TTM 2025 – a Triumph

Thai Travel Market 2025 (TTM +), held in the lovely northern city of Chiang Mai, could only be deemed a triumph. The fabulous setting in the lush grounds of Royal Rajapruek Park highlighted the direction of tourism for 2025. Set in the Kingdom of Lanna, Chiang Mai showcased the local Lanna culture and Mr Nithee Seeprae (TAT Deputy Governor for Marketing Communications) outlined the country’s tourism strategy, product developments and, as ever, a firm commitment to a sustainable, high value future.

Minister of Tourism & Sports, Mr Sorawang Thienthong stated: “TTM 2025 signals a new chapter for Thai tourism. A launchpad for sustainable ideas, a global marketplace for local businesses and a powerful showcase of Thailand’s cultural depth and creative potential”.  I couldn’t have put it better myself! The commitment to enhance tourist experiences is highly driven and the will to succeed is strong.

A huge focus on wellness tourism, particularly inspired by Lanna’s heritage was emphasised. Visitors are encouraged to engage all 5 senses through traditional treatments and, I’m guessing that our tired and jaded western minds and bodies will react favourably to superb spa experiences and massages. I was that soldier! A sense of rejuvenation and enhanced spiritual values do wonders to restore balance and a feeling of wellness. To enhance visitor experience, the direction is clear – creating high value experiences rooted in culture, wellness and sustainability.

The five F’s were constantly iterated. Food, Fashion, Fight, Festivals and Film. Of course, Thai cuisine needs no introduction. In my humble opinion, it’s probably the best in the world. Fashion is fast becoming a “thing” in Thailand with beautiful local fabrics and a unique way of modelling the lovely clothing. Fight is the ever more popular Thai Boxing where skill is paramount. Festivals are fun and fantastic in Thailand where every region celebrates its local traditions. Travel to any Province and song, dance and colour are the order of the day.  Naturally, with such landscapes from which to choose, its no wonder that Thailand is the choice of many famous film directors. Bangkok was even the location for the very popular Hangover 2 movie and White Lotus and Jurassic Park 4 (Koh Samui and Krabi respectively) were filmed.

The showcasing of Lanna traditions was evident in the exhibition hall where colour, costume and crafting was riotous and a complete assault on the senses. From neck massage to local handicrafts and displays of skill, proud traditions were witnessed. The Lanna Party later that evening was another wonderful event for networking, food outlets, light shows, traditional costume and dance. Simply what one has come to expect from Amazing Thailand. A spectacle that is spectacular.

Thailand has long stressed its eco friendly stance and actively promotes green destinations and the commitment to the environment is obvious. Gone are the ubiquitous plastic water bottles and protection of coral reefs is high on Government agenda. All hotels encourage good practice in minimising linen changes and detergent use. A huge push to direct tourists to lesser-known areas of Thailand is another strategy to enrich local communities and give visitors a holiday experience to areas that are not overly commercialised. Rich in culture and local gastronomy, these areas are hidden gems and ripe for exploration. A clever ploy for avoiding over tourism in more popular areas. In particular, this is being promoted through the 5 Must’s campaign – Must See, Do, Seek, Try, Buy – that encourages travellers to try new things from visiting hidden gem areas, taking part in a festival, shopping locally, learning a new skill (like Muay Thai or diving) and sampling regional cuisine.

On a very educational meeting with the Governor (Khun Thapanee Kiatphaibool and Deputy Governor (Khun Chiravadee Khunsub), the idea of over tourism and still wanting to attract more and more visitors to Thailand seemed like a contradiction in terms. However, re-directing the tourist market to lesser-known beauty spots and places rich in local tradition and customs off the beaten track could indeed be the answer. Jungle treks, strolls through the Rainforest, Blue Jasmine Train rides and gastronomy tours through bustling local markets sound rather appealing!

In a Q & A session with Ms Suladda Sarutilavan (Executive Director of European Region), I discussed the new Thailand Digital Arrival Card (TDAC) which speeds entry to the country and is totally free and easy to acquire. In addition, we spoke of new ways to encourage and attract more visitors from Europe and, more specifically, Ireland to travel to Thailand. We have good flight connectivity and accessibility from Ireland with various airlines (Turkish, Etihad, Emirates and Qatar) servicing major cities.  In fact, tourism from Ireland has increased. In 2025 Thailand has seen an increase of 12% YOY (Jan – May) welcoming 35.273 Irish already this year.  Ms Sarutilavan also stressed new policies for visitor safety with new tourist police forces employed to patrol streets and beaches. A great reassurance for travellers.

TTM PLUS 2025 was an incredible experience and, as always, Amazing Thailand never fails to amaze.

The Land of Smiles is also the Land of the Free!