November promises a historic event for Thailand’s Phetchaburi. The Pacific Asia Travel Association (PATA) will join forces with prominent tourism authorities to host the PATA Destination Marketing Forum 2024 (PDMF 2024) from November 12 to 14. A landmark moment for the province, this forum is set to elevate Phetchaburi’s status as a premier destination for international MICE tourism.
On October 16, officials and tourism representatives gathered to announce PDMF 2024, detailing plans to spotlight Phetchaburi as a model of sustainable tourism and a significant player in global travel. Deputy Governor Wanpen Mungsri emphasized that hosting the forum will enable Phetchaburi to showcase its MICE (Meetings, Incentives, Conferences, and Exhibitions) potential to a global audience as part of Thailand’s broader strategy to establish itself as a business tourism hub.
“The opportunity to host this prestigious forum places Phetchaburi in a new light on the international stage,” Deputy Governor Wanpen noted, “strengthening our position as a city primed for global events and paving the way for MICE certification by 2025.”
Thailand’s Ambitious MICE Vision and Phetchaburi’s Role
In alignment with Thailand’s 20-Year National Strategy, Phetchaburi’s participation in PDMF 2024 represents a significant step forward in developing Thailand’s MICE capabilities. The national plan, which runs from 2018 to 2037, underscores tourism as a core economic driver. The Thailand Convention and Exhibition Bureau (TCEB) has championed Phetchaburi’s role since the initial bidding, collaborating with the provincial government and key stakeholders to position the city as a viable MICE destination. According to TCEB’s COO Salanroj Sutaschuto, this partnership reflects the collective ambition to push Thailand to the forefront of the business tourism market.
“Our support for Phetchaburi’s MICE infrastructure will not only drive tourism growth but also support local communities by generating sustainable income,” explained Sutaschuto.
Cultural and Natural Riches: Phetchaburi’s Unique Offerings
Nestled between Thailand’s renowned natural wonders, Phetchaburi offers a variety of attractions that align with PATA’s theme, “Authentic Prosperous Journeys.” Some of Phetchaburi’s notable features are UNESCO-recognized heritage sites, rich biodiversity, and culinary excellence. Recognized as a UNESCO Creative City of Gastronomy, Phetchaburi’s culinary landscape promises a compelling experience for both business and leisure travellers. The Kaeng Krachan Forest Complex, Thailand’s sixth UNESCO World Heritage Site, also exemplifies the province’s ecological commitment.
Director Duangjai Koomsa-Ard of the Tourism Authority of Thailand’s Phetchaburi Office expressed TAT’s ongoing efforts to promote sustainable tourism within the province. By partnering with local businesses, including hotels and restaurants, TAT aims to offer unique tourism experiences honouring the region’s culture and natural environment.
Community-Driven Tourism and Sustainable Growth
Highlighting Phetchaburi’s community-centred tourism model, DASTA (Designated Areas for Sustainable Tourism Administration) curates immersive tours that underscore the province’s commitment to cultural preservation and environmental protection. DASTA’s Assistant Director-General, Watcharee Churagsa, shared that the community-based tours would introduce visitors to three curated routes: “Sweet and Sour Tastes of Phetchaburi,” “Artisans and Delicacies,” and “Biodiversity at Traditional Salt Fields.”
“Our vision for community tourism goes beyond economics; it involves creating tourism that respects both people and nature,” Churagsa said, adding that each route is designed to align with carbon-neutral tourism goals.
The tours made possible through partnerships with the Thai Ecotourism and Adventure Travel Association (TEATA), will incorporate interactive experiences like birdwatching led by the Bird Conservation Society of Thailand. Additionally, students from Phetchaburi Rajabhat University will assist with guiding participants, offering an educational component that deepens engagement and fosters local pride.
Dusit Thani Hua Hin: A Venue Ready for Impact
The Dusit Thani Hua Hin, an esteemed partner for PDMF 2024, is preparing to host delegates and industry leaders. General Manager Pipat Patthananusorn expressed his pride in Dusit Thani Hua Hin’s involvement, affirming the hotel’s commitment to elevating Phetchaburi’s appeal as a MICE destination. The hotel’s alignment with sustainable tourism principles underscores its dedication to furthering economic development harmoniously with environmental stewardship.
“We are honored to host an event that will bring sustainable tourism to the forefront, showcasing Phetchaburi’s unique attractions to an international audience,” Patthananusorn stated.
PATA’s Commitment to Responsible Tourism
As the forum’s final speaker, PATA CEO Noor Ahmad Hamid lauded Thailand’s track record of hosting successful forums, noting that previous events in Khon Kaen, Pattaya, and Songkhla demonstrated the country’s robust infrastructure and dedication to sustainable tourism. Hamid emphasized that PATA is committed to empowering secondary and tertiary destinations like Phetchaburi to shine on the world stage without compromising their distinct identities.
“The PATA Destination Marketing Forum is designed to cultivate responsible tourism, ensuring that destinations maintain their authenticity while achieving prosperity,” Hamid remarked.
This year’s forum is expected to attract over 200 delegates from 22 international locations, creating an unparalleled networking opportunity for local tourism stakeholders. With the theme, “Authentic Prosperous Journeys: Nurturing Culture, Culinary Delights, and Community Wisdom,” PDMF 2024 will delve into how destinations can leverage their heritage, culinary assets, and local wisdom to fuel economic growth sustainably.
A Future Defined by Collaboration and Vision
PDMF 2024 is more than a forum; it’s a testament to Thailand’s growing influence in global tourism. For Phetchaburi, this event symbolizes the promise of sustainable growth driven by local resources and international cooperation. The forum’s impact is expected to resonate long after November, leaving a legacy of community-focused tourism that aligns with Thailand’s national goals and the United Nations Sustainable Development Goals (SDGs).
The commitment of all involved—from local government to tourism bureaus, community organizations, and private entities—reflects a unified vision of Phetchaburi’s future as a sustainable, high-quality tourism leader. As Phetchaburi prepares to host PDMF 2024, the province stands as an example of how emerging destinations can achieve global recognition without sacrificing their unique cultural and environmental assets.
Written by: Supaporn Pholrach
