December 1-3

Monday, Dec 1

0900-1730

Registration

Evening

At Leisure

Tuesday, Dec 2

0800-1730

Registration

Briefing for Technical Tour and Destination Experiences

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

Check out tour programme >

0730

1830-2100

Welcome Dinner

Wednesday, Dec 3

0900-0905

Welcome by Master of Ceremonies

0905-0910

Cultural Performance

0910-0940

Welcome Remarks by PATA, TCEB, TAT, DASTA, Chiang Rai City

0940-0950

Opening Ceremony

Traditions Replanted: A Transformation of a Destination
The transformation of Doi Tung, from a struggling region that depended on narcotics crop cultivation, to one renowned for its coffee and community-based tourism, is remarkable. By taking a whole-community approach of “cultivating people”, the Doi Tung Development Project integrated self-sustaining livelihoods and environmental restoration into the core of its project. Hear from the Mae Fah Luang Foundation on their epic journey - and what is next.

0950-1010

Wellness, Taking A Holistic Approach to Travel
Destinations are becoming more aware of the appeal of wellness for both international and domestic tourists, but wellness tourism as a concept has been around for decades. Hear from a lineup of panellists on how they have integrated wellness into their core offering, what the latest trends are, and what the value of getting it right could be for a destination, both as a niche and a broader destination strategy.

1010-1040

1040-1045

Interlude: Make Your Cup

1045-1110

Networking Break

Attracting the International by Focusing on the Hyper-local
Travellers are seeking out micro experiences, focusing on local activities - whether it is learning from an artisan specialising in a centuries-long craft, visiting a traditional market or simply getting a slice of the daily life of a local. How can a destination showcase these activities without eroding the very soul of the experience and the community which plays host to it?

1110-1130

Hyper-local Experiences Workshop
In this hands-on workshop, delegates will be challenged to design their own micro experience, drawn from their own destination and daily life. As we design, we will be challenged to think through community involvement and the positioning of the experience, as well as the potential trade-offs, whether economic, social or cultural, that attracting travellers could bring.

1130-1220

Hannah Pearson
Director, Pear Anderson,

A Destination from the Artists' Perspective
Artists provide another lens through which a destination can be explored. We will hear from two artists who have made place and their inhabitants, whether human or animal, the focus of their work. How does slowing down to really look at their environment change their perspective of a place? And how can they partner with the tourism industry to impart this sense of place to travellers?

1220-1300

1300-1415

Lunch

From Creative Economy to Future MICE Setting

This session delves into the evolving paradigm of MICE within the Colour Economy framework, spotlighting the Orange Economy as a pioneering model for transforming cultural heritage into global platforms. By employing the Co-Creative City Model and achieving recognition such as UNESCO Creative Cities Network (UCCN), cities can harness their cultural assets to create innovative, market-facing opportunities. Attendees will gain actionable insights into leveraging traditions for sustainable MICE experiences that empower communities and drive the creative economy forward.

1415-1445

Creative Cities & Cultural Networks: Shaping Stories, Strengthening Communities

From UNESCO’s Creative Cities Network to national and regional collaborations, cultural networks play a powerful role in shaping how destinations evolve, engage communities, and tell their stories. This session explores how cities and regions—such as Chiang Rai, Jeju, and others—are leveraging creativity, heritage, and collaboration to strengthen their identity and resilience. Learn how initiatives like the UCCN and grassroots cultural efforts, such as Jeju’s iconic Haenyeo, contribute to destination development, empower local voices, and inspire cross-border cooperation.

1445-1505

Content with Purpose: Transforming MICE Events into UGC Destination Showcases

Discover how strategic UGC combined with MICE strategies transforms business events into powerful destination showcases. Learn proven frameworks for partnering with influencers who create purposeful content that effectively promotes events while showcasing local cultural identity and community stories. Including insights from campaign influencers and destination marketers who've mastered this integration, followed by the annual PDMF Social Media Prize announcement.

1505-1535

1535-1540

Interlude: Blend Your Tea

1540-1600

Networking Break

Tech with A Soul
At the heart of travel is people. With automation, chatbots and a feeling that the world is once-removed from us by a screen, how can we put the human element at the heart of destination marketing, whilst simultaneously taking advantage of these incredible new tools at our fingertips? Be inspired by how destinations can use technology to make their stories more accessible without diluting their meaning.

1600-1620

Closing Keynote: The Reinvention of Place
Cultural heritage should not be static; it constantly evolves over time with reinterpretations of meaning and traditions. Chiang Rai is the proof of how a destination can infuse its cultural heritage with the creation of new focal points such as the White Temple and the Blue Temple. Hear about the artistic process of imagining such a place - and how they have become so iconic.

1620-1640

1640-1645

Noor Ahmad Hamid
CEO, PATA

Closing Remarks by PATA CEO