This paper aims to conduct a gap analysis and explore the potential for greenhouse gas (GHG) emissions reduction in the tourism sector of Chiang Mai province, with the goal of promoting sustainable tourism. Chiang Mai is a major tourism hub in Thailand, located in the Northern Economic Corridor (NEC). The gap analysis of small- and medium-sized tourism enterprises will be examined across four dimensions: (1) management, (2) socio-economy, (3) cultural, and (4) environmental. In 2024, Chiang Mai’s tourism revenue accounted for 46.97% of the northern region’s total tourism revenue and 3.73% of Thailand’s total tourism revenue. Given this economic significance, the development of sustainable tourism should be accelerated to meet the expectations of new tourists who are increasingly concerned about the environment. To address this need, this study analyzes the gaps in small- and medium-sized tourism enterprises and assesses GHG emissions through interviews and surveys of 90 tourism-related establishments across nine sectors: hotels, restaurants and beverages, tour agencies, transportation, souvenirs, attractions and activities, spas and wellness, community-based tourism, and farm tourism. The total GHG emissions from these establishments were found to be 15,303.72 tCO₂eq. Moreover, if renewable energy from solar power were adopted, an installation capacity of 21,866.84 kWp would be required. Such a transition would not only reduce emissions, but also support low-carbon development in small- and medium-sized tourism enterprises and ultimately contribute to achieving net-zero tourism. Finally, this study contributes to the advancement of STGs 1–17, adapted from the SDGs 1–17, with particular emphasis on SDG 7 on clean energy and SDG 13 on climate change.

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.