Thailand CSR project showcases sustainable rural tourism routes

European tour operators, and members of the media joined 4 simultaneous FAM trips to survey 5 new ‘sustainable Thai  tourism routes’.

Guests stayed in environmentally friendly hotels, dined in organic, healthy restaurants and visited local Thai communities which had developed community based tourism. Trips were led by experienced ecotourism guides, and operated by members of the Thai Ecotourism and Adventure Travel Association (TEATA) teata.or.th/ .

The European tour operators who joined the FAM trips came from the UK, Netherlands, Germany and Sweden. They had been approached by the European Center for Eco and Agro Tourism as part of a market research project to identify a pool of European tour operators committed to sustainable tourism.

The operators visited the following projects:

‘The Flavours and Fragrances of Central Thailand’, visited Samut Songkram and Petchburi provinces, operated by Royal Silk Holidays:www.royalsilkholidays.com/en/

 ‘At the Cultural Crossroads’, visited Chiang Rai province, operated by Wild Thailand; www.wildthailand.com/

 ‘The Spirit of Lanna’, visited Lampang, Lamphun and Chiang Mai provinces, operated by Ami Thai ticket and travel; www.ami-thai.com/

 ‘The Charm of Isaan’, visited Korat and Khao Yai, operated by Friends of Nature;
A post-trip ‘Explore the Emerald Isle’, visiting Koh Chang was operated by NS Travel and Tours www.nstravel.com/

In addition, at a meeting held on the 21st June, over 20 members of TEATA were invited to meet the European tour operators to communicate their green credentials.

The FAM program was kicked off by Mr. Samuel Cantell, Head of the Economic Trade and Regional Cooperation, Delegation of the European Union to Thailand, which provided 75% of the funding for the CSR-MAP project behind the FAM trip.

Mrs Jutaporn Roengronasa, the Deputy Governor for Overseas Marketing for the Tourism Authority of Thailand also welcomed the European tour operators. The TAT had generously sponsored the participants’ flights from Europe.

Initial feedback from the FAM trips has been “excellent”, said ECEAT, with local interaction during community based tourism programs rating as a highlight of the operators’ experience.

 
The Corporate Social Responsibility and Market Access Partnerships (CSR-MAP) for Thai Sustainable Tourism Supply Chains project is working with Thai suppliers which offer ‘responsible,’ ‘green’ and ‘sustainable’ tourism products, as well as Thai communities, which have developed community-based tourism (CBT) programs, and EU tour operators with a firm commitment to supporting sustainable tourism. The project aims to assist these suppliers to raise sustainability standards and improve their access to European ‘responsible tourists’.

The CSR-MAP project is giving Thai suppliers the opportunity to learn about the European market’s demand for sustainable tourism products and standards; participate fully in the development and improvement of Sustainable Tourism Standards; gain recognition from European tour operators; and develop and market innovative and integrated sustainable tourism products – Thai Sustainable Tourism Routes, tailored to the needs of EU tourists.

Between March and September, 2009, the 5 Thai supplier groups developed new sustainable tourism standards through participatory processes, facilitated by the project partners. A set of ‘common principles’ was also developed, based on the suppliers’ new standards. The Global Sustainable Tourism Criteria – GSTC was used as a common frame of reference during the standards development process, adapted as necessary to the Thai context and priorities.

 
The standards were sent to ECEAT, the European partner for feedback. Feedback was prioritized and discussed in depth by over 70 participants at a National workshop to discuss SME Green Hotel, Ecotourism and Community Based Tourism standards, with the involvement of product suppliers; held in Bangkok, Thailand on 3rd and 4th November 2009.

During December 2009 and January 2010, the project team surveyed the country, searching for interesting, innovative activities for visitors who are interested to experience a different side of Thailand. Guests can stay in Green Hotels, visit community based tourism projects and dine in green restaurants, organised by quality tour operators and lead by trained eco-guides.

20 sustainable tourism routes have been designed, which meet the needs of ‘comfort travellers, looking for unique experiences within the comfort zone, and more adventurous guests looking for a ‘local insight,’ including an overnight village stay. Each route is themed, giving guests a special insight into a particular aspect of Thai life such as cooking, arts, crafts or traditional occupations. Many of the routes are market ready. Others are under development and can be further adapted according to the needs of tour operators and their guests.

5 pilot routes were selected to showcase during the FAM trip, based on demand from EU tour operators, and the project team’s assessment of which routes were most ready for market. Synergy training, 31st May to 2nd June, 2010, built the capacity of suppliers situated along the routes to meet their proposed standards. Training content was based on participants’ needs, as well as issues considered particularly important to European tourists, including Protecting Children from Sexual Exploitation, how to reduce Climate Change and Developing a Code of Conduct for ‘responsible tourists’.

The training also aimed to catalyze cooperation among suppliers located on the sustainable routes. A total of 110 participants joined the training, including 80 representatives of community based tourism communities, professional ecotourism guides, restaurants and hotels committed to sustainable tourism, and tour operator members of the Thai Ecotourism and Adventure Travel Association (TEATA).

The suppliers shared the highlights of their ‘services’ and ‘sustainability’ achievements, and considered how they could work together more closely to develop creative products. One of the most exciting outcomes of the synergy training was that it showed suppliers located in the same area that there were other people close to home, committed to enjoyable, sustainable tourism. Prior to and following the synergy training, the TEATA team performed field inspections and training along routes.
 

Further information:
www.teata.or.th      
www.greenleafthai.org
www.eceat-projects.org  
www.cbt-i.org

Valere Tjolle

Valere Tjolle is editor of the Sustainable Tourism Report Suite, special offer at: www.travelmole.com/stories/1142003.php