Thailand has become the first Asian destination to host Tourism Cares’ Global Meaningful Travel Summit, held from September 7 to 13, 2025, across locations in Krabi and Bangkok.
The Tourism Authority of Thailand (TAT) and its Los Angeles office partnered with the US-based non-profit to deliver the inaugural Asian edition, first announced at Thailand Travel Mart Plus 2024 and the TAT Strategic Directive briefing last year.
Greg Takehara, CEO of Tourism Cares, called the collaboration a natural fit.
“Having our first Global Meaningful Travel Summit in Asia was an incredible milestone for Tourism Cares. The Tourism Authority of Thailand was the perfect destination partner to host our summit, as they are embedding sustainability through many of their strategic programmes, such as their STAR sustainability certification and their Meaningful Relationship initiative,” he said, referencing TAT’s 2023 campaign encouraging travellers to connect with themselves, local communities, and nature.
The programme combined education, networking, and immersive field visits – including a stop at TAT’s Amazing Green Fest 2025 eco-travel showcase in Nakhon Pathom – linking international travel professionals with Thai community leaders and enterprises.
Attendees ranged from senior figures at global tour operators, DMOs, airlines, and sustainability consultancies to media and social enterprises.
Notable participants included representatives from the Jordan Tourism Board North America, Intrepid Travel, Disney’s Adventures by Disney/National Geographic Expeditions, USTOA, and agencies from Latin America.
Delegates engaged with organisations featured on the Meaningful Travel Map, a digital platform curated by Tourism Cares to showcase vetted community-based enterprises. The map reflects the organisation’s definition of “meaningful travel” as tourism that delivers social, environmental, and economic benefits to host communities while providing travellers with authentic, high-quality experiences.
Takehara emphasised the summit’s impact: “Attendees got to experience first-hand how these community-based organisations in Krabi and Bangkok were prioritising sustainability while integrating the needs of their communities and creating top-notch visitor experiences,” he noted.
The summit also forged stronger links between Thai partners on the map and global operators, with participants committing to integrate new goals for positive impact into their own businesses.
The initiative builds on the March 2024 Meaningful Travel FAM in Thailand, organised with TAT, Delta Air Lines, and Korean Air, which laid the groundwork for the larger-scale summit and helped identify the 45+ Thai partners now featured on the Meaningful Travel Map.
Looking forward, Takehara cautioned that Asia’s rising demand must be managed responsibly: “We are at a significant crossroads where traveller interest in Asia is growing significantly, but we must ensure that everyone benefits in this new chapter.”
Looking forward, Tourism Cares will continue expanding its support for its Thai Meaningful Travel Map impact partners, focusing on training, resources, and trade connections to ensure small businesses have a stronger “seat at the table” in shaping the region’s tourism future.
