Responsible travel in Thailand: The Krabi Prototype

Thailand is increasing its efforts to support sustainable travel with the Tourism Authority of Thailand (TAT) at the forefront. TAT is encouraging hotels and stakeholders in the tourist industry to do more through various initiatives like the Thailand Tourism Awards. TAT has also introduced the ‘Krabi Prototype’, a flagship model for sustainable tourism development.

What is the Krabi Prototype?

The Krabi Prototype is a sustainable-tourism initiative that positions the southern Thai province of Krabi as a “living model” for responsible travel. The initiative combines different aspects of responsible tourism, including environmental conservation, community empowerment and cultural preservation. The aim is to scale this model across Thailand, using Krabi as the prototype for the nation’s future sustainable-tourism framework. 

It’s an ambitious move but demonstrates how serious Thailand is about responsible travel. It also shows how attitudes are changing with Maya Bay on Phi Phi Don (located in Krabi province), an example of what can be achieved. 

When Maya Bay was featured in the 2000 movie, The Beach, it brought worldwide attention to the Phi Phi Islands. With an increasing number of travellers keen to see the spot where Leonardo and company found paradise, Maya Bay suffered the effects of over-tourism. Thai officials decided to close the bay to visitors in 2018 to allow time for the ecosystem to recover. The beach was reopened in January 2022, and restrictions were put in place to help protect the island and the natural environment. The conservation efforts have seen the return of black-tip reef sharks to Maya Bay. In July 2025, the Shark Watch Project noted a record number of sharks in the bay, which showed how successful conservation efforts have been.

There is always going to be a balance between allowing tourists to visit photogenic locations and retaining that area’s natural charm and beauty. The Krabi Prototype aims to get that balance right. 

“Krabi represents the balance we aspire to achieve across Thailand — where natural beauty and local culture are preserved while communities benefit from tourism.

Ms Thapanee Kiatphaibool (Governor of the Tourism Authority of Thailand)

Tourism Cares

Tourism Cares is a US-based global non-profit organisation that brings together the travel industry to make changes for the good. Responsible travel isn’t just about protecting the environment; it involves making positive changes for the people who live and work in tourist areas. As part of their outreach, Tourism Cares organises the Global Meaningful Travel Summit. In September 2025, the event was hosted in Bangkok and Krabi.

Speaking at the event, the TAT Governor, Ms Thapanee Kiatphaibool, said: “Krabi represents the balance we aspire to achieve across Thailand — where natural beauty and local culture are preserved while communities benefit from tourism. Hosting the Global Meaningful Travel Summit here demonstrates to the world that sustainable tourism is not just a vision but a reality that can be experienced today. Through the Krabi Prototype, we show that sustainable travel is possible, practical, and rewarding for all.”

Tourist operators in Krabi

To help boost responsible tourism, the Tourism Authority of Thailand has introduced a range of programs. They are encouraging hotels, tour operators and others in the travel industry to join initiatives such as STAR (Sustainable Tourism Acceleration Rating), the Thailand Tourism Awards, and the CF-Hotels program. The CF Hotels website enables eco-conscious travellers to check the carbon footprint of various hotels in Thailand. 

The Krabi Prototype features local tourism operators who have embraced these different initiatives. As of mid-2025, Krabi counted 16 award-winning operators under the Thailand Tourism Awards. There were also an impressive 119 STAR-certified businesses and 65 CF-Hotels.

Community-based tourism in Krabi

Community-based tourism (CBT) is an important aspect of the Krabi Prototype. This is a wonderful way to experience Thailand and support responsible travel because the CBT programs are managed and owned by the community, for the community. Guests can participate in the daily life of the community in a non-obtrusive way. And in return, the local community can see that there are tourists who are genuinely interested in learning more about them and their way of life. Krabi is home to several CBT villages and a variety of community-led activities such as mangrove tours and batik workshops. 

The Laem Sak Tourism Community Enterprise is an award-winning example of community-based tourism. Winner of the Responsible Thailand award in 2022, Laem Sak is a multi-cultural community which supports responsible tourism. The Tourism Community Enterprise comprises 400 members across 10 villages in the Laem Sak district. The enterprise encourages local people to protect the mangroves and marine ecosystem while allowing tourists to experience what makes this part of the Krabi coastline so special. Visitors can stay overnight in the area, go early morning fishing, island hopping, and learn about local culture.

The island of Ko Klang is another good example of community-led tourism. Located a short boat ride across the estuary from Krabi Town, Ko Klang can easily be reached by independent travellers. On arrival at the pier, you can take advantage of the community tours that have been established to help visitors experience the local culture of Ko Klang.

Protecting the environment

In addition to official programs like STAR and CF Hotels, local stakeholders have pledged to help protect the environment with bans on jet-skis and restrictions on beach furniture. In addition, many of Krabi’s islands have introduced waste–to–energy management systems.

Initiatives like the sunscreen amnesty in Krabi showed how important it is for tourists to be sun safe in Thailand, but also be aware of damage to corals caused by chemicals in sunscreen.

Locally-owned small businesses like Souvenirs From The Sea are also showing innovative ways to protect the environment by upcycling marine waste such as ropes, nets, and buoys, and transforming unwanted rubbish into eco-friendly tote bags.

To find out more about responsible travel in Thailand and how you can support it on your next visit, see our articles here and visit the dedicated Responsible Thailand website for more inspiration.

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