Bangkok, 17 March 2025 – The Tourism Authority of Thailand (TAT) is shaping the future of Thai tourism with a focus on sustainability, innovation, and digital transformation, as showcased at ITB Berlin 2025. In collaboration with the Ministry of Higher Education, Science, Research and Innovation (MHESI) and the Thailand Science, Research, and Innovation Promotion Fund (TSRI), TAT is leading Carbon Neutral and Net Zero Tourism initiatives, reinforcing Thailand’s role as a global leader in responsible tourism.
Ms. Thapanee Kiatphaibool, TAT Governor, stated, “The future of Thai tourism lies in sustainability, digital innovation, and science-based solutions. With a firm commitment to balancing tourism expansion with environmental responsibility, Thailand is setting a global benchmark under the vision of ‘Amazing Thailand Grand Tourism & Sports Year 2025’ and the concept of Sustainable Thailand Soft Power.”
At ITB Berlin, TAT and partners highlighted the role of science, research, and technology in building a more sustainable tourism industry. Discussions focused on reducing the sector’s carbon footprint, leveraging Thailand’s Soft Power, and developing high-value, eco-friendly travel experiences. By combining environmental responsibility with economic opportunity, Thailand aims to attract quality travellers while ensuring long-term benefits for local communities and businesses.
Collaboration for Carbon Neutral and Net Zero Tourism
TAT is advancing Carbon Neutral and Net Zero Tourism across all 77 provinces, focusing on major cities and key destinations. This initiative is supported by government agencies, the private sector, and academia—both in Thailand and internationally.
A multi-level engagement strategy drives these efforts. Nation to Nation (N2N) collaboration is facilitated through the Ministry of Foreign Affairs, while Organisation to Organisation (O2O) partnerships strengthen institutional cooperation. At the business level, Organisation to Business (O2B) initiatives connect tourism operators with sustainable solutions.
These efforts are reinforced by research partnerships involving the Thai Ecotourism and Adventure Travel Association (TEATA), 20 universities, and 200 experts, positioning Thailand as a leading hub for Sustainable Tourism in Asia while enhancing global competitiveness.
Thailand TOGETHER Net Zero Panel at ITB Berlin 2025
A key moment at ITB Berlin 2025 was the panel discussion “Thailand TOGETHER Net Zero: Advancing Carbon Neutral Tourism”, featuring Assoc. Prof. Dr. Thammasak Yimin (Ramkhamhaeng University), Dr. Parichat Sunthararaks (TEATA), Mr. Nipatpong Chuanchuen (Asian Ecotourism Network), and Mr. Richard Peter (Thailand TOGETHER Net Zero Coordinator).
The discussion explored practical strategies for achieving Net Zero Tourism, including eco-friendly technologies, zero-waste travel, and carbon offset solutions. Experts stressed community engagement and cross-sector collaboration, highlighting sustainability as both an economic and environmental priority.
Soft Power and Sustainable Tourism Development
TAT, in partnership with TSRI’s National Competitiveness Enhancement Fund (NCEF), is integrating Thailand’s Soft Power into its sustainable tourism strategy to meet the rising demand for eco-conscious travel.
By incorporating Thai gastronomy, local spirits, performing arts, music, fashion, textiles, Muay Thai, and cultural festivals, TAT is developing market-ready experiences that enhance tourism’s economic value while preserving cultural heritage. Research-backed collaborations with private sector stakeholders ensure these elements are effectively integrated into Thailand’s tourism industry.
Gastronomy Tourism positions Thai cuisine as a sustainable cultural experience, while Tourism for All enhances accessibility for senior travellers, people with disabilities, and those requiring special assistance.
Rail Tourism is expanding to encourage low-carbon travel, linking key cultural and natural heritage sites. Northern routes connect Chiang Mai, Lamphun, Lampang, Phrae, Uttaradit, and Phitsanulok, offering access to historic towns and cultural villages. In the Northeast, one route links Khon Kaen, Udon Thani, and Nong Khai, focusing on Mekong heritage and culinary tourism, while another connects Surin, Si Sa Ket, and Ubon Ratchathani, emphasizing local traditions and community-based tourism. In the South, the Truly South route connects the Gulf of Thailand to the Andaman Sea, offering a sustainable alternative to air travel.
Nan Old Town and Chiang Khan Recognised for Sustainable Tourism
Thailand’s commitment to sustainable tourism was reaffirmed at ITB Berlin 2025, with Nan Old Town receiving the Green Destinations Gold Award, marking the first gold recognition for Thailand in ASEAN and the only one in Asia this year. Chiang Khan, Loei Province, placed 2nd in the Green Destinations Top 100 Story Awards for its community-driven tourism model.
These awards highlight Thailand’s adherence to international sustainability standards, supported by the Designated Areas for Sustainable Tourism Administration, the Department of Tourism, and TAT. The recognition of Nan Old Town and Chiang Khan, along with other Thai destinations featured in the Green Destinations Top 100, underscores Thailand’s commitment to balancing environmental conservation, cultural preservation, and economic inclusivity.
Post ITB Berlin Strategy and Global Expansion
Following ITB Berlin 2025, TAT and TSRI will expand their Nation to Nation strategy in collaboration with Thai embassies worldwide, integrating tourism research and innovations into the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector. Research-driven strategies will guide the development of eco-friendly MICE and sports tourism infrastructure, aligning with Thailand’s Net Zero Tourism goals.
With sustainability, digital innovation, and science-based solutions at its core, Thailand is setting a global benchmark for responsible tourism growth under the vision of “Amazing Thailand Grand Tourism & Sports Year 2025” and the Sustainable Thailand Soft Power initiative.
