The Tourism Authority of Thailand (TAT) has launched the Thailand Travel Mart Plus (TTM+) 2025 in Chiang Mai, emphasizing sustainability, soft power, and digital transformation. The event runs from June 4 to 6 and aims to promote meaningful travel through Thailand’s ‘Five Must-Do’ experiences while highlighting Lanna’s heritage. It also seeks to equip local businesses with innovative and responsible tourism strategies.
“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.”
The minister noted that TTM+ is crucial in reshaping Thailand’s tourism supply chain for improved efficiency and competitiveness by raising service standards and emphasizing authentic experiences. The event aims to strengthen Thailand’s image globally and support international tourism recovery in 2025.
The opening ceremony on June 4 was presided over by Minister Sorawong alongside TAT Governor Ms. Thapanee Kiatphaibool, senior government officials, tourism executives, and international media. This marked the beginning of the three-day event, which reaffirms Thailand’s strategic vision for inclusive, sustainable tourism growth.
Now in its 22nd edition, TTM+ 2025 features a dynamic program that blends business, culture, and innovation. Highlights include curated Pre-Tours, the Thailand Product Update, TTM Talk sessions under the theme “The Soul of Thailand: 3F Essentials,” and immersive cultural experiences such as “Chiang Mai Night.” The event concludes with a Business Networking Happy Hour to foster deeper international partnerships.
Dr. Surapong Suebwonglee opened TTM Talk by outlining Thailand’s national soft power strategy. Discussions featured experts in gastronomy, holistic wellness, and Thai textiles in modern fashion—offering global buyers insights into Thailand’s creative economy.
This year’s event hosts 406 international buyers from various regions including Europe, East Asia, Southeast Asia, the Americas, Australia, Eastern Europe, the Middle East, South America, and Southern Africa. Notably, there are 143 first-time buyers among them. Leading countries represented include China, India, the UK among others.
On the supply side are 450 Thai tourism operators—up from last year—including winners of the Thailand Tourism Awards and representatives from hidden-gem cities. Among them are sellers certified under TAT’s STAR programme for sustainable tourism.
TAT has invited National Tourist Organisations (NTOs) from neighboring regions to expand strategic partnerships across Southeast Asia. Additionally welcoming media presence reinforces Chiang Mai’s role as a hub for storytelling and innovation.
TAT expects TTM+ 2025 to facilitate over 13,000 business appointments generating more than 4.29 billion Baht in revenue while aiming to leave a lasting impact on people and planet.
“TTM+ 2025 sparks momentum across the tourism ecosystem,” said TAT Governor Ms. Thapanee Kiatphaibool. “It connects opportunity with action—driving revenue expanding networks empowering Thai SMEs.”
Promotional highlights include celebrating Lanna heritage through spa therapies herbal scrubs wellness cuisine hands-on workshops reflecting Thai soft power essence.
Sustainability remains central at TTM+ recognized as Carbon Neutral Event with efforts supported by Provincial Electricity Authority ensuring emissions offset waste recycling food donation bamboo installations repurposing among other initiatives showcasing leadership in green practices.
The Travel Tech zone features AI-powered platforms equipping operators with digital solutions enhancing innovative travel experiences.