Thailand in focus: Healing as a new luxury revealed at WTM 2025!

Thailand in focus: Healing as a new luxury revealed at WTM 2025!

At this year's Amazing Thailand Press Conference, which took place on November 5, 2025 as part of the World Travel Market (WTM) in London, the Tourism Authority of Thailand (TAT) presents its latest global communications campaign: “Healing is the New Luxury”. The campaign aims to position Thailand as a destination for wellbeing and meaningful travel. TAT Governor Ms. Thapanee Kiatphaibool emphasized that travelers today seek balance, renewal and deep meaning.

With a clear focus on wellness, culture and sustainability, Thailand presents itself as a place where you can connect with yourself as well as with nature and local communities. The campaign aims to promote holistic experiences - from enjoying traditional foods such asTom Yum soupto relaxing beaches and spiritual activities such as meditation and yoga.

Cultural connections and sustainable tourism

The “Healing is the New Luxury” initiative is supported by a variety of offerings that enable travelers to find their own form of renewal. This is done not only through traditional spa treatments, but also through community projects such as longboat tours and batik workshops that directly benefit local villages. According to the Tourism Authority Such activities can help increase awareness and connection to the environment.

A key element of this campaign is STG's STAR rating system, which awards Thai companies stars for environmentally friendly practices. Over 100 companies have now received this award. Krabi is also being further developed as a national pilot area for sustainable tourism, underlining the importance of environmentally conscious measures.

A holistic approach to travel

The increasing focus on sustainable tourism in Thailand is also evident in the most popular travel destinations such as Phuket, Phang Nga and Chiang Mai. Travelers are encouraged to consider environmentally friendly perspectives. These include enjoyable experiences exploring nature or staying in ecological accommodation that uses renewable energy and offers sustainable furnishings. Examples of this include the Soneva Kiri Hotel on Koh Kood and the Green Globe-certified Pavilions Anana Krabi.

The campaign, which also promotes international connections, is supported by the Meaningful Travel Map. This platform connects local providers with a global network of sustainable options to enrich visitors' travel experiences. In addition, Thailand's economic structures are heavily dependent on tourism, and the initiative aims to both protect nature and support local providers, which ultimately also benefits the Thai economy.

Thai hospitality remains a key attribute, providing guests with an unforgettable experience. The TAT emphasizes that healing is a personal journey that is unique to each individual. Thailand wants to give its visitors the opportunity to discover this unrivaled form of renewal. Preparations for international sporting events and major festivals such as the Maha Songkran World Water Festival also demonstrate the country's commitment to presenting itself as an attractive destination for all types of travelers.

With a clear commitment to sustainable practices and a willingness to revitalize cultural traditions with a modern approach, Thailand is well on its way to positioning itself as a leading destination for sustainable and healing tourism. In the long term, these efforts could not only enrich visitors' travel experiences enormously, but also help nature and local people.