Thailand’s new global campaign sets out the country as a global destination for well-being and meaningful travel. “Healing is the New Luxury” is a new direction for the Tourism Authority of Thailand (TAT), building on the destination’s strengths in wellness, culture and sustainability.
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 wellbeing.”
