Thai province showcases cultural heritage at PATA forum

The Phetchaburi province of Thailand hosted the PATA Destination Marketing Forum 2024 (PDMF 2024) from November 12-14, at Dusit Thani Hua Hin, earning global recognition as the region’s prime international conference destination, and highlighting its designation as a UNESCO Creative City of Gastronomy.

Organised by the Pacific Asia Travel Association (PATA) in partnership with Phetchaburi Province, the Thailand Convention and Exhibition Bureau (TCEB), and the Designated Areas for Sustainable Tourism Administration (Dasta), the forum drew attention to Phetchaburi’s rich cultural heritage and vibrant culinary scene.

Themed “Authentic Prosperous Journeys: Nurturing Culture, Culinary Delights, and Community Wisdom,” PDMF 2024 focused on tourism’s broader impact. The event explored how community-based tourism (CBT) can drive economic growth, cultural preservation, and environmental sustainability.

PATA Chair Peter Semone, in his opening speech, underscored the importance of tourism that goes beyond economic benefits.

“Tourism today must embrace the environmental and sociocultural aspects of travel,” he said.

“The value lies not only in revenue generation but in its power to create jobs, protect culture, and support sustainable practices.”

Wanpen Mungsri, Deputy Governor of Phetchaburi, echoed this sentiment, highlighting the province’s unique ability to offer cultural heritage, culinary delights, and community-driven wisdom.

“This forum focuses on destinations with the potential to create meaningful travel experiences while preserving cultural and natural resources,” she stated.

Chiruit Isarangkun Na Ayuthaya, President of TCEB, praised Phetchaburi as a gem of Thailand, combining arts, culture, nature, and gastronomy.

“Phetchaburi has long attracted TCEB’s attention for its unique offerings, making it a competitive MICE (Meetings, Incentives, Conferences, and Exhibitions) destination,” he noted.

Siripakorn Cheawsamoot, Deputy Governor for International Marketing at the Tourism Authority of Thailand (TAT), highlighted the forum’s significance in shaping tourism trends.

 “We are here to define not just trends, but the future of destination marketing,” he said. “It’s about nurturing cultural heritage, culinary traditions, and strong community bonds.”

Gp. Capt Athikun Kongmee, Director General of Dasta, emphasised the importance of sustainable tourism development.

“Tourism must generate income for local communities, enhance employment opportunities, and improve livelihoods,” he said, adding that Phetchaburi’s status as a UNESCO Creative City of Gastronomy, earned in 2021, reflects its commitment to sustainability.

During the forum, delegates participated in guided tours to experience Phetchaburi’s community-driven tourism.

Highlights included cooking local dishes, traditional salt-making, Thai shadow puppet-making, and visits to iconic landmarks.

A social media contest, “Phetchaburi in Focus”, invited participants to share their experiences.

The conference also featured sessions on community-driven sustainability, the balance between tradition and hygiene in street food, and the role of cultural heritage in tourism.

Arnon Wongchiang, Instructor at Silpakorn University, gave presentations on Phetchaburi’s local products such as salt, toddy palm sugar, and lime. Delegates also tasted a Margarita made with these regional ingredients, adding a hands-on touch to the experience.

With over 370 delegates from 26 destinations across Asia Pacific and beyond, PDMF 2024 showcased Phetchaburi as a model for sustainable and community-driven tourism.

The forum highlighted the province’s potential to become a leading hub for MICE events and a destination for travellers seeking authentic, meaningful experiences. - TradeArabia News Service