Nithi Subhongsang: CEO, Nutty’s Adventures and VP – Association of Thai Travel Agents
I’m inspired by King Rama IX’s words: “Happiness comes from doing good and meaningful things for others.” That continues to guide me every day.
◦ 4 min readYour Journey
What first inspired your journey into tourism?
My journey began in 1999 as a boat manager for a joint venture project and I spent four years cruising the waterways of central Thailand, I witnessing how authentic local experiences touched our guests. That inspired my passion for Responsible Travel, which later became the foundation of my own company established in 2004.
Nutty’s Adventures began with community-based tourism. What was the original vision behind it?
The belief that tourism can be a force for good and that it should bring benefit to all those involved.
When did accessibility and inclusive tourism become central to your mission?
2016-2018
What personal experiences shaped your belief that travel should be for everyone?
No direct personal experience, just the belief in the fairness of it.
Accessible Tourism
Many destinations speak about accessibility, but fewer truly deliver it. What does real accessible tourism look like to you?
Where accessibility is ensured at every step of the way and in all aspects of a trip.
What challenges still exist for travellers with disabilities when visiting destinations in Asia?
There are huge variations, so it is impossible to generalise but generally the trend is positive.
How is Thailand evolving as a destination for inclusive tourism?
With government backing public areas and facilities are becoming more accessible and the tourism industry encouraged to follow suit.
What role do tour operators and travel agents play in making tourism more inclusive?
A central role: pressuring governments for support and requiring greater accessibility from suppliers.
Leadership & Impact
As Vice President of the Association of Thai Travel Agents, what priorities are most important to you right now?
My focus is on accessible and sustainable tourism, ensuring these values guide ATTA’s work and the industry’s development.
Your work bridges government, communities and global organisations. How do you build these partnerships successfully?
As a researcher with TSRI, I’ve collaborated with universities, government and private organisations—bridging diverse stakeholders through shared goals.
The collaboration announced at ITB Berlin around inclusive tourism is significant. What does this moment mean for Thailand?
This milestone highlights global awareness of “Accessible Thailand – Tourism for All,” strengthening both national and international commitment.
What changes would you like to see in the global tourism industry over the next decade?
The industry must move toward “Quality Tourism,” prioritising meaningful experiences, sustainability and inclusivity.
Community & Culture
Community-based tourism is a major part of your work. Why is it so important for local communities to be included in tourism development?
Rural economies can benefit from the economic stimulus that tourism can provide as long as their traditional way of life is protected.
What do visitors often discover about Thailand through community experiences that they might otherwise miss?
The generosity and hospitality of the Thai people.
What does responsible tourism mean to you personally?
It means operating in as sustainable way as possible to help mitigate the damage we are doing to our planet.
Personal Perspective
What continues to motivate you after so many years in tourism?
I’m inspired by King Rama IX’s words: “Happiness comes from doing good and meaningful things for others.” That continues to guide me every day.
What has been the most meaningful moment in your career so far?
When we first created an opportunity for everyone to experience travel, regardless of physical ability, was the most fulfilling moment of my career.
If a young entrepreneur wanted to create a travel business with social impact, what advice would you give them?
Truly understand your purpose – and remember, “Good ideas must be acted upon.”
Quickfire
• Thailand in three words: Smiles, Diversity, Hospitality
• A place in Thailand everyone should visit once: Ayutthaya
• Your favourite Thai dish to recommend to visitors: Tom Yum Gung
• Beach or mountains? Both. Mountains – where culture and nature meet and Beach – for relaxation and reflection before going home.
• Sunrise or sunset? Sunrise – a symbol of new beginning.
• A travel experience that moved you deeply: Seeing travellers with disabilities experience joy and freedom in Thailand.
• One word that defines your leadership style: Inclusive
• A book or philosophy that inspires you: King Rama IX’s philosophy of “doing good for others”
• Your dream for the future of travel: Tourism for All – where every journey is accessible and enriching