Saturday, June 7, 2025
The Tourism Authority of Thailand (TAT) has officially launched the 22nd edition of Thailand Travel Mart Plus (TTM+) in Chiang Mai, focusing on sustainability, cultural heritage, and digital innovation. Held from June 4 to 6 at the Royal Park Rajapruek, this year’s event marks a significant step in Thailand’s tourism evolution, aligning with the “Amazing Thailand Grand Tourism & Sports Year 2025” initiative. The event brings together global industry players to explore the future of Thai tourism, with a strong emphasis on sustainability and cultural connections.
Embracing Sustainability and Cultural Heritage
TTM+ 2025 focuses on championing sustainability as a cornerstone of the event. Thailand’s efforts toward becoming a leader in green tourism are underscored by the event’s status as a carbon-neutral gathering. The event goes beyond offsetting emissions and adopts best practices to reduce the environmental footprint. The venue actively measures and mitigates its carbon emissions through partnerships with organizations such as the Provincial Electricity Authority (PEA), which has enabled the use of renewable energy sources throughout the event.
Sustainability also plays a pivotal role in the event’s operational aspects, with efforts to reduce waste, increase recycling, and repurpose materials wherever possible. As part of the sustainability drive, bamboo installations and event furniture will be repurposed for schools, while surplus food and materials will be donated to local communities, further demonstrating Thailand’s leadership in responsible tourism practices.
In addition to its environmental focus, TTM+ 2025 has placed a strong emphasis on preserving and celebrating Thailand’s cultural heritage. This is exemplified by the “Wisdom and Wellness Experience” showcase, which highlights Lanna heritage through award-winning spa therapies, herbal scrubs, wellness cuisine, and hands-on workshops. These activities reflect the essence of Thai soft power and serve as a means to enrich the global understanding of Thai culture. Guests are invited to participate in activities such as Thai scent-making, mindful crafts, and traditional music therapy, providing a holistic experience that combines both wellness and cultural engagement.
The event also celebrates Thailand’s rich cultural history through the “TTM Talk” series. This year, the TTM Talk focused on the theme “The Soul of Thailand: 3F Essentials,” which explored Thai soft power through three key pillars: Flavours, Fulfilment, and Fabrics. These discussions highlighted Thailand’s culinary excellence, the importance of holistic wellness, and the global influence of Thai textiles. Experts in each of these fields gave global buyers fresh insights into the creative economy that Thailand offers, positioning the country as a hub for cultural and creative industries in the region.
Digital Transformation in Thai Tourism
In addition to promoting sustainability and cultural heritage, TTM+ 2025 has embraced digital transformation as a key part of Thailand’s tourism growth strategy. The Travel Tech zone at TTM+ 2025 features cutting-edge AI-powered platforms designed to help Thai tourism operators meet the demands of the modern traveler. Among the digital innovations showcased are Smart Business AI by TAT, the TATAI tourism data system, the TAGTHAi travel app, and interactive AR maps. These tools empower Thai tourism operators to leverage technology to streamline operations and improve the travel experience for visitors.
The integration of technology is not only a tool for efficiency but also enhances Thailand’s competitiveness in the global tourism market. Digital innovation facilitates the creation of personalized travel experiences that cater to the needs of today’s digitally savvy tourists, allowing Thailand to remain a leader in the competitive Southeast Asian tourism landscape.
Global Participation and Economic Impact
TTM+ 2025 has attracted 406 international buyers from key global markets, including Europe, East Asia, Southeast Asia, the Americas, and Australia. The event also welcomes emerging markets such as Eastern Europe, the Middle East, South America, and Southern Africa. Among the attendees, 143 are first-time buyers, accounting for 35.27% of the total attendees. These buyers are critical to strengthening Thailand’s tourism visibility in diverse international markets, from outbound tour operators and travel agents to OTAs, private travel designers, and airline representatives.
The event is expected to generate over 13,000 scheduled business appointments, creating valuable networking opportunities for both Thai tourism operators and international buyers. In total, TTM+ 2025 is projected to contribute more than 4.29 billion Baht in tourism revenue to Thailand, marking a significant economic benefit. Beyond commercial transactions, the event is designed to foster long-term partnerships and drive sustainable tourism growth across Thailand. The addition of over 450 Thai tourism operators—including 50 winners of the Thailand Tourism Awards—enhances the showcase of Thailand’s diverse offerings, from accommodations and health and wellness services to attractions, travel services, and transportation options.
Strategic Vision for Sustainable Growth
Mr. Sorawong Thienthong, Thailand’s Minister of Tourism and Sports, highlighted that TTM+ 2025 signals a new chapter for Thai tourism. “TTM+ 2025 serves as a launchpad for sustainable ideas, a global marketplace for local businesses, and a powerful showcase of Thailand’s cultural depth and creative potential,” he said during his remarks at the opening ceremony. Minister Sorawong emphasized that the event would play a significant role in reshaping Thailand’s tourism supply chain for greater efficiency and competitiveness, ensuring that local businesses are equipped to tap into the international market.
The Tourism Authority of Thailand (TAT) Governor, Ms. Thapanee Kiatphaibool, further emphasized the impact of TTM+ on the tourism ecosystem. She remarked, “TTM+ 2025 connects opportunity with action—driving revenue, expanding networks, and empowering Thai SMEs with the skills and exposure they need to thrive on the regional and global stage.”
Conclusion
Thailand Travel Mart Plus 2025 stands as a testament to Thailand’s dedication to shaping the future of tourism through sustainable practices, cultural authenticity, and digital innovation. By integrating sustainability into every aspect of the event—from environmental measures to the promotion of Thai cultural heritage—TTM+ 2025 has set a new benchmark for international tourism events. The event’s dynamic programming, which blends business, culture, and innovation, exemplifies Thailand’s commitment to driving sustainable tourism and enhancing the global appeal of the Thai tourism industry. With its continued focus on meaningful travel experiences, TTM+ 2025 paves the way for a more connected, responsible, and resilient tourism future for Thailand.
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