Local to global: unveiling the strategic potential of Community-Based Tourism in Thailand

Globally, the tourism industry is recognized as a very unsustainable industry, from contributing to environmental degradation to negatively impacts local cultures and societies. Promoting sustainable types of tourism has been a topic of significant importance since the creation of the Sustainable Development Goals (SDGs) in 2015. Community-Based Tourism (CBT) emerges as a promising solution to address the challenges of unsustainable tourism. It delves into the possibility of empowering locals in producing tourism experiences within their communities: from managing to planning to promoting both products and services. This research explores how Community-Based Tourism in Thailand can become the answer to the goals presented by the Tourism Authority of Thailand (TAT) for the coming years. Particularly, it analyses how the implementation of an ecosystem approach - referred to as 'CBT Net' - could enhance the opportunities of transforming Thailand's image as that of a globally recognized sustainable tourism hub. Moreover, this study examines how Community-Based Tourism initiatives can help Thailand elevate its destination image and reputation, target high-value tourists in the long run, and gain strategic competitiveness. Through these insights, this work aims to contribute to the development of sustainable tourism and Community-Based Tourism initiatives in Thailand.