Ambitious 2030 roadmap positions Thailand as sustainable tourism leader whilst new certification standard aims to reshape Southeast Asian travel industry
The Thailand Good Travel mark combines traditional Thai symbolism with international sustainability standards
Thailand has just declared war on greenwashing!
The Department of Tourism unveiled its Thailand Green Tourism Plan 2030 this week, launching a national certification system that could fundamentally alter how Southeast Asia approaches sustainable travel. At the centre sits the “Thailand Good Travel” mark—a new standard benchmarked against Global Sustainable Tourism Council criteria that the government hopes will propel the country into the world’s Top 100 sustainable destinations.
And it’s my understanding that this isn’t another, sadly typical tokenistic environmental pledge. Thailand is betting its tourism future on measurable sustainability standards, complete with international partnerships, regional training programmes, and a certification framework that applies to destinations, accommodations, community enterprises, and tour operators.
The timing matters. Thailand received over 36 million visitors this year, yet neighbouring Vietnam is aggressively pursuing global talent with five-year visa schemes whilst Malaysia grants visa-free entry to 158 countries. Thailand’s response isn’t to lower barriers—it’s to raise standards.
The Mark That Means Something
The Thailand Good Travel certification applies rigorous criteria across environmental, social, cultural, and economic dimensions. Developed with expertise from the Green Destinations Foundation and Travelife for Tour Operators, the mark targets four distinct categories: destinations, community tourism enterprises, small-scale accommodations up to 50 rooms, and tour operators.
Ms. Natreeya Taweewong, Permanent Secretary of the Ministry of Tourism and Sports, framed the initiative bluntly: “Thai tourism stands at a turning point. We must address the challenges of climate change and new global rules on environmental protection, while meeting the expectations of today’s travellers.”
Thailand’s 20 sustainable experiences across 10 Green Cities demonstrate practical application of new standards
The certification logo deliberately combines a green elephant with tusks forming a check mark—unmistakably Thai whilst signalling international quality assurance. Its neon green and orange palette references both digital innovation and climate phenomena, a visual reminder that sustainability isn’t abstract virtue signalling but urgent necessity.
Defined as “The Mark of Trust: Verified Journeys, Lasting Value,” the standard creates a mechanism for integrating Thai tourism businesses into global value chains. This matters for travellers seeking authentic sustainable experiences and operators competing internationally.
From Standards to Action
Thailand isn’t stopping at certification announcements. The Department of Tourism is deploying “Thailand Green Coaches”—industry mentors who guide tourism businesses through international sustainability standards. Throughout October 2025, workshops in Chachoengsao, Chiang Rai, Nakhon Si Thammarat, and Nakhon Ratchasima will provide operators with practical tools to self-assess and report sustainability progress through a national platform.
Mr. Jaturon Phakdeewanit, Director-General for the Department of Tourism, explained: “Preparing our destinations and businesses to meet international sustainability standards is a vital step in building global confidence in Thai tourism. With the Thailand Green Coach programme and regional workshops, we are equipping operators with the knowledge and tools they need to qualify for the Thailand Good Travel mark and compete on the world stage.”
This year, 30 destinations and businesses will be nominated for the Top 100 Green Destinations list and the Good Travel Stories competition. Successful participants receive the Thailand Good Travel mark as verification of their commitment—tangible recognition rather than empty platitudes.
The Tourist Authority of Thailand has established 17 Goals for Sustainable Tourism
Building Blocks Already in Place
The Green Tourism Plan 2030 doesn’t exist in isolation. It builds on the Tourism Authority of Thailand’s existing Sustainable Tourism Acceleration Rating (STAR) initiative and 17 Sustainable Tourism Goals (STGs), which have already enrolled over 2,300 businesses as of August 2025.
TAT Governor Ms. Thapanee Kiatphaibool positioned sustainability unambiguously: “Sustainability is not an option but a pledge. Through our very own Sustainable Tourism Goals and STAR initiative, we are equipping our industry with clear standards while empowering communities and entrepreneurs to adopt responsible practices.”
The STAR system awards three to five stars based on sustainability achievements across four dimensions: good governance, socio-economic impact, cultural preservation, and environmental responsibility. Complementary certifications including the Thailand Tourism Awards and CF–Hotels are raising sector-wide standards, encouraging operators to reduce carbon footprints and adopt clean energy solutions.
The recently launched Trusted Thailand Stamp further assures travellers of safety, accessibility, and service excellence—building global confidence in Thailand as a quality destination rather than simply a cheap one.
Flagship Projects Prove Concepts
Thailand is scaling initiatives that translate sustainability from policy to practice. The Krabi Prototype positions Krabi as Thailand’s leading pilot for sustainable tourism under the “Blue Zones” concept, balancing environmental stewardship, cultural preservation, and community wellbeing.
The Thailand Green Tourism Collections launched in July 2025 feature 20 sustainable routes across 10 Green Cities, designed to meet international benchmarks whilst appealing to conscious travellers. Community-based experiences—from the Green Destinations–recognised Khlong Thom Hot Springs in Krabi to traditional weaving in Chiang Mai—demonstrate how regenerative tourism allows visitors to contribute positively to local environments and livelihoods. These operational luxury experiences prove that premium travel and environmental responsibility enhance rather than compromise each other.
Traditional crafts tourism in Chiang Mai exemplifies how cultural preservation creates economic opportunities
These aren’t vanity projects. They’re testbeds for scaling sustainable practices nationwide, providing replicable models for destinations seeking to balance tourism revenue with environmental protection.
International Credibility Through Partnerships
Thailand’s sustainability push gains credibility through international collaboration. The Green Tourism Plan 2030 unites four key partners: the Department of Tourism, Mahidol University International College as the Sustainable Tourism Acceleration Centre (STAC Thailand), the Green Destinations Foundation, and Travelife for Tour Operators. They’re joined by 49 partners across government, academia, and the private sector.
Through the Meaningful Thailand programme with Tourism Cares—a leading non-profit dedicated to advancing tourism industry sustainability—TAT has already featured 45 of Thailand’s sustainable products and services on the global Meaningful Travel Map. These partnerships strengthen Thailand’s credibility in priority markets whilst deepening engagement with international operators and networks.
Ms. Thapanee added: “Our partnerships with international networks strengthen confidence in Thailand as a preferred destination for meaningful travel. They demonstrate not only our readiness but also our determination to inspire the industry to adopt sustainability as a shared responsibility.”
The approach mirrors Vietnam’s successful marine conservation tourism model, where modest entrance fees fund coral restoration whilst providing transparent mechanisms for traveller contributions. Thailand is applying similar principles at scale across multiple destination types.
What This Means for Conscious Travellers
For travellers seeking authentic sustainable experiences beyond greenwashed marketing, Thailand’s certification system offers tangible verification. The Thailand Good Travel mark provides clear identification of businesses meeting international standards—removing guesswork from booking decisions.
The focus on small-scale accommodations up to 50 rooms particularly benefits conscious travellers seeking boutique experiences over corporate hotel chains. Community tourism enterprises certified under the programme offer meaningful cultural immersion whilst ensuring tourism revenue benefits local populations directly.
Small-scale sustainable accommodations certified under Thailand Good Travel standards offer authentic experiences, such as The Jungle House in Khao Sok National Park
Thailand’s Green Cities routes provide structured itineraries for exploring the country responsibly, from the forested mountains of Chiang Rai to the marine ecosystems of Krabi. These aren’t backpacker trails—they’re carefully designed experiences balancing luxury with environmental responsibility.
Premium eco-resorts like The Legacy River Kwai Resort and Diamond Cliff Resort Spa in Phuket demonstrate that sustainability doesn’t require sacrificing comfort. These properties integrate environmental stewardship with five-star amenities, appealing to travellers who value both luxury and ecological responsibility.
The Competitive Context
Thailand’s sustainability push responds directly to regional competition. Vietnam’s aggressive pursuit of global talent through five-year visa exemptions and marine conservation tourism attracts quality-focused travellers. Malaysia’s visa-free entry to 158 countries positions it as the accessible option. Indonesia’s nascent sustainable tourism programmes are developing rapidly.
Thailand’s strategy focuses on quality certification rather than quantity maximisation. By positioning itself as the verified sustainable option, Thailand targets travellers willing to pay premium prices for authentic experiences backed by international standards.
The approach aligns with broader tourism trends. Conscious travellers increasingly seek destinations where their presence contributes positively rather than extractively. Thailand’s transparent certification system—complete with measurable outcomes and international partnerships—meets this demand whilst differentiating from competitors making sustainability claims without verification.
Challenges and Scepticism
Grand sustainability announcements often crumble during application. Thailand’s bureaucracy can be opaque, and enforcement remains uncertain. The Green Tourism Plan 2030’s success depends on consistent standards application and resistance to corruption or preferential treatment.
The timeline is ambitious. Transforming thousands of tourism businesses to meet international standards by 2030 requires sustained political will and substantial investment. Regional workshops and coaching programmes are excellent starts, but scaling nationwide presents logistical challenges.
Thailand also faces environmental realities that policy alone can’t solve. The country produces significant plastic waste, particularly in heavily touristed areas. Balancing development with conservation in destinations like Koh Samui—which has replaced wooden bungalows with concrete hotels—demonstrates tensions between sustainability goals and economic pressures.
The 30 destinations and businesses nominated for Top 100 Green Destinations this year represent a fraction of Thailand’s tourism industry. Meaningful impact requires scaling far beyond pilot programmes to mainstream adoption across all tourism sectors.
Looking Forward
Thailand’s Green Tourism Plan 2030 represents serious commitment backed by institutional frameworks, international partnerships, and practical implementation mechanisms. Whether it achieves its ambitious Top 100 ranking depends on sustained execution over five years.
For conscious travellers, Thailand’s certification system provides useful tools for identifying genuinely sustainable experiences. The Thailand Good Travel mark offers verification beyond marketing claims, whilst the STAR rating system enables comparing operators’ sustainability achievements.
The integration of community-based tourism, cultural preservation, and environmental protection within a single framework distinguishes Thailand’s approach from piecemeal sustainability initiatives. By connecting local innovation with international best practices, Thailand is positioning itself as a model for responsible tourism across Southeast Asia.
The Green Tourism Plan 2030 aligns with TAT’s New Thailand Vision 2026, which redefines the country’s tourism development model towards quality, value-driven growth, and meaningful experiences. Together, these frameworks ensure Thailand’s tourism future balances competitiveness with responsibility.
Whether Thailand achieves global Top 100 sustainable destination status matters less than the systemic changes the Green Tourism Plan creates. By embedding sustainability into national tourism standards, training programmes, and certification systems, Thailand is creating infrastructure for long-term responsible tourism development.
For travellers seeking sustainable Southeast Asian experiences, Thailand’s commitment to measurable standards and international verification offers reassurance that sustainability claims reflect actual practices rather than marketing fiction.
Ready to experience Thailand’s certified sustainable destinations? Discover more about responsible luxury travel across Southeast Asia and follow Asia Unmasked on Facebook and X/Twitter for exclusive insights into verified eco-tourism experiences.
For more on sustainable tourism developments across the region, explore our articles on Vietnam’s Marine Conservation Tourism and Thailand’s Ethical Elephant Sanctuaries.
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