On 3 December 2025, Professor Dr. Vanchai Sirichana, Chairman of the University Council and Founding President of Mae Fah Luang University (MFU), participated in the Pacific Asia Travel Association (PATA) Destination Marketing Forum 2025 (PDMF 2025) at the Heritage Chiang Rai Hotel and Convention Center. He delivered a special keynote speech titled: “A New Paradigm of Regeneration Destination- Tourism in Transition: Changing Goals and Tourist Behaviour."
Professor Vanchai shared his vision for the comprehensive, integrated development of Chiang Rai province aimed at achieving international recognition. He highlighted the creation of new tourist experiences by leveraging Chiang Rai's strengths in culture and traditions, natural landscapes, its people, and health services. As the Founding President, he has meticulously designed the university's landscape architecture since its establishment in 1998 under the concept of "University in the Park." His approach harmonizes buildings with the natural environment, earning MFU a reputation as one of Thailand’s most beautiful scenic universities. This vision also led to the establishment of the MFU Medical Center and the MFU Wellness Center.
Co-hosted by the Thailand Convention and Exhibition Bureau (TCEB), Chiang Rai Province, the Designated Areas for Sustainable Tourism Administration (DASTA), and the Tourism Authority of Thailand (TAT), PDMF 2025 was held from 1-4 December 2025 under the theme: "Steeped in Tradition, Rooted in Wellness: Weaving the Meaningful Narrative of Travel".
The forum offered a valuable opportunity to explore Chiang Rai's natural landscape and cultural heritage. It also served as a unique platform for networking, learning, and reinforcing the commitment to promoting secondary cities as attractive destinations, while elevating tertiary destinations to grow and develop responsibly, and gain international recognition.
The programme featured collaborative projects, information exchange, and visits to key tourist attractions in Chiang Rai. These activities aimed to raise awareness, create memorable experiences, and enhance Chiang Rai's image as a destination with international potential in tourism and MICE (Meetings, Incentives, Conventions, and Exhibitions).
The event was attended by both Thai and international participants, including representatives from National Tourism Organizations (NTOs), hotels, hospitals, educational institutions, travel businesses, marketing consultants, airlines, and media from around the world.
