Thailand expands responsible tourism focus through Amazing Green Experience

Thailand

A new trade initiative connected international buyers and media with sustainable tourism operators in southern Thailand

Tourism Authority of Thailand (TAT) has strengthened its focus on responsible tourism through the “Amazing Green Experience in Thailand” project, bringing together international travel buyers, media representatives and tourism operators from southern Thailand.

The programme, held in Krabi, aims to expand sustainable tourism products into international markets while supporting local communities and environmentally responsible tourism development.

The central trade meet and networking session took place at the Sofitel Krabi Phokeethra Golf & Spa Resort and 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.

Focus on market-ready sustainable tourism

According to TAT, the initiative is designed to strengthen Thailand’s position as a responsible tourism destination and create practical business opportunities for sustainable tourism operators.

“Amazing Green Experience in Thailand reflects TAT’s commitment to strengthening Thailand’s position as a responsible tourism destination,” said Patsee Permvongsenee, TAT Executive Director for ASEAN, South Asia and South Pacific.

“By connecting international travel trade partners and media with local operators, we are creating practical opportunities for sustainable tourism products to reach global markets,” she added.

Participating tourism businesses included recipients of the Thailand Tourism Awards 2025, operators participating in the CF Hotels programme and businesses recognised through the TAT STAR sustainability initiative.

Buyers and media explore southern Thailand

Alongside the trade meetings, the programme included familiarisation trips across Krabi Province, Phang-nga Province, Surat Thani Province and Phuket between 6 and 13 May.

The initiative brought together 19 international travel trade partners and 16 media representatives, including bloggers, influencers, content creators and key opinion leaders, who explored a range of responsible tourism experiences across southern Thailand.

Featured experiences included community-based tourism, wellness concepts, eco-friendly local businesses and nature-focused tourism activities.

Community tourism and wellness experiences highlighted

Among the featured destinations were the Ban Nai Nang Tourism Community, Princeville Spa, Pansook Eco Store & Tea Room, Mount to Mount Homestead & Garden, Wareerak Hot Spring and Wellness, Thung Yee Pheng Ecotourism Community and the Ban Sam Chong Nuea Community Enterprise.

Several participating businesses have been recognised through the Thailand Tourism Awards 2025, the TAT STAR programme or the “Travel with Care Connect to Krabi” initiative.

Through the project, TAT aims to deepen cooperation with international travel trade and media partners while increasing visibility for Thailand’s sustainable tourism offerings in overseas markets.