In a historic convergence of tourism and finance, the Tourism Authority of Thailand (TAT) has joined forces with the Stock Exchange of Thailand (SET) to launch “Village to the World #SustainableAgenda,” a groundbreaking initiative poised to redefine the nation’s tourism landscape. Unveiled on June 30, 2028, at the SET’s headquarters in Bangkok, the project forges a revolutionary link between publicly listed companies, capital markets, and local communities, aiming to transform community-based tourism into a powerful, measurable vehicle for achieving corporate ESG (Environmental, Social, and Governance) goals and driving sustainable national development.
Bangkok, Thailand – The “Village to the World #SustainableAgenda” initiative represents a monumental paradigm shift in Thailand’s approach to both corporate social responsibility and tourism development. It moves beyond traditional philanthropy, establishing a strategic framework where investment in local communities is no longer a peripheral activity but a core component of business strategy. By creating a symbiotic relationship between major corporations and grassroots tourism operators, the project aims to unlock shared value, foster equitable income distribution, and enhance the quality of life in rural areas, all while providing tangible returns for participating businesses. This strategic fusion was officially announced in a landmark event that brought together key stakeholders from the government, the private sector, and local communities, signaling a united front in the push for a more sustainable and inclusive economic model.
At the heart of this initiative is the concept of “ESG Partnership for Impact,” a model designed to be the first-ever serious, structural collaboration between Thailand’s tourism sector and its capital market. Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT), articulated the profound vision behind the project, emphasizing a fundamental change in how communities are perceived and engaged. “We are elevating ‘communities’ from being merely tourist destinations to becoming ‘living ESG platforms’—real-world spaces where the business sector can take action, generate results, and grow alongside local residents,” she stated.
The Governor further elaborated that this approach transforms meaningful community tourism, built on valuable shared experiences, from a simple CSR activity into a potent force for sustainability across the entire value chain. “This initiative will help distribute income, improve quality of life, and connect the business sector with Thai society in a high-quality manner,” Ms. Thapanee continued. “For TAT, communities are not just tourist attractions; they are the starting point for new opportunities where business, culture, and sustainability can genuinely walk hand-in-hand.” Her remarks underscore a commitment to fostering a new ecosystem where economic objectives are inextricably linked with cultural preservation and environmental stewardship.
This vision received a powerful endorsement from the financial sector. Dr. Soraphol Tulayasathien, representing the senior management of the Stock Exchange of Thailand, hailed the project as a pivotal moment for the nation’s capital markets. “This project represents the ‘first step’ in genuinely connecting the capital market sector with community development,” he explained. “This is a tangible collaboration between the tourism sector, the capital markets, and communities, united under the crucial goal of transforming the role of communities from mere ‘service providers’ into ‘strategic partners’ for the business sector.”
Dr. Soraphol highlighted the innovative use of the ESG framework to create a win-win model that benefits all parties involved. By establishing clear metrics and objectives, the partnerships are designed to generate authentic and measurable economic, social, and environmental outcomes. This structure is particularly appealing to modern investors and publicly listed companies, who are increasingly judged on their sustainability performance. The project provides a credible, structured pathway for companies to invest in society, generate positive impact, and report these achievements to shareholders and the international investment community, thereby enhancing their corporate value and reputation in a world that increasingly demands responsible business practices.
To translate this ambitious vision into action, the project has launched with a series of targeted pilot programs, meticulously pairing corporations with communities to address specific ESG goals. These initial collaborations span seven communities across five provinces, each serving as a unique incubator for sustainable development.
In the northern province of Lampang, the Department of Cultural Promotion has partnered with Thai AirAsia to enrich the
Tha Ma O and Pong Sanuk communities. Their joint efforts focus on designing community-led tourism routes that celebrate the area’s rich cultural heritage, with a special emphasis on promoting cultural data disclosure in line with the prestigious UNESCO Culture | 2030 Indicators. This partnership aims to preserve local identity while creating a globally recognized cultural tourism product.
On the eastern seaboard, in Chonburi province, Asset World Corp (AWC) Public Company Limited, alongside the MELIÁ Hotels & Resorts Pattaya, is collaborating with the
Rak Talay Saneh Baan Amphur community enterprise, which focuses on turning waste into value. This alliance is centered on developing creative and sustainable waste and environmental management systems, a critical initiative for a coastal region dependent on marine health, thereby elevating local tourism to meet high standards of environmental sustainability.
Further north in Chiang Mai, Advanced Info Service Public Company Limited (AIS) is lending its technological expertise to the
Mae Soon Noi and Doi Wiang communities. The partnership focuses on the “Social” aspect of ESG by enhancing digital literacy for tourism promotion and bolstering online safety and cybersecurity skills, empowering residents to confidently participate in and benefit from the digital economy.
In the vital watershed province of Nan, Siam Cement Group (SCG), through its Yournique business unit, is working with the
Pa Laew Luang community. This project is deeply rooted in environmental principles, implementing Circular Economy concepts and promoting the conservation of biodiversity in this critical upstream area, demonstrating a long-term commitment to ecological balance and resource management.
Finally, in the central plains province of Phitsanulok, Bangkok Aviation Fuel Services Public Company Limited (BAFS) has teamed up with the
Baan Mung Nuea tourism community. Their collaboration is focused on holistically upgrading the community’s offerings, from enhancing agricultural products and tourism services to implementing higher safety standards for visitors, ensuring a comprehensive improvement in both economic output and the quality of the tourist experience.
Recognizing that development must be met with demand, the “Village to the World” project is also supported by a robust marketing and promotional campaign designed to drive real tourist traffic to these communities between July and August 2028. Leading marketing partner
Eventpass will deploy over ten influencers to the seven pilot communities, creating engaging content to showcase their unique charms, and will host interactive activities with prizes on its Facebook Fanpage.
The travel platform
Gother will launch a special “Fun Trip, Real Savings” promotion for travel to the five pilot provinces, offering significant discounts of up to 10% on flights and car rentals and up to 15% on hotels, accommodations, and tourism activities. This will be complemented by partner airline
AirAsia, which is set to release special-fare tickets for routes to Phitsanulok, Nan, Chiang Mai, and Lampang, making these unique community experiences more accessible and affordable. Furthermore, a consortium of community-focused tour platforms including
Local Alike, Yournique, SiamRise, Friday Trip, and Guide Guru will offer an immediate discount of up to 20% on all community tour packages booked through their channels, providing a powerful incentive for travelers to explore these destinations.
In conclusion, the “Village to the World #SustainableAgenda” is far more than a tourism promotion; it is a visionary economic strategy. It represents a sophisticated mechanism for strengthening the grassroots economy, empowering local communities, and providing Thailand’s leading corporations with a meaningful way to integrate sustainability into their DNA. By creating a self-reinforcing cycle of investment, development, and responsible tourism, this landmark alliance between the Tourism Authority of Thailand and the Stock Exchange of Thailand is set to forge a new, more equitable future for the nation, positioning Thailand as a global leader in truly sustainable tourism.
For the latest news and promotions from the project, please visit the official Facebook pages: Village to the World Project and Hello Local.
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