Thailand has introduced a long-term tourism strategy aimed at strengthening sustainability standards and preparing the sector for future travel trends. The Thailand Green Tourism Plan 2030 outlines how the country plans to balance tourism growth with environmental protection, cultural preservation and community wellbeing.
Sustainability framework
A central feature of the plan is the Thailand Good Travel mark, a national sustainability standard aligned with international benchmarks, including those set by the Global Sustainable Tourism Council. The certification applies to destinations, tour operators, community-based businesses and small accommodation providers that meet criteria covering environmental care, cultural protection, social responsibility and economic sustainability.
The mark is designed to give travellers clearer information when choosing responsible tourism options and to support consistent sustainability practices across the sector.
International cooperation
The initiative is supported by a mix of local and international organisations, including Thailand’s Department of Tourism, the Green Destinations Foundation and Travelife for Tour Operators. More than 49 organisations from government, academia and the private sector are involved in the programme.
Officials say the collaboration is intended to improve Thailand’s standing in global sustainability rankings and strengthen its competitiveness in international tourism markets.
As part of the rollout, the Thailand Green Coach programme provides training, tools and mentoring to tourism businesses seeking to meet global sustainability standards. By the end of 2025, hundreds of participants had taken part in these capacity-building efforts, indicating growing engagement from the industry.
Long-term goals
The Green Tourism Plan 2030 aims to place Thai destinations among the world’s top 100 sustainable tourism locations by the end of the decade. The strategy also aligns with national environmental commitments and reflects a shift from volume-driven tourism to higher-value travel experiences.
The move is expected to appeal to travellers from the UAE, the wider Middle East and other regions who are increasingly prioritising responsible and meaningful travel choices.
