2025 Global Meaningful Travel Summit reinforces sustainable tourism in Thailand

From September 7th to 13th, the Tourism Authority of Thailand (TAT), in partnership with Tourism Cares, hosted the 2025 Global Meaningful Travel Summit in Bangkok and Krabi province. The meeting brought together experts, executives, academics, and community organizations to discuss how tourism can generate positive impact, protect cultures and territories, and, at the same time, strengthen the economy and social inclusion.

Although Bangkok is not a province, but rather a special administrative area, the city has established itself as an ideal stage for global meetings of this size, while Krabi has brought the perspective of local communities, with a focus on sustainable and regenerative tourism.

Greg Takehara: Tourism and Significant Transformation

Greg Takehara, CEO of Tourism Cares since 2019, opened the educational sessions by highlighting the transformative role of tourism. With a career spanning over 35 years, Takehara previously chaired Trip Mate, Inc. and served on the boards of organizations such as the US Travel Association, the NTA, and the IGLTA Foundation.

“Thailand is known as the land of smiles, but beneath that smile lies a seriousness about sustainability and community-based tourism,” Takehara said.

The executive also highlighted that the entity's summits are not conferences to attend, but experiences to share:

“Let’s sum up together because we know that tourism has the power to change the world.”

Chiravadee Khunsub: Regenerative Tourism as a Compass

TAT's Deputy Governor for International Marketing, Chiravadee Khunsub, welcomed participants with a clear message: Thailand seeks to align economic growth with environmental responsibility.

"We've been admiring our natural beauty, but we've also been connecting with the heart of the communities, listening to their stories and learning from their wisdom. This reminds us why we're here: to inspire, learn, and act," said Khunsub.

She emphasized that sustainability isn't just talk, it's practice in the country. Initiatives like community-based tourism, eliminating single-use plastics in national parks, and promoting zero-carbon hotels are already part of the strategy.

Thon Thamrongnawasawat: Marine Science and Legacy in Krabi

Marine scientist Thon Thamrongnawasawat, a professor at Kasetsart University, had a blunt warning:

"Krabi and Bangkok could sink underwater if global warming continues. We need to act before it's too late."

A communicator and author of more than 50 books, Thamrongnawasawat has reported on impactful local projects such as the recovery of satellite-monitored turtles, the repopulation of sharks in Maya Bay, and the restoration of coral reefs.

"Mass tourism destroyed Maya Bay, but nature gave us a second chance. Today, we count more than 250 sharks in the bay."

Siripakorn Cheawsamoot: sustainability in designated areas

DASTA's Director General, known as Director Tan, Siripakorn Cheawsamoot, highlighted the evolution of Thai tourism from traditional luxury to conscious sustainability.

“We transformed the letter 'L' from luxury to 'low carbon' — low-carbon islands with less negative impact.”

He further explained the integrated role of the institutions: DASTA develops sustainable areas, TAT promotes destinations, and the Department of Tourism regulates policies.

Ewan Cluckie: Economic Transparency and Social Impact

Tripseed co-founder Ewan Cluckie introduced the Economic Distribution Disclosure Initiative, a tool that tracks how tourism revenue is distributed.

In tours analyzed in Chiang Mai, it was found that only a fraction of the profits reached local communities. The solution was to create a "nutrition label" for tour packages, clearly showing who benefits financially.

“Transparency is not just ethical, it’s smart business,” Cluckie said.

Vincie Ho: Education as a Pillar of Conscious Tourism

Founder and Executive Director of the RISE Travel Institute, educator Vincie Ho argued that it is impossible to transform tourism without educating travelers and professionals.

"Most travelers don't intend to cause harm, but many act without cultural sensitivity and awareness of power dynamics. Education is the infrastructure for meaningful tourism."

With a doctorate in human rights and experience as a professor at Antioch University, Ho highlighted RISE programs such as trainings on carbon neutrality and climate justice.

"Let's imagine a world where 10% of travelers are conscious and informed. Communities will have more agency, cultures will be respected, and ecosystems will be preserved."

Kelly Galaski: Connecting with Global Communities

Kelly Galaski, a sustainable tourism specialist at Planeterra, introduced the global community tourism network, which includes around 500 initiatives, 200 of which are already connected to the international tourism market.

The results are impressive: 81% of communities report improved access to education, 77% have increased their ability to provide food and transportation, and 71% have seen progress in gender equality.

“A simple kayak trip or a community meal can generate significant economic and social impacts,” Galaski noted.

“Destination Stewardship in Krabi” Panel: Tourism from a Local Perspective

The panel brought together leaders and experts who experience the region's reality, moderated by Sobhana (Tippi) Sucharitakul of TAT. The discussion emphasized the role of communities, inclusive planning, and environmental preservation.

Krabi as home before tourist destination

Wichupan Srisanya, former president of the Krabi Hotel Association and vice president of the Tourism Council of Thailand, offered the perspective of someone born and raised in Krabi.

"Our commitment has always been to make Krabi a place that's good for those who live here first. If our home is livable and healthy, visitors will have the best experience."

With more than 6 million annual visitors, compared to a population of just 400,000, hotels have joined forces in collective practices to reduce waste and manage waste.

Community as protagonist

Krabi-born Sakaowrat (Bah) Wansuk demonstrated how community-based tourism can generate positive local and environmental impact. In Hau Village, discarded fishing nets were transformed into recycled bags.

“In addition to reducing environmental impact, 10% of the proceeds from these sales go towards conserving mangroves, which are vital to our survival.”

Responsible planning and inclusive policies

Panot Pakongsup (Tung) of the Thai Responsible Tourism Association reinforced the importance of education and community involvement from the outset.

“No matter how good the government's policies are, if the local community isn't involved from the beginning, the results can be disastrous.”

He cited a project with Prince of Songkla University, which empowered communities to manage tourism ventures responsibly.

Stewardship as a cultural heritage

Sobhana (Tippi) Sucharitakul recalled that caring for the land and people is part of Krabi's DNA.

"We inherited from our ancestors a sense of belonging and respect for nature. Tourism needs to be built on this foundation."

The first day of educational sessions concluded with a workshop led by John Sutherland, Director of Community Impact at Tourism Cares, who presented tools for sustainably engaging travelers and operators, including the Meaningful Travel Map and community impact training.

Report and photo: Mary de Aquino