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The recently-concluded PATA Destination Marketing Forum (PDMF) 2025 in Chiang Rai, Thailand gave industry professionals much to ponder on with regard to the future of promoting destinations throughout the globe.
In a world whose focus increasingly leans towards sustainability as opposed to mere profitability, nations and tourism stakeholders are recalibrating their market strategies to develop products that are both environment-safe and beneficial to host communities.
As we at Travel Daily Media had the privilege of attending PDMF2025, we share some key insights from the event that could potentially change the way we present destinations to source markets in the immediate future and beyond.
Immersion vs mere observation
One of the less-savoury aspects of adventure and cultural tourism has been the way local residents are treated more like a backdrop as opposed to fellow human beings.
This phenomenon is referred to as the human zoo, and is now seen a dehumanising and even exploitative aspect of contemporary travel and tourism, a way of treating people as mere accessories in a picturesque location as opposed to the actual lifeblood of the location.
Nowadays, especially in the context of regenerative tourism, interacting with the locals is seen as the best way for travellers to get into the nuances of a destination, a way of immersing themselves into the essence of local culture and customs.
Thailand’s tourism stakeholders have been doing this through fam tours that allow guests to get into activities intrinsic to a location, ranging from the arts and crafts that serve as livelihood for host communities, to culinary workshops done onsite, to delving into local spirituality and healing.
The OTOP model remains relevant for retail tourism
For the most part, retail tourism involves people travelling to certain locations in order to get their retail fix.
This is true for luxury retail hubs like Dubai, Hong Kong, Singapore, and Europe’s fashion capitals, but why shouldn’t it also apply to other destinations that, while not necessarily luxury-centric, have something unique to offer global travellers.
That said, the one town, one product (OTOP) retail model remains one of the most effective forms of destination marketing anywhere in the world as it gives consumers an opportunity to experience what a location has to offer.
OTOP initiatives have several benefits for a country’s tourism programmes aside from providing a viable source of income for local residents.
These often include:
- Boosting agricultural communities by promoting locally-grown produce and products manufactured from these;
- Preserving time-honoured local traditions as younger generations will be encouraged to take up ancient crafts as opposed to letting them die out in obscurity;
- Promoting sustainability through seasonality as certain products may only be offered at certain times of the year to ensure optimal freshness and quality; and
- Fostering greater cross-cultural understanding by giving guests the opportunity to learn more about products, the traditions behind them, the people who make them, and the places they come from.
Those considering regenerative tourism should factor in rehabilitative tourism
One of the most inspiring takeaways from PDMF2925 was the story behind the Thai mountain community of Doi Tung.
Located in the once-infamous Golden Triangle where crime in the form of both drug and human trafficking was rife, Doi Tung has evolved over the years to become a thriving agricultural community and cultural centre.
Doi Tung’s transformation may be credited to its most prominent resident: Princess-Mother Srinagarindra, mother to the late King Bhumibol Adulyadej.
The Princess-Mother helped establish what is now the Doi Tung Development Project, a long-running initiative that has successfully weaned locals both from addiction to opiates and the cultivation of opium poppies, driving them towards healthier living and meaningful livelihood.
Today, Doi Tung trades in cash crops like coffee, tea, and macadamia nuts, and serves as a centre of arts and culture thanks to the Royal Villa and its surrounding botanical gardens, as well as the Mae Fah Luang Art and Cultural Park.
Now, if the work of concerned individuals and organisations was able to rehabilitate Doi Tung from a hub of notoriety to one for arts and culture, shouldn’t it serve as a model for other countries for transforming once barren or undesirable locations into attractive, productive, and even profitable destinations?
It will take time, investment, and considerable effort, but it can create meaningful narratives for destination marketing that will have a positive effect on a country’s bottom line.
So, you’re a Creative City…now what?
Host city Chiang Rai is part of the UNESCO Creative Cities Network, specifically as a City of Design.
But while the title it holds is impressive enough, we feel that cities within the network could no more by collaborating with each other in mutually beneficial endeavours.
That said, cultural exchanges coul serve as part of shared destination marketing strategies among nations within the Network.
These could be in the form of joint exhibitions, the offering of workshops for young creatives especially those in Network cities that are also known academic hubs, as well as recognised forums and symposia for continuing education.
Never underestimate the value of secondary cities for the MICE sector
While most events – usually concerts, large-scale conventions, and trade exhibitions – are hosted in capital cities, PDMF2025 showed attendees that secondary cities could also serve as MICE venues of choice.
Indeed, these locations are more ideal as these are less congested, often offer a fresher and healthier environment, and present more interesting areas for exploration post-event.
That said, countries may also maximise the popularity of resort destinations for MICE as opposed to centering events only in key urban hubs.
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Source: traveldailymedia