Community-based tourism on the rise

Foreigners increasingly seek an authentic experience that provides insights into local cultures and communities, writes Molpasorn Shoowong

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Local communities continue to be a critical stakeholder in the Thai tourism supply chain.

According to Asia-Pacific Economic Cooperation (Apec), community-based tourism is a development tool that strengthens the ability of rural communities to manage tourism resources, while ensuring community participation and providing income.

In Thailand, revenue from community tourism across 55 communities and nine designated areas in 2024 tallied 114 million baht, generated from 420,000 visitors, according to the Designated Areas for Sustainable Tourism Administration (Dasta).

More companies are stepping up their efforts to lift local community revenue, such as Central Tham, a sustainability initiative launched by Central Group several years ago.

Last year this programme generated more than 1.7 billion baht for local communities via enterprise development in several locations, along with the group's “Good Goods” stores selling locally produced goods.

This trend shows operators of every scale are sourcing products directly from local communities and suppliers.

THE CHARM OF LOCAL PRODUCE

Known for serving traditional Thai cuisine, one-star Michelin restaurant AKKEE in Nonthaburi uses ingredients directly sourced from farmers certified with Good Agricultural Practice standards, said chef and owner Sittikorn Chantop.

"Products and ingredients cultivated by Thai farmers, including small and medium-sized enterprises, can compete with imported foods at the global level," said Mr Sittikorn.

He said more visitors are interested in local experiences related to tourism and dining.

Even some chefs who prepare Western cuisine have opted to use Thai ingredients in their dishes, or they want to open Thai restaurants abroad, said Mr Sittikorn.

More tourists are also heading to second-tier cities specifically to sample local dishes.