Thailand partners with tourism industry to host first 'meaningful' fam

The farmer pulled his knife from the leather sheath on his waist and cut through the tightly bound palm flower. He held up a spoon and carefully collected some sap for us to taste. At Baan Rim Khlong, a farm, homestay, and community-based tourism hub in Samut Songkran, Thailand, not a fraction of the coconut trees go to waste. The sap can also be processed into coconut sugar. This is a key ingredient in traditional pad thai, which Baan Rim Krong guests learn how to cook themselves on outdoor clay stoves.

Baan Lim Krong was one of more than a dozen partners featured in Tourism Cares' first meaningful understanding tour held last month in partnership with Tourism Authority of Thailand (TAT), Delta Air Lines and Korean Air. through networking opportunities; panel discussions; FAM aimed to inspire participants to make a difference in their businesses by integrating meaningful travel through immersive visits to sustainable communities, hotels, restaurants, and farms.

John Sutherland, director of community impact at Tourism Cares, said: “Meaningful travel directly benefits host communities, protects cultural and environmental assets, and creates deeper connections between guests and destinations.” said. “We were very fortunate to partner with Tourism Thailand on this program, as the team quickly understood the vision and executed on it.”

Meaningful travel directly benefits host communities, protects cultural and environmental assets, and creates a deeper connection between guests and destinations.

A unique and memorable experience

The trip introduced local organizations in Thailand that are creating social and environmental impact through immersive tours and experiences, including Pathom Organic Living, a sustainable attraction in Nakhon Pathom. A certified organic facility in 2012, Pathom consists of a 10-acre farm, cafe, factory, and market for guests to experience.

Here, we made our own essential oil rollers and potpourri bags decorated with dried flowers from our garden, and enjoyed high tea of ​​steamed banana mousse, sweet sticky rice with shrimp, and blue butterfly tea. During the walking tour and presentation, we learned that Pathom connects approximately 200 farmers with business partners such as local hotels who look for fresh produce. Pathum also donates 3% of her annual sales to the Sukjai Foundation to support farmers transitioning from conventional to organic practices.

“If you use travel as a force for good, you have great power to make a positive impact,” Sutherland said. “Our goal with the first Meaningful Travel Fam is to foster genuine connections between the travel industry and our 12 impact partners in Thailand who are making a difference in their local communities through travel. ”

When you use travel as a force for good, you have great power to make a positive impact.

Not only local communities, suppliers, and buyers benefit from meaningful fam tours, but so do future travelers who ultimately have a deeper relationship with the destination upon their return.

For example, during our trip we spent time with the Muslim villagers of Baan Nainan in Krabi. I released bees into mangrove forests to help with a mangrove restoration project, got my hands sticky and made a steamed banana cake (Khanom Kluai) and grab some morning glories from the garden and stir-fry the leafy greens with garlic, chili peppers, fish sauce, and oyster sauce in an outdoor wok. Although Fam's participants were well-traveled advisors and buyers, these were not cookie-cutter experiences we had had before and are not likely to have again.

“I'm Thai, but I've lived in the United States for over 50 years and haven't traveled much to Thailand,” said Dee Buiser, owner of Arizona-based Frosh Lux Travel. “This fam tour opened my eyes and heart. All my initial thoughts about the Thailand itinerary I am planning for this year and next year were all forgotten during this family trip. We will be modifying our itinerary to include impact partners such as Baan Rim Krong and Varana Hotel, who have a great commitment to producing Krabi, which is recognized for its high level of luxury and sustainable products. it was done.”

Sustainability without sacrifice

Indeed, two nights spent at the five-star Barana Hotel were a highlight for participants, some of whom took advantage of the Japanese hot springs and Thai massage therapy at Faa Spa. We didn't think much of the hotel's responsible practices as we lounged at the pool bar with views of Dragoncrest Mountain or listened to live DJs while sprawled out on the daybeds at the beach club. And that was intentional. What participants learned first-hand at this fam is that “sustainability” does not necessarily have to mean “sacrifice.”

Related: How to better understand and book sustainable travel

We were surprised to learn that almost every aspect of Barana Hotel is in line with the Thai government's biocircular green economy model. This post-pandemic recovery strategy aims at economic development through social development and sustainability. To that end, Varana has adopted his 360-degree approach to decarbonization. This means chemical-free housekeeping, zero-waste kitchens, solar-powered lighting, and even a fleet of electric tuk-tuks to transport guests within and around the property. attraction. I loved seeing upcycled materials reflected in the designs, like the headboard made from rice bags and the architectural accents made from oil drums.

Perhaps most innovative is the facility's groundwater storage system, made from renewable bamboo and recycled materials that mimics natural aquifers. The system operates without electricity, conserving water and lowering ground temperatures, acting as a “zero-emission outdoor air conditioner” that keeps guests cool and nourishes your garden or landscaped grounds.

Related: New travel industry partnership aims to reverse biodiversity loss

Other highlights of the Meaningful Travel Fam include a day touring Bangkok using only eco-friendly transportation such as electric tuk-tuks and solar-powered longtail boats that previously ran on diesel. I was there. I also enjoyed eating at Café Jardin at the Sivatel Bangkok Hotel. This Café Jardin won a $5,000 grant from Tourism His Cares for its unique “kitchen to chicken” initiative on the last day of the family trip.

This grant will fund Café Jardin's zero waste program. The program begins by feeding uneaten restaurant food to black soldier flies in order to produce black soldier fly larvae. In a circular economy, the larvae are fed to chickens that Café Jardin purchases from partner farms and are ultimately returned to the plates on which they are served. Café Jardin also wants other restaurants to join the program so more businesses can take advantage of the system and become zero waste.

Related: What we learned from Tourism Cares' Meaningful Travel Summit in Norway

Beyond the meaningful travel fam, TAT remains bullish on further developing and promoting responsible tourism practices across the Land of Smiles. Over the next two years, we will emphasize the importance of cultural preservation and environmental protection through strategic marketing efforts and industry events.

“This August, we will be hosting the first-ever Amazing Thailand Responsible Tourism Fair in Thailand,” said Siripakorn Chosamut, TAT's Deputy Governor for International Marketing for Europe, the Americas, the Middle East and Africa. “It will serve as a platform for Thai tourism operators to connect with buyers around the world, showcasing meaningful travel through each part of the customer journey, from green transportation to immersive experiences with local communities.”

Ending on a high note, Cheawsamoot concluded Meaningful Travel Fam with a big announcement for the year ahead.

“We are very excited to further strengthen our partnership with Tourism Cares next year and host the Tourism Cares Meaningful Summit in 2025,” he said. “TAT looks forward to collaborating with our partners to design more meaningful fam opportunities and drive the industry towards sustainability.”