December 1-3
Mon, Dec 1
Registration
Hospitality Desk for Tour and Transfer Information
0900-1730
Chiang Rai WOW Market & Famous Food Festival (optional)
Venue: Chiang Rai Rajabhat University
The festival showcases 100 booths of Chiang Rai’s unique local products and famous dishes, offering visitors a true taste of the region’s culture and flavours.
1000-2000
Experience Phang Ha Community & Exclusive local cultural activities
1400-1900
Evening Food-Tasting Experience: Food Presentation
1800
Cultural Performance & Soft Entertainment
1900-2000
Evening
At Leisure
Tue, Dec 2
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
0730-0800
Registration
Hospitality Desk for Tour and Transfer Information
0800-1730
Chiang Rai WOW Market & Famous Food Festival (optional)
Venue: Chiang Rai Rajabhat University
1000-2000
Welcome Dinner
Venue: Singha Park’s Bhubhirom Restaurant
1830-2100
Wed, Dec 3
0900-0905
Paul Pruangkarn
Director – Communications & Marketing, PATA
Welcome by Master of Ceremonies
0905-0910
Cultural Performance
0910-0940
Welcome Remarks by PATA, TCEB, TAT, DASTA, Chiang Rai City
Peter Semone
Chair, PATA
Dr. Supawan Teerarat
President, TCEB
Siripakorn Cheawsamoot
Director-General, DASTA
0940-0950
Opening Ceremony
Traditions Replanted: The 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
M.L. Dispanadda Diskul (Duke)
CEO, Mae Fah Luang Foundation
1040-1045
Pongsakorn Areesiripaisal
President, ChiangRai Coffee Lovers
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
Somsak Boonkam
CEO, Local Alike
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.
Facilitators
1130-1220
Paul Pruangkarn
Director – Communications & Marketing, PATA
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
Noor Ahmad Hamid
CEO, PATA
Moderator:
Dr. Supawan Teerarat
President, TCEB
Panellists:
Siripakorn Cheawsamoot
Director-General, DASTA
Dr. Peeradorn Kaewlai
Associate Professor, Thammasat University
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
Montakarn Suvanatap Kittipaisalsilp
Assistant Programme Officer, UNESCO Bangkok
Moderator:
Kenji Kondo
Senior Manager, Design and Creative Center Kobe, KIITO
Panellists:
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
Dr. Jaruwan Suwannasat
CIO, TCEB
Aoranich Saleewong
Managing Director, Sawanbondin Group Company Limited
1535-1540
Interlude: Blend Your Tea
Rachel Gray
British Wildlife Artist
Hyun-chul Shin
Director, Jeju Tourism Organization
Sasiwimon Wongjarin
Director, Studio 88 Artist Residency
Moderator:
Panellists:
Promporn Jindawong Nateharn
CEO, Chiang Rai City Development (CRCD) Co.,Ltd.
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
Sonal Patel
Vice President - SEA, The Trade Desk
Narumon Nilmanon
Vice President, Young Entrepreneurs Group (YEC), Chiang Rai Chamber of Commerce
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
Farewell Reception hosted by Chiang Rai City - The Taste of Wellness, Experience WOW Market
Venue: Gala Dinner Hall, Chiang Rai Rajabhat University
1800-2100
Thu, Dec 4
0900-1700
Departure
Chiang Rai WOW Market
Discover the heart of northern Thai culture at the Chiang Rai WOW Market & Famous Food Festival, a celebration of the region’s creativity and community featuring over 100 booths of Chiang Rai’s unique local products and famous dishes, offering visitors a true taste of the region’s culture and flavours.
💡 The market is divided into vibrant zones, each celebrating a unique piece of Chiang Rai’s heritage—from traditional crafts to local beverages, and handmade textiles to farm-fresh delicacies.
@ Chiang Rai Rajabhat University
Zone 1: Coffee & Tea- Live Brew Bar, Tea Tasting Passport, Product Showcase
Zone 2: Tribal Fabric & Fashion- Fashion Show, Fabric DIY, Candle Writing
Zone 3: Chiang Rai Food & Restaurants- Michelin cuisines, Sample tasting, Cooking demos by Chefs
Zone 4: Hotels- Immersive VR Hotel Tours, Time-limited Booking Deals, Owner/GM Speed Dating
Zone 5: Attractions- Interactive Map, Itinerary Planner, Photobooth with Iconic Backdrop
Zone 6: Arts & Souvenirs- Live Artisan Stations, Souvenir Passport
Zone 7: Packaged and Preserved Food- Dried Fruits, Herbal Snacks, and Fermented Tea Leaves Tasting Corner
There will also be Local cultural activies and performances to enjoy!
The event is proudly supported by
Destination Partners
Platinum Sponsor
Official Airline Partner
Official Online Hotel Booking
Event Tech Partner
Supporting Media Partners
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