PATA promotes Phetchaburi

PDMF 2024, held recently in Phetchaburi near Bangkok, highlighted the lesser-known destination in Thailand with MICE potential. The event also demonstrated how sustainable destination management can pave the way for meaningful and impactful tourism.

Amita Pandey

Phetchaburi, a UNESCO Creative City of Gastronomy, just 3.5-hour drive from Bangkok, has captured attention as a must-visit destination in Thailand, especially after the PATA Destination Marketing Forum 2024 (PDMF 2024) brought to light its potential as a premier venue for international conferences.

PDMF 2024

PDMF 2024 was organised by the Pacific Asia Travel Association (PATA) in collaboration with Phetchaburi province, TCEB, Designated Areas for Sustainable Tourism Administration (DASTA), and Tourism Authority of Thailand (TAT) under the theme ‘Authentic Prosperous Journeys: Nurturing Culture, Culinary Delights, and Community Wisdom’. More than 370 delegates from 26 destinations across the Asia Pacific and other countries participated in the event. The event aimed to foster closer collaboration between the province, local stakeholders, and major tourism organisations. It aligned with the Thailand Convention and Exhibition Bureau (TCEB)’s aim of promoting tier II, and III cities as MICE destinations.

Highlighting the PDMF’s goal,

Wanpen Mungsri, Deputy Governor, Acting Governor, Phetchaburi Province, said, “PDMF focuses on destinations that possess the potential to showcase the unique cultural heritage, local culinary strengths, and community-driven local wisdom that can create meaningful travel experiences, foster sustainable prosperity, and promote tourism growth while preserving natural resources and traditional cultural assets, which aligns with global tourism trends.” Emphasising that PDMF’s goal aligns with DASTA’s aim of nurturing local livelihoods along with sustainable tourism, Group Captain Athikun Kongmee, Director General, DASTA, elaborated, “DASTA places importance on the tourism development that generates income for the local, and improves the sustainability of local livelihoods.”

Sharing similar views, Noor Ahmad Hamid, CEO, PATA, pointed out PDMF’s mission to spotlight hidden gems like Phetchaburi, blending world-class amenities with untapped global appeal. “PATA India Chapter is also engaging in conversation with the Indian government to unlock MICE potential in tier II and III cities of India, where we could host PDMF in the future,” he said.

MICE prospects for destination

With its array of 5-star hotels, Phetchaburi stands ready to host world-class MICE events. Chiruit Isarangkun Na Ayuthaya, President, TCEB, proudly calls the province a “Gulf of Thailand” gem, blending arts, crafts, nature, and gastronomy. With similar vision in mind, Peter Semone, Chair, PATA, underscored the significance of spotlighting tier II and III cities for MICE growth, saying, “PDMF is focusing on secondary and tertiary destinations across Asia and the Pacific, with Thailand leading by example. The goal is to shift tourism from main hubs like Bangkok, Phuket, and Pattaya to foster sustainable, community-driven tourism. This approach, also relevant for India, emphasises local culture, cuisine, nature, and authentic lifestyles, aiming to reconnect visitors with grassroots experiences and strengthen ties between hosts and travellers.”

Paul Pruangkarn, Chief of Staff, PATA, pointed out that while promoting community-based tourism in tier II cities is key, PDMF’s core mission lies in showcasing effective destination management strategies and practices, which reduces carbon footprint too.

Hospitality milieu

Phetchaburi boasts world-class hospitality featuring luxurious 5-star stays, such as Dusit Thani Hua Hin, AVANI+ Hua Hin Resort, Long Beach Cha-am Hotel, and The Regent Cha-Am Beach Resort—all set against the stunning backdrop of Cha-am Beach. These hotels promise to serve global cuisine, along with three famous local flavours of Phetchaburi i.e. ‘sweet, sour, and salty’, which makes the destination more appealing for any MICE group.

Places of interest

Not only hospitality, but Phetchaburi has multifarious hidden treasures that any MICE or corporate traveller can explore, and to showcase the same, PDMF organised an immersive technical tour for participants, unravelling its cultural and natural wonders. The journey included visits to royal architectural marvels like Phra Ram Ratchaniwet and Mrigadayavan Palace, reflecting Thai-European elegance, and the scenic Phra Nakhon Khiri Historical Park perched atop mountain peaks.

Participants delved into local life of Ban Rai Krang Community, exploring paddy fields and toddy palm forests, and Tham Rong Community. They savoured traditional sweets at Lung Anake Thai Desserts Factory and gained insights into biodiversity and fisheries at Phetchaburi Aquacultic Demonstration Farm.