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Home » Thailand Travel News » Thailand Tourism Authority Launches TTM+ 2025 In Chiang Mai With Unmatched Focus On Sustainability, Cultural Influence, And The Digital Transformation Of Travel Thursday, June 5, 2025There has been the official launch of TTM+ 2025 in Chiang Mai, which is a milestone event emphasizing sustainability, digitalization, and the projection of the country’s cultural soft power globally. Focusing on sustainable tourism and innovative technology, this exciting event seeks to enhance tourism development, create worldwide cooperation, and introduce the world to Thailand’s colorful cultural heritage. The event marks a new benchmark in sustainable tourism and makes Thailand the leader of the global travel sector.Thailand Launches TTM+ 2025 in Chiang Mai with Focus on Sustainability, Cultural Soft Power, and Digital TransformationThe Tourism Authority of Thailand (TAT) has formally kicked off the Thailand Travel Mart Plus (TTM+) 2025, a major event taking place from June 4 to 6 in Chiang Mai. This edition of the renowned tourism trade event emphasizes sustainability, cultural soft power, and the integration of digital transformation, marking a new era for Thailand’s tourism industry. TTM+ 2025 celebrates Thailand’s rich cultural heritage and promotes responsible tourism practices through a deep focus on the country’s “Five Must-Do” experiences, offering both business and cultural networking opportunities to elevate Thailand’s position as a global tourism leader.The opening ceremony, which took place on June 4, was presided over by Minister Sorawong and attended by TAT Governor Thapanee Kiatphaibool, senior government officials, tourism executives, and international media. The event’s official launch underscores Thailand’s commitment to inclusive, sustainable tourism growth as part of a broader national strategy for fostering international partnerships and expanding the global reach of its tourism sector.A Comprehensive Program of Business and Cultural ActivitiesIn its 22nd edition, TTM+ 2025 presents an exciting and dynamic program that flawlessly integrates business opportunities with cultural insights and groundbreaking innovations. The event kicked off with curated Pre-Tours that offered participants a firsthand experience of Thailand’s top tourism products and destinations. In addition, the Thailand Product Update provided valuable insights into the latest trends in Thai tourism, while TTM Talk explored key topics surrounding Thailand’s growing cultural influence.Delegates took part in business appointments and networking lunches, where they were able to connect with fellow industry professionals and discuss emerging opportunities. A highlight of the event is the “Chiang Mai Night” cultural experience, providing participants with the opportunity to immerse themselves in the city’s distinctive cultural heritage, which is deeply rooted in history and tradition. heritage and a key player in Thailand’s tourism landscape. The event concluded with a Business Networking Happy Hour, fostering stronger relationships and deeper international partnerships.TTM Talk: Exploring Thai Soft Power and Cultural FoundationsThis year, TTM Talk returned with the theme “The Heart of Thailand: 3F Essentials,” focusing on the core cultural elements of Thai soft power: Flavours, Fulfilment, and Fabrics. Dr. Surapong Suebwonglee, Deputy Policy Advisor to the Prime Minister and Chairman of the National Soft Power Development Committee, delivered an insightful address about Thailand’s strategy for developing its national soft power through culture, cuisine, wellness, and fashion. This session brought together specialists in Thai cuisine, holistic wellness, and the art of traditional Thai textiles, providing international buyers with valuable insights into the country’s creative economy and distinctive cultural heritage. that define Thailand.The discussions explored how Thailand’s rich culinary heritage, wellness tourism, and textile industry play pivotal roles in shaping the country’s global influence, offering fresh perspectives for buyers looking to tap into Thailand’s cultural capital. This focused dialogue provided valuable insights into Thailand’s creative and cultural economy, which continues to be a major draw for international tourists seeking authentic experiences.Welcoming International Buyers and Expanding Market ReachThis year, TTM+ 2025 attracted 406 international buyers from key markets such as Europe, East Asia, Southeast Asia, the Americas, and Australia, along with emerging regions like Eastern Europe, the Middle East, South America, and Southern Africa. Of these, 143 were first-time buyers, representing 35.27% of all attendees. The event saw strong representation from countries including China, Thailand, India, the UK, Australia, Hong Kong, Italy, Spain, and South Korea. The wide variety of buyers, which included outbound tour operators, travel agents, OTAs, private travel designers, and airline representatives, highlights Thailand’s growing global appeal as a premier travel destination.The event showcases 450 Thai tourism operators, marking a 4.65% increase from 2024, along with 50 recipients of the prestigious Thailand Tourism Awards. Additionally, 30 representatives from lesser-known destinations across Thailand joined the event, highlighting the country’s vast range of tourism offerings. Of the participating tourism operators, 119 were new to the event, while 331 were returning participants. Among them, 134 are certified under TAT’s STAR program for sustainable tourism, and 51 are part of the CF Hotels initiative, which ensures eco-friendly practices in the hospitality sector.Strengthening Regional and Global PartnershipsIn a move to promote regional cooperation, TAT invited National Tourist Organizations (NTOs) from the Greater Mekong Subregion, Southeast Asia, and select provinces in China to attend the event. This initiative aims to foster strategic tourism partnerships across the region and build stronger ties between neighboring countries and Thailand. The event also attracted 111 media representatives from both Thailand and abroad, reinforcing Chiang Mai’s status as a hub for innovation, storytelling, and global connectivity in the tourism industry.TTM+ 2025: A Carbon-Neutral Event Committed to SustainabilitySustainability is at the core of TTM+ 2025. The event is officially recognized as a Carbon Neutral Event, reflecting Thailand’s dedication to responsible tourism and environmental stewardship. Partnering with the Provincial Electricity Authority (PEA), the event actively tracks and compensates for its carbon emissions. Additionally, waste produced during the event is carefully sorted, recycled, or donated, with surplus food and materials being provided to local communities. Bamboo structures and event furnishings will be repurposed for educational purposes or utilized in an eco-friendly manner, showcasing Thailand’s commitment to sustainable tourism practices.Introducing Travel Tech InnovationsTTM+ 2025 also showcased Thailand’s commitment to digital transformation in the tourism sector. The event’s Travel Tech section showcased innovative AI-driven platforms and tools, including Smart Business AI by TAT, the TATAI tourism data system, the TAGTHAi app, and interactive augmented reality maps. These innovative tools are designed to help Thai tourism operators thrive in the digital economy and deliver more innovative, tech-driven travel experiences to meet the needs of modern travelers.Conclusion: Shaping the Future of Thailand’s Tourism IndustryThailand has unveiled the launch of TTM+ 2025 in Chiang Mai, focusing on sustainability, digital innovation, and cultural soft power to boost global tourism development. The historic event represents a new benchmark in responsible travel and places Thailand at the forefront of the tourism sector.TTM+ 2025 serves as a key platform for promoting global business partnerships and collaborations, while showcasing Thailand’s commitment to sustainable development, cultural conservation, and digital transformation.With over 13,000 scheduled business appointments and a projected tourism revenue of more than 4.29 billion Baht, the event marks a significant step forward in Thailand’s tourism strategy. Through its focus on sustainability, technological innovation, and cultural preservation, TTM+ 2025 is paving the way for a thriving future for Thailand’s tourism sector, solidifying its position as a global leader in the industry. responsible and innovative travel experiences.
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