Proud Group and Partners Strengthen “Go Zero Waste, Save Our Ocean Project 2026” During Earth Week 2026, Advancing Sustainable Business Practices

PHUKET, THAILAND – In a significant move during Earth Week 2026, Proud Group and its affiliates, including Andamanda Phuket, InterContinental Phuket Resort by IHG, and Reefuel, reaffirmed their commitment to sustainability with the continuation of the “Go Zero Waste, Save Our Ocean Project 2026.” This initiative aims to enhance environmental awareness and promote marine conservation, reflecting a broader trend in the hospitality sector towards responsible business practices.

A Vision Rooted in Sustainable Tourism

Proud Group’s corporate vision emphasizes sustainable growth across all dimensions of Environmental, Social, and Governance (ESG) criteria. The organization aims to set a benchmark for quality tourism that prioritizes environmental stewardship while balancing long-term business growth with the preservation of natural resources. This commitment is particularly relevant in the context of increasing global environmental challenges, where businesses are called upon to play a proactive role in sustainability.

Highlight Activity: Returning Ten Sea Turtles to the Wild

A key event in this year’s initiative was the release of ten sea turtles back into their natural habitat on April 25, 2026, at the Wedding Pavilion of InterContinental Phuket Resort by IHG. This event not only symbolizes the group’s dedication to marine conservation but also serves as a practical application of their sustainability ethos.

As part of the event, Proud Group donated THB 200,000 to the Mai Khao Marine Turtle Foundation. This funding was raised through the sales of Reefuel drinking water and a selection of eco-friendly merchandise, including reusable cups and sea turtle-themed accessories. Such financial contributions are vital for supporting ongoing conservation efforts and enhancing the survival rates of marine species.

The release was executed in collaboration with the Department of Marine and Coastal Resources (DMCR) and the Upper Andaman Marine and Coastal Resources Research Center. Their expertise ensured that each turtle was adequately prepared for release, highlighting the importance of cross-sector partnerships in achieving tangible conservation outcomes.

Building on Four Years of Progress

Since its inception in 2022, the “Go Zero Waste, Save Our Ocean Project” has steadily expanded its impact. In 2024, the project successfully released five sea turtles into the wild, contributing to the recovery of marine ecosystems in Phuket. The initiative also promotes plastic reduction through its Reusable Cup campaign, channeling proceeds into long-term conservation efforts.

This ongoing commitment to sustainability is indicative of a broader shift within the tourism industry, where organizations are increasingly recognizing the need to integrate environmental considerations into their business models. The success of this project demonstrates that effective collaboration between businesses, government agencies, and local communities can yield significant environmental benefits.

A Portfolio of Ongoing Sustainability Initiatives

Proud Group and its affiliates have implemented a comprehensive portfolio of sustainability programs aimed at reducing their environmental footprint:

• No Single-Use Plastic by Andamanda Phuket: This initiative eliminates single-use plastics across operations, promoting eco-friendly alternatives throughout the guest experience.
• Integrated Water Management: By combining water circulation and reuse technologies, the group has achieved a daily water loss of approximately 3%.
• Reefuel Paper-Carton Drinking Water: This initiative provides a plastic-reducing alternative for guests.
• PROUD Kamala Project: In collaboration with the Kamala Subdistrict Administrative Organization, this project involves continuous beach care covering over 3 km of Kamala Beach throughout the year.
• License to Clean 001: This partnership with the Ocean For All Foundation utilizes an eco-conscious catamaran to collect ocean waste for proper recycling and waste management.
• Marine Life Conservation Program: This program focuses on strategic partnerships with government agencies and local communities to restore and protect marine resources.

Toward a Shared, Sustainable Future

The “Go Zero Waste, Save Our Ocean Project 2026” exemplifies the collective intention of Proud Group and its partners to drive responsible tourism. This initiative not only balances business growth with environmental conservation but also emphasizes sustainable community development. By inviting local and global stakeholders to embrace small, meaningful changes in their daily lives, Proud Group aims to create a lasting positive impact on the planet.

For more information on the ongoing efforts of Proud Group and its partners, visit Zawya.

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