The World Tourism Association for Culture and Heritage (WTACH) has expanded its global membership with the addition of Khiri Travel, a Bangkok-based destination management company that has operated across Asia since 1993. The partnership brings Khiri's three decades of on-the-ground expertise to WTACH's international community of tourism stakeholders.
WTACH, a not-for-profit organization, unites tourism businesses, destinations, government agencies, universities, NGOs, cultural institutions, media, and individuals who share a core belief: tourism should actively protect culture and heritage, not add pressure to it. The association's mission extends beyond monuments and museums to encompass food, language, music, craftsmanship, agriculture, ceremonies, storytelling, and intergenerational knowledge.
“We are thrilled to welcome Khiri Travel to WTACH,” said Dr. Scott Michael Smith, a WTACH board member. “Khiri has worked across Asia for more than 30 years, and its emphasis on local knowledge, cultural understanding and responsible travel closely reflects what WTACH stands for.”
Founded by Willem Niemeijer, Khiri Travel grew from a small Bangkok operation into a DMC with activities in nine countries. Its approach is informed by The Long Run's 4Cs framework—Conservation, Community, Culture, and Commerce—which guides its itineraries and community partnerships.
WTACH supports ethical standards, responsible tourism policies, and practical approaches to cultural heritage development. Its work includes research, education, training, destination planning, heritage interpretation, and carrying-capacity assessments, all aimed at helping destinations retain more tourism revenue locally. Through membership, organizations can exchange knowledge, showcase responsible practices, and forge new collaborations.
Five experiences rooted in people and place
Khiri Travel has shared five examples of how travel can connect visitors with communities, traditions, and landscapes:
Tea and indigo in Chiang Dao, Thailand
Travelers visit a tea garden to learn about cultivation and processing, then continue to a home studio for an introduction to traditional indigo dyeing and the craftsmanship behind it.
Community-based travel in Mai Hịch, Vietnam
In Mai Hịch, home to members of the White Thai community, visitors stay in traditional stilt houses, share locally prepared meals, and take part in weaving, music, and dance. The experience is designed to direct tourism benefits into the community while supporting living traditions.
Ifugao heritage in Batad, the Philippines
The rice terraces of Batad provide the setting for an experience combining agriculture, nature, and community life. Visitors learn about Ifugao rice cultivation, trek to a nearby waterfall, and encounter local music, dance, and traditions.
Bali beyond the familiar, Indonesia
Beginning at Pura Luhur Mekori in Tabanan Regency, the route passes through rice terraces, villages, bamboo forest, and plantations. Encounters with farmers and artisans introduce seasonal agriculture, local produce, and traditional brown-sugar making.
People, purpose, and place in Mandalay, Myanmar
Khiri has also shared a Mandalay itinerary centered on food, family-run producers, and community encounters. Given the continuing conflict and official travel warnings affecting Myanmar, any future operation or promotion of the experience should remain subject to current security conditions and applicable travel advice.
Together, these examples reflect a view of cultural tourism in which heritage is shared through the people who continue to practice and protect it. For travel professionals, the partnership highlights a growing trend: DMCs and tour operators are increasingly integrating cultural preservation into their product offerings, a shift that resonates with global sustainability standards and the broader push for responsible travel.
WTACH membership is open to tourism authorities, tourism and transport companies, museums, galleries, educational institutions, NGOs, media organizations, consultants, journalists, and individuals. Approved members are expected to support the association's codes of conduct and ethical standards.
For more information, visit WTACH membership or learn more about Khiri Travel.
