Thailand has announced an ambitious new framework to position itself as a global leader in sustainable tourism. The Green Tourism Plan 2030, launched by the Department of Tourism under the Ministry of Tourism and Sports, aims to strike a balance between economic growth, environmental protection and community well-being. The central target is clear: to see Thai destinations ranked among the world’s top 100 sustainable tourism sites by the end of the decade.
Unveiled under the theme Igniting the Path to Global Green Success, the plan introduces a number of measures designed to raise standards and build confidence among international travellers. Central to this initiative is the Thailand Good Travel sustainability certification logo, which will act as a quality assurance mark for responsible tourism providers. This certification will cover destinations, communities, small hotels and tour businesses, aligning them with international benchmarks and signalling to visitors that Thailand is committed to credible sustainability practices.
The launch of the Green Tourism Plan reflects a broad coalition of support. The Department of Tourism has partnered with the Sustainable Tourism Acceleration Center of Thailand (STAC Thailand), Mahidol University International College, the Green Destinations Foundation and Travelife for Tour Operators. In total, more than 49 organisations from across the public, private and academic sectors are involved, underscoring the collaborative nature of the effort.
Speaking at the launch, Natreeya Taweewong, Permanent Secretary of the Ministry of Tourism and Sports, underlined the significance of the initiative. “Thailand is at a crucial turning point. The Thailand Green Tourism Plan 2030 is not just a policy declaration but a commitment to becoming a tourism destination that grows alongside environmental conservation,” she said.
Practical steps are already being taken. Jaturon Phakdeewanit, Director-General of the Department of Tourism, confirmed that a nationwide roadshow will be held in October 2025, visiting Chachoengsao, Chiang Rai, Nakhon Si Thammarat and Nakhon Ratchasima. These events will help tourism operators assess their sustainability practices against global standards and prepare for international competitions such as the Top 100 Green Destinations and Good Travel Stories.
By embedding sustainability across the sector, Thailand aims not only to protect its natural and cultural assets but also to open new economic opportunities. The move is designed to build trust with international travellers, attract responsible investment and ensure long-term competitiveness in a crowded global market. For operators, certification offers a way to differentiate themselves and tap into growing demand from eco-conscious visitors.
The Green Tourism Plan 2030 positions Thailand as more than just a destination of natural beauty and hospitality; it frames the country as a model of responsible growth. By linking tourism directly with conservation and community benefits, the strategy seeks to ensure that economic gains do not come at the expense of the environment or cultural heritage. With strong institutional backing and widespread industry involvement, the plan sets out a clear path for Thailand to meet its sustainability goals and strengthen its reputation as a global tourism leader.
