TAT introduces ‘Healing is the New Luxury’ at Amazing Thailand Press Conference at WTM 2025

London, 5 November 2025 – The Tourism Authority of Thailand (TAT) has unveiled its new global communication campaign, “Healing is the New Luxury,” during the Amazing Thailand Press Conference at the World Travel Market (WTM) 2025, held at ExCeL London. The campaign sets a new direction for Thai tourism, positioning the kingdom as a global destination for well-being and meaningful travel, while highlighting the country’s strengths in wellness, culture, and sustainability.

Ms. Thapanee Kiatphaibool, TAT Governor, said, “Today’s travellers seek balance, renewal, and meaning in every journey. Healing is the New Luxury reflects this shift, presenting Thailand as a place where visitors can reconnect with themselves, nature, and local communities. True luxury now lies in experiences that bring comfort, inspiration, and well-being.”

The campaign captures Thailand’s unique appeal across wellness tourism, gastronomy, and cultural creativity, showcasing experiences that embody physical, emotional, and spiritual renewal. Wellness destinations such as Phuket, Phang-nga, Chiang Mai, Khao Yai, and Saraburi continue to grow as holistic retreats offering Thai healing traditions, meditation, yoga, and nutritious cuisine. Healing also extends to food — from rice-growing communities in Buri Ram to freshwater algae farms in Nan — where local culinary heritage and sustainability go hand in hand.

Thailand’s creative energy continues to shape its tourism identity. New developments such as Jurassic World: The Experience and Dusit Central Park in Bangkok, and Lannatique in Chiang Mai, merge lifestyle, culture, and wellness innovation. The “New Neighbourhood Vibes” initiative further celebrates Thailand’s creative districts — including Songwat and Charoen Krung in Bangkok — alongside emerging destinations such as Nan Old City, recipient of the Green Destinations Gold Award 2025. Thailand also continues to shine on the global stage as a film production hub, welcoming 395 international productions between January and September 2025 and generating over 4 billion Baht in revenue. Major titles such as Jurassic World Rebirth (shot in Krabi, Phang-nga, and Trang) and The White Lotus (filmed in Ko Samui and Phuket) have further spotlighted Thailand’s cinematic landscapes and hospitality.

Ms. Thapanee also highlights Thailand’s strength as a world-class destination for global events, welcoming large-scale festivals and international gatherings. Major events such as Creamfields Asia, Wonderfruit, Vijit Chao Phraya, the Amazing Thailand Countdown, and the Maha Songkran World Water Festival reflect the country’s dynamic and diverse event landscape. In parallel, TAT is enhancing Thai cultural traditions for international audiences with signature events including the Illuminated Boat Procession in Nakhon Phanom, the Candle Festival in Ubon Ratchathani, and the Star Procession in Sakon Nakhon being revitalised to strengthen community participation and cultural appeal. Thailand also remains ready to host international events and sports gatherings, including the Amazing Thailand Marathon Bangkok and the SEA Games 2025.

In alignment with the Thailand Green Tourism Plan 2030, the campaign reinforces TAT’s strong commitment to sustainability through key initiatives such as the Thailand Tourism Awards, the STGs STAR Rating System—with more than 2,500 certified tourism businesses nationwide—and the CF Hotels platform, which helps reduce carbon footprints while promoting greater transparency across the industry. Ten Thai destinations were recently named among the 2025 Green Destinations Top 100 Stories, while Mu Ko Lanta National Park and Mueang Kao Sukhothai received international recognition for sustainable management. Thailand now counts 18 destinations recognised by the Green Destinations Foundation, reaffirming that sustainability is not only a goal but a guiding principle.

A key milestone in this journey is the Krabi Prototype Project, TAT’s model for regenerative tourism inspired by the Blue Zones concept, promoting health, well-being, and environmental balance. Looking ahead, Thailand will host the Global Sustainable Tourism Council (GSTC) Global Conference 2026 in Phuket, reflecting its growing role in advancing global sustainability.

TAT’s marketing direction for 2026 focuses on high-value markets across Europe, the Americas, Oceania, and the Middle East, driven by the proactive Airline Focus Strategy, which strengthens partnerships with international carriers to expand flight frequencies and open new routes. Norse Atlantic Airways has launched services from Manchester, London Gatwick, and Stockholm to Bangkok, with a new Oslo–Phuket route starting in December. Air France will soon operate flights from Paris to Phuket, while United Airlines has resumed its Los Angeles–Bangkok route via Hong Kong. Etihad Airways has also introduced its Abu Dhabi–Krabi service, with a new Abu Dhabi–Chiang Mai route launching today (4 November).

Moreover, the “Trusted Thailand” Stamp continues to strengthen confidence in the kingdom’s reputation as a safe, welcoming, and high-quality destination. Meanwhile, more than 45% of European visitors are repeat travellers, reflecting confidence in the destination and its evolving experiences.

Ms. Thapanee said, “Thailand is more than a destination; it is a journey of healing and transformation. As we look ahead, we invite the world to experience the harmony between our people, culture, and nature — and to discover that healing truly is the new luxury.”