As sustainable tourism grows more popular worldwide, many Thai travellers are asking the same pressing question as jet-setters across the globe: how can we make sure our trips genuinely help the planet and local people, rather than just succumbing to “greenwashing” marketing? The latest research published on The Conversation (July 18, 2025) reveals that while terms such as “eco”, “sustainable”, and “green” are splashed liberally throughout holiday brochures, more than half of these green claims are vague, misleading or unproven – and nearly as many certification labels lack meaningful verification (The Conversation). This growing confusion highlights the urgent need for Thai tourists to look past superficial eco-labels and make smarter, more responsible choices when booking domestic or overseas holidays.
The issue of greenwashing in tourism is not simply a Western phenomenon; it is highly relevant to Thais, whether planning a beach trip to Ko Samui, a mountain trek in Chiang Rai, or a family vacation to Japan or Europe. In recent years, Thailand’s tourism sector — rebounding after the COVID-19 pandemic — has witnessed a boom in environmental awareness campaigns from airlines, hotels, and tour operators alike. Yet the Conversation’s report cites new findings that 53% of “green” claims are either unsubstantiated or deliberately crafted to mislead consumers, a trend confirmed by the European Commission’s 2020 study on greenwashing (ec.europa.eu). For Thai travellers and tour operators, the risks are twofold: genuine eco-initiatives are overshadowed by dubious claims, and well-meaning tourists may inadvertently support environmentally damaging practices.
The newly published research – spearheaded by tourism scholars and industry auditors – highlights that while more than 100 different sustainable certifications exist globally, most focus only on whether hotels or tour businesses have certain environmental policies on paper, rather than measuring the actual results of those policies. As the research notes, many certifications simply assure travellers that a hotel has, say, a recycling program, without checking whether it leads to real reductions in waste or water use compared to other hotels. For example, a “green” label might guarantee that an accommodation provider is cutting down on single-use plastic, but not necessarily that their water consumption is significantly below that of nearby competitors.
For Thai travellers, this means that not all eco-labels offer the rigorous, third-party verification that makes for genuine environmental progress. The authors of the Conversation piece point to labels like Green Key, B Corp, The Long Run, and Fair Trade Tourism as examples of reputable certifications that require independent verification and regular audits. In particular, Green Key is a widely recognized label in Europe, while B Corp is spreading in Asia for its comprehensive assessment of social and environmental impact (Green Key Global, B Corp). Thai hotels, particularly those aiming to attract international tourists, are increasingly seeking such certificates to improve their sustainability profile and reassure eco-conscious guests.
Nevertheless, as tourism specialists quoted in the research emphasize, “Not all certifications are made equal.” Some programs audit only whether a policy exists, not if it has produced measurable environmental or social benefits. A key expert from a UK university, quoted in the study, clarifies: “A certification should be third-party verified. It needs specific and clear criteria. Beware of vague sustainability claims, such as ‘eco-friendly’. Look for certifications that require transparent reporting on real, measurable performance in areas like waste management or biodiversity conservation.”
Furthermore, the research highlights that while reducing energy and water consumption is important, such measures alone should not qualify a hotel or tour operator for a “sustainability” award. In practice, reducing utility bills benefits business owners financially as much as it benefits the planet. Travellers are encouraged to look for certifications and businesses that go the extra mile, for example, by investing in complex issues like biodiversity protection or fair working conditions. In Thailand, this may include properties supporting elephant conservation initiatives, coral reef regeneration in the Andaman Sea, or fair pay and community support for local craftspeople and guides.
The conversation around greenwashing is likely to intensify in coming years as government regulation catches up with consumer sentiment. The EU Green Claims Directive, due to be implemented in 2026, will require all companies selling to EU consumers to substantiate their environmental claims with credible, third-party-certified evidence (European Parliament). This will extend to tourism offerings purchased from around the world – including from Thailand – raising the bar for what counts as a credible eco-label and eliminating weak, misleading claims. The directive is expected to reduce the number of certifications, but make those remaining more trustworthy and easier for consumers to navigate.
But as the Conversation’s authors make clear, certifications are only the tip of the iceberg when it comes to responsible tourism. For Thai holidaymakers seeking to make a positive difference, the research advises a suite of practical actions within their control. These include:
- Travelling shorter distances and staying longer at each destination. Multiple studies show that the transport component, particularly aviation, is the largest source of tourism-related carbon emissions (Nature). Instead of flying to multiple places for brief visits, opt for longer, slower stays to maximize your contribution to local economies and minimize your overall footprint.
- When flying is necessary, choose airlines or routes with lower carbon footprints. Major travel booking sites now provide carbon estimates for flights at the time of booking, helping Thai travellers make more informed choices.
- Support tour operators, guides, and shops that are locally owned or that prioritize local suppliers, including artisans and small businesses. Buying handmade souvenirs unique to each region, such as Lanna textiles from Chiang Mai or basketry from the South, is another way to make sure tourism bahts stay within communities.
- Embrace “slow travel” principles: use trains or buses instead of private cars, rent electric vehicles where infrastructure allows, and stay in places that provide charging stations (UNWTO). In Thailand, this could mean taking the State Railway of Thailand’s new routes to secondary cities, exploring communities by bicycle, or sampling regional cuisine in small, family-owned restaurants.
- Reduce food waste by opting for local, seasonal foods, and being mindful not to over-order meals. Thailand’s deep culinary tradition makes this enjoyable and impactful, whether you’re picking up kanom jeen at a provincial market or sampling freshly caught seafood at a coastal eatery (FAO Thailand).
- Wherever possible, engage directly with community-based tourism initiatives, such as village homestays or rural agrotourism experiences, which have taken root in Thai provinces from Chiang Mai to Yasothon (CBT-I).
Tourism scholars and sustainability experts stress that neither tourists nor individual businesses can shoulder the sustainability burden alone. “It’s not your responsibility to find out who is any good – you are right,” one of the lead authors remarks. Instead, they argue for systemic changes, particularly through robust, government-backed regulation and independent certification bodies. This is echoed in Thailand by academic leaders in tourism management and sustainability, who highlight the kingdom’s National Tourism Development Plan 2023-2027, which prioritizes sustainable tourism as a strategic goal (Ministry of Tourism and Sports).
Thailand’s authorities have long touted the importance of promoting “slow tourism”, dispersing visitors to lesser-known provinces rather than focusing only on the Big Five destinations (Bangkok, Chiang Mai, Pattaya, Phuket, and Krabi). For example, secondary cities such as Nan, Trang, and Phrae have received incentives for eco-friendly development and innovative community tourism models, from organic rice farming homestays to traditional handicraft workshops. Yet, as practitioners from Thai Ecotourism and Adventure Travel Association (TEATA) have pointed out, support for independent verification, ongoing staff training, and community governance must accompany these initiatives to ensure authenticity and prevent new forms of greenwashing (TEATA).
From a historical perspective, Thailand’s tourism industry has always thrived on its natural and cultural diversity – whether through royal patronage of national parks, the promotion of Loi Krathong and Songkran festivals, or decades-long campaigns to protect marine parks in the Andaman and the Gulf of Thailand. The challenge today lies in moving beyond surface-level green messaging toward truly integrated, community-driven sustainability. This shift is both a matter of economic competitiveness – as international tourists, especially from Europe, increasingly demand verifiable green credentials – and a means of preserving the very landscapes and cultures that underpin Thai hospitality.
Looking ahead, the tightening of regulatory standards in major travel markets (like the EU), continued consumer scrutiny, and growing climate change impacts (seen in recent record heatwaves affecting both tourists and agricultural workers across Thailand) are pushing Thai tourism toward a tipping point (Bangkok Post). Companies that invest early in meaningful sustainability — whether through independent certification, genuine community engagement, or transparent sustainability reporting — are likely to gain an advantage among discerning Thai and international guests alike.
What actionable steps can Thai travellers and the local tourism industry take beginning now? The research is clear:
For tourists:
- Question vague “eco” claims and look for certifications with strong, independent verification — not just flashy labels.
- Prioritize domestic and regional travel to cut emissions, and choose longer stays over multiple short trips.
- Opt for local experiences powered by community ownership and fair wages.
- Eat local and seasonal produce, minimize food waste, and use public transportation or rental EVs.
- Advocate for regulatory improvement by sharing feedback with travel operators and government channels.
For businesses and policymakers:
- Invest in credible third-party certification and transparent sustainability reporting — don’t rely on self-claims.
- Support local supply chains, fair employment, and community-led tourism designs.
- Work with government agencies to align business practices with the Thai National Tourism Development Plan and international sustainability frameworks.
- Educate staff on genuine environmental and social good, emphasizing measurable results over superficial policies.
By embracing these practices, Thailand’s tourism sector can go beyond green marketing and become a leader in climate-smart, community-positive travel, inspiring Thais and international visitors alike. As Thailand continues to welcome millions of tourists in the years ahead, each decision — from which hotel to book to what souvenirs to buy — can be a vote for an authentic, sustainable future.
For those planning a holiday, the message from research experts is unambiguous: making informed, mindful choices is the most meaningful way to ensure that every trip supports, rather than undermines, the planet and the Thai communities that make each journey memorable.
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