The TAT is promoting the "Village to the World" project, which has been in operation for two months, boosting community income by 20% and exceeding 30,000 visits per trip in five model provinces: Phitsanulok, Chonburi, Chiang Mai, Nan, and Lampang. This demonstrates the successful implementation of the ESG Tourism strategy, resulting in community growth, benefiting organizations, and national sustainability.

Ms. Thapanee Kiatphaibool, Governor of the TAT, revealed that the Ministry of Tourism and Sports, through the Tourism Authority of Thailand (TAT), in collaboration with the Stock Exchange of Thailand, the Department of Cultural Promotion, and leading private organizations, announced the success of the latest season of the "Village to the World #SustainableAgenda" project, igniting the power of Thai communities with a "community-based tourism" model that elevates the concept from a CSR activity to a measurable ESG tourism mechanism. This initiative links community development goals with business sustainability objectives, resulting in mutual benefits, including community growth and value creation for private organizations. and driving the Thai economy towards overall sustainability from CSR to a truly ESG system through co-creation and hands-on work with major corporate clients. This includes in-depth training from experts in management, marketing, communications, and service skills development, along with opportunities to work with listed companies.

"Village to the World #SustainableAgenda," under the concept of "ESG Partnership for Impact" by creating a new working mechanism, is proof that community-based tourism can truly be a living ESG platform, connecting the capital market, business, and Thai culture. The success of this project not only generates income and opportunities for communities, but also inspires and sets new standards for businesses seeking to drive sustainability in a concrete way. To create moments of joy under the concept of "Change Unknown to Unforgettable," transforming the unfamiliar into unforgettable experiences, the Tourism Authority of Thailand (TAT) plans to develop a policy structure conducive to ESG tourism investment, further expanding business-community collaboration into a national sustainability ecosystem, and continuing to build collaborative networks to foster balanced and sustainable growth for Thai communities on the global stage," he added.

A collaborative model implemented in five provinces: The project initiated collaboration between "Listed companies" and "model communities" in five locations nationwide, each with distinct goals, reflect the tangible implementation of ESG principles. BAFS x Ban Mung Nuea, Phitsanulok Province, expanded on Thai AirAsia's existing operations by developing safe agriculture, community service systems, and safety standards, fostering continuous and synergistic cross-industry collaboration. AWC (Melia Pattaya) x Ban Amphoe, Chonburi Province, created a creative waste management system and promoted circular economy awareness in coastal communities, aiming for a sustainable tourism model.

AIS x Ban Mae Soon Noi, Chiang Mai Province, elevate communities into digital communities through content creation skills training, online marketing, and modern language communication to reach a wider market. SCG (Yournique) x Ban Pa Laew Luang, Nan Province, developed a circular economy model alongside biodiversity conservation strategies in areas rich in natural resources. To balance the economy and the environment, Thai AirAsia x Ban Tha Ma-O-Pong Sanuk, Lampang Province, combined local cultural disclosure in line with the UNESCO Culture | 2030 Indicators with in-depth employee engagement activities to build sustainable employee-community relationships.

The community saw an average 20% increase in income, with over 30,000 tourist arrivals. The project's empirical results in just two months (July-August 2025) demonstrated tangible success, with over 30,000 tourist visits to the pilot area and an average 20% increase in community income. New products and services were also developed to meet the B2B and corporate needs, including collaboration with OTAs, CSR programs, incentive trips, and internal branding activities.

The community gained real learning, and the organization achieved a "live" ESG. Mr. Patiwat Dan Kaew, community advisor for Ban Mung Nuea, Phitsanulok Province, stated that the project helped community leaders and members learn how to work with the organization, from listening to customer needs to communicating community values ??to meet their needs. Developing programs that meet organizational needs and measuring results based on standards that organizations actually use, such as the SDGs, Materiality Mapping, and One Report, have previously only presented what communities already have. However, this project has enabled communities to better understand the needs of corporate customers, what travelers need, and what improvements should be made to better meet customer needs.

Organizations can truly integrate ESG outcomes, build brand loyalty, and empower employees. Captain Paradorn Khamprang, Director of Flight Operations at Thai AirAsia Co., Ltd. (Thai AirAsia), stated that participating organizations can integrate project results into tangible ESG reports, build brand loyalty, and foster sustainable employee relationships. For example, Thai AirAsia led employees in community activities in Lampang under the Journey D project, integrating the "4 S" corporate culture: Fun, Style, Relationships, and Sustainability. This allows employees to experience sustainability, extending their work experience to learning with the community. As pilots, we are already concerned about carbon footprints, but our activities...

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