It is a great privilege to welcome you to the APacCHRIE 2025 Conference hosted by Chiang Mai University in the culturally rich city of Chiang Mai, Thailand.

This year’s theme, “Transforming to the Future: Innovation, AI, and Regenerative Tourism and Hospitality,” is not only timely but deeply aligned with the values and aspirations of our university. As the world navigates new challenges and opportunities in tourism and hospitality, this conference provides a much-needed platform for exchanging frontier research, innovative practices, and transformative ideas.

At Chiang Mai University, we are committed to advancing interdisciplinary research that bridges science, technology, and the humanities, especially in the context of sustainable tourism and community well-being. As Vice President for Research, I have witnessed the impact of collaborative work across universities, industries, and societies. These partnerships not only generate new knowledge but also drive meaningful changes.

We humbly take pride in our role as a regional leader in tourism research and innovation. Our teams continuously strive to contribute insights and solutions that support policy, empower local communities, and shape the future of tourism in Asia and beyond. However, we also recognize that true progress comes not from working alone, but from building lasting collaborations.

I believe this conference offers a fertile ground for new partnerships, research ideas, and shared vision among scholars, practitioners, and students. I encourage you to actively engage in discussions, initiate dialogues, and explore opportunities for joint research, curriculum development, and innovation.

On behalf of the organizing committee and Chiang Mai University, I extend my deepest appreciation for your presence and participation. May APacCHRIE 2025 be a catalyst for learning, connection, and action that strengthens not only our academic community but the global tourism and hospitality industry as a whole.

We look forward to the collaborations and discoveries that will emerge from this meaningful gathering.