PATA Destination Marketing Forum 2025 to Be Inaugurated by Minister Attached to the Prime Minister’s Office
Achieving a Full House of more than 300 delegates from 19 destinations, Chiang Rai is set to showcase its finest gourmet, heritage, and natural sites to tourism professionals worldwide.
Photo (L/R): Hao Zhang, Vice Director General, Sanya Tourism Board; Lynn Wu, Secretary of the Party Committee, Sanya Tourism Board; Soon-Hwa Wong, Ambassador for Greater China, PATA; and Noor Ahmad Hamid, CEO, PATA, at the launch of the PATA report Developing Sustainable Tourism in Tropical Coastal Cities: Global Case Studies during the 2025 Tropical Coastal City Tourism Event in Sanya, China.
BANGKOK, November 24, 2025 – The Pacific Asia Travel Association (PATA), in collaboration with the Thailand Convention and Exhibition Bureau (TCEB), unveils the full programme for the PATA Destination Marketing Forum 2025 (PDMF 2025). The event, set to be held at The Heritage Chiang Rai Hotel & Convention in Chiang Rai, Thailand, will be organised from December 1 - 3 and feature thought leaders and creative voices with expertise in elevating Asia Pacific destinations’ global reputation.
The conference, a key part of the forum, will be officiated by Mr Napintorn Srisunpang, Minister Attached to the Prime Minister's office of the Kingdom of Thailand.
“A destination that treasures its heritage while confidently embracing innovation holds the key to enduring success,” said PATA CEO Noor Ahmad Hamid. “We are deeply grateful to our hosts, partners, and especially the warm and resilient people of Chiang Rai for showcasing this spirit so beautifully. PATA is delighted to bring the world to Chiang Rai, and the PATA Destination Marketing Forum 2025 has been thoughtfully designed to reflect this balance, offering experiences and insights that inspire tourism leaders to shape their destinations with cultural pride and a forward-looking vision.”
He expressed his appreciation to the hosts and supporters of the event, noting, “It has been a pleasure to work closely with Chiang Rai Province, the Thailand Convention and Exhibition Bureau, the Designated Areas for Sustainable Tourism Administration, and the Tourism Authority of Thailand in preparation for PDMF 2025. Their steadfast support is what makes this event possible.”
As a leading organisation in Thailand’s MICE sector, TCEB’s commitment to developing secondary and tertiary destinations aligns closely with PATA’s mission for sustainable and inclusive tourism. This collaboration has been central to the organisation of this event.
Under the theme ‘Steeped in Tradition, Rooted in Wellness: Weaving the Meaningful Narrative of Travel,’ the forum will cover topics including wellness, hyper-local travel, cultural heritage, technology, and destination reinvention. As a UNESCO Creative City of Design, Chiang Rai has showcased its vibrant uniqueness and its ability to leverage local artistry, Lanna heritage, and natural scenery to strengthen its position as a major Northern Thai destination.
Esteemed speakers for the main conference include:
Ms Aoranich Saleewong, Managing Director, Sawanbondin Group Company Limited
Associate Professor Dr Peeradorn Kaewlai, Project Advisor on UCCN Co-Creative City Model, TCEB
Ms Atipan Phonpisit (Sueling), Owner, Eat Play Look Studio
Mr Choocheap Pongchai, Governor of Chiang Rai
Dr Jaruwan Suwannasat, CIO, TCEB
Dr Supawan Teerarat, President, TCEB
Ms Hannah Pearson, Director, Pear Anderson
Mr Hyun-chul Shin, Director, Jeju Tourism Organization
Mr Julinus Jeffery Jimit, CEO, Sabah Tourism Board
Mr Kenji Kondo, Senior Manager, Design and Creative Center Kobe, KIITO
Ms Montakarn Suvanatap Kittipaisalsilp, Associate Project Officer for Culture, UNESCO Regional Office in Bangkok
Mr Napat Tantaviwattana, Content Creator
Ms Narumon Nilmanon, Vice President, Young Entrepreneurs Group (YEC), Chiang Rai Chamber of Commerce
Mr Noor Ahmad Hamid, CEO, PATA
Ms Pasratada Vachratadaarpa-pak, Vice President, Grow Longevity Ecovillage
Mr Paul Pruangkarn, Director – Communications & Marketing, PATA
Mr Peter Semone, Chair, PATA
Mr Pongsakorn Areesiripaisal, President, ChiangRai Coffee Lovers
Professor Dr Vanchai Sirichana, Chairman of Mae Fah Luang University Council and Founding President
Ms Promporn Jindawong Nateharn, CEO, Chiang Rai City Development (CRCD) Co., Ltd.
Ms Rachel Gray, British Wildlife Artist
Ms Ramrada Ninnad, Head of Sustainability, Mae Fah Luang Foundation
Mr Santi Sawangcharoen, Executive Director of the Americas, Middle East and Africa Region, Tourism Authority of Thailand
Ms Sasiwimon Wongjarin, Director, Studio 88 Artist Residency
Mr Siripakorn Cheawsamoot, Director-General, DASTA
Mr Somluk Pantiboon, Pottery Artist, Doy Din Dang Pottery
Mr Somsak Boonkam, CEO, Local Alike
Ms Sonal Patel, Vice President - SEA, The Trade Desk
The PATA Destination Marketing Forum 2025 programme in brief
The forum begins on Monday, December 1, with a special event, ‘Chiang Rai WOW Market & Famous Food Festival’ at the Chiang Rai Rajabhat University. Organised by Chiang Rai Province, the festival spans seven zones and showcases 100 booths of Chiang Rai’s unique local products and famous dishes, along with cultural activities and performances.
On the second day of the event, participants are encouraged to join one of three destination experience routes curated by the Designated Areas for Sustainable Tourism Administration (Public Organization) (DASTA). The three technical tours are (1) Creative City of Design for Sustainability, (2) Cave, Coffee and Contemporary Culture, and (3) History, Locality and Artisans. Each tour highlights landmarks, local cultures, and artistry across Chiang Rai — from traditional coffee dripping activities and Akha tribal performances at Pha Mee Community in Mae Sai to cultural experiences at the Chiang Saen Historical City Tourism Information Center. Additionally, all PDMF 2025 delegates are invited to share creative content on their social media platforms to further showcase Chiang Rai’s destinations and tourism offerings. The delegate who produces the most outstanding content will receive a special prize, which will be announced during the conference on December 3.
The day concludes at Singha Park, one of Chiang Rai’s key attractions, where a Welcome Dinner hosted by the Tourism Authority of Thailand (TAT) will be held. The participants will be greeted by the iconic dishes, such as Mini Rice Cracker with Nam Prik Ong, Hung Lay Pork Curry, and Phulae Pineapple Fritters A-La-Mode.
In addition to the technical tours, PATA collaborates with the Tourism Council of Chiang Rai, the Association of Northern Tourism Federation, Mae Fah Luang Art and Cultural Park, Doi Tung Lodge, and Singha Park Chiang Rai to curate optional self-paying tours, ranging from one-day experiences to three-day, two-night programmes.
The conference, which will be held on the final day of the event, begins with a cultural performance and welcome remarks by Peter Semone, Chair of PATA, Dr Supawan Teerarat, President of Thailand Convention and Exhibition Bureau (TCEB), Mr Santi Sawangcharoen, Executive Director of the Americas, Middle East and Africa Region, Tourism Authority of Thailand; Mr Siripakorn Cheawsamoot, Director-General of DASTA, and Mr Choocheap Pongchai, Governor of Chiang Rai. Mr Napintorn Srisunpang, Minister Attached to the Prime Minister's office of the Kingdom of Thailand, will also grace the event to formally officiate the conference.
The main programme includes the following presentation, panel discussion, and workshop sessions: Traditions Replanted: The Transformation of A Destination; Wellness, Taking A Holistic Approach to Travel; Networking Break; 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 & Cultural Networks: Shaping Stories, Strengthening Communities; Content with Purpose: Transforming MICE Events into UGC Destination Showcases; Tech with A Soul; and A New Paradigm for Regenerative Destinations.
Additionally, the forum’s interlude sessions will shine a spotlight on Chiang Rai’s iconic and world-renowned beverages — coffee and tea.
The day concludes with a farewell reception hosted by Chiang Rai Province under the theme “The Taste of Wellness, Experience WOW Market”. An extension of the festival on the first day, the reception will feature local stalls and serve healthy food and beverages made from locally sourced ingredients.
To further promote Chiang Rai as a global destination and ensure information is accessible in English, PATA published the “About Chiang Rai” webpage, highlighting the city’s natural beauty, artistry, and cultural heritage, as well as its suitability for digital nomads. The page is accessible via the PDMF page or directly at www.pata.org/about-chiang-rai
As Thailand observes national mourning following the passing of Her Majesty Queen Sirikit, the Queen Mother, delegates of PDMF 2025 are respectfully requested to attend the event in clothing of muted colours, in accordance with TCEB’s guidelines for business events during the mourning period. Detailed instructions can be found on the official event page.
For more information about the PATA Destination Marketing Forum 2025, visit www.pata.org/pata-destination-marketing-forum-2025
The event is proudly co-hosted by Chiang Rai Province, TCEB, and DASTA, with the support of TAT. Key Local Partner Support is also provided by Chiang Rai City Development (CRCD) Co,Ltd.(SE)
It 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; and Youth Sponsors, PATA Thailand Chapter, Mae Fah Luang University, and Wanasom MFU.
