Phetchaburi, Thailand, took centrestage at the recently-concluded PATA Destination Marketing Forum 2024 (PDMF 2024), as the event delved deep into the importance of community tourism and effective strategies for local engagement, while showcasing the province’s unique blend of culture, history, and natural beauty.
PDMF 2024 attracted 400 participants, including 100 international attendees. The event was co-hosted by the Thailand Convention and Exhibition Bureau (TCEB), Phetchaburi City, and Designated Areas for Sustainable Tourism Administration (DASTA) with support from the Tourism Authority of Thailand (TAT).
The rise of local tourism has led to the development of new business events experiences in emerging destinations like Phetchaburi, where PDMF 2024 attendees had the opportunity to explore some of these MICE Routes, said TCEB president Chiruit Isarangkun Na Ayuthaya.
“By hosting PDMF 2024, the province also showcased its capacity for hosting international gatherings and its cultural and natural heritage draws for MICE travellers,” he added.
Participants spent the first day following these new MICE Routes curated by DASTA, a public organisation focused on helping secondary and tertiary destinations to develop sustainable tourism – also a long-standing goal of PATA’s PDMF event.
The technical tours allowed participants to experience Phetchaburi’s “Three Tastes” – salty, sweet, and sour – through toddy palm desserts, local limes and the province’s salt fields. Activities included making fragrant salt at Yung Gleua Restaurant & Café, and indulging in Thai traditional desserts at Lung Anake Thai Desserts Factory.
Visits to key sites such as the Old Phetchaburi Town Riverside Community, Phra Nakhon Khiri Historical Park, Mrigadayavan Palace, Phetchaburi Aquacultic Demonstration Farm, and Pak Thale Nature Reserve – a draw for birdwatchers – showcased the province’s rich history and biodiversity.
The forum further highlighted the role of community-driven efforts, such as the renewable energy and zero-waste practices adopted by the province’s Koh Jik and Padeng communities, and engaged participants in a workshop to explore opportunities for community tourism.
Noor Ahmad Hamid, CEO of Pacific Asia Travel Association (PATA), explained: “The tours not only showcase Phetchaburi’s attractions, but also provide a roadmap for other destinations to adopt similar practices. This collaborative approach helps to promote responsible tourism development.”
A social media contest hosted by PATA underscored the power of user-generated content, effectively raising awareness of Phetchaburi’s hidden charms.
Looking ahead, PDMF 2025 will be hosted in Chiang Rai, continuing its mission to responsibly grow secondary tourism destinations, and highlighting the transformative power of community-driven tourism.
