Earlier this month, the cultural city of Chiang Mai in Northern Thailand hosted the annual event TTM+ 2025. At the heart of this prestigious event was Patsee Permvongsenee, Executive Director of the ASEAN, South Asia and South Pacific Region Department. In this exclusive interview, she reveals how Thailand is embracing sports tourism, sustainability and regional strengths to elevate its global standing and invite travellers to enjoy deeper, more meaningful experiences across The Land of Smiles.
Q: Why was Chiang Mai chosen as the host city for TTM+ 2025?
A: Chiang Mai is the cultural jewel of Northern Thailand. As the largest province by area and the second largest city in Thailand, it is more than just a city; it’s a destination that resonates deeply with visitors. The decision to host TTM+ 2025 here is due to this profound connection.
During the rainy season, gentle showers transform the mountains into a lush, emerald sanctuary, while waterfalls roar with newfound energy. Between the refreshing rains, visitors can stroll through vibrant markets, explore ancient temples glistening or venture into the mist-shrouded mountains for moments of pure serenity. The city uniquely combines history with modern vibrancy, offering a delightful blend of tantalising cuisine and the serene beauty of nature.
Q: This year’s TTM+ 2025 highlights a sports tourism theme under the banner “Amazing Thailand Grand Tourism and Sports Year 2025”. What inspired this focus?
A: This year’s focus stems from the ongoing transformation of Thai tourism, which emphasises meaningful and sustainable travel. The agenda featured keynote speeches, panel discussions and networking sessions aimed at aligning with global travel trends and showcasing Thailand’s distinctive tourism offerings. The year-long “Amazing Thailand Grand Tourism and Sports Year 2025” will include various cultural, sports and tourism activities to promote Thailand as a premier travel destination.
Q: Are there specific sports or events being promoted that leverage Thailand’s strengths?
A: Sports tourism enhances visitors’ experiences by offering a range of activities, from adventure sports to cultural events, while fostering local participation and community engagement.
This year, Thailand is hosting several exciting sports tourism events, including Experience Muay Thai at Rajadamnern Stadium, where traditional Muay Thai matches take place every Wednesday, Thursday and Sunday, accompanied by live traditional music and cultural rituals. Additionally, the Bangkok Marathon 2025 is scheduled for November 2025, continuing a tradition that began since 1987. Visitors can also engage in various sports events, such as golfing in Pattaya or Chiang Mai, the Jet Ski World Series 2025 in Chon Buri at the end of the year, and cycling in Doi Suthep and Doi Inthanon.
Overall, sports tourism has become essential to Thailand’s tourism industry, contributing to economic growth and diversifying tourism products.
Q: What challenges did TAT face for the first half of 2025, and how were these challenges addressed?
A: The Tourism Authority of Thailand (TAT) faced significant challenges in the first half of 2025, mainly due to a global economic slowdown that has dampened travel demand worldwide, negatively impacting Thailand’s tourism industry. Additionally, climate change poses a threat to popular outdoor attractions, necessitating innovative solutions such as shaded outdoor spaces and climate-resilient infrastructure.
To overcome these challenges, the Thai government and tourism authorities are taking proactive steps, including enhancing safety and security measures, and promoting sustainable tourism through creative initiatives like interactive museums and performing arts venues to attract more visitors. The government is also adjusting its marketing strategies to target high-value travellers and promote luxury and medical tourism, capitalising on emerging travel trends such as eco-tourism and nature-oriented experiences.
Q: What are TAT’s key priorities for promoting Thailand within your regional portfolio beyond TTM+ 2025?
A: TAT’s key priorities include boosting year-round travel by leveraging Thailand’s rich cultural heritage and soft power through the “Amazing Thailand Grand Tourism and Sports Year”. Building on the success of Songkran 2025, the Thailand Summer Festivals campaign will highlight major music events, such as EDC and Wonderfruit, sports events like the SEA Games, arts events like the International Fireworks Festival, and culinary experiences like “Amazing Thailand Grand Taste”. A comprehensive communication strategy using digital, print, social and mainstream media will ensure Thailand remains a top-of-mind destination for global travellers. With strong momentum, TAT is on track to achieve its tourism targets for 2025.
Tourism Authority of Thailand
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T: (+62) 2129922353
W: tat.or.th
