Thailand’s Ministry of Tourism and Sports has advanced the Thailand Green Tourism Plan 2030, marking a milestone in the nation’s journey towards sustainable tourism.
At the heart of the initiative is the Thailand Good Travel mark, a trusted standard created to enhance the competitiveness of Thai tourism and reinforce the country’s ambition to be recognised among the world’s Top 100 sustainable destinations.
Permanent secretary of the Ministry of Tourism and Sports Natreeya Taweewong declared: “Thai tourism stands at a turning point. We must address the challenges of climate change and new global rules on environmental protection, while meeting the expectations of today’s travellers. The Thailand Green Tourism Plan 2030 underscores our determination to be recognised as a world-class sustainable destination. By aligning our destinations and operators with international standards, we will create a tourism industry that grows responsibly while preserving cultural and social values for generations to come.”
Guided by the theme ‘Igniting the Path to Global Green Success,’ the Thailand Green Tourism Plan 2030 unites four key partners: the Department of Tourism, Mahidol University International College as the Sustainable Tourism Acceleration Centre (STAC Thailand), the Green Destinations Foundation, and Travelife for Tour Operators.
They are joined by 49 partners across government, academia and the private sector, working together to accelerate sustainable practices and generate greater collective impact.
A mark of commitment to sustainable development
The Thailand Good Travel mark serves as a national symbol of sustainability benchmarked against international standards.
The certification applies to destinations, community tourism enterprises, small-scale accommodations of up to 50 rooms, and tour operators, recognising balanced practices across environmental, social, cultural, and economic dimensions.
Developed with reference to the Global Sustainable Tourism Council (GSTC) criteria and strengthened by expertise from the Green Destinations Foundation and Travelife for Tour Operators, the mark assures travellers and business partners worldwide that visiting Thailand is a responsible and sustainable choice.
Defined as The Mark of Trust: Verified Journeys, Lasting Value, the Thailand Good Travel’s logo combines the image of an elephant with its tusks as a check mark, reflecting Thailand’s identity and its pledge to international quality.
Its neon green and orange palette symbolises both digital innovation and the powerful natural phenomena that remind humanity of climate change.
Serving as a bridge between Thai and global sustainability standards, the mark builds international confidence in Thailand as a quality destination where responsible travel and long-term business success go hand in hand.
The certification also provides a mechanism to integrate Thai tourism businesses, communities, and destinations into the global value chain, enabling them to compete internationally while contributing to balanced economic, social, and environmental development at the national level.
Boosting capacity in key sectors
To ensure the Thailand Green Tourism Plan 2030 delivers tangible results, the Department of Tourism is strengthening industry capacity through initiatives such as the Thailand Green Coach programme.
These mentors guide tourism businesses in applying and meeting international sustainability standards.
Throughout this month workshops will be held in Chachoengsao, Chiang Rai, Nakhon Si Thammarat, and Nakhon Ratchasima, providing operators with practical opportunities to learn, self-assess, and report their sustainability progress through a national platform.
Jaturon Phakdeewanit, director-general of the Department of Tourism, said: “Preparing our destinations and businesses to meet international sustainability standards is a vital step in building global confidence in Thai tourism. With the Thailand Green Coach programme and regional workshops, we are equipping operators with the knowledge and tools they need to qualify for the Thailand Good Travel mark and compete on the world stage.”
