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Thursday, May 22, 2025
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Thailand Falls Behind in Sustainable Tourism as Laos Wins Global Praise

This Week

Thailand is falling behind in the race for sustainable tourism, industry leaders warned at the Thailand Tourism Forum 2025, held on 7 May in Bangkok.

Alisara Sivayathorn, CEO of Sivatel Bangkok Hotel, pointed to a troubling statistic: fewer than 1 percent of hotels in Thailand currently meet international sustainability standards.

The forum, “Will Travellers Pay for a Better World? Rethinking Value in Responsible Tourism,” spotlighted the growing demand for eco-conscious travel and the need for the Thai tourism sector to catch up. 

Speakers emphasized that responsible tourism is no longer a niche trend but a global expectation, especially as regulators, particularly in Europe, begin to tighten requirements.

Sustainable tourism spans four main pillars: sustainable management, socio-economic impact, cultural preservation, and environmental protection. These principles guide efforts to cut pollution, conserve biodiversity, and use resources responsibly.

But despite mounting international pressure, progress in Thailand remains slow. According to the Siam Commercial Bank Economic Intelligence Center, just 109 hotels nationwide have achieved certification aligned with global sustainability benchmarks. That represents less than 1 percent of the country’s hotel stock.

The consequences are becoming more immediate. As booking platforms and AI-driven tools increasingly prioritize certified properties, hotels that fail to meet standards risk being sidelined from lucrative segments like business travel and MICE (meetings, incentives, conferences, and exhibitions).

Public Interest Grows, but Businesses Lag Behind

Despite the lack of readiness among businesses, Thai travelers themselves are becoming more environmentally aware. Between 2024 and 2025, online conversations around plastic reduction and waste management surged, appearing in more than 6,800 social media posts with over 1.2 million engagements.

Surveys show that 65 percent of Thai tourists say they are willing to pay more for sustainable travel experiences, and 62 percent would pay extra specifically to avoid single-use plastics. Still, affordability remains a key factor. Many consumers continue to choose cheaper, less sustainable options when eco-friendly alternatives are inconvenient or unavailable.

Laos Makes Strides Toward Certification

While Thailand struggles to meet benchmarks, neighboring Laos is being recognized on the global stage. 

In March, Luang Prabang won third place in the Green Destinations Top 100 Story Awards for “Destination Management” at the Internationale Tourismus-Börse (ITB) in Berlin. The award recognized the city’s achievements in sustainable visitor management and post-crisis recovery.

Now, Luang Prabang is taking the next step. On 15 May, officials held a consultation at the provincial Department of Information, Culture and Tourism to prepare for Green Destination certification.

Soudaphone Khomthavong, head of the department, called on stakeholders to offer input to strengthen the application. Certification would elevate the city’s global standing and reinforce its World Heritage credentials.

Tourism remains a key pillar of the local economy. In the past year alone, more than 2.3 million domestic and international visitors traveled to Luang Prabang, generating over USD 1.2 billion in revenue. Top attractions include Kuangsi Waterfall, Mount Phousi, Wat Xieng Thong, and the popular night market.

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