Phetchaburi, Thailand, November 1, 2024 / TRAVELINDEX / The Pacific Asia Travel Association (PATA), in conjunction with Phetchaburi City, the Thailand Convention & Exhibition Bureau (TCEB), the Designated Areas for Sustainable Tourism Administration (DASTA), the Tourism Authority of Thailand (TAT), and Dusit Thani Hua Hin, held a press conference on October 16 for the upcoming PATA Destination Marketing Forum 2024 (PDMF 2024) which will be organised from November 12 – 14, 2024.
Deputy Governor of Phetchaburi Province, Wanpen Mungsri, highlighted Phetchaburi’s strategic position to advance as a MICE city, establishing itself as a premier destination for international meetings. Hosting PATA Destination Marketing Forum 2024 provides a valuable opportunity to elevate the province’s profile and demonstrate its capability to host global conferences, positioning Thailand prominently on the international stage.
Phetchaburi boasts a diverse range of natural and cultural assets, from its majestic mountains to its stunning coastline. Notably, in 2021, UNESCO designated the Kaeng Krachan Forest Complex as a World Heritage Site, the sixth in Thailand. Additionally, Phetchaburi has been recognised as a City of Gastronomy under the UNESCO Creative Cities Network (UCCN).
The PATA Destination Marketing Forum 2024 aligns with Thailand’s 20-Year National Strategy (2018-2037), which focuses on enhancing the country’s competitiveness by positioning Thailand as a leading destination for business tourism. The forum promotes Thailand as a hub for international conferences and exhibitions, supporting the government’s “Ignite Thailand” initiative. This policy aims to establish Thailand as a global tourism hub by connecting major cities with emerging destinations, fostering seamless regional and international travel. The emphasis is on creating a welcoming environment, ensuring safety, and facilitating smooth travel experiences, while also developing cities into prominent tourism destinations and strengthening ASEAN’s position as a key travel destination for global visitors.
Deputy Governor Wanpen also noted that Phetchaburi is preparing for its MICE City certification in 2025. The success of the forum, she stated, relies heavily on collaboration across all sectors to drive tourism, raise awareness, and stimulate the local economy. These collective efforts aim to ensure that Thai tourism remains sustainable and inclusive, advancing towards the achievement of the Sustainable Development Goals (SDGs) while leaving no one behind.
Salanroj Sutaschuto, Chief Operating Officer organizational management and development, Thailand Convention and Exhibition Bureau, remarked that TCEB has been working closely with Phetchaburi Province since the bidding process for PDMF 2024. Following its selection as a co-host, preparations have been made in collaboration with various partners.
Salanroj expressed confidence that the forum will showcase Phetchaburi’s potential as a leading MICE destination in Thailand. He emphasised that MICE events are instrumental in stimulating the local economy, not only within the host province but also in surrounding areas. These events promote high-quality, sustainable tourism, thereby contributing to the sustainable growth of Thailand’s tourism industry. The forum also presents an opportunity to further solidify trust and confidence in Thailand as an important destination for global events.
In her remarks, Duangjai Koomsa-Ard, Director, Tourism Authority of Thailand (TAT) Phetchaburi Office, reaffirmed TAT’s commitment to promoting high-potential tourist attractions and enhancing tourism activities that foster sustainable development. These efforts aim to make destinations appealing to both domestic and international markets. Phetchaburi, with its wealth of natural, historical, and cultural assets, has already gained global recognition. Its designation as a UNESCO Creative City of Gastronomy presents further opportunities to integrate wellness tourism into its offerings. By collaborating with local hotels and restaurants, the province can create distinctive tourism experiences that elevate Phetchaburi’s profile as a premier destination.
Watcharee Churagsa, Assistant to Director-General, Designated Areas for Sustainable Tourism Administration (DASTA), stated that as an agency under the Ministry of Tourism and Sports, DASTA is committed to developing community-based tourism models and has worked to position Phetchaburi as part of the UNESCO Creative Cities Network for Gastronomy. In collaboration with various parties, DASTA is organising creative community-based technical tours to enhance awareness and support tourism marketing efforts during PDMF 2024.
Attendees will have the opportunity to explore three key tourism routes: (1) Sweet and Sour Tastes of Phetchaburi, (2) Artisans and Delicacies, and (3) Biodiversity at Traditional Salt Fields. These routes, developed with the support of the Thai Ecotourism and Adventure Travel Association (TEATA) and other partners, are aimed at becoming carbon-neutral tourism experiences. Additionally, the Bird Conservation Society of Thailand will lead birdwatching activities, and students from Phetchaburi Rajabhat University will assist in guiding participants throughout the tours.
Pipat Patthananusorn, General Manager, Dusit Thani Hua Hin, expressed his gratitude for the trust placed in the hotel to host this year’s PATA Destination Marketing Forum. He emphasised that Dusit Thani Hua Hin is proud to contribute to elevating Phetchaburi as an international MICE destination. This aligns perfectly with the hotel’s vision, mission, and clear commitment to promoting sustainable tourism. Furthermore, the hotel is dedicated to enhancing awareness of the region’s readiness to drive economic growth and support Thailand’s broader economic development.
As the final speaker, PATA CEO Noor Ahmad Hamid highlighted PATA’s successful organisation of the PATA Destination Marketing Forum (PDMF) in Thailand, having held the event in Khon Kaen (2018), Pattaya (2019), and Songkhla (2022). Each forum has served as a valuable platform for collaboration and knowledge sharing among industry professionals. PATA wishes to make PDMF a unique platform for destination marketers and tourism stakeholders to discuss strategies for promoting responsible tourism, particularly in helping secondary and tertiary destinations grow into world-class attractions.
This year’s forum, themed “Authentic Prosperous Journeys: Nurturing Culture, Culinary Delights, and Community Wisdom,” will explore how destinations can effectively leverage their cultural heritage, culinary strengths, and community-driven wisdom to create authentic travel experiences that drive long-term prosperity. PATA is committed to empowering destinations to grow responsibly, while preserving the integrity of their natural and cultural assets. Phetchaburi stands as an exemplary model of how secondary destinations can evolve into globally recognised tourism hubs without compromising their unique character.
PATA is proud to bring international attention to Phetchaburi’s community-based tourism initiatives and to highlight the potential of similar destinations throughout the region. The forum is expected to draw over 200 delegates from 22 destinations worldwide, offering local stakeholders valuable opportunities to engage with and learn from international experts.
About PATA
Founded in 1951, the Pacific Asia Travel Association (PATA) is a not-for-profit membership association that acts as a catalyst for the responsible development of travel and tourism to, from and within the Asia Pacific region. The Association provides aligned advocacy, insightful research, and innovative events to its member organisations, which include government, state and city tourism bodies; international airlines and airports; hospitality organisations, and educational institutions, as well as youth members across the world. The PATA network also embraces the grassroots activism of the PATA Chapters and Student Chapters, who organise numerous travel industry training programmes and business development events across the world. Thousands of travel professionals belong to the 31 local PATA Chapters worldwide, while hundreds of students are members of the 15 PATA Student Chapters globally. The PATAmPOWER platform delivers unrivalled data, forecasts, and insights from the PATA Strategic Intelligence Centre to members’ desktops and mobile devices anywhere in the world. PATA’s Head Office has been in Bangkok since 1998. The Association also has an official office in Beijing. Visit www.PATA.org.