Pattaraanong Na Chiangmai, Deputy Governor for International Marketing (Asia and South Pacific), Tourism Authority of Thailand (TAT), shares insights with BOTT on the diverse offerings of Chiang Mai, key source markets for Thailand, and the country’s tourism growth post-pandemic.
Shreya Shimpi
How is TTM+ 2025 different from the previous year?
This year, we are placing a special spotlight on the Northern region of Thailand to showcase the rich diversity and unique experiences that Chiang Mai has to offer. With its captivating blend of cultural heritage and natural beauty, this mountainous gem is steadily gaining popularity among global travellers across all segments — business, leisure, and family travel. Compared to last year, nearly 30 per cent of the buyers at TTM+ 2025 were first-time participants, reflecting the growing global interest in Thailand’s northern region.
Which are your top five key source markets for Thailand?
Our top five source markets are China, Malaysia, India, Russia, and Korea.
How do you plan to increase the outreach of lesser-known destinations like Chiang Mai among Indian tourists?
Indian travellers have a deep appreciation for Thai cuisine, and Chiang Mai is renowned for its diverse and authentic gastronomical offerings. Beyond food, the city offers a rich cultural tapestry woven through its arts, handicrafts, and historical landmarks. For Indian travellers seeking spiritual and soulful experiences, Chiang Mai’s Buddhist temples provide an ideal retreat.
Local communities here are celebrated for their warmth and hospitality, offering immersive experiences such as farm-to-table tours and hands-on workshops in bamboo weaving, broom-making, and other traditional crafts. These activities give visitors a genuine taste of the region’s rich cultural heritage.
The Tourism Authority of Thailand (TAT) has been actively promoting such lesser-known destinations to Indian travellers. As part of the Governor’s initiative last year, a Mega Familiarisation Trip was organised for eleven Indian travel agents to explore Northern Thailand, including Chiang Mai. A similar initiative was held earlier this year in collaboration with MakeMyTrip to further strengthen awareness and engagement among Indian travellers.
How has tourism recovered post-pandemic?
In 2019, Thailand welcomed approximately 1.98 million visitors. By 2023, tourism had recovered to about 60 per cent of pre-pandemic levels. Last year, we surpassed 2.12 million visitors — an 8.9 per cent increase compared to pre-pandemic figures. In 2025, the growth rate for the first five months already stands at 16.14 per cent compared to the same period last year, signalling a strong upward trajectory for Thailand’s tourism sector.
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