PATTAYA, THAILAND – The city launched an initiative on 5 March to position itself as a UNESCO Creative City in film, built around a new creative district concept in Na Kluea.
Opening in Na Kluea Royal Garden
The opening ceremony began on 5 March at 5:30 p.m. in the Na Kluea Royal Garden (Suan Satharana Chaloem Phra Kiat Na Kluea) and officially marked the start of project activities. Under the motto “Pattaya Creative City Forward”, the event was intended to highlight how Pattaya aimed to make the leap to an internationally recognised creative city.
Members of the Pattaya City Council attended alongside representatives of the Chonburi Provincial Administrative Organization and a range of partner organisations. Among those named were DASTA Pattaya (Designated Areas for Sustainable Tourism Administration), the Tourism Authority of Thailand Pattaya Office, the Chonburi Provincial Culture Office, the Pattaya City Culture Council and the Pattaya Business and Tourism Association, as well as heads of agencies, school principals, students and local residents.
Creative districts instead of beach-only promotion
According to the city, the programme aimed to build so‑called creative districts that draw on the area’s “cultural capital”, local distinctiveness and the everyday life of individual neighbourhoods. Officials described this as the creation of a creative ecosystem in which communities jointly develop viable, long‑term cultural and creative activities.
The approach was presented as a shift away from relying solely on beach-focused marketing towards strengthening identity‑driven places within the city. The initiative was framed as an attempt to root tourism development more firmly in local culture and community participation.
‘Na Kluea in Dreams’ workshop as ideas hub
A central element of the programme was the workshop “Na Kluea in Dreams”, which was designed to give participants space to draft and propose ideas for the development of the district. The workshop functioned as an ideas hub for residents, professionals and institutions who were invited to imagine Na Kluea’s future role in the city’s creative landscape.
Following the workshop, the panel discussion “Driving the Creative City Forward” explored how Na Kluea could become a model creative district for Pattaya. Panellists discussed ways to translate concepts from the workshop into concrete projects and long‑term cooperation.
Mayor joins film sector and academia on panel
On the panel, Mayor Poramese Ngampichet sat alongside academics and creative professionals. Participants included Phatcharapong Pikulkaew (VORM Festival), Bandit Thongdi (Thai Film Directors Association) and Assoc. Prof. Dr. Phaiboon Sophonsuwaphap of Burapha University.
Also involved were Jureet Kangwanphumi of Pan Mueang Co., Ltd., as well as Sarawit Laokemhung and Thanat Misri from the creative network “Tisatawan East”. Together they discussed how film and the wider creative industries could anchor long‑term development in Na Kluea.
Beyond visitor numbers – new value for districts
Poramese described the event as a step towards steering urban development more strongly through creativity, culture and participation, pointing to Pattaya’s international reputation as a travel destination. He argued that modern city development should not stop at increasing tourist numbers.
“Urban development must go beyond raising visitor statistics and instead upgrade places through identity, cultural capital and creative use in order to generate sustainable progress.”
said Poramese Ngampichet, mayor of Pattaya.
According to the city’s vision, communities should gain new value from their neighbourhoods by highlighting local stories and everyday life. This was presented as a way to balance economic goals with quality of life for residents.
Vision of a creative tourism destination
Pattaya is counting on authorities, the private sector, educational institutions, artists, creative entrepreneurs and residents to jointly pave the way towards a world‑class creative city. The film sector was highlighted as a key pillar in this strategy.
In the long term, the city aims to build a new image as a creative tourism destination that attracts not only travellers but also investors and creative professionals. At the same time, officials said the goal was to raise quality of life and keep development “balanced” across the city’s districts.
“Pattaya must develop into a place where creativity and culture are part of everyday life, so that tourism, investment and community well‑being move forward together.”
said Poramese Ngampichet, mayor of Pattaya.
The initiative left open questions about how far a film and creativity profile could open a more sustainable chapter for Pattaya or risk remaining only a label. City leaders indicated that the answer would depend on how deeply culture and the creative economy took root in neighbourhoods like Na Kluea.