Three destination leaders demonstrated the positive outcomes of responsible tourism development, with results showing an impact on local host communities.
Representatives from Sarawak, Thailand and Macao presented their case before an audience at the PATA Travel Mart 2026 Knowledge Forum on August 18.
Maria Helena de Senna Fernandes, director, Macao Government Tourism Office, outlined the strategic vision for Macao to become a “world centre for tourism and leisure” through integrated development and community involvement.
“We want to make tourism sustainable and relevant to our people. We are striving to make Macao a good place for people to live in, and at the same time a good place for people to visit,” said Fernandes, adding that this vision is not Macao’s alone, but also written into China’s national development plan.
This approach is seen in Macao’s “tourism-plus strategy”, which combines the advancement of tourism with other sectors such as culture, e-commerce, wellness, and technology.
Sharing an example of how culture and the local community are brought into Macao’s tourism development, Fernandes said the destination’s historic streets are turned into a living stage where visitors can experience traditions, local flavours and see for themselves the peaceful co-existence of Chinese and Western cultures. Old districts are revitalised through street art exhibitions, cultural fairs, and music performances, while a free shuttle bus service connects several resorts with local attractions.
“We want (our people) to become spirits of tradition. They have to take ownership of tourism and feel that they are part of making the city more welcoming for our visitors,” Fernandes explained.
Siripakorn Cheawsamoot, director-general, Designated Areas for Sustainable Tourism Administration (DASTA), a government agency in Thailand, introduced the Nine Designated Areas for Sustainable Tourism across the country, with each being given a unique set of assignment objectives.
For example, Koh Chang Archipelago and Vicinity was designated in May 2024 as DASTA’s first assignment, and the Thai cabinet’s order was to develop the region into a world-class destination in carbon neutral tourism.
Siripakorn shared that DASTA’s vision is built on 4Cs – Community’s benefit, Conduct infrastructure plan, Comply with international standard, and Cross-sector collaboration. The outcomes of assignments are measured against several KPIs, including income distribution, well-being of people living in the designated areas, growth in tourism-related occupations and employment, and tourists’ happiness, using data collected from 45 tourism communities.
“We see that tourism revenues have grown. Ten to 20 per cent of revenue is being used for children’s scholarship and tuition fees. The happiness indexes for both community residents and tourists have gone up. Jobs have increased; we got 200 new jobs last year,” he said, adding that infrastructure investments have also boosted the tourism potential and carrying capacity of designated areas.
When asked by session moderator Yang Li, head of public affairs, APAC, Booking.com for the most crucial KPI, Siripakorn pointed to local community indicators, as these determined the likelihood of young locals staying to build their lives in their community. Improved quality of life would also encourage the Thai diaspora to return to contribute to local and national development.
Morshidi Fredrick, permanent secretary, Ministry of Tourism, Culture and Performing Arts, Sarawak, conveyed the state’s goal for tourism to build a lasting legacy, where Sarawak’s “diverse communities, culture and nature” are leveraged as assets to turn visitors into loyal repeat guests.
“Our goal is (for travellers to) not just leave less behind but leave Sarawak better than before,” said Fredrick.
An example of how tourism in Sarawak is designed for positive impact lies in the annual Rainforest World Music Festival, which concluded its 29th edition in June this year. A percentage of the festival’s takings is channelled into local environmental conservation and tree-planting initiatives, while a project to plant 10,000 trees to mark its 30th anniversary in 2027 has been accomplished to offset carbon emissions and repair damaged habitats.
