Chiang Rai, Thailand, December 15, 2025 / TRAVELINDEX / 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, highlighted Chiang Rai's unique status as a UNESCO Creative City of Design and a culturally rich destination. Over the three days, the event showcased the province's diverse facets through activities that allowed participants to connect with local communities, gain insights through expert-led conference sessions, and participate in networking events that underscored Chiang Rai's cultural authenticity.

Under the motto "Traditionally Rooted, Health-Oriented: Telling the Meaningful Story of Travel," the forum was conceived in line with PATA's mission to raise the profile of lesser-known destinations in the Asia-Pacific region. The event also aligns with the goal of the Convention and Exhibition Bureau of Thailand (TCEB) to promote these cities as attractive MICE destinations.

The forum is proudly co-hosted by the province of Chiang Rai, the TCEB, the Designated Areas for Sustainable Tourism Administration (Public Organization) (DASTA) and the Tourism Authority of Thailand (TAT).

In his opening remarks, Mr. Napintorn Srisunpang, Minister in the Office of the Prime Minister of Thailand and guest of honor at the event, stated that the theme of the PDMF 2025 “reflects an important direction for global tourism – a direction that encompasses cultural heritage, community, and holistic well-being. It is also closely aligned with the government’s commitment to promoting sustainable growth and strengthening the local economy through cultural identity and creative development.”

Mr. Srisunpang added: “I believe the insights, case studies and dialogues presented today will stimulate new approaches that will help create 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 – in our mountains, our rivers, our temples, and in the daily lives of our people. For us, well-being means more than just physical health; it is about feeling connected, being embraced by the community, and feeling at home in a warm and caring environment. Our representatives from Chiang Rai will be speaking at various sessions, sharing their experiences, ideas, and hopes for the future. This provides us with an excellent opportunity to showcase the province's potential as a city that harmoniously blends cultural heritage, community life, natural beauty, and creativity.”

PATA Chairman Peter Semone set the tone for the conference: “Throughout the day, we will explore how wellness can be integrated into the visitor experience, how creativity enriches a destination’s identity, and how local voices can shape tourism development in an authentic and sustainable way. Chiang Rai – designated a UNESCO Creative City of Design – embodies this balance. It is a destination that honors its heritage while embracing creativity as a bridge to the future. Its example encourages us to think about new paths to success for destinations: by fostering a sense of belonging, involving local communities in shaping the story, and ensuring that the benefits of tourism reach all.”

Dr. Supawan Teerarat, President of the TCEB, also emphasized that Chiang Rai's designation as a UNESCO Creative City of Design places it at the heart of Thailand's strategic vision for the development of the MICE sector, offering international delegates increasingly valuable experiences: authentic culture, sustainable engagement with the local community, and the transformative journey that travelers desire today. These connections make MICE a powerful platform for the sustainable prosperity of local communities. This is the future we are building together – a future 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 for the Americas, Middle East and Africa region of the Tourism Authority of Thailand (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 for the future of restorative and health-focused travel. Chiang Rai’s unique charm is sure to enchant you. The Tourism Authority of Thailand is committed to developing a tourism ecosystem that prioritizes quality, balance, and long-term sustainability. Thailand is leveraging its strength as a destination where healing is the new luxury, offering visitors the opportunity to reconnect with themselves, recharge, and rediscover their inner balance through its rich culture, breathtaking natural landscapes, and warm Thai hospitality.”

Mr. Siripakorn Cheawsamoot, Director General of DASTA, said: “DASTA is proud to co-host the PDMF 2025 technical tour in Chiang Rai Province. DASTA has been working with all relevant sectors there to promote Chiang Rai Province to UNESCO Creative Cities Network (UCCN) City of Design membership in 2023. As a designated DASTA area, we have further developed local communities in Chiang Rai through creative tourism activities, resulting in international awards such as the PATA Gold Award 2025 in the category of ‘Best Initiative to Empower Women’ for the entry ‘A Case Study of Ban San Thang Luang, Chiang Rai Province’, and the Skål International Sustainable Tourism Award, where the Ban Pha Mee municipality took second place in the category of ‘Projects by Communities, Government and Service Companies’.”

PATA Destination Marketing Forum 2025 – Event Information

Local and international delegates relaxed on the first day of the Chiang Rai WOW Market & Famous Food Festival, hosted by Chiang Rai Province at Chiang Rai Rajabhat University. The event was carefully designed to entertain visitors with cultural performances as well as showcase over 100 stalls featuring local produce and famous provincial dishes.

On Tuesday, December 2nd, the delegates participated in three guided tours to discover both well-known landmarks and hidden gems of Chiang Rai. The tours were titled (1) “Creative City of Sustainable Design,” (2) “Caves, Coffee, and Contemporary Culture,” and (3) “History, Local Culture, and Handicrafts.” The sites visited included Wat Rong Khun (White Temple), the Doi Tung Development Project, the Ban San Thang Luang community in Mae Chan, Tham Luang – Khun Nam Nang Non National Park, the Pha Mee community in Mae Sai, the Doy Din Dang Pottery Workshop, the Baan Dam Museum (Black House Museum), the Golden Triangle, Chiang Saen, Wat Chedi Luang, and the Khwai Din Daak Art House. During the tours, the delegates were able to participate in hands-on activities such as making traditional offerings, painting, and creating unique works of art.

The delegates then enjoyed a welcome dinner hosted by the TAT in Singha Park, a well-known landmark of Chiang Rai, famous for its expansive landscapes, sustainable agriculture initiatives and community-oriented tourism experiences.

The conference sessions on Wednesday, December 3rd, began with “Mist of Heritage: Grace of Lanna Ethnic Women”, a dance performance by the Lanna celebrating the rich culture and unique charm of Chiang Rai’s three ethnic groups: the Lahu, Hmong and Tai Lue.

Inspired by the theme “Immersed in tradition, rooted in well-being: Weaving the meaningful narrative of travel”, tourism experts from leading organizations such as UNESCO, the Sabah Tourism Board, the Jeju Tourism Organization and The Trade Desk, together with one of Thailand’s national artists, exchanged insights, experiences and best practices in destination marketing.

Topics discussed at the conference included: Revived Traditions: The Transformation of a Destination; Attracting International Visitors by Focusing on the Hyperlocal; A Destination from the Perspective of Artists; and Technology with Soul.

A highlight of the forum was the social media competition, which awarded prizes to the most engaging posts about Chiang Rai during the conference. This initiative highlighted the potential for travelers to promote a destination through user-generated content.

The event concluded with a farewell reception themed “The Taste of Wellness, Experience WOW Market”, hosted by Chiang Rai Province.

Over the three days, the event welcomed more than 320 delegates from 18 destinations in the Asia-Pacific region and beyond, including Australia, Bangladesh, Canada, Hong Kong SAR, India, Japan, Korea (Republic of Korea), Malaysia, Nepal, the Netherlands, Pakistan, Palau, the Philippines, Saudi Arabia, Singapore, Spain, Thailand, the United Arab Emirates and the United Kingdom.

Photos from the event can be viewed on PATA's Flickr page.

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 is 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 Sawan Bondin.