Exploring Culture, Cuisine, and Community: Highlights from PATA Destination Marketing Forum 2024
The PATA Destination Marketing Forum 2024 (PDMF 2024), organised in collaboration with Phetchaburi Province, the Thailand Convention and Exhibition Bureau (TCEB), and the Designated Areas for Sustainable Tourism Administration (DASTA), and supported by the Tourism Authority of Thailand (TAT), concluded on November 14. The event took place at the Dusit Thani Hua Hin in Phetchaburi, Thailand, where over 370 international delegates from 26 destinations gathered.
Under the theme "Authentic Prosperous Journeys: Nurturing Culture, Culinary Delights, and Community Wisdom," the event brought attention to tourism's potential to lead change beyond just economic growth. It showcased community-based tourism (CBT) and explored its positive impacts on local communities, job creation, cultural preservation, and the collaboration between national and provincial authorities in promoting tourism.
Beyond knowledge sharing, the event spotlighted Phetchaburi as a prime example of a secondary destination flourishing as a global conference hub. From its warm sunny beaches and natural parks to its rows of toddy palm trees and salt fields, this UNESCO Creative City of Gastronomy showcased its rich cultural heritage, culinary traditions, and historic sites.
Let’s take a look at the conference’s key takeaways!
Wanpen Mungsri, Deputy Governor, Acting Governor of Phetchaburi Province
Welcome Remarks by Phetchaburi City
Through the Ignite Thailand initiative, the Thai government aims to position the destination as a hub for tourism, innovation, and sustainable growth. PDMF 2024 aligns with this vision by showcasing Thailand and Phetchaburi’s potential as global destinations, fostering cultural preservation, community-driven tourism, and eco-friendly practices to drive economic growth and international connectivity.
Chiruit Isarangkun Na Ayuthaya, President, Thailand Convention and Exhibition Bureau (TCEB)
Welcome Remarks by TCEB
Phetchaburi's rich natural and cultural heritage has motivated TCEB to partner with the province, transforming it into a MICE-ready destination with distinctive and competitive offerings. With strong support from stakeholders, Phetchaburi and Thailand can further enhance MICE value while integrating local communities into the value chain.
Siripakorn Cheawsamoot, Deputy Governor for International Marketing Europe America Middle East and Africa, Tourism Authority of Thailand (TAT)
Welcome Remarks by TAT
Thailand is committed to sustainable tourism, focusing on quality, environmental stewardship, and community well-being. By aligning with the United Nations’ Sustainable Development Goals and promoting Responsible Tourism, meaningful travel experiences that preserve nature, support local communities, and foster long-term prosperity can be forged and sustained.
Gp. Capt Athikun Kongmee, Director General, Designated Areas for Sustainable Tourism Administration (DASTA)
Welcome Remarks by DASTA
The importance of tourism development that generates income for locals, enhances employment opportunities, and improves the sustainability of local livelihoods is emphasised by DASTA. The challenges of sustainable tourism development include ensuring that income derived from tourism is equitably distributed among stakeholders and contributes to the community's quality of life and well-being.
Peter Semone, Chair, PATA
Welcome Remarks by PATA
Tourism today must go beyond economic growth to embrace the environmental and sociocultural aspects, creating a positive ripple effect in host communities. Furthermore, its value lies not just in revenue generation, but in its ability to create jobs, protect cultural heritage, support environmental preservation, and foster a shared economy that benefits all community members.nder, women, children, and LGBTQIA+ welfare programmes.
L/R: H.E. Faiyaz Murshid Kazi, Ambassador, Embassy of the People’s Republic of Bangladesh in Bangkok; Siripakorn Cheawsamoot, Deputy Governor for International Marketing Europe America Middle East and Africa, Tourism Authority of Thailand (TAT); Deepak Raj Joshi, CEO, Nepal Tourism Board; Anton Dilesh De Costa, Assistant Director, Tourism Planning and Development, Sri Lanka Tourism Development Authority
Niche Travellers, Big Impact
The global tourism industry is shifting from traditional comfort-based travel to experiential and immersive tourism, with travellers increasingly seeking experiences that align with their niche interests. National Tourism Organisations (NTOs) must identify these emerging segments and develop products and services that leverage a destination’s unique offerings. A destination should also expand itself beyond just a single niche, catering to diverse sectors to attract varied kinds of travellers. Moreover, NTOs should also focus on educating local stakeholders to ensure that they are connected with niche travellers and benefit from this growing sector.
L/R: Prabha Nayar, Brand Strategist & Creative Director, Epic Works Consultancy; Parichat Svetasreni, Mega Events and World Festivals Director, TCEB; Dr. Peeradorn Kaewlai, Associate Professor of Architecture, Faculty of Architecture and Planning, Thammasat University; Noor Ahmad Hamid, CEO, PATA
Why Legacy Matters for MICE
The legacy of MICE events extends beyond economic benefits, creating lasting positive impacts across a community's livelihood. By involving locals in each step of the planning and execution stages, such as inviting artisans to showcase their products or bringing event delegates to local areas, tourism event organisers help create jobs, boost businesses and promote sustainable tourism. Educational programmes play a vital role in equipping individuals with the skills needed to organise and lead MICE projects with a lasting legacy. For secondary cities aiming to become MICE destinations, success lies in recognising its unique assets, creating value, targeting the right audience, ensuring high hospitality standards, and supporting local entrepreneurship.
L/R: Ta Van Tuan, Director, Product Development and Innovation, Action on Poverty; Dr Chuwit Mitrchob, Deputy Director General, Designated Areas for Sustainable Tourism Administration (DASTA); Kritsanee Srisatin, Founder & Managing Director, Stream Events Asia Ltd.; Vice President, Thailand Incentive and Convention Association (TICA); Mike Stewart, GM Thailand, Laos and Myanmar, Intrepid Travel
Community vs Tourism
By aligning travellers’ desires with community resources, integrating communities into event planning, and ensuring revenue returns directly to them, public and private sectors alike can secure tourism benefits without depleting local assets. This involves creating jobs, providing skill-based training, increasing revenue, and enhancing infrastructure even in remote areas so locals can thrive alongside the tourism sector. Moreover, adopting principles like co-thinking, co-planning, co-acting, co-responsibility, co-benefiting, and co-ownership, as championed by organisations like DASTA, ensures a collaborative and sustainable approach to community-driven tourism development.
L/R: Alisha Anne Somanas, Thailand Correspondent, TTG Asia; Narongchai Heamsuwan, Village Headman, Koh Jik; Tanai Potisat, Founder, ReCharge Energy Co Ltd; Kosol Saengthong, Founder, Roum-Jai-Tam-Roy-Pho Network Community Enterprise
Community-Driven Sustainability: Building a Future Through Responsible Development
Collaboration between organisations and local governing bodies is crucial for establishing renewable energy systems and achieving energy independence in small communities. By coming together and prioritising resilience and equality, small communities can adopt circular economies, embrace zero-waste practices, and generate revenue through carbon credits. Such communities can also become tourism destinations, offering immersive local experiences while maintaining sustainability through waste management guidelines and controlled visitor numbers to avoid over-tourism.
Prof. Dr. Suchana Chavanich, Marine Biologist & Professor, Department of Marine Science, Faculty of Science, Chulalongkorn University
Community Wisdom Beyond Tourism: Convincing a Community to Care for its Coral Reefs
With over 90% of coral reefs at risk of disappearing within 30 years, safeguarding these ecosystems requires more than policies—it demands active community involvement. Building trust and strengthening local capacity are essential for sustainable reef management, supported by relatable storytelling and hands-on experiences to deepen understanding. Meanwhile, Social media can extend awareness beyond scientific circles. Citizen science initiatives foster communities’ collaborations with scientists and amplify conservation efforts. These approaches not only protect coral reefs but also provide a scalable model for communities to conserve and restore their natural environments.
Leigh Higgins, General Manager, Feast Thailand
Food is Always the Star of the Show
While the global culinary tourism market is expected to reach USD 1.8 trillion by 2027, it is still crucial to understand the needs of travellers to keep them engaged in gastronomy tourism. To convert "Eat to Live" travellers, Feast Thailand authentically incorporates food into traditional tour paths, enticing them to explore more.
For effective marketing, small businesses should use authentic, impactful photos and engage with travellers on a personal level to build a loyal following. When marketing through Online Travel Agents or Destination Management Companies, it is vital to deliver clear messaging, use global language, and feature thoughtful imagery.
Dr. Supawan Teerarat, President, National Food Institute, Ministry of Industry, Thailand; Former Senior Vice President, Thailand Convention and Exhibition Bureau, Prime Minister’s Office
Street Food: Balancing Tradition and Hygiene
“Food safety is the invisible backbone of a trip” To ensure travellers can safely enjoy street food, governments must establish and enforce food safety standards while preserving authenticity. For instance, Thailand’s 1992 Public Health Act launched the “Clean Food, Good Taste” campaign, which later evolved into the “Sanitary, Anamai, and Nutrition” (SAN) standard. These initiatives provide guidelines, training, and certification for vendors, complemented by regular inspections to build trust. Assured of their safety, travellers are more likely to explore and enjoy diverse culinary experiences, enriching their journey and elevating the destination’s reputation.
Sarah Mathews, Managing Director, e-Tourism Frontiers
Closing keynote: The Disruptors of Discovery Are Coming
“Your audience is the next generation—they are the ones who will change how you drive your business.” While destination marketing remains rooted in culture, people, and products, modern storytelling must leverage data science to craft targeted strategies. For instance, understanding that over 50% of online traffic is video content or that emerging traveller groups like Gen Z and Alpha make purchasing decisions based on immersive experiences, rather than direct searches, can help determine what kind of content to invest in. Key advice for destinations: (1) build engaging, on-demand content repositories for diverse platforms, (2) collaborate with media producers to spark traveller interest, and (3) invest in data and AI while ensuring content accuracy through audits.
Destination Experience
The technical tours organised by DASTA and partners took delegates on unforgettable adventures to visit award-winning community-based tourism gems ✨
Route 1 - Sweet and Sour Tastes of Phetchaburi
Route 2 - Artisans and Delicacies
Route 3 - Biodiversity at the First Salt Fields of Siam
To make things even more fun, delegates joined the Phetchaburi in Focus: Social Media Contest 📱by sharing their best snaps and videos from the tours. Winners took home some amazing prizes!
Other highlights include:
Welcome Reception
Starting things off in style, the Welcome Reception, hosted by the Tourism Authority of Thailand at the Regent Cha-Am Beach Resort, was nothing short of magical! Delegates were treated to amazing performances and got their creative juices flowing with a fun tote bag colour-stamping workshop – the perfect keepsake to take home.
Relive the magic and check out our photos
Phetchaburi's Three Tastes: Salty, Sweet and Sour
Through three separate lighting presentations, the audience learned the origins of Phetchaburi’s salt, toddy palm sugar, and lime; their production processes, and their diverse benefits beyond tastes.
As a special treat, selected individuals had the opportunity to taste a Margarita, made with local Phetchaburi ingredients!
Embracing Cultural Heritage: A Journey Through Music and Tradition
Sarawak’s Living National Treasure, Sape Master Mathew Ngau Jau, graced the stage to share his inspiring journey of preserving traditional music and culture. Joined by Adrian Milang, Cultural Practitioner and Community Manager at The Tuyang Initiative, they explored how the older and younger generations can come together to keep these traditions alive, emphasising the need to honour cultural roots while allowing traditions to evolve.
Mathew and Adrian also delivered lively performances of traditional Sarawakian songs and dance, celebrating the vibrant heritage of Sarawak and leaving the audience inspired.
This session was proudly sponsored by the Sarawak Tourism Board.
Community and Tourism Workshop
This hands-on workshop enhanced participants' understanding of community tourism through various activities, including identifying the challenges that arise when tourism clashes with locals, sharing best practices where communities play a critical role in tourism development, and developing actionable strategies to enhance community involvement in tourism organisations!
Local Products and Cultural performances
The event wasn’t just about discussions and tours—it was a celebration of Phetchaburi and Thailand’s rich cultures! Delegates enjoyed captivating performances, including the elegant Khon dance, traditional Thai shadow puppetry (Nang Yai), and various vibrant Thai dances that brought the local heritage to life.
Adding to the experience, local exhibitors showcased unique products like goldsmithing items, Pandanus vine bags, traditional desserts, and Wua Lan-patterned fabric. It was a wonderful opportunity for delegates to support local artisans and take home a charming souvenir!
Farewell Reception
The Farewell Reception, hosted by the Avani+ Hua Hin Resort, dazzled under the theme “Neon Night & Full Moon Party.” Vibrant neon lights, electrifying fire dancing, and an evening of lively mingling created a memorable finale for PDMF 2024!
Two new initiatives
This time, PATA enhanced our delegates’ experience at our event by featuring the use of Snapsight, an AI-powered solution that extracts valuable insights from event content in real-time, and MangoMango, a software that automatically retrieves images of delegates through facial recognition technology.
PDMF 2024 examplifies tourism’s transformative power, offering insightful sessions, hands-on experiences, and rich cultural immersion. From promoting sustainable practices and community-driven tourism to celebrating the flavours and heritage of Phetchaburi, the event demonstrated how bright secondary and tertiary destinations can shine on the global stage.
With the generous support of sponsors and partners, PDMF 2024 brought PATA’s 2024 calendar to a successful close, leaving a lasting legacy of inspiration and collaboration.
The PATA Destination Marketing Forum 2024 was proudly supported by Phetchaburi City, the Thailand Convention & Exhibition Bureau (TCEB), the Designated Areas for Sustainable Tourism Administration (DASTA), and the Tourism Authority of Thailand (TAT) and Official venue, Dusit Thani Hua Hin; Farewell Dinner Sponsor, Avani+ Hua Hin; Accommodation Sponsors, AVANI+ Hua Hin Resort, Dusit Thani Hua Hin, Long Beach Cha-am Hotel, Tara Mantra Cha-Am Resort, and The Regent Cha-Am Beach Resort; Sponsor, Thailand.org; Partners, the Bird Conservation Society of Thailand (BCST), Phetchaburi Rajabhat University, Program Management Unit for Competitiveness (PMUC), and Thai Ecotourism and Adventure Travel Association (TEATA); Event Tech Partners, Cvent and the Thailand Convention and Exhibition Bureau.
Media partners supporting the event included TravelDailyNews Asia, Travelindex, Travel Voice Japan, TravTalk, TTG Asia, TTR Weekly, and TTN Worldwide.
