Thailand’s Tourism Faces Global Pressure To Prioritize Sustainability Now

Published on September 28, 2024

Thailand’s tourism industry is at a pivotal moment as global sustainability standards continue to rise in importance. Recognizing the need for urgent action, the Tourism Authority of Thailand (TAT) hosted a significant seminar on September 26, 2024, at the Avani+ Riverside Hotel in Bangkok. The event, titled “Action Alert! Accelerating Towards Sustainable Tourism in Thailand,” was organized in partnership with leading international experts in sustainable tourism. It aimed to provide essential guidance to Thai tourism operators in preparing for upcoming environmental regulations from the European Union, which are set to be implemented within the next two years. More than 1,000 industry professionals attended, showcasing the critical nature of these changes.

The Deputy Governor for Digitalisation, Research, and Development, Teerasil Tapen, emphasized the growing significance of sustainability as a fundamental requirement for global business collaborations. With the European Union’s new regulations, including the Corporate Sustainability Reporting Directive (CSRD) and the Corporate Sustainability Due Diligence Directive (CSDDD), businesses will soon need to adopt credible sustainability management practices to maintain strong relationships with partners from both the EU and the United States. Market access will be increasingly dependent on demonstrating a commitment to sustainability.

In a keynote address titled “Sustainable Tourism Worldwide and Regulatory Changes: The Survival of the Thai Tourism Industry,” Asst. Prof. Jutamas Wisansing, Founder of Roaming Elephants, emphasized that embracing sustainability is crucial for the future of Thailand’s tourism sector. The need for swift adaptation was highlighted as an essential step for the industry to thrive amid global shifts toward environmental responsibility.

“Sustainability is no longer a choice; it has become an absolute necessity.”

The panel discussion, titled “Certification Process and Criteria: Steps to Achieve It,” brought together industry experts to explore the essential pathways for sustainable tourism businesses to obtain certification and successfully enter the market.

“Adhering to the certification process opens doors to international markets.”

Peter Richards of the SWITCH-ASIA TOURLINK Project provided a detailed explanation of the certification process, highlighting the different formats and criteria necessary for obtaining sustainable tourism certification. Richards emphasized the importance of a systematic approach to certification in order to unlock greater opportunities in global markets.

“Transparency backed by data is crucial for building credibility.”

Pinpinat Chaiyadej, from Earth Check, highlighted the critical importance of transparent data in establishing trust and credibility within the tourism industry. Effective sustainability data management, she explained, is key to showcasing a company’s dedication to environmental stewardship and long-term responsibility, ensuring they meet the growing demands for accountability in global markets.

By leveraging transparent and accurate sustainability data, businesses can not only enhance their reputation but also solidify their commitment to environmental practices. This approach serves as a foundation for building stronger relationships with international partners and meeting stringent sustainability standards.

“Sustainability demands a deep respect for both local ecosystems and the communities that depend on them.”

Asst. Prof. Dr. Kaewta Muangkesom, from Green Destinations, stressed the significance of honoring local environments, communities, biodiversity, and cultural diversity. Integrating sustainability into business operations, she explained, is essential for generating positive outcomes for both the environment and society. This approach ensures a harmonious balance between tourism development and the preservation of natural and cultural heritage.

“Achieving sustainability certification provides a distinct edge in marketing.”

Anupong Kriangkrailipikorn, Managing Director of Search Engine Optimization Co., Ltd. and Founder of Gother.com, pointed out that sustainability certification has emerged as a significant marketing asset. Businesses that obtain these certifications can better position themselves in a market increasingly driven by conscious consumer choices.

Modern travelers are not just seeking unique experiences but are also motivated by the desire to support responsible and sustainable tourism practices. By aligning with these values, businesses can appeal to a growing audience that views travel as a means to contribute positively to the environment and the future.

The Action Alert! seminar signified a pivotal moment for Thailand’s tourism sector. Sustainable tourism has shifted from being an optional strategy to an immediate requirement. To stay competitive, Thai tourism businesses must adopt international sustainability standards, paving the way for an ecosystem centered around Certified Sustainable Operators. This alignment is essential for ensuring long-term success and thriving in the global marketplace.