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.”
Wellness destinations such as Phuket, Phang-na, Chiang Mai, Khao Yai and Saraburi continue to grow as holistic retreats offering Thai healing traditions, meditation, yoga and nutritious cuisine, while a “New Neighbourhood Vibes” initiative is promoting Thailand’s creative districts – including Songwat, a trendy artistic area in Bangkok and Nan Old City, a peaceful, historic area in the northern Thai Province of Nan.
In 2026, Thailand’s marketing strategy will focus on high-value markets across Europe, the Americas, Oceania and the Middle East. More than 45% of European visitors are repeat travellers.
Routes news
Thailand’s proactive airline strategy is leading to expanded frequencies and new routes. British Airways has announced plans to upgrade its seasonal Gatwick-Bangkok route to year-round, starting next summer, and increasing the winter schedule to six weekly flights. Virgin Atlantic, meanwhile, has announced plans to offer seasonal non-stop flights to Phuket from Heathrow, three times a week, starting 18 October 2026.
Norse Atlantic Airways has launched services from Manchester, Gatwick and Stockholm to Bangkok, while a new Oslo-Phuket route starts in December. Air France is due to start operating flights from Paris to Phuket, and United has resumed its Los Angeles-Bangkok route via Hong Kong. Etihad has also launched an Abu Dhabi-Krabi service, as well as an Abu Dhabi-Chiang Mai service.
Speaking to TTG at WTM London last week, deputy governor for international marketing Chiravadee Khunsub noted a trend towards off-peak travel, allowing travellers to enjoy more affordable luxury: “This year especially the summer time family segment was strong – we’re seeing a trend away from peak season to benefit from lower hotel prices.”
She continued: 'British travellers are looking for lifestyle products, and there is a lot of value when you compare what we offer for 6,000 baht [£140] per night [with competitors]."
She also spoke how responsible tourism remained a key priority for TAT, with the CF-Hotels platform helping hoteliers to measure and lower their carbon footprint. “We have 117 carbon-free hotels already certified, and we plan to have more than that,” she said.
In 2026, Thailand will host the Global Sustainable Tourism Council Global Conference in Phuket, recognising the destination’s role in advancing global sustainability.
Thailand also has 10 destinations recognised by the 2025 Green Destinations Top 100 Stories. They include Lanta Archipelago National Park in Krabi, where a community-driven conservation project has had great success. The Return Home to Hermit Crabs project has restored marine biodiversity and coastal ecosystems by addressing the shortage of seashells, which are vital as natural homes for hermit crabs.
This project was part of the Krabi Prototype, a flagship model introduced by TAT for sustainable tourism development, using the region as a “living model” for responsible travel.
“Krabi has been a success, and we are using this prototype to scale responsible tourism in other regions of Thailand,” said Khunsub.
She also confirmed TAT was intentionally feeding more sustainable choices to the trade, ensuring responsible product was bookable. This includes promoting 20 low carbon tourism routes, that prioritise lower impact transport, renewable energy and responsible waste management, alongside community involvement. “These routes can provide so much inspiration for our repeat customers,” she said.
