Promotion workshops at PSU

September 3, 2025

Prince of Songkla University Hosts National Promotion Workshop

On Wednesday, September 3, 2025, from 1:00 p.m. to 4:30 p.m., Prince of Songkla University (PSU), in partnership with the Phuket Tourist Association (PTA) and a range of stakeholders from across Asia and the European Union, successfully hosted the highly anticipated INNO4Tourism National Promotion Day 2025. The event, held at the PSU Phuket Campus, marked a significant milestone in advancing the development of the hospitality and tourism sectors in Thailand and Southeast Asia.

The INNO4Tourism initiative, a collaborative project involving higher education institutions (HEIs) in Thailand and Lao PDR, aims to bridge the gap between academia and industry, ensuring that academic programs align with the rapidly changing needs of the tourism and hospitality labor market. Through this project, the goal is not only to enhance the employability of students and recent graduates but also to elevate the professional capabilities of those already working within the industry. By improving the skills, competencies, and knowledge of tourism professionals, the project aims to increase the competitiveness of the sector in the global arena.

This year’s National Promotion Day saw 116 representatives from 46 organizations across Phuket and neighboring provinces, underscoring the strong and growing engagement between the academic and industrial sectors in shaping the future of tourism in the region. The event served as a valuable platform for discussion, collaboration, and networking, fostering greater synergy between educational institutions and tourism-related businesses.

A key highlight of the program was the Special Talk on the INNO4Tourism Project delivered by Assoc. Prof. Dr. Tatiyaporn Jarumaneerat, a leading academic figure and the project’s coordinator. During her address, Dr. Tatiyaporn provided an in-depth overview of the project’s background, objectives, and long-term vision. She emphasized the critical role that higher education institutions play in addressing the skills gap within the tourism and hospitality sector and the importance of creating programs that are responsive to the evolving demands of the global market.

Dr. Tatiyaporn also extended a formal invitation to hospitality and tourism business owners and entrepreneurs to participate in the upcoming training programs developed through the INNO4Tourism project. These training sessions are designed to help industry professionals enhance their capacity, improve service quality, and ensure that they are better equipped to meet the demands of today’s competitive global tourism market. By providing training and educational opportunities, the project also aims to foster innovation, sustainable practices, and increased professionalism within the industry.

The INNO4Tourism project is the result of an ongoing collaboration between PSU, leading universities in Europe and Asia, and a variety of stakeholders from the tourism sector. This partnership reflects the shared commitment to elevating the tourism industry’s workforce, particularly by enhancing the skills and knowledge of professionals who are integral to the success of the sector.

The collaboration between higher education institutions and industry players is essential to ensure that the tourism workforce is prepared to handle both current and future challenges. With Thailand’s tourism sector being one of the largest in Southeast Asia, there is an increasing demand for a workforce that can adapt to the changing needs of travelers, manage the impact of technology, and respond to shifts in global travel trends. The INNO4Tourism project seeks to meet these demands head-on by focusing on professional development, innovation, and sustainability in the hospitality and tourism sectors.

Moreover, the project serves as an important model for other countries in the region that are looking to boost their tourism industry through education and workforce development. The lessons learned from INNO4Tourism will be instrumental in shaping future initiatives that will enhance the region’s capacity to compete in the global tourism market.

This event highlighted the tremendous potential for growth and innovation within the tourism industry when education and industry come together. The participants, comprising university representatives, industry leaders, and entrepreneurs, took part in enriching discussions and exchanged ideas that are vital for the future development of the tourism sector. With the rapid evolution of global travel patterns, the importance of having a well-educated, skilled workforce has never been more critical.

As part of its mission, INNO4Tourism is focused on capacity building, knowledge sharing, and the enhancement of professional networks to create a stronger, more resilient tourism industry in the region. By empowering students, graduates, and industry professionals with the skills and expertise needed to succeed in an increasingly competitive global market, the project is setting the stage for a more sustainable and innovative tourism sector in Southeast Asia.

As tourism continues to play a crucial role in the global economy, it is essential to continue improving the education and training available to those who will shape the future of this industry. Through its ongoing efforts, INNO4Tourism is committed to ensuring that the tourism workforce of tomorrow is equipped with the necessary skills and competencies to meet the challenges of a rapidly evolving global marketplace. The event concluded on a high note, with renewed optimism and a shared commitment to creating a stronger, more resilient tourism industry that will benefit both local communities and global travelers. Through collaboration, innovation, and education, the INNO4Tourism project aims to transform the tourism landscape, ensuring sustainable growth and development for the region’s tourism sector in the years to come.