Sustainability tourism is gaining momentum, with nations promoting their hidden gems to attract travelers. Thailand is known for its natural beauty, diverse regional cultures, and delicious cuisine, with government policies and the Thai Ecotourism and Adventure Travel Association promoting sustainable tourism practices. The Charms of Isaan Life is one initiative aimed at promoting socio-ecological tourism, with the peaceful city of Loei in northeast Thailand being chosen to participate. Thanthamfarm Cafe & Workshop, founded by local millennial Thanakanyapatch Thingkhot, is an example of an eco-agrotourism business that integrates farming from King Rama IX’s sufficiency economy philosophy and advocates environmentally and socially responsible products and services. Activities include planting, cooking classes, farm-to-table dining, free-range duck farming, organic farming, and promoting the agriculture sector. Thanthamfarm Cafe & Workshop aims to expand into a “Wellness Ecotourism and Farm stay” business to allow visitors to experience nature, learn how to eat better, and establish a solid brand reputation as a sustainable business.