The Tourism Authority of Thailand (TAT) is joining hands with the Creative Economy Agency (Public Organization), or CEA, and nine pilot cities in launching the project “Neramyth City: Branding Cities into Creative Assets” to drive Thailand’s creative economy.

A press conference on the project took place at the Thailand Creative and Design Center in Bangkok on 24 February 2026, when a memorandum of understanding (MOU) was signed by the TAT, CEA, and representatives from the nine pilot cities, namely (1) Phetchaburi, (2) Sakon Nakhon, (3) Nakhon Si Thammarat, (4) Pattani, (5) Ratchaburi, (6) Lamphun, (7) Si Sa Ket, (8) Sing Buri, and (9) Ubon Ratchathani.

Under the MOU, all partners in this project will work together in developing the “Creative City and Place Branding” strategy, aimed at unlocking each “city’s unique identity” and transforming it into a powerful economic asset for sustainable growth.

According to CEA, a “city brand” is no longer just an image – it is a strategic mechanism that enables cities to stand out, attract investment and tourism, and inspire younger generations to live in or return to develop their hometowns. However, authentic city branding does not come from logos, slogans, or mascots alone. It must grow from the “roots” of the city – its identity, people, culture, history, and real potential embedded in the place.

“Neramyth” means creating something new from what already exists. CEA seeks to attract investment, new generations of talent, and visitors, while positioning Thai cities to become more “livable, investable, and visitable” in a sustainable way.

The project has been launched in the belief that creativity is a key engine for strengthening the long-term competitiveness of cities, the economy, and the nation. It is expected to attract tourists from all over the world and to expand further, connecting with other cities in Thailand.

The project also aligns with the operations of the TAT in promoting meaningful travel, under the campaign “Amazing Thailand: Feel All the Feelings,” while emphasizing Thailand’s image as a “Quality Leisure Destination.”