November 2026 Update: JS Travel visits FORRU-CMU in Chiang Mai

Taking our sustainability partnership beyond financial support and into the field.

In November 2026, Jordan Calvet, General Manager of JS Travel Thailand, and Lilou Marchal, Sustainability Coordinator, travelled to Chiang Mai to meet the dedicated team behind FORRU-CMU and learn more about their forest restoration activities.

The visit offered an opportunity to connect directly with the researchers and environmental specialists who are working to restore Northern Thailand's forests and protect its biodiversity.

Meeting the People Behind Forest Restoration

During their visit, Jordan and Lilou met passionate individuals whose research, expertise and dedication are helping damaged forest ecosystems recover.

They also had the opportunity to take part in a tree-planting activity, experiencing firsthand one of the practical aspects of forest restoration.

What makes FORRU-CMU's approach particularly valuable is its scientific foundation. Restoring a forest is about much more than planting trees. It involves selecting suitable native species, encouraging natural regeneration, monitoring biodiversity and helping ecosystems recover over time.

Meeting the people behind this work reinforced the importance of supporting long-term, research-based environmental initiatives.

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Connecting Conservation with Our Local Guides

The visit also inspired a potential new direction for our partnership.

JS Travel is exploring the possibility of organising a short educational training session with FORRU-CMU for some of our local guides in Northern Thailand.

The aim would be to strengthen their understanding of forest ecosystems, native species, biodiversity and ecological restoration.

By sharing this knowledge with travellers, our guides could help create more meaningful nature-based experiences while encouraging greater awareness of Thailand's natural heritage.

This initiative is still under consideration, but it reflects our ambition to connect conservation, local expertise and responsible tourism.

A Partnership That Goes Beyond Donations

Through our existing partnership, JS Travel contributes €2 for every confirmed booking to support FORRU-CMU's forest restoration, research and environmental education activities.

This field visit represents another meaningful step in that relationship.

For us, responsible tourism is not only about supporting good initiatives financially. It is also about meeting the people involved, understanding their challenges and exploring how the travel industry can contribute through education, collaboration and long-term engagement.

We look forward to strengthening our relationship with FORRU-CMU and finding new ways to connect our teams, local guides and partners with the protection of Thailand's forests.

Because protecting the destinations we love starts with understanding them.

Learn more about FORRU-CMU: https://www.forru.org/