A recent survey by market research firm, KLA found that over 70% of South Africans see climate change as a serious threat, with working-age citizens feeling the most immediate sense of urgency. These economically-active South Africans vote with their Rands by favouring products, services and experiences that align with their values – including travel. And with its environmentally responsible and impactful tourism offerings, Thailand tops the list of go-to green destinations.
Purpose-driven travel and why it matters
Globally, growing awareness around climate issues, social responsibility and cultural appreciation is fueling a booming sustainable travel industry. For conscious consumers, sustainable living doesn’t just stop at making decisions around which brands and businesses to support. It’s also about making travel decisions that have a positive impact on the environment and the local population.
According to Mr. Ahman Mad Adam at the Tourism Authority of Thailand, the ‘Land of Smiles’ has become a landmark destination for these kinds of travellers – and for good reason. Expanding what green tourism’ means, Mr. Adam explains that it involves planning and managing trips in a way that minimises one’s environmental impact.
“This covers factors such as the responsible use of natural resources, showing respect for local ways of life and making buying decisions that have a long-lasting impact on the earth and indigenous communities. In a very direct and practical sense, green tourism is about reducing your carbon footprint, quite literally. And we’ve made is easier and more accessible to do that,” Mr. Adam says.
Collective care for natural ecosystems
A positive ecological impact is one of the hallmarks of sustainable tourism and green destinations like Thailand are developed with this in mind. Sustainability has in fact become a defining principle of the country’s tourism development plans. A good example of this is the Lanta Island project to restore environmental balance to the Mu Ko Lanta National Park by protecting the habitats of hermit crabs.
Having found that hermit crabs were using pieces of discarded waste instead of natural shells. In response, the park launched a regenerative tourism project that saw thousands of shells being donated for hermit crab shelters. Subsequently, this inspiring story led to the Park being named among the 2025 Green Destinations Top 100 Stories.
Narratives like these reflect the powerful impact that Thai society and local businesses can have on the environment by taking corrective action. They also reflect the role that green tourists have to play in maintaining environmental balance in regions such as Krabi, a city that thousands of South African traveller’s flock to every year.
Celebrating living culture
There is also an important social dimension of sustainability that warrants attention. Green tourism is about affirming and preserving local traditions and culture in a way that shows reverence for the way that the Thai have been living for thousands of years. “For leading green destinations like Thailand, sustainability is as much about the planet as it is about people,” comments Mr. Ahman Mad Adam.
To this end, the Thailand Green Tourism Plan for 2030 not only addresses the challenges of climate change but also integrates ways in which Thai businesses and citizens can be brought into the tourism value chain. In this regard, Thailand has a lot to offer.
Many South Africans immerse themselves into local communities by supporting locally owned restaurants, going on guided tours in villages that are off the beaten track and even sharing a traditional, homecooked meal with the resident locals. Other examples include participating in Thai craft workshops such as Batik painting, weaving and pottery.
For some, the best socially aware experiences involve participating in important local festivals. Most recently, visitors were invited to participate in the “Molam Festival,” a free, multi-day cultural celebration which took place in Roi Et and Udon Thani. Designed to bring one of Thailand’s most distinctive folk traditions to wider audiences, the festival combined performances by renowned Molam ensembles and contemporary T-Pop artists, celebrating the vibrant synergy between tradition and pop culture.
Supporting these kinds of cultural showcases are just as central to the notion of green tourism as environmentally responsible tourism practices like protecting natural ecosystems, minimising waste and travelling more mindfully.
As Mr. Ahman Mad Adam concludes: “We’re excited about the direction that Thailand is going in, particularly because our contribution to the global green tourism industry has become so significant. We look forward to welcoming more South Africans who share our passion for conserving ecological integrity, uplifting communities and building an inclusive economy.”
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