Thailand Sets the Stage for Global Tourism Revolution: Chiang Rai Hosts PATA Forum with a Bold New Vision for Asia Pacific Destinations

Published on November 24, 2025

A major collaboration involving PATA, TCEB, and the dynamic tourism sector of Chiang Rai has been brought to international attention with the release of the full programme for the PATA Destination Marketing Forum 2025. This event, designed to elevate Asia Pacific destinations and strengthen global recognition of emerging tourism hubs, has been structured to showcase cultural depth, creative innovation, and a renewed commitment to sustainable tourism throughout Northern Thailand. With the participation of leading experts, creative practitioners, and senior officials, the forum has been crafted to reflect the region’s evolving identity and its ambition to redefine destination marketing for the future.

Scheduled to take place from December 1 to 3 at The Heritage Chiang Rai Hotel & Convention, the forum has been positioned as a centerpiece for knowledge sharing and strategic development. Its programming emphasizes tradition, wellness, cultural pride, and innovation, bringing together a diverse range of voices who will contribute expertise on the reinvention of destinations in the Asia Pacific region.

The Forum’s Official Launch and Institutional Support

The conference will be officiated by Mr Napintorn Srisunpang, Minister Attached to the Prime Minister’s Office of the Kingdom of Thailand. His presence demonstrates the significance placed on this forum at the national level. Leadership from major tourism institutions across Thailand has also contributed to the development and coordination of the event.

PATA CEO Noor Ahmad Hamid has expressed appreciation for the collaboration that enabled PDMF 2025 to take shape. Extensive cooperation has been undertaken with Chiang Rai Province, the Thailand Convention and Exhibition Bureau, the Designated Areas for Sustainable Tourism Administration, and the Tourism Authority of Thailand. Their partnership has ensured that the event aligns with broader tourism development goals that prioritize sustainability, cultural preservation, and a forward-looking creative approach.

Strong alignment between PATA and TCEB has been particularly important. As Thailand’s leading MICE organization, TCEB has maintained a long-term mission to strengthen secondary and tertiary destinations. This objective reflects PATA’s commitment to inclusive and responsible tourism development, making Chiang Rai an ideal setting for the gathering.

A Theme Rooted in Cultural Identity and Wellness

The official theme for the PATA Destination Marketing Forum 2025, Steeped in Tradition, Rooted in Wellness: Weaving the Meaningful Narrative of Travel, underscores the intention to highlight tourism experiences that emphasize authenticity, well-being, and cultural respect.

Chiang Rai has been recognized as a UNESCO Creative City of Design. This designation reflects the province’s vibrant artistic culture and its efforts to integrate traditional Lanna heritage into contemporary development. The region’s natural beauty, cultural traditions, and artisanal skill have all contributed to its emergence as a distinctive Northern Thai destination capable of hosting a major tourism event of this scale.

A Distinguished Lineup of Speakers

An extensive list of speakers from diverse sectors has been assembled. These include tourism executives, creative practitioners, cultural leaders, entrepreneurs, government representatives, and specialists in sustainability, design, and wellness. Among them are:

• Ms Aoranich Saleewong
• Associate Professor Dr Peeradorn Kaewlai
• Ms Atipan Phonpisit
• Mr Choocheap Pongchai
• Dr Jaruwan Suwannasat
• Dr Supawan Teerarat
• Ms Hannah Pearson
• Mr Hyun-chul Shin
• Mr Julinus Jeffery Jimit
• Mr Kenji Kondo
• Ms Montakarn Suvanatap Kittipaisalsilp
• Mr Napat Tantaviwattana
• Ms Narumon Nilmanon
• Mr Noor Ahmad Hamid
• Ms Pasratada Vachratadaarpa-pak
• Mr Paul Pruangkarn
• Mr Peter Semone
• Mr Pongsakorn Areesiripaisal
• Professor Dr Vanchai Sirichana
• Ms Promporn Jindawong Nateharn
• Ms Rachel Gray
• Ms Ramrada Ninnad
• Mr Santi Sawangcharoen
• Ms Sasiwimon Wongjarin
• Mr Siripakorn Cheawsamoot
• Mr Somluk Pantiboon
• Mr Somsak Boonkam
• Ms Sonal Patel

This representation ensures that the forum draws from multiple areas of expertise while encouraging cross-sector dialogue that will enrich the event’s discussions.

Programme Highlights Beginning December 1

The forum will open on December 1 with the Chiang Rai WOW Market and Famous Food Festival at Chiang Rai Rajabhat University. Organized by Chiang Rai Province, this event presents seven thematic zones, offering over one hundred booths featuring local products, signature Chiangi Rai dishes, performances, and cultural demonstrations.

This opening festival not only introduces delegates to the region but also supports Chiang Rai’s local artisans, producers, and cultural practitioners.

Destination Experiences and Technical Tours

On the second day, participants will join one of three curated destination experience routes created by DASTA. These include:

1. Creative City of Design for Sustainability
2. Cave, Coffee and Contemporary Culture
3. History, Locality and Artisans

Each route showcases landmarks, local traditions, and creative expressions unique to Chiang Rai, from traditional coffee-dripping performances in Pha Mee Community to cultural insights at the Chiang Saen Historical City Tourism Information Center.

Delegates will also be invited to share creative content on social media as part of a showcase initiative. A special prize will be awarded to the participant whose content best celebrates Chiang Rai’s tourism offerings.

The day concludes with a Welcome Dinner hosted by the Tourism Authority of Thailand at Singha Park. Signature dishes such as Mini Rice Cracker with Nam Prik Ong, Hung Lay Pork Curry, and Phulae Pineapple Fritters A-La-Mode will be served.

Self-Paying Optional Tours

Additional optional tours curated by local partners, including the Tourism Council of Chiang Rai and the Association of Northern Tourism Federation, will be available. These offerings range from single-day programs to extended three-day, two-night experiences.

The Main Conference Programme

The final day features the core forum presentations, workshops, and discussions. The agenda includes:

• Traditions Replanted: The Transformation of a Destination
• Wellness, Taking a Holistic Approach to Travel
• Attracting the International by Focusing on the Hyper-local
• Hyper-local Experiences Workshop
• A Destination from the Artists Perspective
• From Creative Economy to Future MICE Setting
• Creative Cities and Cultural Networks
• Content with Purpose
• Tech with a Soul
• A New Paradigm for Regenerative Destinations

Chiang Rai’s iconic tea and coffee culture will be highlighted during interlude sessions.

Closing Reception and Cultural Observance

The farewell reception, hosted by Chiang Rai Province, will reflect the theme The Taste of Wellness, Experience WOW Market. Delegates will enjoy healthy dishes and beverages prepared from local ingredients.

Due to Thailand’s national mourning following the passing of Her Majesty Queen Sirikit, the Queen Mother, participants have been requested to dress in muted colors according to TCEB guidelines.