A Thailand Blueprint for Responsible Travel Service Providers
Photo by Eat Live Foodie
In 2023, Thailand welcomed over 28 million international arrivals, solidifying its status as a favorite destination for international travelers. Thailand’s travel service provider landscape is as diverse as its visitors, ranging from internationally renowned companies like Intrepid to small, independent operators catering to everyday travelers to niche traveler segments.
While nearly all operators share a unified vision of showcasing Thailand’s beauty to the world, only a select few approach this mission through a sustainability-focused lens. Even fewer achieve commercial success while adhering to the triple bottom line—balancing people, planet, and profit as their guiding principle.
Last year, in our conversation with Anne de Jong, Co-Founder of the Good Tourism Institute, we explored the crucial role of tour operators as catalysts for change. Our discussion underscored the responsibility of these operators to act as curators of eco-conscious travel experiences, advocates for local communities, and stewards of environmental preservation in an era where sustainability is no longer optional but imperative.
Fast forward to September 2024, Thailand’s Best-Kept Sustainable Travel Stories illuminated this ethos through discussions with leaders like Willem Niemeijer, CEO of YAANA Ventures, and Somsak Boonkam, Founder & CEO of Local Alike, who both embody the spirit of responsible tourism with purpose, pride, and innovation.
If you missed the earlier installments of this special series, you can catch up on these inspiring stories here.
Thailand’s Leadership in Responsible Travel
YAANA Ventures’ multi-country model highlights Southeast Asia’s potential as a hub for responsible travel. At the same time, Local Alike’s focus on youth engagement demonstrates how grassroots initiatives can have a lasting impact.
Together, these Thailand’s trailblazers are redefining responsible tourism, proving that travel can be a force for good and a model for the future.
YAANA Ventures: Empowering People and Championing the Planet through Purposeful Companies
At the time of our interview with Willem, two of the company’s flagship businesses — Visama Mae Chan Lodge in northern Thailand and Anurak Community Lodge near Khao Sok National Park in the south — were gravely affected by unprecedented floods sweeping across Thailand.
While Visama Mae Chan Lodge escaped significant damage, some of its staff were deeply affected. Demonstrating the company’s unwavering commitment to people, Khiri Reach, the independent charity arm of Khiri Travel, was on the ground providing critical support. In addition to emergency response, Khiri Reach also delivers work in environmental conservation, wildfire preservation, and community empowerment in seven focus countries.
When asked about the foresight behind founding Khiri Reach in 2007, Willem attributed it to the principles that have guided him since day one. “Since the founding of our first business Khiri Travel, the triple bottom line —people, planet, and profit— has anchored how we conduct our business,” he shared.
Vision Beyond Borders
Khiri Travel’s origin story is one of boldness and foresight. Defying conventional wisdom, Willem pursued a multi-country growth strategy from the outset. While many entrepreneurs would focus on mastering a single market, he envisioned the untapped potential of operating across Southeast Asia, a region on the cusp of transformation.
Khiri Travel’s journey began humbly in a Bangkok shophouse in 1993. Meanwhile, Vietnam was emerging from a U.S. embargo, and Cambodia was rebuilding from the horrors of the Khmer Rouge genocide.
These evolving economic landscapes created fertile ground for Khiri Travel’s growth. Today, Khiri Travel spans nine countries with 17 offices, most recently expanding to the Philippines, and welcomes over 30,000 visitors annually.
From left: Team members of Khiri Travel Thailand and Khiri Travel Indonesia
Anchored in Purpose, Driven by People
Despite its expansive and diverse portfolio which includes tour operators, eco-lodges, and travel tech companies, YAANA Ventures is unified by a singular sense of purpose.
Willem emphasized that this purpose is nurtured by a community of like-minded individuals who share the same values. “Running a sustainable and responsible business isn’t an exception, it should be the norm,” he asserted.
This ethos is evident in YAANA’s accolades. Anurak Community Lodge recently won the Tourism Authority of Thailand’s 2024 Responsible Tourism Award for “Responsible Tourism Accommodation,” while Cardamom Tented Camp earned Global Ecosphere Retreats® status, the highest membership level in The Long Run community.
For Willem, however, the true measure of success lies not only in awards but also in impact.
“Seeing the scale of influence that Khiri Travel has on people motivates me to continue,” he shared.
From top left (clockwise): Willem Niemeijer, CEO of YAANA Ventures, received the Tourism Authority of Thailand’s 2024 Responsible Tourism Award for “Responsible Tourism Accommodation” for Anurak Community Lodge; Anurak Community Lodge; Bamboo Rafting in Khao Sok National Park; 'Rainforest Rising' program transforms an old oil palm plantation into a vibrant forest of native species.
Perseverance Amid Challenges
Willem’s journey hasn’t been without setbacks. From Sri Lanka’s Easter Sunday terrorist attacks to COVID-19 and the subsequent political and economic crises, his businesses have faced extraordinary challenges. Even Cardamom Tented Camp, emerging from the pandemic, was hit by severe flooding.
Despite these trials, Willem’s optimism and resilience shine through. “It’s perseverance, hard work, and passion that keep us going,” he explained. “The travel industry isn’t the easiest to make money; there’s always something going on.”
His advice to aspiring entrepreneurs? “Start with a solid purpose. A clear vision attracts like-minded partners and suppliers, enabling you to build an ecosystem that sustains your business and creates meaningful impact.”
Cardamon Tented Camp, Cambodia
Local Alike: Shaping the Next Generation of Travel Leaders
As Thailand’s sustainable travel landscape evolves, so does its focus on cultivating the next wave of tourism leaders.
Recognizing Gen Z’s values-driven mindset, Local Alike has collaborated with the Tourism Authority of Thailand (TAT) to create the Voluntour Camp program. This initiative integrates volunteerism with cultural immersion, empowering young participants to contribute meaningfully to community development.
As Ms. Somruedee Jitjong, Deputy Governor of the Domestic Market at TAT, explained, “Volunteering offers a great opportunity for tourism. By organizing camps in communities that need development, we stimulate local economies while fostering meaningful connections.”
The program’s pilot in September 2024 engaged over 500 university students in activities ranging from day trips to immersive overnight stays.
Local Alike’s CEO, Somsak Boonkam, sees this as a critical step toward redefining voluntourism: “Our goal is to evolve traditional volunteer camps into impactful experiences that benefit both travelers and communities.”
Challenges and Opportunities Ahead
Scaling initiatives like the Voluntour Camp comes with challenges. Affordability remains a key issue, as many students fund these trips independently. Additionally, ensuring that community needs are met without overwhelming local resources requires careful planning and collaboration.
Yet, the program’s early success highlights immense opportunities, including expanding into international voluntourism markets and aligning activities with the UN Sustainable Development Goals (SDGs).
Looking ahead, Local Alike envisions expanding into inbound voluntourism, targeting international students and visitors to Thailand. By aligning trip activities with stages of community development, the program aims to create long-term impacts that contribute to global sustainability goals, including the United Nations’ SDGs.
As Somsak emphasized, “It’s not just about doing good, it’s about creating a sustainable model that benefits both travelers and communities.”
TL; DR
Start with a Clear Purpose and Vision
A clear, purpose-driven mission attracts like-minded collaborators and enables businesses to produce meaningful impacts and achieve commercial viability.
Focus on Sustainability
YAANA Ventures and Local Alike are two examples of Thai companies that can lead sustainable tourism, blending grassroots initiatives with scalable models for lasting impact.
Prepare for Resilience in Adversity
Challenges such as natural disasters, economic downturns, and pandemics require perseverance and proactive planning. YAANA Ventures’ disaster response through Khiri Reach demonstrates the importance of preparedness and adaptability.
Leverage Grassroots and Youth Engagement
Initiatives like Local Alike’s Voluntour Camp capitalize on the values-driven mindset of Gen Z, blending volunteerism with cultural immersion to advance conscious leadership and community development.
Build Collaboration for Scalable Solutions
Partnering with high-impact organizations such as the Tourism Authority of Thailand ensures broader reach and resource-sharing, which are critical for scaling community-based programs.
For the final part of this special series, we will look into whether Thailand’s homegrown hospitality groups are primed to lead the sustainability movement in the Kingdom and beyond. Be sure to sign up to our newsletter below to receive first access to the story.
