Bangkok, 15th January 2026
Thailand has taken a significant step toward future-focused travel with the launch of the Thailand Green Tourism Plan 2030, a long-term strategy designed to position the Kingdom as a global leader in responsible and environmentally conscious tourism. The initiative reflects growing global expectations for destinations that balance visitor enjoyment with preservation of culture, community and natural resources.
At the heart of the plan is the Thailand Good Travel mark, developed as a national sustainability standard benchmarked against international criteria such as those of the Global Sustainable Tourism Council. The certification confirms that destinations, tour operators, community enterprises and small accommodations are meeting balanced practices in environmental stewardship, cultural preservation, social equity and economic sustainability. This gives travellers clear assurance that their visits support responsible tourism growth.
The launch brings together a coalition of local and international partners, including the Department of Tourism, the Green Destinations Foundation and Travelife for Tour Operators. Together with more than 49 supporting organisations from the public, academic and private sectors, the programme aims to strengthen Thailand’s performance on global sustainability indices and help Thai tourism compete internationally.
Practical elements of the plan include the Thailand Green Coach programme, which equips tourism businesses with the knowledge, tools and mentorship needed to meet global benchmarks. By the end of 2025, hundreds of participants had engaged in these capacity-building efforts, reflecting strong industry uptake.
The Green Tourism Plan 2030 sets a clear target to place Thai destinations among the world’s Top 100 sustainable tourism hubs by the end of the decade, aligning with broader national pledges on environmental responsibility. This initiative underscores Thailand’s commitment to evolving tourism from high volumes toward high-value, meaningful travel experiences that appeal to visitors from the Middle East and around the world.
By focusing on sustainability as a core travel value rather than a side objective, Thailand is responding to growing global demand for destinations that empower travellers to explore with purpose and confidence.
