KEYNOTE 2026

Transformation specialist Chaichana Sinthuaree will deliver the keynote address at the DSTNCMP²⁶ in Brixen, South Tyrol

February 6, 2026

FROM SCHOOL DROPOUT TO CEO: CHAICHANA SINTHUAREE HAS MORE THAN 20 YEARS OF EXPERIENCE IN TRANSFORMATION

Portrait of Transformation Specialist Chaichana Sinthuaree

Innovation often reaches its limits precisely where systems are particularly successful. Traditional innovation can still be managed as a project. Disruptive change begins with one’s own mindset. Young people bring the more radical ideas—and in doing so, often push the boundaries of existing stakeholder thinking. Transformation occurs when experience doesn’t block progress but rather opens it up. To bring about disruptive change, you have to start with yourself.

Statements like these and others are expected to be featured inthe keynote address at the 16th DestinationCamp, taking place May 5–7, 2026, in Brixen (South Tyrol). The organizer, netzvitamine GmbH, and its event partner, IDM Südtirol – Alto Adige, have secured transformation specialist Chaichana Sinthuaree to deliver this year’s keynote address.

Born in Thailand, he came to Germany as a toddler. He began his career as a high school dropout, multimedia producer, and college dropout. He worked odd jobs as a florist and interior designer, and by the age of 18 had already discovered his passion for advertising, digital media, and the first modems. But then his career took off: A good 20 years later, he is now a renowned expert in CRM and integrated digital marketing strategies —a prime example of how one’s background and starting conditions do not necessarily determine success.

The taekwondo coach served as CEO of Digital Business, head of Ogilvy’s German operations, and Chief Digital & Media Officer at Eckes-Granini. Most recently, as CEO, he led the transformation of ASS Athletic Sport Sponsoring, one of the largest providers of car subscription services for sports clubs and associations in Germany. His focus: brand management, transformation, and the intersection of sports, mobility, and social responsibility.

The approximately 250 participants atthe DSTNCMP²⁶ in Brixen can look forward to hearing from a proven transformation expert who speaks plainly and doesn’t need to impress with buzzwords. Drawing on his personal background, he will explain why real change rarely comes from the outside and how organizations, business models, and value creation can be reimagined without losing their identity.

His credo: "Digital transformation is crucial to success. If only because the entire economy—and perhaps even most of our lives—is becoming digital. Without digitalization, social life will be virtually impossible in the future."

"Chai" explores the disruptive nature of innovation using transferable conceptual models from the agency sector, the consumer goods industry, and the mobility sector. He will demonstrate how innovations can be implemented even within existing environmental and social constraints. The main challenge for leaders, he says, is how to assemble and lead to success creative teams that are diverse and span a wide range of ages, with varying educational and professional backgrounds as well as cultural experiences.

Transformation Specialist Chaichana Sinthuaree, across

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

The keynote address at the opening of the 16th DestinationCamp on May 5, 2026, will take place at a location that is still being kept under wraps but is equally suited to the theme of transformation. In fact, the theme of transformation will be central to the DSTNCMP²⁶ in South Tyrol—both in the sessions and in the supporting program: Here, participants will gain insightful perspectives on leading European businesses and then work together to identify ways to adapt these insights to the tourism sector.