Tourism Authority of Thailand Partners with 5 Idols to Promote Responsible Tourism—From Taker to Giver
The Tourism Authority of Thailand launched a campaign with five celebrity partners to promote responsible tourism, encouraging Thai travelers to shift from being "takers" to "givers" by respecting local culture and environment. The initiati
The Tourism Authority of Thailand has launched a campaign titled "Promoting Socially and Environmentally Responsible Domestic Travel Through Celebrities," aimed at transforming the behavior of Thai tourists. Nithee Seephrae, Deputy Governor of Communications and Marketing at the Tourism Authority of Thailand, revealed that the organization is committed to advancing the Responsible Tourism concept to elevate Thai travelers' behavior to a "new travel model"—shifting from being "takers" to "givers." The strategy employs celebrity marketing through partnerships with famous artists who serve as idols to younger generations, demonstrating environmentally conscious travel, respect for local identity and lifestyles, and support for local goods and services to inspire widespread awareness.
The project involves collaboration with five artists: Joey Phusvisut, Atom Chonkante, and the bands VIIS, NEW COUNTRY, and PERSES, who will present diverse and meaningful tourism perspectives through field experiences and storytelling. The initial phase features three artists:
Joey Phusvisut will visit the Huabaan community in Prachuap Khiri Khan, showcasing the charm of the old town and simple lifestyles while promoting culturally respectful tourism.
Atom Chonkante will introduce creative routes in the Bang Lamphoo–Pom Phra Sumeru area, promoting low-impact tourism and supporting community entrepreneurs.
VIIS will invite people to experience nature in Bang Krachao, Samut Prakan, through cycling and conservation activities that combine enjoyment with environmental responsibility.
Meanwhile, NEW COUNTRY and PERSES will drive momentum among younger audiences through the "Responsible Travel Challenge," an interactive activity that teaches travelers to make responsible choices in real scenarios, such as hiring local guides, learning about culture before traveling, participating in conservation tourism, and respecting tourism site regulations, ensuring every journey creates sustainable value.
Interested individuals can follow content from this project through the "Amazing Thailand" communications channels and the artists' media starting from May 2026 onwards, to collectively build Thailand's new tourism trend of "traveling mindfully and sustainably together."
