TTM+ 2025 opens in Chiang Mai – A carbon-neutral tourism showcase powered by soft power, innovation, and sustainability

Thailand’s leading travel trade event returns with a dynamic programme spotlighting sustainability, soft power, Lanna heritage, and digital transformation

CHIANG MAI, Thailand – TTM+ 2025 Champions Sustainability to Drive Thai Tourism Forward

Chiang Mai, 4 June 2025 – The Tourism Authority of Thailand (TAT) has officially launched Thailand Travel Mart Plus (TTM+) 2025, taking place from 4 to 6 June in Chiang Mai, with a strong focus on sustainability, soft power, and digital transformation. This carbon-neutral event champions meaningful travel through Thailand’s ‘Five Must-Do’ experiences and celebrates Lanna’s heritage while equipping local businesses to compete globally through innovation and responsible tourism.

“TTM+ 2025 signals a new chapter for Thai tourism,” said Minister of Tourism and Sports, Mr. 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 that 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.

Minister Sorawong presided over the opening ceremony on 4 June, joined by TAT Governor, Ms. Thapanee Kiatphaibool, senior government officials, tourism executives, and international media. The ceremony marked the official start of the three-day event and reaffirmed Thailand’s strategic vision for inclusive, sustainable tourism growth.

Now in its 22nd edition, TTM+ 2025 features a dynamic programme blending business, culture, and innovation. It opens with curated Pre-Tours, the Thailand Product Update, and TTM Talk. Delegates then participate in business appointments, networking lunches, and immersive cultural experiences, including the signature “Chiang Mai Night”. The event concludes 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. The session opened with remarks by Dr. Surapong Suebwonglee, Deputy Policy Advisor to the Prime Minister and Chairman of the National Soft Power Development Committee, who outlined Thailand’s national soft power strategy. Discussions featured renowned experts in gastronomy, holistic wellness, and Thai textiles in modern fashion—offering global buyers fresh insights into Thailand’s creative economy and cultural distinctiveness.

This year, the event welcomes 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. The event attracts a strong 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 OTAs, private travel designers, and airline representatives, all selected for their readiness to promote Thailand in diverse markets.

On the supply side, the event features 450 Thai tourism operators—up 4.65% from 2024—and includes 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 span 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 welcomes 117 media from Thailand and abroad, reinforcing Chiang Mai’s position as a stage for storytelling, innovation, and global connectivity.

TAT expects TTM+ 2025 to generate over 13,000 scheduled business appointments and more than 4.29 billion Baht 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, Ms. 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.”

Promotional highlights include the “Wisdom and Wellness Experience” showcase, celebrating Lanna heritage through award-winning spa therapies, herbal scrubs, wellness cuisine, and hands-on workshops. Activities such as Thai scent-making, mindful crafts, and traditional music therapy reflect the essence of Thai soft power.

Sustainability is a cornerstone of TTM+ 2025, officially recognised as a Carbon Neutral Event. With support from the Provincial Electricity Authority (PEA), the event measures and offsets its emissions. In collaboration with Central Tham and Recycle Day, waste is 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.

The Travel Tech zone showcases AI-powered platforms, including Smart Business AI by TAT, the TATAI tourism data system, the TAGTHAi travel app, and interactive AR maps. These tools equip Thai tourism operators with next-generation solutions to thrive in the digital economy and deliver more innovative travel experiences. (TAT)

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