The tourism sector is a vital contributor to Thailand’s economy but also a significant source of greenhouse gas (GHG) emissions. This study aims to align Thailand’s Sustainable Tourism Goals (STGs), established in late 2023, with the nation’s GHG reduction targets. Adapted from the United Nations Sustainable Development Goals (SDGs), the STGs encompass 17 dimensions and 86 indicators but currently lack explicit quantitative targets. This research identifies key measurable criteria in energy (STGs 7, 11, 13), waste management (STG 12), and water management (STG 6), focusing on data from large hotels to assess their GHG emissions and reduction potential. The findings indicate that implementing STG measures could reduce emissions by 527,291 tCO₂eq, equivalent to 4.80% of the national GHG reduction target, through energy conservation, waste management, and water efficiency measures. Adjusted targets, including an 18.50% reduction in the energy sector (107 hotels), a 21.00% reduction in waste (121 hotels), and a 2.50% reduction in wastewater (14 hotels), could enable large hotels to achieve a reduction of 83,880 tCO₂eq, allowing them to fully meet their assigned reduction responsibilities. Furthermore, this would contribute 0.76% to the national target. This study demonstrates how integrating measurable components into the STG framework can enhance the tourism sector’s role in achieving national climate goals and promoting sustainable practices.

This study explores the cultural significance of the Phaya Luang, a mythical creature worshipped by the Tai Lue people in Thailand, aiming to harness these beliefs to innovate and market new cultural products for heritage tourism. Employing qualitative methods, including document analysis, in-depth interviews, focus groups, and workshops, this research investigates the ancestral transmission of Phaya Luang beliefs through oral literature. It reveals the potential for these beliefs to inspire the creation of culturally relevant products, specifically satchel bags and yarn lanterns adorned with Phaya Luang motifs. These products cater to the community’s needs, attract tourists and appeal to younger generations through contemporary design. The integration of traditional beliefs preserves cultural heritage and imbues the items with new meanings, particularly the promise of prosperity associated with Phaya Luang. This strategic use of traditional motifs in product development offers insights into effective heritage marketing, significantly enhancing both the cultural and economic value of community products and presenting a successful model for the revitalisation of traditional beliefs in contemporary tourism and product design.