Thailand Sustainable Tourism Market
Get Elaborate Insights into Thailand’s Eco-friendly and Community-based Tourism Sector
Thailand Sustainable Tourism Market by Tourism Type, Booking Channel, Tourist Type, Tour Type, Consumer Orientation, Age Group & Region - Forecast 2022 – 2032
Thailand Sustainable Tourism Market Outlook (2022-2032)
[300 Pages Report] The Thailand sustainable tourism market size is estimated to reach US$ 24.6 Mn in 2022. Sales in the Thailand sustainable tourism market are expected to grow at a robust 17.8% CAGR during the forecast period from 2022 to 2032. The market represents nearly 3-4% of share in the global tourism industry.
Thailand Sustainable Tourism Market Estimated Size (2022)
US$ 24.6 Mn
Value-based CAGR (2022-2032)
2017-2021 Thailand Sustainable Tourism Demand Outlook Compared to 2022-2032 Forecast
In Thailand, tourism is considered to be one of the most important tools that is used to boost the economy, promote development by creating jobs, and surge people’s income. The country has numerous geographical structures that make each area unique in terms of lifestyles, culture, and food cultivation.
Green tourism can increase income of local people by providing local transportation services and local products to visitors. This would further create several job opportunities for people residing in Thailand.
However, to achieve eco-tourism, there must be coordination between the public and private sectors that involve every player in the industry. The concept of sustainable development has arisen to reconcile three bottom lines, namely, economic development, social justice, and environmental protection.
To initiate the development of sustainable travel, the sector needs to be managed in such a way so as to minimize social deterioration and environmental impacts, while providing a variety of benefits that contribute to economic growth.
On the other hand, economic and political fluctuations, inadequate accessibility to tourist attractions, lack of coordination between government agencies, insufficient tourist facilities like rest areas, and low recognition of social impacts may negatively affect growth.
Top 4 Trends Propelling the Sustainable Tourism Market in Thailand
- Education Programs for Local People
Presence of a concrete legislation framework, excellent economic opportunity, and strong relationships between the government and education & training centers in Thailand are expected to drive the sustainable tourism market in the next decade. Besides, presence of numerous services to facilitate tourists, excellent geographical locations, and participation of stakeholders in providing education to local people are likely to create good business opportunities for tour operators.
- Development of the Transportation Sector
Transportation is acknowledged as one of the most significant factors that is set to contribute to the development of tourism in Thailand. Moreover, transportation is an essential element of the tourism industry as it is the means to reach a specific destination, as well as a means of movement at the destination. Ongoing development of the transportation sector in Thailand is set to augment sustainable tourism in the forthcoming years.
- Government Initiatives to Protect the Environment
Many of Thailand’s important tourist attractions mainly rely on maintaining untouched natural environments to provide unique experiences to tourists. These comprise of clean, white sandy beaches that give way to lively marine habitations, as well as heavily forested tropical jungles that are home to all varieties of exotic flora and fauna species.
To preserve these assets, the Thai tourism sector is aiming to ensure the viability of the industry for years to come through implementation of a wide range of measures, ranging from energy competence and consumption drop efforts to habitat preservation and greater community-level involvement.
- Emergence of Eco-tourism Projects
Several projects and initiatives are being introduced under public-private sector partnerships in Thailand to fuel growth by directing niche market segments such as cultural tourism, wellness tourism, sports tourism, and gastronomy tourism.
The Thai government, for instance, unveiled a new strategy called SMILE in June 2022 to ensure sustainable development of the local tourism industry. SMILE stands for sustainability in all aspects, manpower to boost skills of tourism workforce, inclusive economy, localization to promote the uniqueness of communities as tourism attractions, and ecosystems to accelerate eco-tourism & the local environment.
Similarly, under the Bio-Circular-Green (BCG) model, the Tourism Authority of Thailand (TAT) and Thai Organic Consumers Association (TOCA) are working together to promote organic tourism in Phuket. The initiative was created to help empower and improve the quality of life for local farmers and their communities, better protect the environment, and strengthen tourism sustainability.
They are also encouraging less-visited areas, which consist of 55 provinces of Thailand. This strategy is expected to reduce inequality and distribute income around the country.
In addition, Designated Areas for Sustainable Tourism Administration (DASTA) plays an important role in designating policies and local sustainable tourism plans, as well as coordinating with stakeholders. DASTA also takes responsibility for developing knowledge and skills for local people to prepare themselves for community-based tourism.
Moreover, they help locals to gain publicity to generate more income and increase dignity. DASTA is also planning to expand responsible areas to the Ayutthaya Archaeological site, the Andaman Seas, groups of islands in the Southern part of Thailand, and the Eastern Economic Corridor.
Which Age Group is More Likely to Prefer Sustainable Tourism in Thailand?
“People of 26-35 Years to Opt for Responsible Tourism in Thailand”
By age group, the 26-35 years segment is expected to remain at the forefront in the Thailand sustainable tourism market during the forecast period. People of this particular age group are more likely to travel and get attracted to island exploration activities. They are also set to look for new adventurous experiences like scuba diving, water rafting, kayaking, and surfing.
Which is the Highly Preferred Sustainable Tour Type in Thailand?
“Travelers to Choose Sustainable Rural Tourism Packages in Thailand”
Based on tour type, the packaged travelers segment is expected to dominate the Thailand sustainable tourism market in the upcoming decade. Tour packages are mainly chosen by travelers as they are relatively low-cost, as compared to traveling individually. Travel packages also include expenses of accommodations, transportation, and sight entrance fees with discounts and offers.
What Type of Booking Channel is Gaining More Popularity in Thailand?
“Tourists Are Using Online Channels to Book Socially Responsible Travel Packages”
In terms of booking channel, the online booking segment is projected to lead the Thailand sustainable tourism market in the evaluation period. Tourists prefer online platforms or mobile applications to book their tickets. These provide hassle-free, digital payment transfer, live tracking, and enhanced security.
In addition, online booking is becoming an increasingly popular channel worldwide as travelers can use the Internet to search about tourist attractions and compare prices of accommodations, restaurants, and entry tickets.
Leading players operating in the Thailand sustainable tourism market are focusing on improving their offerings by providing discounts, new tour locations, and unique packages to gain a competitive edge.
- In 2020, Nutty's Adventures launched a campaign named ‘Accessible Thailand 2020 - Tourism for All.’
Besides, the Thai government is taking various initiatives to attract more tourists towards eco-tourism in the country. It is striving to provide high income to local people through this sector.
Some of the recent government initiatives
- In July 2022, the Tourism Authority of Thailand (TAT) announced its new marketing plans for 2023. The organization is aiming to transform and revitalize Thai tourism. It wants to place greater importance on the recovery of the tourism sector towards more inclusive, digital, more responsible, sustainable, and stronger tourism growth.
- In July 2022, the Tourism Authority of Thailand (TAT) declared that it is hoping the weaker baht will propel tourist spending in Thailand. As per TAT, an estimated 30 million tourists are anticipated to visit the country in 2023, who will spend nearly US4 62 Bn (2.28 trillion baht).
Scope of the Report
Projected Market Valuation (2022)
US$ 24.6 Mn
Value-based CAGR (2022-2032)
Historical Data Available for
Value (US$ Mn)
Key Region Covered
Key Country Covered
Key Segments Covered
Tourism Type, Booking Channel, Consumer Orientation, Tourist Type, Tour Type, Age Group, and Region.
Key Companies Profiled
Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives
Thailand Sustainable Tourism Market Outlook by Category
By Tourism Type:
- Green Tourism
- Soft Tourism
- Community Tourism
By Booking Channel:
- Phone Booking
- Online Booking
- In-Person Booking
By Tourist Type:
By Tour Type:
- Independent Travelers
- Tour Groups
- Package Travelers
By Consumer Orientation:
By Age Group:
- 15-25 Years
- 26-35 Years
- 36-45 Years
- 46-55 Years
- 66-75 Years
Frequently Asked Questions
The Thailand sustainable tourism market is projected to grow at 17.8% CAGR over the forecast period.
The Thailand sustainable tourism market is expected to reach a valuation of US$ 24.6 Mn in 2022.
The Thailand sustainable tourism market grew at a sluggish 13.2% CAGR between 2017 and 2021.
Leading players operating in the Thailand sustainable tourism market are Hivesters, Nutty's Adventures, Courageous Kitchen, Hands Across the Water, Socialgiver, and Local Alike among others.
Table of Content
1. Executive Summary
1.1. Thailand Sustainable Tourism Market Outlook
1.1.1. Who Is Travelling?
1.1.2. How Much Do They Spend?
1.1.3. Direct Contribution of Tourism To GDP
1.1.4. Direct Contribution of Tourism To Employment
1.2. Sustainable Tourism Evolution Analysis
1.3. FMI Analysis and Recommendations
2. Market Introduction
2.1. Total Spending (US$ Mn) and Forecast (2022-2032)
2.2. Number of Tourists (Mn) and Forecast (2022-2032)
2.3. Total Spending Y-o-Y Growth Projections (2022-2032)
2.4. Number of Tourists Y-o-Y Growth Projections
3. Sustainable Tourism Industry Analysis
3.1. Sustainable Tourism Industry Overview
3.1.1. Sustainable Tourism Industry Contribution to Thailand’s GDP
3.1.2. Sustainable Tourism Sector Contribution to Thailand’s Overall Employment
3.1.3. Impact of COVID-19
4. Thailand Sustainable Tourism Market Dynamics
4.1. Market Drivers & Opportunities
4.1.1. Key Trending Drivers of the Thailand Sustainable Tourism Market
4.1.2. Opportunities for Sustainable Tourism in Thailand
4.2. Macro-Economic Factors
4.2.1. Thailand GDP Growth Outlook
4.2.2. Thailand Industry Value Added
4.2.3. Consumer Spending Outlook
4.2.4. Thailand’s Direct contribution of Sustainable Tourism to GDP
4.2.5. Internet Penetration Rates
4.2.6. Capital Investment in Sustainable Tourism
4.3. Forecast Factors - Relevance & Impact
5. Categorizing of Thailand Sustainable Tourism Market, 2021
5.1. Introduction/ Key Findings
5.2. Current Market Analysis by Tourist Type
5.3. Current Market Analysis by Tourism type
5.3.2. Green Tourism
5.3.3. Soft Tourism
5.3.4. Community Tourism
5.4. Current Market Analysis by Tour Type
5.4.1. Independent Travelers
5.4.2. Tour Group
5.4.3. Package Travelers
5.5. Current Market Analysis by Consumer Orientation
5.6. Current Market Analysis by Age Group
5.6.1. 15-25 Years
5.6.2. 26-35 Years
5.6.3. 36-45 Years
5.6.4. 46-55 Years
5.6.5. 66-75 Years
5.7. Current Market Analysis by Booking Channel
5.7.1. Phone Booking
5.7.2. Online Booking
5.7.3. In-Person Booking
6. Social Media Sentimental Analysis
6.1. Social Media Platforms Preferred
6.2. Consumer Perception for Destinations On Social Media Platforms-Positive and Negative Mentions
6.3. Trending #Hashtags
6.4. Social Media Platform Mentions (% of Total Mentions)
6.5. Region-Wise Social Media Mentions (% of Total Mentions)
6.6. Trending Subject Titles
7. Competition Analysis
7.1. Competition Dashboard
7.2. Pricing Analysis by Competition
7.3. Competition Benchmarking
7.4. Competition Deep Dive
220.127.116.11. Product Portfolio
18.104.22.168. Profitability by Market Segments (Product/Channel/Region)
22.214.171.124. Sales Footprint
126.96.36.199. Strategy Overview
188.8.131.52.1. Marketing Strategy
184.108.40.206.2. Product Strategy
220.127.116.11.3. Channel Strategy
7.4.2. Nutty's Adventures
18.104.22.168. Product Portfolio
22.214.171.124. Profitability by Market Segments (Product/Channel/Region)
126.96.36.199. Sales Footprint
188.8.131.52. Strategy Overview
184.108.40.206.1. Marketing Strategy
220.127.116.11.2. Product Strategy
18.104.22.168.3. Channel Strategy
7.4.3. Courageous Kitchen
22.214.171.124. Product Portfolio
126.96.36.199. Profitability by Market Segments (Product/Channel/Region)
188.8.131.52. Sales Footprint
184.108.40.206. Strategy Overview
220.127.116.11.1. Marketing Strategy
18.104.22.168.2. Product Strategy
22.214.171.124.3. Channel Strategy
7.4.4. Hands Across the Water
126.96.36.199. Product Portfolio
188.8.131.52. Profitability by Market Segments (Product/Channel/Region)
184.108.40.206. Sales Footprint
220.127.116.11. Strategy Overview
18.104.22.168.1. Marketing Strategy
22.214.171.124.2. Product Strategy
126.96.36.199.3. Channel Strategy
188.8.131.52. Product Portfolio
184.108.40.206. Profitability by Market Segments (Product/Channel/Region)
220.127.116.11. Sales Footprint
18.104.22.168. Strategy Overview
22.214.171.124.1. Marketing Strategy
126.96.36.199.2. Product Strategy
188.8.131.52.3. Channel Strategy
7.4.6. Local Alike
184.108.40.206. Product Portfolio
220.127.116.11. Profitability by Market Segments (Product/Channel/Region)
18.104.22.168. Sales Footprint
22.214.171.124. Strategy Overview
126.96.36.199.1. Marketing Strategy
188.8.131.52.2. Product Strategy
184.108.40.206.3. Channel Strategy
7.4.7. SiamRise Travel
220.127.116.11. Product Portfolio
18.104.22.168. Profitability by Market Segments (Product/Channel/Region)
22.214.171.124. Sales Footprint
126.96.36.199. Strategy Overview
188.8.131.52.1. Marketing Strategy
184.108.40.206.2. Product Strategy
220.127.116.11.3. Channel Strategy
7.4.8. Project Expedition
18.104.22.168. Product Portfolio
22.214.171.124. Profitability by Market Segments (Product/Channel/Region)
126.96.36.199. Sales Footprint
188.8.131.52. Strategy Overview
184.108.40.206.1. Marketing Strategy
220.127.116.11.2. Product Strategy
18.104.22.168.3. Channel Strategy
7.4.9. Rockjumper Birding
22.214.171.124. Product Portfolio
126.96.36.199. Profitability by Market Segments (Product/Channel/Region)
188.8.131.52. Sales Footprint
184.108.40.206. Strategy Overview
220.127.116.11.1. Marketing Strategy
18.104.22.168.2. Product Strategy
22.214.171.124.3. Channel Strategy
7.4.10. Discover Corps
126.96.36.199. Product Portfolio
188.8.131.52. Profitability by Market Segments (Product/Channel/Region)
184.108.40.206. Sales Footprint
220.127.116.11. Strategy Overview
18.104.22.168.1. Marketing Strategy
22.214.171.124.2. Product Strategy
126.96.36.199.3. Channel Strategy
7.4.11. Trunk Travel
188.8.131.52. Product Portfolio
184.108.40.206. Profitability by Market Segments (Product/Channel/Region)
220.127.116.11. Sales Footprint
18.104.22.168. Strategy Overview
22.214.171.124.1. Marketing Strategy
126.96.36.199.2. Product Strategy
188.8.131.52.3. Channel Strategy
7.4.12. Andaman Discoveries
184.108.40.206. Product Portfolio
220.127.116.11. Profitability by Market Segments (Product/Channel/Region)
18.104.22.168. Sales Footprint
22.214.171.124. Strategy Overview
126.96.36.199.1. Marketing Strategy
188.8.131.52.2. Product Strategy
184.108.40.206.3. Channel Strategy
7.4.13. Thailand Responsible Tourism Association (TRTA)
220.127.116.11. Product Portfolio
18.104.22.168. Profitability by Market Segments (Product/Channel/Region)
22.214.171.124. Sales Footprint
126.96.36.199. Strategy Overview
188.8.131.52.1. Marketing Strategy
184.108.40.206.2. Product Strategy
220.127.116.11.3. Channel Strategy
7.4.14. Experience Travel Group (ETG)
18.104.22.168. Product Portfolio
22.214.171.124. Profitability by Market Segments (Product/Channel/Region)
126.96.36.199. Sales Footprint
188.8.131.52. Strategy Overview
184.108.40.206.1. Marketing Strategy
220.127.116.11.2. Product Strategy
18.104.22.168.3. Channel Strategy
7.4.15. Others (As per request)
22.214.171.124. Product Portfolio
126.96.36.199. Profitability by Market Segments (Product/Channel/Region)
188.8.131.52. Sales Footprint
184.108.40.206. Strategy Overview
220.127.116.11.1. Marketing Strategy
18.104.22.168.2. Product Strategy
22.214.171.124.3. Channel Strategy
8. Assumptions and Acronyms Used
9. Research Methodology
List of Tables
List of Charts