The Tourism Authority of Thailand (TAT) strengthened regional tourism cooperation by gathering agencies from the Greater Mekong Subregion (GMS) and representatives from Bhutan at the Thailand Travel Mart Plus (TTM+) 2025, held in Chiang Mai last week. This event underscored the shared commitment to strategic collaboration and sustainable growth across Asia.

TAT’s governor, Thapanee Kiatphaibool, stated: > “Thailand is committed to becoming the region’s central tourism hub through closer cooperation with our neighbours. By aligning our marketing and public relations efforts, we’re building stronger regional and ASEAN tourism links that support sustainable, long-term economic growth.”

Attendees from the GMS included Nay Khyi Win Swe, consul of the Consulate-General of Myanmar, and Pea Pheap, deputy director at the Ministry of Tourism in Cambodia. Additionally, Bhutan’s Department of Tourism was represented by its Chief Tourism Officer Phuntsho Gyeltshen, under the “Two Kingdoms, One Destination” initiative, part of a memorandum promoting high-value, sustainable travel experiences.

During TTM+ 2025, GMS and Bhutan representatives promoted cross-border tourism to more than 400 buyers and 450 sellers from 51 countries. Multi-modal travel routes including self-drive caravans and railway links were emphasized as innovative methods of travel connecting the region.

Highlights of the gathering included a focus on the ‘5 Must Do in Thailand’ experiences and culinary highlights such as Khao Soi, and the ‘Fon Leb’ finger dance massage recognition at Zira Spa. TAT anticipates these experiences will inspire enhancements in tourism products, attract quality travelers, and strengthen regional connections to bolster ASEAN’s standing as a world-class travel destination.