TRAT, THAILAND – After months of border tensions and a sharp fall in visitor numbers, the three main islands off Thailand’s eastern Trat province launched a coordinated push to revive tourism, aiming for 700,000 visitors and around six billion baht in revenue by the end of 2025.
Border turmoil emptied hotels
The province was hit hard after cross-border tensions with Cambodia forced authorities to impose martial law in parts of Trat for five months. Travel restrictions and widespread cancellations, particularly from European markets, left hotels, restaurants and tour operators struggling. Officials estimated lost income at about 700 million baht (roughly 17.5 million euros).
Local tourism officials said the downturn underscored the risks of relying on mass tourism and prompted a rethink of how to market the islands of Koh Chang, Koh Kut and Koh Mak.
Eco campaign and ambitious targets
The Tourism Authority of Thailand’s (TAT) Trat office, together with the provincial tourism council and the Trat Wellness Association, set an ambitious recovery goal: attract 700,000 visitors and generate about six billion baht (approximately 150 million euros) by the close of 2025. The plan centres on quality, sustainable travel rather than a simple return to pre-crisis volumes.
TAT director in Trat Korakot Opas said the strategy prioritised environmentally conscious visitors. He said it was ‘about attracting quality tourists who care for the environment while helping us reduce waste.’
A public-facing element of the initiative, dubbed Kaew Deaw Thieaw Trat (Travel Trat with a Glass), urged visitors to use reusable jars and metal straws. Participating businesses offered incentives for travellers who joined the scheme, blending waste-reduction measures with promotional discounts for local services.
Three islands, three profiles
Each island is to be marketed with a distinct appeal. Koh Mak is positioning itself as a low-carbon destination: electric golf carts are being promoted as the preferred way to get around, available to rent for about 800 baht (20 euros) per day. The island’s emphasis is on preserving its relatively undeveloped environment and attracting travellers seeking a quieter, low-impact experience.
Koh Kut is focused on wellness and nature retreats, offering spa and relaxation packages set amid its tropical landscapes. Trat authorities described the island as an ideal escape for urban residents seeking rest and rejuvenation.
Koh Chang aims to be the destination for active tourists, promoting outdoor activities and sports events. One flagship occasion is the Bikini Run, scheduled for November 22, an annual event that has built a following and serves as a draw for fitness-minded visitors.
A cautious recovery with long-term goals
Local hoteliers, restaurateurs and tour guides welcomed the shift in strategy as a practical pathway out of months of economic uncertainty. Officials said the focus on sustainable, experience-driven tourism fits broader post-pandemic consumer trends and could attract new segments of visitors, including Europeans drawn to eco-friendly holidays.
Authorities acknowledged the recovery would not be instantaneous. But they expressed hope that a mix of environmental initiatives, targeted marketing and island-specific offerings would rebuild confidence among travellers and provide more resilient income streams for the communities that depend on tourism.
For residents and business owners on Koh Chang, Koh Kut and Koh Mak, the campaign represented more than a marketing push: it was a chance to recalibrate the local economy toward sustainability while recovering from a period of severe disruption.