Macao, Thailand, Sarawak Show Positive Impact of Responsible Tourism

Community-First Approaches Highlighted at PATA Forum

Three prominent Asian destinations – Macao, Thailand, and Sarawak – showcased the beneficial results of their responsible tourism strategies at the PATA Travel Mart 2026 Knowledge Forum on August 18. Representatives detailed how their initiatives have directly improved local host communities, moving beyond abstract goals to measurable impacts.

Maria Helena de Senna Fernandes, Director of the Macao Government Tourism Office, outlined Macao’s strategic objective to establish itself as a "world centre for tourism and leisure." This vision, she stated, is rooted in integrated development and strong community involvement, aiming to make Macao a desirable place for both residents and visitors.

Fernandes clarified that this ambition is integral to China’s national development plan. Macao’s "tourism-plus strategy" illustrates this by combining tourism advancement with sectors such as culture, e-commerce, wellness, and technology.

For instance, Macao transforms its historic streets into vibrant public venues, enabling visitors to observe local traditions and the peaceful co-existence of Chinese and Western cultures. Old districts are revitalised through street art, cultural fairs, and music events, complemented by a free shuttle service linking resorts with local attractions.

Fernandes emphasised the importance of residents taking ownership of tourism and feeling instrumental in making the city welcoming for guests.

Thailand's DASTA Model Drives Sustainable Growth

Siripakorn Cheawsamoot, Director-General of Thailand’s Designated Areas for Sustainable Tourism Administration (DASTA), presented the agency’s framework for nine designated areas across the country, each assigned specific development objectives.

He cited the Koh Chang Archipelago and Vicinity, designated in May 2024, as a key assignment by the Thai cabinet to develop a world-class carbon-neutral tourism destination. DASTA’s operational vision, built on "4Cs" – Community’s benefit, Conduct infrastructure plan, Comply with international standard, and Cross-sector collaboration – guides these initiatives.

Outcomes are measured against various key performance indicators, including income distribution, resident well-being, growth in tourism-related employment, and tourist satisfaction, drawing data from 45 tourism communities. Siripakorn reported that tourism revenues have increased, with 10 to 20 per cent of earnings allocated to children’s scholarships and tuition fees.

He also noted improvements in happiness indexes for both residents and visitors, alongside the creation of 200 new jobs last year. Additionally, infrastructure investments have enhanced the tourism potential and carrying capacity of these designated regions.

When asked by forum moderator Yang Li, Head of Public Affairs, APAC, Booking.com, about the most critical KPI, Siripakorn highlighted local community indicators, explaining their role in encouraging young locals to remain in their communities and the Thai diaspora to return and contribute to national development.

Sarawak's Legacy-Building Tourism

Morshidi Fredrick, Permanent Secretary for Sarawak’s Ministry of Tourism, Culture and Performing Arts, articulated the state’s ambition for tourism to establish a lasting legacy. Sarawak aims to leverage its diverse communities, culture, and natural assets to cultivate loyal, repeat visitors.

Fredrick underscored a guiding principle: "not just leave less behind but leave Sarawak better than before." An example of this impact-focused tourism is the annual Rainforest World Music Festival, which concluded its 29th edition in June this year. A portion of the festival’s proceeds is directed towards local environmental conservation and tree-planting initiatives.

Furthermore, a project to plant 10,000 trees, commemorating the festival’s 30th anniversary in 2027, has been completed. This effort aims to offset carbon emissions and restore damaged natural habitats, demonstrating a tangible commitment to environmental stewardship alongside cultural promotion.

The initiatives from Macao, Thailand, and Sarawak collectively illustrate how strategic, community-focused tourism development can yield significant positive outcomes for destinations and their populations.

Industry Implications: Focus on Authenticity and Sustainability

The presentations from Macao, Thailand, and Sarawak demonstrate a clear industry shift towards tourism models that prioritise authentic local engagement and environmental protection. For destinations, these examples show that integrating community welfare and cultural preservation into tourism planning can lead to sustained growth and increased resident satisfaction.

Other regions seeking to develop their tourism sectors may draw lessons from these Asian approaches, particularly in establishing measurable KPIs beyond mere visitor numbers. Travellers, in turn, can anticipate more opportunities for meaningful interactions with local cultures and access to better-preserved natural environments.

The emphasis on revenue distribution to local scholarships and job creation in Thailand, alongside Macao’s efforts to integrate residents into the visitor experience, shows a trend towards more equitable tourism benefits.

Industry operators, including tour companies and accommodation providers, will likely face increasing demand to align with such responsible practices, potentially driving new partnerships with local communities and conservation groups. This suggests a future where successful tourism is increasingly defined by its positive social and ecological footprint.