Southeast Asia

Where Sustainability Protects Culture, Nature and the Future of Travel

Southeast Asia, a mosaic of ancient cultures, lush ecosystems, and dynamic tourism economies, stands at a crossroads. From the rice terraces of Bali to the heritage cities of Chiang Mai and Luang Prabang, this region offers extraordinary travel experiences – yet it also faces serious environmental and social pressures from mass tourism.

At UCSL, we help tourism providers across Southeast Asia turn these challenges into leadership opportunities. Through GSTC-accredited certification, we work with hotels and tour operators to preserve cultural integrity, support local communities, and protect irreplaceable biodiversity.

Why Sustainability Matters in Southeast Asia

Waste management and pollution are critical regional issues:

Limited waste infrastructure and inadequate wastewater treatment cause severe environmental and public health impacts, especially during the monsoon season when plastic and other debris accumulate on beaches.
Coastal erosion and coral reef degradation:

Overtourism and climate-related stressors threaten island ecosystems, jeopardizing both natural beauty and the economic stability of tourism-dependent communities.
Heritage and cultural sites face overcrowding and degradation:

Increasing visitation without sustainable management risks irreversible damage to the region’s cultural treasures.
Governments and major OTAs integrate GSTC standards into strategies:

Organizations such as Traveloka and Agoda, alongside national governments, are adopting GSTC criteria as benchmarks, embedding sustainability into travel policies and products.
Certification boosts visibility on travel platforms:

Major booking platforms, including Trip.com, now prominently feature GSTC-certified hotels, reflecting a clear market preference for verified sustainability standards.
Travelers increasingly seek ethical and meaningful experiences:

Consumer demand continues to shift toward experiences that align with personal values, driving the market toward genuine sustainability commitments.

Certification under the GSTC framework provides credibility, structure, and global visibility – but also practical local benefits: cost savings, stakeholder trust, and long-term resilience.

Discover the Full Certification Process

Meet Our Southeast Asia Team

Representative and GSTC Auditor in Thailand

Email: thailand@ucsl.eu
Location: Phuket, Thailand

Lelie Liana

A sustainability advocate and tourism consultant with decades of hands-on experience across Indonesia. Lelie bridges global certification principles with deep knowledge of local contexts, communities, and market dynamics.

Email: indonesia@ucsl.eu
Phone: +628 133 895 3569
Location: Denpasar, Bali, Indonesia

GSTC Program Representative in Indonesia

Claudine Nagiah

Claudine brings a rare blend of international sustainability experience and grounded regional engagement. She has worked on environmental and social impact projects across Asia and now leads UCSL’s GSTC efforts in Thailand. She brings clarity, rigor, and encouragement to every step of the certification process.

What We Certify

Hotels & Resorts

From eco-lodges to 5-star resorts, we guide accommodations toward full GSTC certification — helping them align internal operations with sustainability best practices, while also meeting increasing OTA requirements.

Tour Operators & DMCs

We support community-based, luxury, and niche tour operators to stand out with trusted, third-party GSTC certification — adding transparency and competitive value in a shifting travel landscape.

Milestones in GSTC Implementation across Southeast Asia

From regional summits to public-private alliances, Southeast Asia is rapidly embedding sustainability into the future of tourism.
These milestones reflect the growing momentum:

Country Highlights

Thailand is entering a decisive phase in its sustainability journey. As EU regulations and OTA requirements intensify, destinations like Phuket, Samui, Chiang Mai, and Krabi are seeing increased demand for sustainability assurances. GSTC certification is gaining momentum as the new gold standard for Thai hotels that want to remain globally competitive.

National initiatives such as the Designated Areas for Sustainable Tourism Administration (DASTA) and the Ministry of Tourism and Sports are aligning their strategies with GSTC indicators. Destinations like Sukhothai and Pattaya have undergone destination assessments, setting precedents for others.

Milestones

GSTC Standards in Thai (ไทย)

Indonesia is fast emerging as a regional leader in sustainable tourism. The Ministry of Tourism launched a GSTC-recognized National Sustainable Tourism Destination Standard, embedding global best practices into local policy. This commitment is backed by action on the ground: frequent GSTC training courses – often in partnership with industry players like Traveloka, Wise Steps Consulting, and Swisscontact – are building capacity from Jakarta to Bali.

Recent highlights include auditor trainings in Yogyakarta and Bali, and the country celebrated its first hotel to achieve full GSTC certification (The Apurva Kempinski Bali), setting a benchmark for others. Such trailblazers exemplify how Indonesia’s hospitality sector is preserving its rich cultures and ecosystems while meeting rising international sustainability expectations

Milestones

GSTC Standards in Indonesian (Bahasa Indonesia)

Malaysia is weaving sustainability into its diverse tourism tapestry – from the coral reefs of Sabah to the heritage cities of Penang. Facing the challenge of balancing growth with conservation, stakeholders are moving towards GSTC principles as a unifying guide. The country’s largest travel association, MATTA (Malaysian Association of Tour and Travel Agents), has even signed an MOU with GSTC to jointly promote green tourism standards. On the ground, momentum is growing through training and certification programs, including GSTC Sustainable Tourism courses and auditor trainings held in Kuala Lumpur in recent years. One pioneering example at the destination level is the Mersing District in Johor: this locale proactively formed a Sustainable Travel coordination group to manage tourism growth before it runs wild. From industry partnerships to community-led initiatives, Malaysia’s tourism sector is steadily gearing up for a more responsible future.

Milestones

GSTC Criteria in Malay (Bahasa)

The Philippines is striving to ensure its famed islands and cultural sites thrive for future generations through sustainable tourism. The sector has learned hard lessons from challenges like Boracay’s overuse, sparking a nationwide commitment to “greener” travel. In collaboration with global partners, the country has ramped up capacity-building – for instance, hotel sustainability trainings in Cebu (supported by Agoda and USAID) have empowered tourism professionals with GSTC best practices. The government, too, is aligning with international standards: the Department of Tourism worked with GSTC to host a National Forum on Sustainable Tourism Standards (held in Boracay) to integrate GSTC criteria into development plans. From policy dialogues to grassroots trainings, the Philippines is infusing its “more fun” tourism brand with an ethos of stewardship and resilience.

Milestones

Singapore is championing sustainability as a core pillar of its high-tech, urban tourism experience. Guided by its Hotel Sustainability Roadmap (aligned with the Singapore Green Plan 2030), the city-state has set bold targets – aiming for a majority of hotel rooms to be GSTC certified by 2025. Industry and government are working hand-in-hand: hotels are retrofitting for energy efficiency and waste reduction, while the Singapore Tourism Board and Hotel Association steer sector-wide initiatives on green skills and inclusive travel.
Singapore’s leadership is evident on the global stage as well: it recently hosted the GSTC Global Sustainable Tourism Conference on Sentosa, convening 500 delegates from 55 countries to exchange solutions. By fusing innovation with sustainability, Singapore is setting an example that tourism can be both world-class and future-friendly.

Milestones

Vietnam’s vibrant tourism growth – from the karst landscapes of Ha Long Bay to the bustling streets of Ho Chi Minh City – is increasingly tempered with a focus on sustainability. There is rising awareness that protecting natural and cultural assets is key to long-term success. Encouragingly, the tourism industry and authorities have embraced training and standards to guide this effort: GSTC-led courses in destinations like Ho Chi Minh City and Nha Trang have equipped professionals with tools for responsible tourism, with support from companies like Traveloka. The completion of the first GSTC Sustainable Tourism course in Vietnam was hailed as an important milestone toward mainstreaming sustainable practices in the country. From destination management workshops to nascent eco-certifications, Vietnam is building the foundations for tourism that enriches local communities and safeguards its famed scenery.

Milestones

GSTC Standards in Vietnamese

In Cambodia, home to the iconic Angkor temples and fast-developing seaside spots, sustainable tourism has gained a foothold as a means to protect heritage and communities. The government and tourism stakeholders recognize that unchecked growth could jeopardize the very culture and nature that draw visitors. Cambodia has thus engaged actively in regional sustainable tourism efforts: notably, the GSTC CEO addressed the Mekong Tourism Forum 2016 in Sihanoukville on applying sustainability standards to improve visitor experiences, highlighting the country’s commitment to global best practices. Likewise, workshops and meetings hosted in Phnom Penh have brought local operators together to learn about GSTC criteria and management of destinations. These initiatives, along with emerging community-based tourism projects, signal Cambodia’s resolve to balance tourism expansion with responsible stewardship.

Milestones

Laos – with its serene landscapes and UNESCO heritage town of Luang Prabang – is proactively integrating sustainability to ensure tourism remains a blessing, not a burden. With visitor numbers rising, the Lao government has partnered with GSTC to build know-how among tourism officials and destination managers. In fact, a recent Sustainable Tourism Leadership training organized with the Ministry of Information, Culture and Tourism saw Lao officials learning to apply GSTC Criteria to local destinations. This top-down support complements on-the-ground efforts in ecotourism and community-based tourism across Laos. The country has also played host to regional dialogues: during the Mekong Tourism Forum 2017 in Luang Prabang, GSTC workshops on responsible tourism underscored Laos’s role in leading by example. From policy to practice, Laos is nurturing a tourism model that safeguards its cultural charm and natural tranquility.

Milestones

GSTC Standards in Lao (ລາວ)

Claudine Nagiah

Representative and GSTC Auditor in Thailand

Email: thailand@ucsl.eu
Location: Phuket, Thailand

Claudine’s passion for sustainability and her ability to navigate diverse cultural and organizational settings make her invaluable to the UCSL team. Her leadership inspires those around her, while her expertise helps businesses not only reduce their impacts but also maximize the benefits of responsible tourism.

At UCSL, Claudine brings a unique combination of practical experience, vision, and a deep commitment to progress, helping us advance our mission of shaping a more sustainable future for the hospitality industry in Thailand and Southeast Asia. Her work is a testament to the transformative power of sustainability and collaboration, and we’re proud to have her as a driving force in our team.

I believe in the power of sustainable tourism to create real change. I’m excited to join UCSL in Thailand, working with businesses committed to driving meaningful change for people and the planet.”

Claudine Nagiah brings over 20 years of experience in international tourism development, environmental and natural resource management, climate change, and social development to UCSL’s Southeast Asia Team, where she serves as Thailand Representative and GSTC Auditor. With more than a decade dedicated to auditing hotels and tour operators, Claudine combines her technical expertise with practical, hands-on knowledge of sustainable tourism, particularly in community-based and eco-tourism initiatives.

Originally from the UK, she is now based in Phuket, Thailand. Claudine’s career has taken her across Europe, Africa, South America, South Asia, and Southeast Asia, where she has collaborated with international development agencies, local governments, NGOs, social enterprises, and private sector organizations. Her work has focused on implementing, verifying, and maintaining high standards in environmental and social sustainability, using these frameworks to improve efficiency and drive long-term development in the hospitality sector.

Lelie Liana

GSTC Program Representative in Indonesia

Email: indonesia@ucsl.eu
Phone: +628 133 895 3569
Location: Denpasar, Bali, Indonesia

Lelie’s work is centered on creating tangible outcomes for destinations and accommodations, from reducing waste and conserving resources to fostering community engagement and empowerment. Her vision is rooted in a deep respect for Indonesia’s natural and cultural assets, ensuring that tourism uplifts local communities while protecting the environment for future generations.

Throughout her career, Lelie has exemplified leadership by implementing programs that reduce environmental impact, conserve resources, and involve local communities in decision-making processes. Her efforts reflect a belief in tourism as a tool for positive, lasting change – a way to leave behind a legacy of sustainability that resonates with her own story of heritage and hope.

Lelie’s dedication, expertise, and vision make her an invaluable part of UCSL’s mission in Southeast Asia. With her guidance, UCSL Indonesia is poised to drive impactful transformation in tourism practices, ensuring a sustainable and equitable future for the region.

I’ve always felt a responsibility to honor where I come from. My parents’ work wasn’t just about weaving; it was about preserving a way of life that respected nature and uplifted people. Now, I see that same responsibility in tourism. GSTC Certification is an opportunity to bolster the Indonesian tourism sector, protect our heritage, empower communities, and create a future where nature and people thrive together. Working with UCSL now allows me to bring my vision full circle and turn it into actionable change.”

Lelie Liana is a passionate advocate for sustainability, combining academic expertise with a heartfelt commitment to preserving Indonesia’s rich natural and cultural heritage. With a Master’s degree in Sustainable Tourism Development from Universitas Gadjah Mada, Lelie specializes in sustainable tourism certification and assessment, aligning global GSTC standards with Indonesia’s regulatory frameworks. Her contributions to the development and implementation of Indonesia’s Sustainable Tourism Destination Standards (Ministerial Regulation No. 14 of 2016) have been instrumental in driving transformative change across the country’s tourism sector.

In a quiet village in Central Kalimantan, Indonesia, a young girl grew up surrounded by the beauty of nature and the rhythm of tradition. Her parents wove rattan – an art passed down through generations, imbued with cultural meaning and a deep respect for the environment. At the time, she didn’t fully grasp the significance of their work. To her, it was simply life: the vibrant forests, the weaving patterns, and the stories they carried.

That girl was Lelie Liana, whose journey from her childhood home to the forefront of sustainability is one of transformation, where the threads of her past have woven into a career dedicated to preserving both cultural heritage and the natural world. Starting as an eco-tourism guide, Lelie discovered the power of tourism to drive meaningful change. She saw firsthand how travelers, when guided by sustainable practices, could not only experience the beauty of Indonesia but also contribute to protecting it. This realization became the foundation of her work.

Watch, Learn, and Get Inspired

Regional FAQ – Hotels & Tour Operators in Southeast Asia

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