Lars Hoorweg
Founder of Jai Thai Travel. Based in Chiang Mai, Thailand.
“Too much of what travelers spend in Thailand leaves through global platforms and foreign-owned chains. I built Jai Thai so that bookings go to the best local operators, and the money stays in the communities that make Thailand worth visiting.”
– Lars Hoorweg
- Based In
- Chiang Mai, Thailand
- Years In Thailand
- 5 years
- Languages
- English · Thai (learning)
- Destinations Covered
- 30+ across Thailand
- Operators Verified
- 8 across the country
- Academic Focus
- Sustainable tourism & cooperative models
About Lars
Lars Hoorweg is the founder of Jai Thai Travel and the author of all content published on this site. He is based in Chiang Mai, Thailand, living here, speaks conversational Thai, and works directly with local operators every day.
Lars first travelled to Thailand five years ago and did not leave. What started as a trip turned into a life built here, one that took an unexpected turn when he became part of a Thai family who ran a local tour agency. They asked for help with online marketing. Lars said yes, and spent the next few years learning how Thai tourism works from the inside out.
Since then he has visited over 30 destinations across Thailand, from the border towns of Chiang Rai province in the far north to the outer islands of the Andaman Sea in the south. He personally vets every operator Jai Thai works with by visiting them, speaking with them, and seeing their operations first-hand. When you read something on this site, it comes from direct, lived experience on the ground.
Alongside running Jai Thai, Lars researches sustainable tourism models at the University of Twente, studying how cooperative structures can create a fairer industry for local operators in destinations like Thailand.
Areas of Expertise
Northern Thailand
Chiang Mai, Chiang Rai, Pai, and the surrounding highlands. Cooking classes, elephant sanctuaries, jungle trekking, temple tours, and the hill tribe village experiences of Mae Hong Son province. Lars has spent more time in the north than anywhere else in Thailand and works closely with operators based in Chiang Mai.
Southern Islands and Andaman Coast
Krabi, Koh Lanta, Phuket, Koh Phi Phi, Railay Beach, and the Andaman island groups. Island tours, sea cave kayaking, snorkeling, rock climbing, and transfers between the airport, piers, and islands. Lars has visited the key southern destinations across multiple seasons and knows the difference between the dry season and shoulder season experience.
Central Thailand and Bangkok
Bangkok, Ayutthaya, and the surrounding central region. Canal tours, food tours, floating markets, and day trips to the ancient capital at Ayutthaya, 80km north of Bangkok. Lars covers Bangkok as both a destination and a gateway, with practical knowledge of the transport connections to the rest of the country.
Gulf of Thailand Islands
Koh Samui, Koh Phangan, and Koh Tao. Ferry connections, airport transfers, diving and snorkeling, and the practical logistics of island-hopping across the Gulf. Lars covers this region with a focus on the transfer routes and the experiences that justify the journey.
How This Site's Content Is Researched
First-Hand Experience
Destination guides, transfer pages, and activity content are based on Lars's personal travel experience. Every location covered on the site is backed by real local knowledge and experience.
Operator Verification
Operators are personally visited and reviewed before being included on Jai Thai Travel. Listings are not added based only on applications or online information.
Regular Updates
Prices, travel times, and practical details are reviewed regularly. Information is updated whenever changes occur to keep content accurate.
Independent Research
Recommendations are based on independent assessment and personal evaluation. No paid placements or sponsored coverage influence the content.
Editorial Process
Content is researched and written by Niño under Lars's editorial direction. Every page follows a review process before being published or updated.
Quality Standards
Jai Thai Travel follows strict standards for responsible travel and content quality. This includes sustainable tourism practices and ethical cultural engagement across recommendations and experiences.
Recent Articles
Get in Touch
Have a question about something I've written, or want a recommendation for your trip? Reach out and I'll respond personally.
Send a Message →