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Chiang Mai: Thailand’s Hub for Innovative Tourism “Safe, Sustainable, and Experiential
” Chiang Mai is set to become a new focal point for Thai tourism with the vision of becoming an innovative tourism hub that prioritizes safety, sustainability, and impressive experiences for travelers. This push is part of the “Startup Thailand Connext 2025” event, held under the theme of Travel Tech, Soft Power, Digital and AI, which reflects a national strategy to modernize the tourism industry and create genuine economic value.
The National Innovation Agency (NIA) has emphasized three core industries that will be key drivers for Thai tourism:
- Travel Tech: Technology to enhance and elevate travel experience in every dimension.
- Soft Power: Showcasing local culture, unique products, and authentic Thai stories to attract and impress international visitors.
- Digital & AI: Innovations to improve service efficiency, convenience, and, most importantly, safety.
AI Cameras: A Prototype for the “Chiang Mai Model” of Safety
One of the most notable advancements unveiled at the “Thailand’s Leap to Travel Innovation Hub” forum was the “AI facial recognition camera for criminals.” A collaboration between the Chiang Mai Tourist Police, Chiang Mai University, and NIA, this system is already in use at Chiang Mai Airport and on public transportation. It has proven effective, leading to the arrest of 64 criminals in just six months. This is a clear testament that “Thai-made, Thai-used, Thai-safe” technology can genuinely reduce risks and build confidence for tourists.
Local Businesses: A One-Stop Service to Meet Tourist Needs
Jirayut Puwaphunphon, a co-founder of the organic farm and restaurant Ohkajhu, shared how they use EAP and Data Analytics to manage their farm and expand their business into farm tours under the concept of “Eat Vegetables, See the Farm, Experience the Chiang Mai Way.” Jirayut reflected on tourists’ desire for a one-stop service that aggregates all information—restaurants, attractions, transportation, and real-time safety data. He hopes to see a single platform in Chiang Mai that connects all tourism services.
From Proposals to a Comprehensive Chiang Mai Development Plan
Government and private sector agencies agree that for Chiang Mai to become a tourism innovation hub, three main areas must be developed:
- Central Data System and Platform: To link data from all sectors, including attractions, services, transportation, and safety.
- Transportation and Logistics: Must be modern and conveniently connect tourist routes.
- Soft Power and Sustainability Promotion: To leverage the strengths of culture, food, and nature, combined with the trends of wellness and sustainability.
In addition, there are proposals to develop a platform to alert tourists when they are near high-risk areas and an AI system to analyze customer behavior to create more targeted promotions and services.
Travel Tech and the Transformation of Urban Travel
Suppapong Kittiwattanasak, Co-Founder of MovMi, a Thai startup that revolutionized urban travel with an on-demand ride-sharing platform using clean energy tuk-tuks, pointed out that technology can fill gaps in transportation. By developing algorithms and AI that match passengers’ routes, travel costs decrease, and service providers’ income increases. This creates a shared travel model that reduces pollution and offers personalized experience.
Thai Online Travel Agencies on the Global Stage
Pongpan Wongnongtoey, Chief Financial & Strategy Officer at GOTHER, a Thai OTA (Online Travel Agency) startup, aims to compete with global platforms. He emphasized the importance of using AI and Data Labeling to manage data from over 750,000 hotels and accommodations worldwide, ensuring that searches and recommendations accurately meet user needs. GOTHER also prioritizes building a platform for Thais, so they can better understand the behavior and needs of the local market.
Changing Tourist Behavior is an Opportunity
After the COVID-19 pandemic, tourist behavior has shifted. Travelers now expect unique and personalized experiences rather than just what they see online. Three key trends that entrepreneurs should prepare for are:
- Personalized Experience: Tourists want experiences that can be customized.
- Pre-travel Research: Travelers are doing more research and planning their trips, with AI as a crucial tool.
- Sustainability: Tourism that considers the environment and society is gaining importance, and businesses must be ready for this group of tourists.
The Key is Collaboration for the Future
Chiang Mai has comprehensive potential, including culture, food, nature, human resources, education, and technology. What is still lacking is collaboration and the interlinking of data across agencies, government, private sector, and the public. If all sectors can work together toward a common goal, Chiang Mai will not just be a beautiful tourist city but a model for innovative tourism that is safe, sustainable, and delivers an experience that exceeds expectations with every visit. It will be a powerful force that drives immense value for Thailand.
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