CHIANG MAI, 6 JUNE 2025: Thailand’s leading travel trade show returned this week with a programme spotlighting sustainability, soft power, Lanna heritage, and digital transformation.

The three-day Thailand Travel Mart Plus (TTM+) 2025 concludes today, 6 June, having succeeded in delivering a carbon-neutral event championing meaningful travel through Thailand’s ‘Five Must-Do’ experiences and celebrating Lanna’s heritage.

“TTM+ 2025 signals a new chapter for Thai tourism,” said Minister of Tourism and Sports Sorawong Thienthong. “It’s a launchpad for sustainable ideas, a global marketplace for local businesses, and a powerful showcase of Thailand’s cultural depth and creative potential.”

He added: “TTM+ is instrumental in reshaping Thailand’s tourism supply chain for greater efficiency and competitiveness. By raising service standards and highlighting authentic experiences, the event delivers measurable economic value. Its global media reach strengthens Thailand’s image and supports the recovery of international tourism in 2025.”

Now in its 22^nd edition, TTM+ 2025 features a programme blending business, culture, and innovation. It opens with curated Pre-Tours, the Thailand Product Update, and the TTM Talk. Delegates then participated in business appointments, networking lunches, and cultural experiences, including the signature “Chiang Mai Night”. The event concludes this evening, 6 June, with a business networking Happy Hour to foster deeper international partnerships.

TTM Talk returned under the theme “The Soul of Thailand: 3F Essentials,” spotlighting the cultural foundations of Thai soft power — Flavours, Fulfilment, and Fabrics. 

This year, the event welcomed 406 international buyers from key markets, including Europe, East Asia, Southeast Asia, the Americas, and Australia — as well as emerging regions like Eastern Europe, the Middle East, South America, and Southern Africa. 

TTM gained a substantial influx of 143 first-time buyers, accounting for 35.27% of the total attendees. Leading countries represented include China, Thailand, India, the UK, Australia, Hong Kong, Italy, Spain, and South Korea. Buyers range from outbound tour operators and travel agents to online travel agencies (OTAs), private travel designers, and airline representatives, all selected for their readiness to promote Thailand in diverse markets.

On the supply side, the event featured 450 Thai tourism operators — up 4.65% from 2024 — and included 50 winners of the Thailand Tourism Awards, as well as 30 representatives from hidden-gem cities. Of these, 119 are new participants, while 331 have previously joined the event. Among them, 134 sellers are certified under TAT’s STAR programme for sustainable tourism and 51 under the CF Hotels initiative. 

Exhibitors spanned primary and emerging destinations and are organised by sector, including accommodations, health and wellness, attractions, travel services, and transportation.

To promote regional cooperation, TAT has invited National Tourist Organisations (NTOs) from the Greater Mekong Subregion, Southeast Asia, and selected provinces in China — expanding strategic tourism partnerships across the region. The event also welcomed 111 media from Thailand and overseas.

TAT expects TTM+ 2025 to generate over 13,000 scheduled business appointments and more than THB4.29 billion in tourism revenue. Beyond commercial outcomes, the event aims to leave a meaningful impact—on people, the planet, and the future of Thai tourism.

“TTM+ 2025 sparks momentum across the tourism ecosystem,” said TAT Governor Thapanee Kiatphaibool. “It 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.”

Sustainability remains the cornerstone of the annual TTM+, with the Chiang Mai edition officially recognised as a Carbon-Neutral Event. 

With support from the Provincial Electricity Authority (PEA), the event measures and offset its emissions. In collaboration with Central Tham and Recycle Day, waste was sorted, recycled, or donated — with surplus food and materials provided to local communities. Bamboo installations and event furniture will be repurposed for schools or used sustainably. 

In addition, 110 hotels featured at the event operate under the Carbon Footprint Hotels (CF-Hotels) platform, ensuring transparency and accountability — demonstrating Thailand’s leadership in green tourism practices.

CHIANG MAI, 6 JUNE 2025: The Tourism Authority of Thailand (TAT) presented its Thailand Product Update to international buyers and media during the Thailand Travel Mart Plus (TTM+) 2025 hosted in Chiang Mai from 4 to 6 June.

TAT Deputy Governor for Marketing Communications Nithee Seeprae outlined the country’s tourism strategy, product developments, and a firm commitment to a sustainable, high-value future during the session.

“Thailand’s tourism direction for 2025 is clear—we’re creating high-value experiences rooted in culture, wellness, and sustainability,” said Nithee. “This is not just about growth in numbers, but about enriching every journey and ensuring tourism benefits both visitors and local communities.”

In line with the Amazing Thailand Grand Tourism and Sports Year 2025, the government has introduced new measures to enhance the visitor experience, including relaxed alcohol regulations and a streamlined online Digital Arrival Card. A broader range of immersive tourism products is also being developed to encourage longer stays and deeper cultural engagement.

The product update highlighted a strong focus on wellness tourism, particularly experiences inspired by Lanna heritage. Visitors can engage all five senses through traditional treatments: Tok Sen massage, herbal aroma therapies, and locally sourced wellness cuisine that reflects regional identity.

TAT’s wellness and medical tourism strategy also spotlights regional strengths. In Northern Thailand, yoga, folk dance, and Lanna-inspired spa treatments are available at destinations such as Fah Lanna Spa and ZiRa Spa. 

The central region combines traditional and integrative therapies at The Soul in Saraburi and ChivaRak Wellness in Phetchaburi. Along the Gulf of Thailand, spas such as MASON and SPA Cenvaree blend tropical serenity with time-honoured Thai healing.

Gastronomy remains a pillar of Thailand’s tourism identity. The Michelin Guide Thailand 2025 features over 400 listings, including 50 in Chiang Mai. Sorn has become the country’s first restaurant to earn three Michelin stars. Under the “Wellness on a Plate” initiative, Thai cuisine now merges health, sustainability, and local ingredients—exemplified by venues like Blackitch in Chiang Mai.

Chiang Mai continues to cement its role as a leading cultural and sustainable destination. The upcoming Lannatique by AWC, launching later this year, will offer a new lifestyle experience combining art, culture, gastronomy, and eco-conscious design. Also launching in November, the Blue Jasmine Rail Journey will offer a nine-day luxury route from Bangkok to Chiang Mai, with curated cultural and culinary stops across five provinces.

Thailand’s national green agenda is gaining ground. Sixteen destinations are now part of the Green Destinations framework, with Nan Old Town earning Asia’s only Gold Award this year. TAT also introduced the Krabi Prototype — a scalable model for low-carbon, community-based tourism. Initiatives in Ko Ngai and Thung Yee Peng villages exemplify how conservation and tourism can work in harmony.

To maintain safety and traveller confidence, the Ministry of Tourism and Sports continues to strengthen emergency response systems and implement robust safety protocols across the country’s tourism infrastructure.

A dynamic calendar of cultural and tourism events will drive year-round engagement. Highlights include nationwide Pride Month celebrations, the Phi Ta Khon Festival in Loei, and international music festivals such as Summer Sonic Bangkok, Rolling Loud Thailand in Pattaya, and Wonderfruit in Chon Buri. Traditional celebrations like the Phuket Vegetarian Festival and the Festival of Lights — featuring Loi Krathong and Vijitr Chao Phraya — will lead into the Amazing Thailand Countdown 2026.

Sports tourism also plays a significant role in Thailand’s soft power strategy. Key events include the ONE Championship Muay Thai series, the FIVB Women’s Volleyball World Championship, the Amazing Thailand Marathon in Bangkok, and the 33rd SEA Games, which will proudly host in December.

This year’s TTM+ 2025 welcomed 406 international buyers — 35.27% of whom were first-time participants — and 450 seller booths, including 50 Thailand Tourism Awards winners and 30 exhibitors from hidden-gem cities. The event is expected to generate over 13,000 business appointments and approximately THB4.2 billion in tourism revenue. 

Thailand has welcomed over 14 million international visitors so far this year. The top source markets are China, Malaysia, India, Russia, and South Korea.