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Sustainable tourism intends to cease poverty, shield the planet and ensure that humankind enjoys peace and prosperity by 2030. This paper aimed to analyze rural tourism in Surat Thani utilizing the Sustainable Tourism Concept in Thailand. The research samples of the study were three groups: two local business owners, five Thai tourists, and two foreigners whose data were collected through interviews and observation using purposive sampling, a non-probability sampling technique. The 4Ps Marketing Mix as a guidance concept is followed in formulating interview questions that include products, prices, place, and promotions, blended with the three pillars of triple bottom line (3BL) analysis including sociocultural, economic, environmental, and climatic changes. The finding provides the new “NORMAL” tourism in the Surat Thani region represented by N: Norm, O: Ozone, R: Real, M: Movement, A: Atmosphere, and L: Love. In addition, each element in this article can be used as an example for confirmation elsewhere.