ASEAN Ecotourism Development

About Documents

Ecotourism is a key mechanism for sustainable development in the ASEAN region, which is rich in natural resources and unique cultures. It serves as a sustainable tourism destination that promotes local community participation while conserving and developing the environment and culture.

After the COVID-19 era, tourism in Southeast Asia has undergone unprecedented adaptation. According to the United Nations Tourism Organization (UN Tourism), the Asia-Pacific region has recovered to 65% of pre-COVID-19 levels since early 2023. Full recovery of international tourism is expected by 2024.

The ASEAN Ecotourism Standard was developed by member countries to address sustainable tourism. In 2024, ASEAN held meetings to draft ecotourism standard documents, which include:

1. Ecotourism Standard Theme and Criteria, divided into 65 evaluation criteria under 9 main themes. These cover activity management, facility administration, and ecotourism services, aiming to enhance quality and reduce environmental and local community impacts while raising awareness among tourists and operators to adopt sustainable practices.
2. Audit and Certification Manual, intended as a reference for ASEAN committees to assess and certify tourism establishments, as well as for operators interested in obtaining ASEAN ecotourism certification.

The ASEAN Ecotourism Standard also addresses key issues such as greenwashing (falsely claiming sustainability), a lack of understanding of ecotourism principles, and supports the national tourism development plans of member countries. For example: Indonesia focuses on promoting local community involvement in ecotourism activities. Malaysia emphasizes developing infrastructure that minimizes environmental impact.

Singapore promotes sustainable tourism by enhancing business sustainability capabilities at all stages and preparing businesses to innovate and develop personnel for sustainable tourism opportunities. Thailand has implemented the IGNITE TOURISM THAILAND policy to push the country towards becoming a major global tourism hub.

Ecotourism in ASEAN has the potential to generate sustainable income and employment. According to the UNWTO, ecotourism can create opportunities to increase economic value, particularly in rural and marginalized communities with abundant natural resources.

Promoting the use of digital technology, such as online marketing and activity booking through platforms, expands opportunities for small businesses in ASEAN. For instance, the Philippines has established ecotourism model community projects to support locals in managing resources sustainably.

Thailand’s tourism sector should accelerate the development of activities that emphasize community collaboration and environmental preservation by offering high-quality products and services that meet the needs of environmentally conscious tourists. Examples include organizing trekking tours, learning local lifestyles, and investing in sustainable infrastructure such as eco-lodges that use renewable energy and minimize resource consumption.

Cooperation across sectors is essential, such as partnerships with nature conservation organizations or local universities, to enhance ecotourism management. Transparent marketing without greenwashing is crucial to maintaining credibility and attracting sustainability-conscious tourists.

Ecotourism is not just an opportunity to generate income; it is also a vital mechanism for protecting ASEAN’s unique natural resources and cultures. Sustainable practices will be central to positioning ASEAN as a global destination for high-quality and sustainable tourism in the future.

Author:
Ms. Namphueng Tassanaipitukkul
Senior Researcher
International Institute for Trade and Development (Public Organization)
www.itd.or.th
Publication: Bangkok BIZ Newspaper
Section: First Section/World Beat
Volume: 37 Issue: 12801
Date: Wednesday, Dec. 25, 2024
Page: 8 (left)
Column: “Asean Insight”