Thailand Leads the Way in Regional Eco-Tourism as Bhutan Joins Forces to Develop Joint Travel Products Under ‘Two Countries, One Destination’ Initiative

Thailand is taking a leadership role in advancing regional eco-tourism as it joins hands with Bhutan to create joint sustainable travel experiences under the “Two Countries, One Destination” initiative. This landmark collaboration was marked by a high-level Bhutanese tourism delegation visiting Thailand from June 20 to 23, 2025, to study the country’s best practices in green tourism policy, community engagement, and eco-certified hospitality. By sharing innovative models and aligning with global sustainability standards, both nations aim to co-develop meaningful, low-impact tourism products that celebrate culture, nature, and cross-border cooperation.

Thailand and Bhutan Strengthen Sustainable Tourism Ties with Landmark Visit and Collaborative Vision

In a groundbreaking initiative aimed at fostering deeper bilateral relations, Thailand and Bhutan have moved forward with a collaborative approach to sustainable tourism. From June 20 to 23, 2025, a distinguished delegation from Bhutan’s Department of Tourism (DOT) and the Association of Bhutanese Tour Operators (ABTO) visited Thailand to observe and exchange best practices in sustainability. The visit, hosted by the Tourism Authority of Thailand (TAT), reflects a strong mutual desire to champion responsible tourism and meaningful travel experiences through strategic cooperation.

This pivotal exchange marks a significant progression in the Thailand–Bhutan tourism partnership, advancing under the framework of “Two Countries, One Destination”—a model that promotes joint tourism development, shared learning, and sustainability-centered offerings across borders.

Forging Sustainable Bonds Through Tourism

During the opening session, Thailand presented its comprehensive approach to sustainable tourism, aligned with globally recognized frameworks such as the Global Sustainable Tourism Council (GSTC) standards. Key highlights included strategic insights into policy-level planning and community-based execution, showcasing how Thailand has embedded sustainability into the heart of its tourism sector.

One standout case study featured The Westin Grande Sukhumvit Bangkok, a hospitality leader recently awarded the Green Hotel Standard Plus certification for the period 2024–2027. The hotel’s commitment to energy conservation, waste reduction, and sustainable operations offered valuable inspiration for Bhutanese stakeholders seeking scalable models.

Learning from Thailand’s Local-Level Successes

As part of the experiential program, the Bhutanese delegation traveled to Nan Old Town in northern Thailand. This historic town has emerged as a beacon of sustainable tourism, having received the Green Destinations Gold Level award—making it the first destination in ASEAN and the only one in Asia to achieve this prestigious status in 2025.

A guided tram tour of Nan Old Town gave Bhutanese officials firsthand exposure to successful community-based tourism development, urban preservation, and eco-conscious planning. The visit provided powerful insights into how small towns can thrive by aligning heritage preservation with environmentally sustainable practices, offering Bhutan a template adaptable to its own regional settings.

The town’s focus on slow travel, local engagement, and cultural immersion resonated strongly with Bhutan’s tourism principles, particularly its “High Value, Low Volume” policy, which aims to balance visitor numbers with environmental and cultural sustainability.

Continued Collaboration Post-TTM+ 2025

This bilateral engagement followed the recent Thailand Travel Mart Plus (TTM+) 2025, held in Khao Lak, Phang-nga from June 5 to 7, where Bhutan participated alongside countries from the Greater Mekong Subregion (GMS). At TTM+, representatives from Bhutan and Thailand began outlining collaborative strategies that could result in future co-branded tourism products, bilateral travel packages, and cross-cultural experiences grounded in shared sustainability principles.

The continuity between TTM+ and the June visit reflects a strategic push to build institutional bridges between the two nations. It also exemplifies Thailand’s commitment to being a sustainability knowledge hub within Asia, offering technical, experiential, and strategic support to regional tourism partners like Bhutan.

“Two Countries, One Destination”: A Vision in Action

The “Two Countries, One Destination” initiative represents more than just a slogan—it’s a blueprint for regional tourism synergy that emphasizes shared values, cultural connectivity, and responsible exploration. With both Thailand and Bhutan prioritizing environmentally sound tourism, this partnership holds the potential to reshape regional travel narratives.

The initiative is expected to deliver a range of joint offerings, including sustainable travel routes linking both countries, collaborative eco-tourism packages, and cross-border marketing campaigns targeting responsible travelers from Europe, North America, and Asia. The goal is to deliver richer, more immersive travel experiences that benefit local communities and preserve natural and cultural heritage.

As part of the initiative, both nations also plan to exchange best practices in areas such as sustainable accommodations, green certification systems, and the integration of indigenous knowledge into tourism development.

Bhutan’s Takeaways and Next Steps

For Bhutan, the visit was not only educational but also catalytic. With its tourism strategy rooted in principles of Gross National Happiness and environmental stewardship, Bhutan found alignment with Thailand’s tourism vision. Bhutanese officials noted that Thailand’s practical implementation of sustainability—especially its partnerships with local stakeholders—offered actionable frameworks that Bhutan could localize.

According to representatives from ABTO, future goals include adapting some of Thailand’s green certification methodologies, deepening the training of tour operators in community engagement, and promoting more inclusive participation in Bhutan’s tourism value chain.

The Department of Tourism in Bhutan expressed interest in further delegations, staff training programs, and possibly co-hosted tourism workshops to build a knowledge exchange ecosystem between the two nations.

Looking Ahead: A Model for Regional Tourism Development

This collaborative visit sets a precedent for ASEAN and South Asian nations seeking to embed sustainability into cross-border tourism development. With both Thailand and Bhutan committed to long-term environmental preservation, cultural enrichment, and traveler education, their partnership can serve as a regional model for tourism cooperation built on purpose, not just profit.

Thailand is leading regional eco-tourism efforts by partnering with Bhutan to develop joint sustainable travel experiences, as both countries seek to promote responsible tourism through shared learning and the “Two Countries, One Destination” initiative. This collaboration highlights their commitment to cultural preservation, environmental protection, and innovative cross-border tourism development.

As Thailand continues to lead with innovation in sustainable tourism practices and Bhutan upholds its deeply rooted cultural and ecological values, the future of their collaboration looks not only promising but also transformative—for travelers, communities, and the environment alike.

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