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

PHUKET, THAILAND – April 28, 2026 – In celebration of Earth Week 2026, a global initiative aimed at enhancing environmental awareness, Proud Group, along with its affiliated entities—Andamanda Phuket, InterContinental Phuket Resort by IHG, and Reefuel—has announced the continuation of its flagship sustainability initiative, “Go Zero Waste, Save Our Ocean Project 2026.” This initiative underscores the group’s commitment to responsible business practices and marine conservation.

A Vision Rooted in Sustainable Tourism

Proud Group is guided by a corporate vision that emphasizes sustainable growth across all dimensions of Environmental, Social, and Governance (ESG) criteria. The organization aims to establish a benchmark for quality tourism that respects the planet, balancing long-term business growth with the preservation of natural resources for future generations.

Highlight Activity: Returning Ten Sea Turtles to the Wild

On April 25, 2026, from 09:00 to 10:00 hrs, the project hosted its signature event—the release of ten sea turtles back into their natural habitat at the Wedding Pavilion, InterContinental Phuket Resort by IHG.

During this event, Proud Group made a donation of THB 200,000 to the Mai Khao Marine Turtle Foundation. This funding was raised through the sales of Reefuel drinking water and a curated collection of eco-friendly merchandise, which included reusable cups, Sarang-Pu fisherman dolls, sea turtle bracelets, sea turtle keychains, and dugong-patterned hats.

The event was conducted in collaboration with the Department of Marine and Coastal Resources (DMCR) through the Upper Andaman Marine and Coastal Resources Research Center. Their expertise ensured that each turtle was adequately prepared for release, contributing to significant conservation outcomes that support sea turtle survival rates and enhance the long-term resilience of marine ecosystems.

Building on Four Years of Progress

Since its launch in 2022, the “Go Zero Waste, Save Our Ocean Project” has progressively expanded its impact. In 2024, the initiative successfully released five sea turtles back into the wild—three in the first release and two in the second—contributing to the recovery of marine ecosystems in Phuket. The project also promotes plastic reduction through its Reusable Cup campaign, with proceeds and ongoing support from Andamanda Phuket directed toward long-term conservation efforts.

A Portfolio of Ongoing Sustainability Initiatives

Proud Group and its affiliates have implemented a comprehensive array of sustainability programs over the years:

• No Single-Use Plastic by Andamanda Phuket: This initiative aims to eliminate single-use plastics across operations while promoting eco-friendly alternatives throughout the guest experience.
• Integrated Water Management: This program combines water circulation and reuse technologies, achieving a daily water loss of approximately 3%.
• Reefuel Paper-Carton Drinking Water: This initiative offers a plastic-reducing alternative for guests.
• “PROUD Kamala Project”: A collaboration between InterContinental Phuket Resort by IHG, Proud Group, and the Kamala Subdistrict Administrative Organization, this project focuses on continuous beach care, covering over 3 km of Kamala Beach year-round.
• License to Clean 001: In partnership with the Ocean For All Foundation, Andamanda Phuket and InterContinental Phuket Resort by IHG utilize an eco-conscious catamaran to collect ocean waste for proper recycling and waste management.
• Marine Life Conservation Program: This initiative fosters 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” embodies the collective commitment of Proud Group and its partners to promote responsible tourism. This initiative seeks to balance business growth with environmental conservation and sustainable community development. Proud Group encourages individuals, both locally and globally, to adopt small, meaningful changes in their daily lives, fostering a positive impact that endures for the planet.

Source: www.zawya.com

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Published on 2026-04-28 02:12:00 • By the Editorial Desk