Chiang Rai Delivers a Successful and Impactful PATA Destination Marketing Forum 2025
Photo (L/R): Mr Santi Sawangcharoen, Executive Director of the Americas, Middle East, and Africa Region, TAT; Dr Supawan Teerarat, President, TCEB; Mr Choocheap Pongchai, Governor of Chiang Rai; Mr Napintorn Srisunpang, Minister Attached to the Prime Minister’s Office, Thailand; Peter Semone, Chair, PATA; and Mr Siripakorn Cheawsamoot, Director-General, DASTA, officiating the opening ceremony of PATA Destination Marketing Forum 2025.
CHIANG RAI, THAILAND, December 4, 2025 — The PATA Destination Marketing Forum 2025 (PDMF 2025), held from December 1–3 at the Heritage Chiang Rai Hotel & Convention in Chiang Rai Province, Thailand, spotlights Chiang Rai’s uniqueness as a UNESCO Creative City of Design and culturally rich destination. Throughout the three days, the event showcases the province’s various facets by featuring activities that allow delegates to connect with local communities, gain insights through expert-led conference sessions, and participate in networking events that underscore Chiang Rai’s cultural authenticity.
Under the theme Steeped in Tradition, Rooted in Wellness: Weaving the Meaningful Narrative of Travel, the forum was designed in line with PATA’s mission to elevate the profile of secondary and tertiary destinations across the Asia Pacific. The event also aligns with the Thailand Convention and Exhibition Bureau (TCEB)’s goal of promoting such cities as attractive MICE destinations.
The forum is proudly co-hosted by Chiang Rai Province, TCEB, the Designated Areas for Sustainable Tourism Administration (Public Organization) (DASTA), and the Tourism Authority of Thailand (TAT).
During his opening remarks, Mr Napintorn Srisunpang, Minister Attached to the Prime Minister’s Office, Thailand, and an honourable guest at the event, commented that the theme of PDMF 2025 “reflects an important direction for global tourism—one that embraces heritage, community, and holistic well-being. It is also closely aligned with the government’s commitment to driving sustainable growth and strengthening local economies through cultural identity and creative development.”
Mr Srisunpang added, “I believe the insights, case studies, and dialogues shared today will inspire new approaches that help shape a stronger and more resilient tourism landscape for the Asia-Pacific region.”
Mr Choocheap Pongchai, Governor of Chiang Rai, said, “Chiang Rai is a province full of stories—found in our mountains, our rivers, our temples, and in the everyday lives of our people. For us, wellness is more than physical health; it is about feeling connected, feeling embraced by the community, and feeling at home in an environment that is warm and caring. Our Chiang Rai representatives—joining as speakers across several sessions—will share their experiences, ideas, and hopes for the future. This presents an excellent opportunity for us to showcase the province’s potential as a city that seamlessly integrates cultural heritage, community lifestyles, natural beauty, and creativity.”
PATA Chair Mr Peter Semone set the tone for the conference, stating, “Throughout the day, we will explore how wellness can be integrated into the visitor experience, how creativity can enrich destination identity, and how local voices can guide tourism development in ways that are both authentic and sustainable. Chiang Rai—recognised as a UNESCO Creative City of Design—embodies this balance. It is a destination that honours its heritage while using creativity as a bridge to the future. Its example encourages us to think differently about how destinations can thrive: by cultivating a sense of place, enabling communities to lead the narrative, and ensuring that the benefits of tourism are shared widely.”
Dr Supawan Teerarat, President of TCEB, further noted that the province’s recognition as a UNESCO Creative City of Design “positions Chiang Rai at the heart of Thailand's strategic vision for MICE development, offering international delegates increasingly valuable experience: authentic culture, sustainable community engagement, and the transformative journey that today's travelers seek. These connections make MICE a powerful platform for sustainable community prosperity. This is the future we are building together—where MICE creates lasting economic and social development, generates long-term opportunities, and empowers local communities to participate in the global economy.”
Mr Santi Sawangcharoen, Executive Director of the Americas, Middle East, and Africa Region, TAT, said, “We are delighted to welcome you to Chiang Rai, a province renowned for its rich Lanna heritage, creativity, spiritual depth, and natural beauty. It is not just a destination, but a pioneer in the future of restorative and wellness-driven travel. Chiang Rai's unique appeal is sure to captivate your heart. At the Tourism Authority of Thailand, we are committed to developing a tourism ecosystem that prioritizes quality, balance, and long-term sustainability. Thailand is embracing its strength as a destination where healing is the new luxury, offering visitors opportunities to reconnect, rejuvenate, and rediscover balance through its rich culture, stunning natural landscapes, and heartfelt Thai hospitality.”
Mr Siripakorn Cheawsamoot, Director-General, DASTA, said, “DASTA is proud to be a co-host of PDMF 2025 in organizing the technical tour in Chiang Rai Province, where DASTA has jointly worked with all relevant sectors in driving the Chiang Rai province to become a member of UNESCO Creative Cities Network (UCCN) – City of Design in 2023. As a designated area of DASTA, we developed local communities in Chiang Rai through Creative Tourism activities, resulting in winning international awards, such as the PATA Gold Awards 2025 in the Best Women Empowerment Initiative category with the entry "A Case Study of Ban San Thang Luang, Chiang Rai Province” and the Skål International Sustainable Tourism Awards where the Ban Pha Mee Community received second place in the Community, Government and Service Companies Projects category.”
PATA Destination Marketing Forum 2025 Event Happenings
Locals and international delegates unwound on the first day of the event at the Chiang Rai WOW Market & Famous Food Festival hosted by Chiang Rai Province at Chiang Rai Rajabhat University. The event was delicately designed to both entertain visitors with cultural performances and showcase over 100 booths of the province’s local products and famous dishes.
On Tuesday, December 2, delegates joined three technical tour routes to visit both well-known landmarks and hidden gems of Chiang Rai. These routes were titled (1) Creative City of Design for Sustainability, (2) Cave, Coffee and Contemporary Culture, and (3) History, Locality and Artisans. Sites included in the routes were Wat Rong Khun (White Temple), Doi Tung Development Project, Ban San Thang Luang Community in Mae Chan, Tham Luang - Khun Nam Nang Non National Park, Pha Mee Community in Mae Sai, Doy Din Dang Pottery, Baan Dam Museum (Black House Museum), the Golden Triangle, Chiang Saen, Wat Chedi Luang, and Khwai Din Daak Art House. During the visits, delegates enjoyed hands-on activities such as making traditional offerings, painting and creating one-of-a-kind artwork, and more.
Afterwards, delegates enjoyed a welcome dinner hosted by TAT at Singha Park, a renowned Chiang Rai landmark celebrated for its vast scenic landscapes, sustainable agriculture initiatives, and community-centred tourism experiences.
The conference sessions on Wednesday, December 3, began with Mist of Heritage: Grace of Lanna Ethnic Women, a Lanna dance performance that celebrates the rich cultures and unique charm of three ethnic groups of Chiang Rai: the Lahu, Hmong, and Tai Lue.
Inspired by the theme Steeped in Tradition, Rooted in Wellness: Weaving the Meaningful Narrative of Travel, tourism professionals from leading organisations such as UNESCO, Sabah Tourism Board, Jeju Tourism Organization, and The Trade Desk, along with one of Thailand’s national artists, shared insights, experiences, and best practices on destination marketing.
Topics discussed during the conference include: Traditions Replanted: The Transformation of A Destination; Attracting the International by Focusing on the Hyper-local; A Destination from the Artists' Perspective; and Tech with A Soul.
One of the forum’s highlights was the social media contest, where the most engaging posts about Chiang Rai were recognised and awarded during the conference. This initiative showcased the power of travellers in promoting a destination through user-generated content.
The event concluded with a farewell reception under the theme, The Taste of Wellness, Experience WOW Market, hosted by the Chiang Rai Province.
Across all three days, the event welcomed over 320 delegates from 18 destinations across Asia Pacific and beyond, including Australia, Bangladesh, Canada, Hong Kong SAR, India, Japan, Korea (ROK), Malaysia, Nepal, Netherlands, Pakistan, Palau, Philippines, Saudi Arabia, Singapore, Spain, Thailand, United Arab Emirates, and the United Kingdom.
Photos from the event are available to view on PATA’s Flickr page, at the following link: www.flickr.com/photos/patahq/collections/72157724510414670/
The event is supported by Platinum Sponsor, Vietjet; Official Airline Partner, Thai Airways International; Official Online Hotel Booking Partner, HotelPlanner; Hotel Sponsor, The Heritage Chiang Rai Hotel and Convention; Event Tech Partner, TCEB; Sponsor, Kahavadi Chiang Rai - Curio Collection By Hilton; and Youth Sponsors, PATA Thailand Chapter, Mae Fah Luang University, Wanasom MFU, and Chiang Rai Rajabhat University.
Support also provided by Key Local Partners: Chiang Rai City Development (CRCD) Co,Ltd.(SE), Chiang Rai Provincial Commerce Office, Chiang Rai Provincial Community Development Department, Chiang Rai Provincial Administrative Organization (PAO), Mae Fah Luang Foundation under Royal Patronage, AOT / Mae Fah Luang – Chiang Rai International Airport, Tourism Council of Chiang Rai, Federation of Thai Industries – Chiang Rai Chapter, Chiang Rai Chamber of Commerce, Young Entrepreneurs Chiang Rai - YEC, Welcome to Chiang Rai, Singha Park Chiang Rai, Chiangrai Coffee Lover (CCL), and SawanBondin.
About PATA
The Pacific Asia Travel Association (PATA) is a not-for-profit membership association dedicated to advancing a meaningful Pacific Asia tourism economy. Guided by its mission to share knowledge, enable networking, and protect tourism economy assets through innovation, collaboration, and adaptability, PATA brings together governments, industry leaders, academia, and communities to drive positive, lasting change. Founded in 1951 and headquartered in Bangkok, the Association also has an official office in Beijing. Visit www.PATA.org.
