#Tourismcertification

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.

Sustainable travel is on the rise, but Thai travelers are asking how to ensure trips truly benefit people and the planet. A July 2025 Conversation piece shows many eco-claims in brochures are vague and some certifications lack verification. This creates confusion for domestic getaways and international trips alike.

Greenwashing is not limited to the West. Thai travelers planning a beach holiday in Ko Samui, a hill trek in Chiang Rai, or a family trip to Japan and Europe may encounter similar pitfalls. Post-pandemic tourism rebounds in Thailand have been supported by sustainability campaigns from airlines, hotels, and tour operators. Yet research highlights that more than half of so-called green claims are unsubstantiated or misleading. Data from EU sustainability studies echo this warning, underscoring the risk that credible eco-initiatives are crowded out by marketing.