KEYNOTE 2026

Transformation specialist Chaichana Sinthuaree delivers the keynote at DSTNCMP²⁶ in Brixen, South Tyrol.

February 06, 2026

FROM SCHOOL DROPOUT TO CEO: CHAICHANA SINTHUAREE HAS OVER 20 YEARS OF TRANSFORMATION EXPERIENCE

Transformation Specialist Chaichana Sinthuaree Portrait

Innovation often reaches its limits precisely where systems are most successful. Traditional innovation can still be managed as a project. Disruptive change begins with one's own mindset. Young people bring more radical ideas – and often encounter the limitations of existing stakeholder thinking. Transformation occurs when experience doesn't block, but rather opens up possibilities. To achieve disruptive changes, you must start with yourself.

Such and similar statements are to be expected from the keynote at the 16th DestinationCamp from May 05 – 07, 2026, in Brixen (South Tyrol). The organizing netzvitamine GmbH and its hosting partner IDM Südtirol – Alto Adige have secured transformation specialist Chaichana Sinthuaree for this year's keynote.

The native Thai came to Germany as a toddler. He began his career as a school dropout, multimedia producer, and university dropout. He worked as a florist and interior decorator, discovering his passion for advertising, digital media, and the first modems at just 18. But then his career took off: More than 20 years later, he is now a renowned expert in CRM and integrated digital marketing strategies, demonstrating that origin and starting conditions do not have to determine success.

The Taekwondo trainer was CEO in Digital Business, Germany Head of the advertising agency Ogilvy, Chief Digital & Media Officer at Eckes-Granini. Most recently, as CEO, he was responsible for the transformation of ASS Athletic Sport Sponsoring, one of the largest providers of car subscriptions for sports clubs and associations in Germany. His focus: brand management, transformation, and the connection of sport, mobility, and social responsibility.

The approximately 250 participants of DSTNCMP²⁶ in Brixen can look forward to a distinguished transformation expert who speaks plainly and doesn't need to impress with buzzwords. Drawing from his personal background, he will demonstrate why true changes rarely come from outside and how organizations, business models, and value creation can be rethought without losing their identity.

His credo: "Digital transformation is crucial for success. This is simply because the entire economy – perhaps even the largest part of our entire lives – is becoming digital. Without digitalization, social life will hardly be possible in the future."

"Chai" illustrates the disruptive quality of innovations using transferable thought models from agencies, the consumer goods industry, and mobility. He will demonstrate how innovations can be implemented even within given ecological and social limits. The main challenge for leaders, he notes, is how to assemble and lead creative teams to success, especially those that are diverse in age, have varied educational and professional backgrounds, and possess different cultural experiences.

Transformation specialist Chaichana Sinthuaree, cross-disciplinary

We need to be truly empathetic and understand our employees very well.

The keynote speech for the opening of the 16th DestinationCamp on May 5, 2026, will be held at a still-secret location that is equally fitting for transformation. In fact, the theme of transformation will appear on various levels at DSTNCMP²⁶ in South Tyrol – in the sessions and also in the supporting program: Here, participants will gain insightful perspectives into leading European businesses and then collaboratively develop adaptation strategies for tourism.