Green Breath of Chanthaburi: Thailand’s Push for Sustainable Tourism Leadership

Government tourism authorities in eastern Thailand have launched a model sustainable travel initiative called “Green Breath of Chanthaburi,” highlighting a collaboration between the regional office of the Tourism Authority of Thailand (TAT) and a major state-linked media partner to promote responsible travel practices. The project introduces a curated itinerary based on the “5 Green” principles—covering environmentally friendly logistics, local seasonal gastronomy, low-impact activities, sustainable accommodations, and community stewardship—to showcase how natural and cultural conservation can underpin tourism development and enhance local livelihoods. This approach is designed to position Chanthaburi as a benchmark Green Tourism destination that aligns national tourism development with environmental sustainability and community wellbeing.

In support of this government-led initiative, the media organization is leveraging its regional broadcast platforms to amplify awareness about sustainable community tourism, especially in Thung Phlo community of Makham district, which has been identified as a living example of responsible tourism development. A limited “Green Exclusive Trip” will offer participants direct immersion into forest trails, clear streams, and local lifestyles, with experiences communicated through state media channels to broaden public understanding and reinforce the positive narrative of Thai destinations that marry
environmental integrity with cultural authenticity.

The initiative also incorporates local culinary heritage into its sustainability narrative, with specially crafted menus that reflect the region’s biodiversity and food traditions, illustrating how regional food culture contributes to Thailand’s soft power. By integrating natural beauty, community engagement, and gastronomic identity, the project not only enhances the appeal of Chanthaburi to both domestic and international visitors but also supports Thailand’s broader cultural diplomacy goals, reinforcing a global image of the country as a destination committed to sustainable, meaningful travel experiences