The 2025 Global Meaningful Travel Summit, held in Krabi and Bangkok, marked a significant milestone for sustainable tourism. The event, co-organised by the Tourism Authority of Thailand (TAT) and Tourism Cares, brought together over 40 travel executives, tour operators, airlines, and media representatives from the United States and beyond. This is the first time the prestigious summit has taken place in Southeast Asia, underscoring Thailand’s growing influence in the global sustainability conversation.
At the heart of the summit was the Krabi Prototype, a flagship model for sustainable tourism development in Thailand. Krabi, a province renowned worldwide for its stunning beaches, including Maya Bay, Railay Beach, and the Phi Phi Islands, is leading the charge in sustainable tourism. Known for its pristine environment and rich cultural heritage, Krabi is positioning itself as a model for eco-conscious travel.
As part of the Krabi Prototype initiative, the province has committed to a long-term strategy that balances the preservation of its natural beauty with the benefits of tourism. The Krabi Prototype offers immersive experiences designed to showcase sustainable travel options, including eco-certified accommodations, low-carbon travel, and community-driven tourism projects.
The Global Meaningful Travel Summit took place in 2025, and the Krabi Prototype’s efforts are ongoing. As part of Thailand’s broader strategic tourism goals, Krabi’s sustainable development plan aims to ensure that the province remains a beacon of responsible tourism for years to come. The recognition of Khlong Thom Hot Springs in the Green Destinations Top 100 Stories in 2023 further solidified Krabi’s standing as a top eco-destination.
The summit’s focus on Krabi highlighted the province’s pivotal role in Thailand’s sustainable tourism agenda. Krabi’s natural assets, including its limestone landscapes, hot springs, and lush rainforests, have been carefully preserved through community-based initiatives. The province’s dedication to eco-friendly travel is evident in projects such as mangrove tours in Ban Thung Yee Peng and marine conservation activities around Ko Ngai.
In addition to Krabi, other parts of Thailand are gradually adopting sustainable tourism practices. However, Krabi’s prominence as the leading example of responsible tourism in the country cannot be overstated. The province is home to several award-winning operators and eco-tourism initiatives that are already setting the benchmark for other destinations in Thailand and beyond.
Krabi was selected as the venue for the Global Meaningful Travel Summit not only because of its natural beauty but also because of its innovative approach to tourism. The province serves as a living example of how tourism can be both environmentally sustainable and beneficial for local communities. The Krabi Prototype has been developed in partnership with local stakeholders and aligns with national sustainability standards, including the STGs STAR certification and the Thailand Tourism Awards.
This initiative also supports Thailand’s broader sustainability agenda by incorporating local culture and traditions into tourism practices. For example, villages such as Koh Klang, Nai Nang, and Laem Sak have implemented projects like long-tail boat tours, batik workshops, and stingless beekeeping. These initiatives help preserve the province’s cultural heritage while ensuring that tourism supports local economies.
Krabi’s sustainability journey is not just about environmental protection—it is a collaborative effort that includes local communities, tourism operators, and national stakeholders. Through the Krabi Prototype, TAT is accelerating the adoption of national sustainability standards across the tourism sector. As part of this initiative, Krabi has successfully reduced carbon footprints by embracing clean energy solutions, including solar power, plastic reduction measures, and local sourcing.
The impact of these efforts is already evident. To date, Krabi boasts 16 award-winning operators under the Thailand Tourism Awards and 119 businesses certified under the STAR program. These businesses actively contribute to reducing the region’s carbon footprint, thus positioning Krabi as a leader in responsible tourism.
In addition, Krabi’s sustainability initiatives have attracted international recognition. Eleven local operators have joined the global network of Tourism Cares’ sustainable tourism partners, extending Krabi’s reach to international markets. The province’s efforts are also supported by its unique blend of tourism and agriculture. As Thailand’s second-largest producer of palm oil and a significant exporter of durians, rubber, and robusta coffee, Krabi exemplifies the integration of agriculture and tourism in a sustainable way.
The 2025 Global Meaningful Travel Summit highlighted Krabi’s leadership in sustainable tourism, demonstrating how a destination can protect its natural resources while fostering economic growth. The Krabi Prototype is not just a local initiative—it is a global model that other regions can follow. As Thailand continues to embrace sustainability, Krabi’s efforts will be key in shaping the future of responsible travel. With continued collaboration between local communities, tourism operators, and global partners, Krabi is set to remain at the forefront of Thailand’s sustainable tourism movement for years to come.
