Chiang Mai stands out as a preferred destination for both domestic and international travelers. Ranking as the third-largest province, it is home to nearly 1.8 million residents spread across 22,311 square kilometers and encompassing 25 districts. With a rich history dating back 727 years, Chiang Mai is one of Thailand's oldest provinces, adding to its cultural allure. This cultural heritage richness is evident in the province's extensive collection of temples, numbering over 1200.

Chiang Mai is known for its culture and heritage and has been promoted as the Crafts and Folk Arts City by UNESCO Since 2017. Moreover, It is also notable for being a health and wellness destination, digital nomad hub, and technology and startup city. In 2023, over nine million travelers visited Chiang Mai, an approximately 24 percent increase from the previous year, which almost reached the highest point in 2019 before the pandemic crisis of the Covid-19 started. Besides the amazing attractions, the hospitality and friendliness of the local residents is exceptional.

The tourism and hospitality industry primarily drives Chiang Mai's economy, while the university also significantly boosts the creative economy through Lanna cultural initiatives. The action is believed to help attract travelers worldwide and contribute to the sector's employment. According to Chiang Mai University commitments, the university has been actively collaborating with local tourism-related organizations to enhance their abilities and competencies to compete in the market