Since 2009, the Tourism Authority of Thailand (TAT) promoted sustainable tourism practices through its – 7 Greens Concept, which is similar to the main global trends towards sustainable tourism. The 7 Greens Concept includes Green Heart, Green Logistics, Green Attraction, Green Community, Green Activity, Green Service, and Green Plus (Tourism Promotion Department, 2009). After a few years of implementing the policies and plans for tourist destinations, in 2013, there was an evaluation of the policies, and plans were carried out. Samui Island (Koh Samui) was one of the destinations selected for evaluation using the 7 Greens Concept. Assessment tools included a questionnaire for tourists, in-depth interviews, and a focus group. It was concluded that in spite of the tourists’ perception that Samui is a green island, the local representatives referred to Koh Samui as “going” green. Some of the tourism-related businesses and local travel agents in Koh Samui that were involved in the implementation process felt satisfied with the activities implemented. However, the local conservation representatives claimed they were rarely invited to voice their opinions about the implemented plans. They felt that the integration of the endogenous renewal and the transition management of tourism should be highlighted.