Thailand’s Nature-Postive Tourism: A Community-Led Path in Phetchaburi and Prachuap Khiri Khan

May 20, 2025

A man in a hat gestures while talking to a woman in a blue shirt among palm trees.

With ecosystems ranging from mangroves to mountain forests, Thailand is home to 9% of the world’s known species. Yet it also faces pressing environmental challenges. As one of the 30 countries most vulnerable to climate change, Thailand’s rich biodiversity is increasingly at risk from deforestation, urban expansion, and other human activities. But this biodiversity isn’t just a treasure to be protected—it is also a foundation for sustainable growth.

In Thailand, UNDP has worked for years to promote the conservation of biodiversity in ways that benefit both people and the planet—ranging from policy interventions and government budgeting to private sector investment, local enterprises, and nature-based solutions.

In 2024, Thailand’s Cabinet endorsed a new National Biodiversity Strategies and Action Plan (NBSAP) 2023-2027, which incorporates a Biodiversity Finance Plan developed through the global BIOFIN initiative. The plan charts a clear path forward for biodiversity finance, species protection, and ecosystem monitoring—making Thailand one of 44 countries with an NBSAP aligned to global biodiversity goals.

Phetchaburi and Prachuap Khiri Khan are now putting plans into action – fostering biodiversity through their unique potential of tourism.

Phetchaburi: Weaving Culture and Nature Together

Phetchaburi province, located in central Thailand along the northern edge of the Malay Peninsula, offers a compelling example of how biodiversity can be harnessed for sustainable tourism. Known for its mix of coastline, forest, and heritage sites, nearly half of the province is covered by Kaeng Krachan National Park, Thailand’s largest. This protected area forms the heart of the Kaeng Krachan Forest Complex, a UNESCO World Heritage Site.

Here, biodiversity-based tourism is no longer a niche idea.

Protecting biodiversity cannot happen without financial resources – and it can start with government budgeting. With support from UNDP BIOFIN, Phetchaburi’s provincial authorities are integrating biodiversity into their development planning through an agreement with UNDP that supports this effort by mainstreaming biodiversity into local budgets and exploring how to redirect harmful subsidies toward more sustainable alternatives.

A clear example of redirecting harmful subsidies can be seen at Mrigadayavan Palace, an area affected by coastal erosion. In the past, hard infrastructure such as concrete sea walls was used to protect the palace from rising sea levels. However, these structures were found to disrupt the surrounding ecosystem. This challenge has since turned into an opportunity: the palace is now at the forefront of applying nature-based solutions, replacing hard barriers with softer, more environmentally friendly alternatives.

Wooden posts standing on a sandy beach with a blue ocean in the background.

Klaomas Yipinsoi, Director of the Mrigadayavan Palace Foundation, sees the site as a living model of sustainable conservation—an example for other areas around the world. Today, Mrigadayavan Palace serves as an open learning centre for biodiversity, welcoming all to explore and learn. “We want to build a place where young people can come and understand what conservation really means—through experience, not just instruction,” she says.

Smiling woman in an orange top sitting on a bench in a park with greenery and trees. — Klaomas Yipinsoi, Director of the Mrigadayavan Palace Foundation

Meanwhile, UNDP BIOFIN is also working closely with Office of Natural Resources and Environmental Policy and Planning (ONEP), Krungthai Bank and the Raks Thai Foundation to promote public-private partnerships for a biodiversity-based economy—guiding local tourism businesses toward a nature-positive direction and empowering communities, especially women, to participate in decision-making and help shape the direction of change.

"Krungthai Rak Loves Phetchaburi. This project aims to support communities and improve the quality of life for the people of Phetchaburi while restoring and conserving the environment in a balanced way, creating a sustainable positive impact for the community. It will help strengthen local economies, improve livelihoods, and create economic growth for all sectors of society, aligning with our vision of Krungthai, Standing with Thailand for Sustainability." said Payong Srivanich, Chief Executive Officer of Krungthai Bank during the launch of the ‘Public & Private Partnership for Investment towards Sustainable Local Bioeconomy in Phetchaburi Province.

A man speaking at a podium during a conference with a backdrop of blue sky and greenery. — Phayong Srivanich, CEO of Krungthai Bank and President of the Thai Bankers’ Association

One such story is led by Pisamai Saengsuwan, or Khun Lae, who runs Pale, a women-led community enterprise that transforms mangrove fruit—especially sam fruit—into traditional desserts. What started as a small kitchen project has grown into a thriving business rooted in local knowledge and respect for nature.

Despite the growing challenges of climate change and generational shifts, Pale has become a source of community pride. Local schools collaborate with the enterprise, and its recipes have won national recognition. “Sustaining the mangrove ecosystem isn’t just about livelihoods,” says Khun Lae. “It’s about passing on our cultural identity and creating space for the next generation—especially women—to lead.

A smiling woman in traditional attire stands in a bright, open kitchen.

Four people pose cheerfully behind a table with baskets of produce, thumbs up, in a bright setting.

A hand pours golden sauce over green olives in a decorated bowl.

Prachuap Khiri Khan: Where Communities Lead the Way

South of Phetchaburi lies Prachuap Khiri Khan, a province best known for its limestone peaks and marine parks. The crown jewel is Khao Sam Roi Yot National Park—Thailand’s first coastal national park, established in 1966. With its vast freshwater marshes, the park provides critical habitat for migratory birds, fish, and rare wetland species.

With the fund from the Global Environment Facility (GEF), UNDP supports biodiversity conservation in this area as well. In collaboration with Thailand’s Biodiversity-Based Economy Development Office (BEDO), UNDP promotes local budgeting and community-led businesses that sustain and benefit from biodiversity.

At the heart of the park lies Koh Phai village, where residents have pioneered a model of eco-tourism driven by community leadership. What began as informal boat tours run by villagers has grown into a structured tourism programme in partnership with park authorities. Today, every baht earned flows back into the community, funding infrastructure, ecosystem restoration, and livelihood support—all without loans or external debt, explained Yanchai Tangboonya of Koh Phai village.

A serene view of mountains reflected in calm water, with lush vegetation along the shore.

Lush wetlands with tall grasses and lily pads, framed by distant mountains under a clear sky.

A key figure in this model is Khun Mali, who oversees boat scheduling, tourist coordination, and transparent fee collection. Her leadership has helped strengthen community trust and ensure that the benefits of tourism are shared fairly. “It’s not just about earning income,” she says. “It’s about showing that local people—especially women—can manage and protect our natural resources.”

Woman in yellow shirt and sunglasses stands by a lake with mountains in the background. — Mali, female community leader in Sam Rai Yot

Fish processing is another growing venture. Villagers have found new ways to turn native fish, like the snakehead, into dried and seasoned products that blend tradition and innovation. But as in Phetchaburi, challenges remain. Community members are calling for stronger coordination with the Ministry of Tourism to ensure that national tourism standards reflect local realities—and that outside development projects truly meet community needs.

Moving forward, this initiative with BEDO aims to engage tour operators across the country to promote biodiversity-supporting tourism and expand its impact.

Looking Ahead

What’s happening in Phetchaburi and Prachuap Khiri Khan is more than a local success story—it’s a glimpse into a future where biodiversity and livelihoods can thrive together. Through thoughtful planning, strong partnerships, and community-driven innovation, these provinces are redefining what tourism can mean in a changing climate.

As Thailand moves forward with its national biodiversity strategy, the experiences from these provinces offer valuable lessons for other Thai provinces and beyond: that conservation is not a luxury but a necessity, and that the most sustainable solutions often grow from the ground up.