The Tourism Authority of Thailand (TAT) has taken a significant step toward strengthening regional tourism cooperation by uniting tourism agencies from the Greater Mekong Subregion (GMS) and representatives from the Kingdom of Bhutan at the prestigious Thailand Travel Mart Plus (TTM+) 2025, held last week in Chiang Mai. This landmark event reaffirmed Thailand’s commitment to becoming the central tourism hub of the region through enhanced collaboration, shared marketing strategies, and sustainable tourism development.
TAT Governor Thapanee Kiatphaibool emphasized Thailand’s vision, stating, “Thailand is committed to becoming the region’s central tourism hub through closer cooperation with our neighbours. By aligning our marketing and public relations efforts, we’re building stronger regional and ASEAN tourism links that support sustainable, long-term economic growth.”
Key delegates included Nay Khyi Win Swe, Consul of the Consulate-General of the Republic of the Union of Myanmar, and Pea Pheap, Deputy Director of the Overseas Marketing and Promotion Department, Ministry of Tourism, Cambodia. Representing Bhutan, Phuntsho Gyeltshen, Chief Tourism Officer of the Department of Tourism, joined under the “Two Kingdoms, One Destination” initiative. This ongoing Memorandum of Understanding fosters mutual exchange and promotes the development of high-value, sustainable travel experiences between Thailand and Bhutan.
At TTM+ 2025, over 400 buyers from 51 countries and 450 sellers engaged with cross-border tourism opportunities and regional collaboration. A major focus was placed on multi-modal travel routes, including self-drive caravan tourism linking Thailand with Lao PDR, Cambodia, and Vietnam; rail tourism from Bangkok Aphiwat Central Station to Lao PDR’s Khamsawat Station, with planned extensions to Kunming, China; and cruise tourism from Laem Chabang Port, set to become a regional hub connecting Thailand to Vietnam, Cambodia, Malaysia, and Singapore. These initiatives target first-time international travelers and align with Thailand’s “Ease of Travelling” strategy, promoting seamless mobility and integrated destination marketing through public-private partnerships.
Delegates from the GMS and Bhutan also experienced the “5 Must Do in Thailand” concept through a specially curated familiarisation programme, including:
- Must Taste: Sampling Khao Soi, Chiang Mai’s iconic northern curry noodle dish, alongside MICHELIN Guide culinary selections.
- Must Try: Experiencing the traditional ‘Fon Leb’ finger dance massage at Zira Spa, recognized in the Thailand Tourism Awards Hall of Fame 2023.
- Must Buy: Shopping for unique, locally crafted Thai handicrafts.
- Must Seek: Exploring Chiang Mai’s historic landmarks.
- Must See: Immersing in the vibrant cultural life of northern Thailand.
These immersive experiences aim to inspire regional tourism bodies to upgrade their own offerings, attract quality travelers, and build seamless tourism connectivity across Asia. TAT anticipates that such initiatives will reinforce ASEAN’s positioning as a world-class travel destination driven by innovation, sustainability, and regional unity.
