PDMF2025 challenges the industry to rethink destination marketing
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The recently-concluded PATA Vacation spot Advertising and marketing Discussion board (PDMF) 2025 in Chiang Rai, Thailand gave business professionals a lot to ponder on with regard to the way forward for selling locations all through the globe.
In a world whose focus more and more leans in the direction of sustainability versus mere profitability, nations and tourism stakeholders are recalibrating their market methods to develop merchandise which are each environment-safe and useful to host communities.
As we at Journey Every day Media had the privilege of attending PDMF2025, we share some key insights from the occasion that might doubtlessly change the way in which we current locations to supply markets within the instant future and past.
Immersion vs mere remark
One of many less-savoury points of journey and cultural tourism has been the way in which native residents are handled extra like a backdrop versus fellow human beings.
This phenomenon is known as the human zoo, and is now seen a dehumanising and even exploitative side of up to date journey and tourism, a means of treating folks as mere equipment in a picturesque location versus the precise lifeblood of the situation.
These days, particularly within the context of regenerative tourism, interacting with the locals is seen as one of the simplest ways for travellers to get into the nuances of a vacation spot, a means of immersing themselves into the essence of native tradition and customs.
Thailand’s tourism stakeholders have been doing this by fam excursions that permit company to get into actions intrinsic to a location, starting from the humanities and crafts that function livelihood for host communities, to culinary workshops achieved onsite, to delving into native spirituality and therapeutic.
The OTOP mannequin stays related for retail tourism
For probably the most half, retail tourism includes folks travelling to sure areas in an effort to get their retail repair.
That is true for luxurious retail hubs like Dubai, Hong Kong, Singapore, and Europe’s style capitals, however why shouldn’t it additionally apply to different locations that, whereas not essentially luxury-centric, have one thing distinctive to supply international travellers.
That mentioned, the one city, one product (OTOP) retail mannequin stays one of the crucial efficient types of vacation spot advertising and marketing anyplace on the planet because it provides customers a possibility to expertise what a location has to supply.
OTOP initiatives have a number of advantages for a rustic’s tourism programmes except for offering a viable supply of revenue for native residents.
These usually embrace:
- Boosting agricultural communities by selling locally-grown produce and merchandise manufactured from these;
- Preserving time-honoured native traditions as youthful generations can be inspired to take up historical crafts versus letting them die out in obscurity;
- Selling sustainability by seasonality as sure merchandise could solely be provided at sure occasions of the yr to make sure optimum freshness and high quality; and
- Fostering higher cross-cultural understanding by giving company the chance to be taught extra about merchandise, the traditions behind them, the individuals who make them, and the locations they arrive from.
These contemplating regenerative tourism ought to think about rehabilitative tourism
Some of the inspiring takeaways from PDMF2925 was the story behind the Thai mountain group of Doi Tung.
Positioned within the once-infamous Golden Triangle the place crime within the type of each drug and human trafficking was rife, Doi Tung has developed through the years to change into a thriving agricultural group and cultural centre.
Doi Tung’s transformation could also be credited to its most outstanding resident: Princess-Mom Srinagarindra, mom to the late King Bhumibol Adulyadej.
The Princess-Mom helped set up what’s now the Doi Tung Improvement Venture, a long-running initiative that has efficiently weaned locals each from habit to opiates and the cultivation of opium poppies, driving them in the direction of more healthy residing and significant livelihood.
At present, Doi Tung trades in money crops like espresso, tea, and macadamia nuts, and serves as a centre of arts and tradition because of the Royal Villa and its surrounding botanical gardens, in addition to the Mae Fah Luang Artwork and Cultural Park.
Now, if the work of involved people and organisations was in a position to rehabilitate Doi Tung from a hub of notoriety to 1 for arts and tradition, shouldn’t it function a mannequin for different nations for remodeling as soon as barren or undesirable areas into engaging, productive, and even worthwhile locations?
It’ll take time, funding, and appreciable effort, however it will possibly create significant narratives for vacation spot advertising and marketing that can have a optimistic impact on a rustic’s backside line.
So, you’re a Artistic Metropolis…now what?
Host metropolis Chiang Rai is a part of the UNESCO Artistic Cities Community, particularly as a Metropolis of Design.
However whereas the title it holds is spectacular sufficient, we really feel that cities throughout the community might no extra by collaborating with one another in mutually useful endeavours.
That mentioned, cultural exchanges coul function a part of shared vacation spot advertising and marketing methods amongst nations throughout the Community.
These could possibly be within the type of joint exhibitions, the providing of workshops for younger creatives particularly these in Community cities which are additionally recognized tutorial hubs, in addition to recognised boards and symposia for persevering with training.
By no means underestimate the worth of secondary cities for the MICE sector
Whereas most occasions – normally live shows, large-scale conventions, and commerce exhibitions – are hosted in capital cities, PDMF2025 confirmed attendees that secondary cities might additionally function MICE venues of selection.
Certainly, these areas are extra excellent as these are much less congested, usually provide a brisker and more healthy atmosphere, and current extra fascinating areas for exploration post-event.
That mentioned, nations may maximise the recognition of resort locations for MICE versus centering occasions solely in key city hubs.
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