Thailand launched its newest campaign ‘Senses of Siam: A Journey to Total Well-being’ at WTM 2025

WTM London 2025 was the first international event to experience the Tourism Authority of Thailand (TAT) newest campaign “Healing is the New Luxury”.

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.

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 Buriram 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, Dusit Central Park in Bangkok, and Lannatique in Chiang Mai, merge lifestyle, culture, and wellness innovation.

The “New Neighborhood 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. Kiatphaibool also highlights Thailand’s strength as a world-class destination for global events, welcoming large-scale festivals and international gatherings. Major events such as 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, such as the SEA Games 2025 this coming December.

In alignment with the Thailand Green Tourism Plan 2030, the campaign reinforces TAT’s strong commitment to sustainability. 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.

Recognizing the fidelity of European markets to Thailand

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. 

The latter 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 is opening by the end of November flights from Paris to Phuket, while United Airlines has resumed its Los Angeles–Bangkok route via Hong Kong. Etihad Airways has also introduced new direct flights from Abu Dhabi to Chiang Mai and Krabi. 

Europe remains effectively one of the most important source markets for Thai tourism, proving to stay faithful to the destination. From January to October, Europe generated a total of 6,268,472 international arrivals, up 13.8% compared to the same period of 2024. By comparison, total international arrivals declined by -7.2% during the same period. From Western Europe, the UK remains the largest source market with 836,907 arrivals between January and October, followed by Germany with 733, 615 arrivals and France with 654,455 arrivals.

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 travelers, reflecting confidence in the destination and its evolving experiences.

Ms. Kiatphaibool 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.”

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