Thailand is redefining sustainable tourism by integrating carbon-neutral strategies and soft power initiatives, as showcased at ITB Berlin 2025. The Tourism Authority of Thailand (TAT) is advancing responsible travel through its Net Zero Tourism policy, Rail Tourism expansion, and promotion of Thai cultural heritage. These initiatives aim to enhance tourism while preserving environmental and cultural integrity. 

TAT, in collaboration with the Ministry of Higher Education, Science, Research, and Innovation (MHESI) and the Thailand Science, Research, and Innovation Promotion Fund (TSRI), is embedding science and technology into tourism development. This approach ensures long-term sustainability while reducing the industry’s carbon footprint. 

Thailand’s Carbon Neutral and Net Zero Tourism policy is being implemented across all 77 provinces, targeting key destinations. A strategic framework involving nation-to-nation (N2N), organization-to-organization (O2O), and organization-to-business (O2B) collaborations supports these efforts. Research partnerships with universities and sustainability experts further strengthen the initiative. 

The Thailand TOGETHER Net Zero initiative was a focal point at ITB Berlin, emphasizing eco-friendly technologies, carbon offset solutions, and zero-waste travel strategies. TAT also leverages soft power through gastronomy tourism, performing arts, and cultural preservation to enhance sustainable tourism experiences. 

Rail Tourism plays a crucial role in Thailand’s low-carbon travel strategy, offering scenic, eco-friendly alternatives to air transport. Key routes connect major cultural and natural heritage sites, reinforcing Thailand’s commitment to sustainable travel. 

Recognized for its sustainability leadership, Nan Old Town received the Green Destinations Gold Award, the first in ASEAN. Chiang Khan also ranked in the Green Destinations Top 100 Story Awards. 

Thailand’s post-ITB Berlin strategy includes expanding global collaborations, eco-friendly MICE tourism, and sustainable sports tourism. By integrating innovation, sustainability, and cultural identity, Thailand is positioning itself as a global leader in responsible travel. 

Sources: 

https://www.travelandtourworld.com/news/article/thailand-strengthens-soft-power-and-sustainability-at-itb-berlin-2025-leading-the-future-of-travel/