Thailand has unveiled the Thailand Green Tourism Plan 2030, a long-term national strategy aimed at positioning the country as a global leader in sustainable and responsible travel. The initiative responds to rising global demand for tourism models that balance visitor experience with environmental protection, cultural preservation and community wellbeing.
Central to the plan is the Thailand Good Travel mark, a national sustainability certification aligned with international benchmarks, including those set by the Global Sustainable Tourism Council (GSTC). The certification applies to destinations, tour operators, community enterprises and small accommodation providers, ensuring adherence to best practices across environmental stewardship, cultural integrity, social responsibility and economic sustainability. For travellers, the mark offers clear assurance that their visits support responsible tourism development.
The program brings together a broad coalition of local and international partners, including Thailand’s Department of Tourism, the Green Destinations Foundation and Trave life for Tour Operators. More than 49 supporting organization’s from the public, academic and private sectors are involved, with the shared goal of strengthening Thailand’s standing on global sustainability indices and enhancing its international competitiveness.
A key operational pillar of the plan is the Thailand Green Coach program, which provides tourism businesses with training, tools and expert mentorship to meet global sustainability standards. By the end of 2025, hundreds of industry participants had taken part in these capacity-building initiatives, signaling strong sector engagement.
Looking ahead, the Green Tourism Plan 2030 aims to position Thai destinations among the world’s Top 100 sustainable tourism hubs by the end of the decade, in line with broader national environmental commitments. The strategy reflects a shift from volume-driven tourism toward high-value, meaningful travel experiences that resonate with visitors from the Middle East and international markets alike.
By embedding sustainability at the core of its tourism vision, Thailand is aligning with evolving travellers expectations and reinforcing its commitment to purposeful, responsible and future-ready travel.
About the Tourism Authority of Thailand (TAT)
The Tourism Authority of Thailand promotes the Kingdom as a leading global destination for travel, culture and lifestyle experiences, offering accurate information and dedicated support to international visitors.
