Private tourism operators and the Chiang Mai Provincial Administrative Organisation (CMPAO) are being urged to play a more active role in promoting the northern province. A pilot event aimed at promoting community tourism and connecting buyers and sellers. Some 120 tourism operators from Chiang Mai, Mae Hong Son, Lamphun, Lampang and Chiang Rai are attending, along with 370 international travel agents. Chiang Mai had the potential to woo more meetings and incentives visitors by adding more five-star hotels. It has 40,000 hotel rooms, but only 2,000 are in five-star hotels