A quiet revolution is reshaping travel economics. As climate shocks intensify, destinations are testing small fees to fund environmental protection and resilience. Thailand stands at a crossroads: embrace a climate-focused tourism model or risk hollowing out its tourism crown.
The Maui wildfires and European floods highlighted a growing trend: countries are introducing dedicated fees to fund climate adaptation. Starting in 2026, Hawaii plans a 0.75% Green Fee on hotel stays, with proceeds channeled toward environmental protection and resilience. For visitors, that amounts to roughly 100 baht on a typical 3,000-baht room night. Beyond Hawaii, the trend is spreading to other popular destinations.
Across the globe, several nations are implementing climate-related charges to fund infrastructure and conservation:
- Greece replaced its standard tourist tax with a Climate Crisis Resilience Fee, varying by accommodation and season, generating funds for water and ecological restoration.
- Bali introduced a 360-baht fee for foreign visitors to support environmental protection in Indonesia’s premier beach destination.
- The Maldives increased its Green Tax to 420 baht per person per night to fund coastal resilience and waste management.
- New Zealand substantially boosted its International Visitor Levy to fund conservation and climate-ready tourism infrastructure.
Thailand’s tourism sector plays a critical role in the economy, welcoming millions of visitors and delivering substantial revenue. Yet the model is increasingly fragile: coral bleaching threatens coastal snorkeling and diving, freshwater resources are pressured in northern destinations, storms batter beach resorts, and overtourism strains historic sites from Maya Bay to Chiang Mai. While discussions about tourist fees have occurred, a comprehensive climate adaptation fund tied to tourism remains largely unexplored.
Global research suggests travelers are open to climate-related charges if funds are transparently used. Booking.com’s 2024 Sustainable Travel Report shows a strong appetite for sustainable travel among tourists, while Euromonitor indicates many are willing to pay a higher price for genuinely eco-friendly options. Transparency in how funds are used is essential for public acceptability. The Maldives and New Zealand provide monthly and annual reporting, respectively, demonstrating how revenues support coastal protection, waste management, and conservation.
Thai culture already values collective responsibility. The adage khon dee tham dee, dai dee—good deeds yield good returns—offers a natural framework for climate-focused tourism fees. Local pilots of voluntary green surcharges show readiness for broader adoption, rooted in merit-making traditions that emphasize shared benefits.
Lessons from global leaders emphasize transparency, gradual implementation, community engagement, and multiple funding streams. A phased approach that begins with modest fees tied to visible outcomes can build trust and legitimacy.
For Thailand, a strategic climate finance pathway could prioritize:
- Coastal resilience to protect islands and beach communities
- Coral restoration to safeguard reefs that underpin diving and snorkeling tourism
- Sustainable transport that reduces emissions and preserves traveler experiences
- Freshwater conservation to ensure reliable supply for both locals and visitors
- Waste management to curb plastic pollution
The business case is clear. Sustainability has moved from a niche concern to a baseline expectation. Transparent, accountable practices can deliver competitive advantages as traveler preferences evolve.
Thailand has an opportunity to set regional standards. ASEAN collaboration on tourism sustainability could amplify national efforts, sharing costs and expertise. Coordinated, tourism-led climate action can address cross-border challenges like marine plastic pollution and transboundary biodiversity.
Practical steps forward include:
- Policymakers engaging stakeholders to explore climate-focused tourism fees and learning from international best practices
- Businesses adopting voluntary sustainability contributions, with transparent reporting and partnerships with conservation groups
- Travelers supporting operators with credible sustainability credentials and asking informed questions about environmental fees
The moment demands decisive action. Climate change is reshaping how travelers choose destinations. Thailand’s vast natural and cultural assets can remain competitive only if they are protected and responsibly managed. Adopting a climate-focused tourism framework could position Thailand as a regional leader in sustainable travel—while protecting its economic lifeblood for generations to come.