Chiang Mai, 4 June 2025 – Thailand’s soft power vision took centre stage at Thailand Travel Mart Plus (TTM+) 2025, as the Tourism Authority of Thailand (TAT) welcomed Dr. Surapong Suebwonglee, Deputy Policy Advisor to the Prime Minister and Chairman of the National Soft Power Development Committee. Dr Surapong delivered the keynote address at the TTM Talk session, themed “Thailand Soft Power Outlook.”
He highlighted the vital role of Thailand’s creative industries—ranging from food and film to Muay Thai and festivals—in driving sustainable tourism and enhancing the country’s global profile. Emphasising Thailand’s strategic commitment to soft power, he stressed the importance of international collaboration, the development of world-class cultural events, and tourism’s potential to showcase Thai identity and innovation. He concluded with a message of gratitude and optimism, inviting global partners to help share Thailand’s story with the world.
Attended by over 400 international buyers from 50 countries, TTM Talk forms a key part of TTM+ 2025, Thailand’s premier travel trade event, taking place from 4–6 June at Royal Park Rajapruek, Chiang Mai.
