Thailand's tourism sector must capture the growing demand for sustainable travel to become a leading destination, according to the tourism soft power subcommittee. By adopting greener practices and wellness programmes, the kingdom can attract visitors to newer local destinations.

Marisa Sukosol Nunbhakdi, president of the subcommittee, noted the pressure on both the tourism supply chain and government to implement sustainable standards to remain competitive. The rise in demand for eco-friendly options from independent and corporate travellers, as well as the MICE sector, is pushing the change.

Some online travel agents have introduced sustainability badges for hotels, and the European Union now requires large companies to meet environmental and human rights standards.

Speaking at the "Thailand Marketing Day 2025" seminar, Mrs Marisa urged Thailand to embrace this trend and become a top sustainable tourism destination. The subcommittee aims to unite the public and private sectors to create a tourism agenda, promote rail tourism, and encourage more hotels to achieve sustainable certifications.

While green standards may not immediately boost revenue, they will build confidence and position Thailand as a world-class destination. Phuket will host the 2026 GSTC Conference to highlight Thailand’s commitment to sustainability.

The subcommittee also aims to grow wellness tourism and support second-tier cities to reduce overtourism and benefit local communities. Despite a slow Chinese market, Thai tourism is seeing growth from Eastern Europe and the Middle East, with Mrs Marisa optimistic about this year’s performance.