TAT Unveils "Chiang Mai Prototype" to Position the City as a Global Benchmark for Sustainable Tourism

The Tourism Authority of Thailand (TAT) has officially launched the "Chiang Mai Prototype" project, a strategic initiative designed to transform Chiang Mai into a world-class sustainable destination. This roadmap focuses on integrating collaboration across all sectors to balance robust economic growth with the preservation of the province’s unique Lanna cultural identity. By rebranding Chiang Mai as a model for sustainability, TAT aims to attract high-quality, environmentally conscious travelers while strengthening the grassroots economy.

Ms. Erblarp Sriprirom, Director of the Tourism Products Department at TAT highlighted that the project is a key driver toward achieving Sustainable Tourism Goals (STGs). To ensure measurable results, TAT is implementing a comprehensive certification framework for local businesses, including the STGs STAR rating, the Thailand Tourism Awards, and CF-Hotels (Carbon Footprint Hotels). This systematic approach ensures that the entire supply chain meets international standards for environmental and carbon management.

In collaboration with partners and representatives from all 18 districts, the project introduces the "Travel with Care" concept to curate creative and responsible travel routes. By leveraging Chiang Mai’s prestigious status as a UNESCO Creative City of Crafts and Folk Art, the initiative transitions the province from a traditional tourism hub into a high-value Green Destination. This strategic shift not only elevates Thailand’s competitiveness on the global stage but also establishes a sustainable foundation for long-term community income and economic stability.