BANGKOK / THIMPHU — In a pioneering effort to redefine regional tourism, Thailand and Bhutan have launched the “Two Countries, One Destination” initiative—a landmark collaboration focused on sustainable, low-impact travel experiences that celebrate culture, community, and nature.

The initiative was spotlighted during a high-level Bhutanese tourism delegation’s visit to Thailand from June 20–23, 2025, aimed at exchanging best practices in green tourism, eco-certification, and local engagement. Hosted by the Tourism Authority of Thailand (TAT), the visit marks a pivotal step in building cross-border tourism products rooted in shared sustainability values.

Forging Bilateral Sustainability Ties

Representatives from Bhutan’s Department of Tourism (DOT) and the Association of Bhutanese Tour Operators (ABTO) joined Thai officials for workshops and site visits showcasing Thailand’s successful integration of Global Sustainable Tourism Council (GSTC) standards. The partnership reinforces both countries’ aspirations to become leaders in responsible tourism.

“This initiative goes beyond shared marketing,” said a TAT spokesperson. “It’s about co-creating meaningful travel models that benefit local communities and protect heritage.”

Learning From Thailand’s Green Successes

Among the highlights was a presentation by The Westin Grande Sukhumvit Bangkok, recently awarded the Green Hotel Standard Plus (2024–2027) for exemplary practices in energy efficiency and waste reduction. Bhutanese delegates also explored Nan Old Town, ASEAN’s first and Asia’s only Green Destinations Gold Level awardee in 2025, gaining first-hand insights into slow travel, urban preservation, and community-driven tourism.

The town’s efforts to align heritage with sustainability resonated deeply with Bhutan’s “High Value, Low Volume” tourism policy, which seeks to prioritize quality over quantity.

Expanding Dialogue at TTM+ 2025

The visit followed Bhutan’s participation in Thailand Travel Mart Plus (TTM+) 2025, held in Phang-nga in early June. Conversations there laid the groundwork for joint tourism products, co-branded packages, and deeper institutional cooperation.

Plans are now underway to formalize exchanges on green certification, tour operator training, and integration of indigenous knowledge into tourism planning.

A Vision for Regional Cooperation

The “Two Countries, One Destination” blueprint reflects a shared commitment to eco-tourism development that prioritizes traveler education, environmental preservation, and cultural respect. Future offerings may include sustainable travel routes between the two countries and cross-promotional campaigns targeting conscious travelers from Asia, Europe, and North America.

Bhutan’s Takeaways and Road Ahead

Bhutanese officials praised Thailand’s community-based models and expressed intent to adapt Thailand’s green tourism frameworks for local implementation. ABTO representatives noted plans for training programs, stakeholder engagement, and the creation of an inclusive tourism value chain in Bhutan.

The DOT also proposed organizing co-hosted workshops and ongoing staff exchanges to deepen knowledge sharing and capacity building.

A Model for Asia’s Sustainable Tourism Future

This initiative sets a new standard for regional tourism partnerships—moving away from mass tourism models and toward sustainable, purpose-driven cooperation. As Thailand continues to innovate and Bhutan upholds its tradition of harmony with nature, the alliance stands as a transformative example for ASEAN and South Asia.

“We’re not just selling destinations. We’re building a future where tourism uplifts communities and protects the planet,” said one Bhutanese delegate.