Thailand's Tourism Authority (TAT) is driving a strategic initiative to position Chiang Mai as a "World Class Wellness Destination" under the "Chiang Mai Prototype: Travel with Care" concept. The plan integrates five pillars—community/culture care, craft/creativity, wellbeing care, nature-based healing, and local food/culinary—leveraging Lanna wisdom and traditional healing as unique differentiators. TCEB is positioning itself as an ecosystem connector to coordinate government, private sector, and community efforts, while infusing wellness into MICE industries and preventive healthcare models to attract high-spending health-conscious tourists and extend economic benefits to local communities.