TTM+ 2025: Thailand’s Latest Tourism Partnership with GMS and Bhutan
The Tourism Authority of Thailand (TAT) enhanced regional tourism collaboration by uniting agencies from the Greater Mekong Subregion (GMS) and representatives from the Kingdom of Bhutan during Thailand’s premier travel trade event, Thailand Travel Mart Plus (TTM+) 2025, held from June 4 to June 6 in Chiang Mai. This gathering highlights a mutual commitment to strategic collaboration and sustainable growth throughout Asia.
“Thailand is committed to becoming the region’s central tourism hub through closer cooperation with our neighbours,” said Ms. Thapanee Kiatphaibool, TAT Governor. “By aligning our marketing and public relations efforts, we’re building stronger regional and ASEAN tourism links that support sustainable, long-term economic growth.”
Delegates from the Greater Mekong Subregion (GMS) included Ms. Nay Khyi Win Swe, Consul at the Consulate-General of the Republic of the Union of Myanmar, and Mr. Pea Pheap, Deputy Director of the Overseas Marketing and Promotion Department at the Ministry of Tourism, Cambodia. The Tourism Authority of Thailand (TAT) also welcomed representatives from Bhutan’s Department of Tourism, including Mr. Phuntsho Gyeltshen, Chief Tourism Officer. This participation is part of the “Two Kingdoms, One Destination” initiative, which is a key component of a Memorandum of Understanding aimed at promoting mutual knowledge exchange and supporting the development of high-value, sustainable travel experiences across both countries.
At TTM+ 2025, representatives from GMS and Bhutan promoted cross-border tourism to over 400 buyers from 51 countries and 450 sellers. Multimodal travel routes—including self-driving caravans, railway links, and cruise networks—formed the backbone of these efforts.
The travel routes include self-driving caravan trips connecting Thailand with the Lao PDR, Cambodia, and Vietnam. Additionally, railway tourism is available from Bangkok’s Aphiwat Central Station to Khamsawat Station in the Lao PDR, with plans for a future connection to Kunming, China. Cruise tourism is also a focus, with Laem Chabang Port serving as a regional embarkation hub that links Thailand to Vietnam, Cambodia, Malaysia, and Singapore, specifically targeting first-time international visitors.
These initiatives support Thailand’s “Ease of Travelling” strategy, which focuses on seamless mobility and effective destination marketing through coordinated efforts with public and private sector partners at both domestic and international levels.
As part of a curated familiarization program, participants from GMS and Bhutan are experiencing key Thai travel highlights under the concept “5 Must Do in Thailand”: Must Taste, Must Try, Must Buy, Must Seek, and Must See. Some of the key experiences include sampling Khao Soi, Chiang Mai’s signature northern curry noodle dish, alongside selected offerings from the MICHELIN Guide; enjoying the unique ‘Fon Leb’ finger dance massage at Zira Spa—honored in the Thailand Tourism Awards Hall of Fame in the Spa category in 2023; shopping for locally crafted handicrafts; exploring Chiang Mai’s historic landmarks; and immersing themselves in the area’s rich and vibrant cultural life.
TAT anticipates that these immersive experiences will motivate participating countries to enhance their tourism offerings, attract quality travellers, and strengthen regional connections, further solidifying ASEAN’s reputation as a world-class travel destination.
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