai’s authenticity, from traditional coffee-making practices and Akha tribal performances to visits to historical cities like Chiang Saen. These immersive experiences will highlight the region’s potential for tourism growth and offer fresh insights for destination marketers.

Connecting Local and Global Perspectives

As part of the forum’s broader agenda, the event will bring together key industry experts from around the world. Notable speakers include Ms. Aoranich Saleewong, Managing Director of Sawanbondin Group Company Limited, Ms. Hannah Pearson, Director of Pear Anderson, and Mr. Hyun-chul Shin, Director of Jeju Tourism Organization. These leaders will share their expertise in destination marketing, wellness tourism, and cultural tourism, shedding light on how local communities can use their unique attributes to attract international tourists.

The discussions will also center around sustainable tourism practices. As global travel demand increases, destinations must adopt responsible tourism strategies that protect natural and cultural assets while fostering economic growth. The forum will explore topics such as wellness tourism, which focuses on holistic travel experiences, and hyper-local experiences, which encourage travelers to connect with local cultures on a deeper level.

Workshops and Collaborative Learning Opportunities

The PDMF 2025 will offer a series of workshops and interactive sessions designed to help tourism professionals implement the ideas and strategies discussed at the forum. Key sessions include “A Destination from the Artists’ Perspective”, which explores the role of the arts in shaping tourism experiences, and “From Creative Economy to Future MICE Settings”, focusing on the intersection of creative industries and meetings, incentives, conferences, and exhibitions (MICE). These sessions are designed to help tourism leaders apply creative solutions to their own destinations, creating more engaging and sustainable travel offerings.

Technology and Tradition in Harmony

A major theme of the forum is the intersection of technology and tradition in tourism marketing. As digital transformation continues to reshape the travel industry, the forum will highlight how destinations can leverage technology while maintaining a sense of authenticity. The “Tech with a Soul” panel will address the importance of content with purpose, exploring how technology can enhance travelers’ experiences without overshadowing the unique cultural aspects that make each destination special.

By embracing technology, destinations like Chiang Rai can increase their visibility on digital platforms, drawing attention from a wider global audience. The forum will encourage participants to explore innovative ways to use user-generated content (UGC) as a tool for promoting local destinations, encouraging travelers to share their personal experiences through social media and other digital channels.

Culinary Delights and Cultural Immersion

No tourism experience is complete without a deep dive into the local cuisine, and PDMF 2025 ensures that food plays a central role in the event. On the second day, delegates will enjoy a Welcome Dinner at Singha Park, where they will be treated to traditional Thai dishes such as Hung Lay Pork Curry and Phulae Pineapple Fritters A-La-Mode. This evening promises to be a celebration of Chiang Rai’s rich culinary heritage, while also fostering a sense of community among attendees.

In addition to the Welcome Dinner, the forum will also feature a farewell reception under the theme “The Taste of Wellness, Experience WOW Market,” where delegates can sample locally sourced, healthy food and beverages. This reception will showcase the region’s commitment to promoting wellness through food and culture.

Promoting Chiang Rai on the Global Stage

To support Chiang Rai’s rise as a global destination, PATA has launched the “About Chiang Rai” webpage, providing detailed information about the city’s natural beauty, cultural heritage, and its appeal to digital nomads. This webpage serves as a resource for tourists looking to explore the city and as a tool for tourism marketers seeking to promote Chiang Rai’s unique assets to a broader audience.

Honoring Thai Traditions Amid National Mourning

In light of the national mourning following the passing of Her Majesty Queen Sirikit, the Queen Mother, delegates are encouraged to attend the forum in muted colors as a mark of respect. This reflects the cultural sensitivity and reverence that is inherent in Thai society, ensuring the event aligns with local customs during this time of reflection.

A Platform for Growth and Collaboration

PATA Destination Marketing Forum 2025 is more than just a conference; it is an occasion which will define the future of tourism in the Asia Pacific region. With a focus on cultivating sustainable tourism, supporting the local communities, and integrating new forms of tourism, this forum will allow specialists in tourism to network, expand their knowledge and grow their businesses. With the marketing of the city of Chiang Rai and its diverse and rich history, the conference will position the city as an important travel destination for those looking for meaningful and authentic experiences. As the world continues to travel more than ever, the PDMF 2025 will be a benchmark for new and innovative tourism destinations which will combine tradition with modern forms of travel and promote sustainable tourism.