The Tourism Authority of Thailand (TAT) is leading the way toward a sustainable tourism future, focusing on innovation and digital transformation. This was evident at ITB Berlin 2025, where TAT partnered with the Ministry of Higher Education, Science, Research and Innovation (MHESI) and the Thailand Science, Research, and Innovation Promotion Fund (TSRI). Together, they are promoting Carbon Neutral and Net Zero Tourism initiatives, reinforcing Thailand’s position as a global leader in responsible tourism.
TAT Governor Ms. Thapanee Kiatphaibool shared, “The future of Thai tourism is built on sustainability, digital innovation, and science-based solutions. Thailand is committed to expanding tourism while protecting the environment. We aim to set a global standard through our ‘Amazing Thailand Grand Tourism & Sports Year 2025’ and the ‘Sustainable Thailand Soft Power’ concept.”
Science, Technology, and Sustainability at ITB Berlin
During ITB Berlin, TAT and its partners highlighted the importance of science, research, and technology in creating a sustainable tourism industry. Discussions focused on reducing the sector’s carbon footprint, utilizing Thailand’s Soft Power, and creating eco-friendly travel experiences. Thailand aims to attract high-quality travelers while benefiting local communities and businesses long-term.
Promoting Carbon Neutral and Net Zero Tourism
TAT is working to implement Carbon Neutral and Net Zero Tourism initiatives across all 77 provinces, especially in key cities and destinations. This collaborative effort includes government agencies, the private sector, and academic institutions in Thailand and abroad.
The strategy involves multiple levels of collaboration: Nation to Nation (N2N) partnerships facilitated by the Ministry of Foreign Affairs, Organisation to Organisation (O2O) agreements for institutional cooperation, and Organisation to Business (O2B) partnerships linking tourism operators with sustainable solutions.
TAT’s initiative is backed by research partnerships with the Thai Ecotourism and Adventure Travel Association (TEATA), over 20 universities, and 200 experts, positioning Thailand as a leader in Sustainable Tourism in Asia.
Thailand TOGETHER Net Zero Panel at ITB Berlin
A major event at ITB Berlin was the “Thailand TOGETHER Net Zero: Advancing Carbon Neutral Tourism” panel discussion. The panel featured experts such as Assoc. Prof. Dr. Thammasak Yimin from Ramkhamhaeng University, Dr. Parichat Sunthararaks from TEATA, and Mr. Nipatpong Chuanchuen from the Asian Ecotourism Network. The discussion focused on practical steps to achieve Net Zero Tourism, including using eco-friendly technologies, promoting zero-waste travel, and implementing carbon offset strategies. Experts emphasized the need for community involvement and collaboration across sectors to make sustainability a priority.
Integrating Soft Power into Sustainable Tourism
TAT, alongside TSRI’s National Competitiveness Enhancement Fund (NCEF), is also incorporating Thailand’s Soft Power into its sustainable tourism strategy. This aligns with the growing demand for eco-conscious travel.
By showcasing Thai culture through food, local spirits, performing arts, music, fashion, textiles, Muay Thai, and festivals, TAT is developing tourism experiences that not only boost the economy but also preserve cultural heritage. Collaborations with the private sector ensure these cultural elements are effectively woven into Thailand’s tourism offerings.
Sustainable Tourism Initiatives: Rail and Gastronomy
Rail Tourism is being promoted to encourage low-carbon travel, connecting key cultural and natural heritage sites across Thailand. New routes, such as those linking Chiang Mai with neighboring towns and cities in the North, offer travelers a sustainable way to explore the region’s history and culture.
Additionally, Gastronomy Tourism is positioning Thai cuisine as a cultural and sustainable experience, while “Tourism for All” seeks to enhance accessibility for senior travelers and people with disabilities.
Recognition for Sustainable Tourism: Nan Old Town and Chiang Khan
At ITB Berlin 2025, Thailand’s commitment to sustainable tourism was further validated with Nan Old Town winning the Green Destinations Gold Award—Thailand’s first gold award in ASEAN and the only one in Asia this year. Chiang Khan in Loei Province also received second place in the Green Destinations Top 100 Story Awards for its community-driven tourism model.
These accolades highlight Thailand’s commitment to sustainability and were made possible by partnerships with the Designated Areas for Sustainable Tourism Administration, the Department of Tourism, and TAT.
Post-ITB Strategy and Global Expansion
Following ITB Berlin 2025, TAT and TSRI will expand their Nation to Nation strategy with Thai embassies worldwide. The focus will be on integrating tourism research and innovations into the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector, encouraging the development of eco-friendly MICE and sports tourism infrastructure to support Thailand’s Net Zero Tourism goals.
With sustainability, digital innovation, and science-driven solutions at its core, Thailand is setting a new standard for responsible tourism growth, aligned with the vision of “Amazing Thailand Grand Tourism & Sports Year 2025” and the Sustainable Thailand Soft Power initiative.
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