The PATA Destination Marketing Forum 2024 (PDMF 2024), held from November 12 to 14 at the Dusit Thani Hua Hin in Phetchaburi Province, Thailand, has showcased the province as an ideal international conference destination, highlighted its status as a UNESCO Creative City of Gastronomy, and strengthened collaboration between local stakeholders and major tourism organisations.
Under the theme Authentic Prosperous Journeys: Nurturing Culture, Culinary Delights, and Community Wisdom, PDMF 2024 explored the impact of tourism beyond economic growth. The forum spotlighted community-based tourism and examined its positive effects on local communities, job creation, cultural preservation, and the collaboration between national and provincial authorities to promote tourism.
The event was organised by PATA in partnership with Phetchaburi Province, Thailand Convention and Exhibition Bureau, and the Designated Areas for Sustainable Tourism Administration (DASTA), with the support of the Tourism Authority of Thailand.
On November 13, delegates joined one of three different tour routes arranged by DASTA and its partners, which showcased Phetchaburi’s community-driven tourism. Highlights of the tours included hands-on experiences in cooking local dishes, seasonal salt-making, traditional Thai shadow puppet-making, and visits to iconic landmarks. Delegates were encouraged to post about their experiences on social media as part of the Phetchaburi in Focus: Social Media Contest, with winners announced during the conference.
On the following day, attendees participated in conference sessions led by tourism professionals, community leaders, and specialists from diverse fields, including digital marketing, marine biology, culinary arts, and renewable energy. Representing the public sector were organisations such as the Ministry of Tourism of Cambodia, the National Food Institute, the Nepal Tourism Board, the Palau Visitors Authority, the Sabah Tourism Board, the Sarawak Tourism Board, and the Sri Lanka Tourism Development Authority. Representatives from the private sector included e-Tourism Frontiers, Intrepid Travel, and OAG, to name a few.
The event welcomed over 370 delegates from 26 destinations across Asia-Pacific and beyond, including Australia, Bangladesh, Bhutan, Cambodia, China, Taipei, Gibraltar, Hong Kong, India, Indonesia, Japan, Lao, Macau, Malaysia, Nepal, New Zealand, Oman, Palau, the Philippines, Singapore, South Africa, Spain, Sri Lanka, the UK and the US.
PATA chair Peter Semone remarked during his opening speech: “Tourism today must extend beyond mere economic growth to embrace the environmental and sociocultural aspects of tourism, creating a positive ripple effect in the communities that host us. The value of tourism lies not only in the revenue it generates but in its power to create jobs, protect culture, support environmental preservation, and foster a shared economy that lifts all members of a community.”
Wanpen Mungsri, deputy governor, acting governor of Phetchaburi Province, said: “The theme aligns with global tourism trends that prioritise community involvement, sustainable growth, and eco-friendly practices, as well as addressing climate change. Most importantly, Thailand and the Asia-Pacific region will strive toward stable, prosperous, and sustainable growth, leaving no one behind.”
