Marisa Sukosol Nunbhakdi Leads the Shift to Regenerative Tourism

Bangkok Hotel Executives: Championing Sustainability in Thai Hospitality

In Thailand’s dynamic hospitality scene, few names carry as much weight and inspiration as Marisa Sukosol Nunbhakdi, former President of the Thai Hotels Association (THA) and Executive Vice President of Sukosol Hotels. Known for her passionate advocacy of sustainable and community-driven tourism, Marisa is now calling for a deeper transformation in how Thai hotels approach environmental responsibility. Her message is clear — the industry must evolve from traditional green certifications to fully embrace regenerative tourism, ensuring that communities and ecosystems benefit equally from travel.

Thai hotel visionary Marisa Sukosol Nunbhakdi champions regenerative tourism for a more inclusive and sustainable future.
Image Credit: Sukosol Hotel

As part of Bangkok Hotel News’ series of Hotel Owners and Executives in Thailand, Marisa shared insights into her journey — from her roots in a musical family to her current leadership role within one of Thailand’s most respected hotel groups. This Bangkok Hotel Executives news report highlights how she is redefining leadership, sustainability, and purpose in an industry undergoing major change.

A Family Legacy Blending Art and Hospitality

Although Marisa once dreamt of becoming a professional singer, her life took a different turn when she joined her family’s hotel business. The Sukosol family — headed by matriarch Kamala Sukosol, a celebrated artist and philanthropist — has long been synonymous with Thai hospitality and creativity. Their properties, including The Siam and The Sukosol Bangkok, reflect a unique blend of artistry and tradition.

Marisa’s early passion for the arts never left her, and it continues to influence her vision of hospitality as an experience rooted in culture, empathy, and community engagement. Her transition from performer to industry leader embodies a philosophy that tourism should not merely entertain but also enrich — both for guests and the communities they visit.

Driving Change Through the Thai Hotels Association

Her leadership at the Thai Hotels Association began in 2014 when she chaired its Environmental Committee, promoting sustainable practices long before “green tourism” became a global buzzword. By 2020, she had become THA President, steering over a thousand hotels through the unprecedented challenges of the COVID-19 pandemic. She led crucial initiatives like the Test & Go program and worked closely with government bodies to sustain the sector.

The author having had the opportunity to interview leading hotelier Marisa Sukosol Nunbhakdi at a past hotel event.
Image Credit: PrExpress

During those turbulent years, Marisa emphasized unity within the industry, ensuring that both major hotel chains and smaller family-run properties were heard. She worked tirelessly to create recovery measures and training programs that supported tens of thousands of tourism workers across the country.

From Green to Regenerative — A New Vision for Tourism

In her recent keynote at the Responsible Travel Meets Green Design Speaker Series, part of Bangkok Climate Action Week 2025, Marisa urged Thai hoteliers to move beyond sustainability checklists. “Hotels used to ask, ‘Who cares about green practices?’ Now, travelers demand them,” she said, citing global surveys showing that nearly 70% of tourists want to leave destinations better than they found them.

She warned that regulatory shifts, such as Europe’s new sustainability directives, and the global push for green finance will soon force hotels to prove their environmental and social credentials. “If your hotel is not genuinely sustainable, you risk losing business,” she cautioned.

Marisa also highlighted international benchmarks, from Singapore’s Green Plan 2030 to Turkey’s mandatory certification goals, noting that Thailand must keep pace. “We’ve made great progress, but our journey has just begun,” she remarked. “Sustainability isn’t the finish line — it’s a continuous road.”

Empowering Communities Through Tourism

For Marisa, regenerative tourism goes beyond reducing carbon footprints. It focuses on spreading prosperity, reducing inequality, and building resilience among local communities. “It can’t just be about revenue in Bangkok or Phuket if smaller towns are left behind,” she stressed. “True sustainability must close the income gap and bring growth to secondary cities.”

Her message resonates strongly within the industry, inspiring both government and private stakeholders to rethink how Thailand markets itself. She continues to serve as a consultant for the National Economic and Social Development Council, helping draft the Tourism and Sustainability Plan 2023–2027, which envisions a tourism model rooted in balance, culture, and long-term well-being.

A Legacy of Leadership and Inspiration

Marisa’s influence extends beyond her executive roles. Her philosophy — “Nothing comes easy. You need to have grit and work hard to succeed” — reflects the perseverance that has defined her 33 years in the business. Whether leading sustainability initiatives, mentoring young hoteliers, or performing for charity alongside her mother, her impact is unmistakable.

She reminds Thailand’s next generation to “have faith in tourism,” calling it the country’s greatest asset. Her belief that collaboration can turn challenges into opportunities continues to guide her vision for a greener, fairer, and more regenerative tourism landscape.

As Thailand’s hospitality industry faces the future, leaders like Marisa Sukosol Nunbhakdi stand as proof that innovation and compassion can coexist — and together, they can redefine what responsible travel truly means.

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