Krabi Prototype Showcased at 2025 Global Meaningful Travel Summit in Thailand
TAT highlights Krabi as a flagship model for sustainable tourism at landmark international forum
Bangkok, 15 September 2025 – The Tourism Authority of Thailand (TAT), in partnership with Tourism Cares, successfully hosted the 2025 Global Meaningful Travel Summit in Krabi and Bangkok, marking the first time the gathering was held in Southeast Asia. The event placed the Krabi Prototype—Thailand’s pioneering model for sustainable tourism—firmly in the global spotlight.
The summit welcomed more than 40 leading travel executives, tour operators, airlines, and international media, primarily from the United States, who came to explore Thailand’s approach to meaningful, community-driven travel.
Krabi Prototype: A Model for Responsible Tourism
Famed for Maya Bay, the Phi Phi Islands, Railay Beach, and its limestone landscapes, Krabi is emerging as a leader in sustainable tourism. As part of Thailand’s Andaman Development Zone, the province has prioritized protecting its pristine environment and preserving community heritage. In 2023, Khlong Thom Hot Springs earned a spot on the Green Destinations Top 100 Stories list, underscoring its environmental and climate leadership.
“TAT’s Governor Ms. Thapanee Kiatphaibool said, ‘Krabi demonstrates the balance we aim t
o achieve nationwide—where natural beauty and local culture are safeguarded, while communities thrive through tourism. By hosting the Global Meaningful Travel Summit here, we showcase that sustainability in tourism is both real and rewarding.’
Immersive Experiences with Local Communities
Delegates experienced hands-on sustainability through tours in Laem Sak and Ban Nai Nang, where initiatives in waste management, community tourism, and traditional crafts illustrated how grassroots efforts are reshaping travel. Eco-activities such as mangrove tours, marine conservation, and low-carbon accommodations reflected Krabi’s broader Prototype strategy.
Scaling Sustainability Standards
Developed with local stakeholders, the Krabi Prototype has become Thailand’s testing ground for responsible tourism standards. The province now boasts:
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16 winners of the Thailand Tourism Awards
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119 STAR-certified operators
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65 CF–Hotels leading carbon reduction via solar power, clean energy, and plastic-free initiatives.
Community-driven projects across eight villages—ranging from long-tail boat tours and batik workshops to stingless bee farming and cultural exchanges—have further defined Krabi’s identity as a sustainability hub. Strict local pledges, such as banning jet skis and mass beach furniture, reinforce the province’s environmental commitment.
Economic and Cultural Strengths
Beyond tourism, Krabi is Thailand’s second-largest palm oil producer and home to rubber, Musang King durians, and robusta coffee, integrating agriculture with tourism. Its dramatic landscapes also draw global film productions, most recently Jurassic World: Rebirth, boosting international recognition.
Global Partnerships and Future Outlook
The summit underscored Krabi’s role within Thailand’s broader sustainability agenda. The Meaningful Travel Map of Thailand now features over 45 vetted organisations, with eleven from Krabi joining Tourism Cares’ global network of 160+ sustainable partners. This positions Krabi and Thailand more strongly in markets like the U.S., where demand for meaningful travel is growing.
Concluding the summit, Ms. Thapanee stated: “This gathering is a milestone for Thailand. The Krabi Prototype is more than a project—it’s a vision for the future of tourism, where resources are protected, communities are strengthened, and travellers experience true value. Our goal is to replicate this model nationwide.”
Krabi’s journey is not just about sustainability—it is about setting the benchmark for global meaningful travel.
