Thailand expands responsible tourism focus through Amazing Green Experience

Thailand’s Tourism Authority of Thailand (TAT) has launched the 'Amazing Green Experience in Thailand' project to boost sustainable tourism in southern Thailand. The initiative, held in Krabi, brought together 22 tourism operators from Krabi, Phang-nga, and Surat Thani with international travel trade representatives from India, Vietnam, Singapore, Malaysia, Indonesia, and Australia. The central trade meet and networking session took place at the Sofitel Krabi Phokeethra Golf & Spa Resort, focusing on expanding sustainable tourism products into global markets while supporting local communities. The project aims to strengthen Thailand’s reputation as a responsible tourism destination by creating practical business opportunities for sustainable operators. Patsee Permvongsenee, TAT Executive Director for ASEAN, South Asia, and South Pacific, emphasized the initiative’s role in connecting international partners with local operators to promote sustainable tourism products globally. Participating businesses included recipients of the Thailand Tourism Awards 2025, operators in the CF Hotels program, and those recognized through the TAT STAR sustainability initiative. Alongside trade meetings, the program included familiarization trips across Krabi, Phang-nga, Surat Thani, and Phuket from May 6-13. It involved 19 international travel trade partners and 16 media representatives, including bloggers and influencers, who explored community-based tourism, wellness concepts, eco-friendly businesses, and nature-focused activities. Featured destinations included Ban Nai Nang Tourism Community, Princeville Spa, Pansook Eco Store & Tea Room, and Wareerak Hot Spring and Wellness. Several participating businesses were recognized through the Thailand Tourism Awards 2025, TAT STAR program, or the 'Travel with Care Connect to Krabi' initiative. The project aims to deepen cooperation with international partners while increasing visibility for Thailand’s sustainable tourism offerings in overseas markets. Through these efforts, TAT seeks to position Thailand as a leader in responsible and environmentally conscious tourism.