Thailand's Tourism Authority (TAT) is positioning Chiang Mai as a "Green Destination" prototype to address environmental challenges, particularly PM2.5 pollution that deters high-value international tourists. The initiative includes ~600 STAR-certified businesses and 21 carbon-neutral hotels in Chiang Mai, with plans to expand to Nan Province by 2027. This long-term model aims to rebuild tourism attractiveness while engaging stakeholders in sustainable environmental management.