At the 2025 World Travel Market (WTM) in London, Tourism Authority of Thailand (TAT) unveiled its bold new tourism vision under the banner “Healing is the New Luxury.” The showcase, which ran from 4–6 November at ExCeL London, presented Thailand as a global destination for wellness, culture and sustainable travel.
The Thai pavilion at the show presented its latest offerings as part of a programme entitled Senses of Siam: A Journey to Total Well-being. Each of these products and experiences has been designed to offer a sensory-rich invitation to travellers: blending traditional Thai hospitality with holistic wellness, creative culture and sustainability. From botanical aromas and wellness cuisine to cultural performances and modern spa offerings, the presentation was designed to evoke the full spectrum of Thai well-being.
TAT Governor Thapanee Kiatphaibool described the campaign as a way to reframe luxury travel; not as indulgence, but as restoration, inner peace and connection with nature and community. “Through Senses of Siam … we showcase how Thai culture and hospitality embrace the spirit of restoration, connection and fulfilment,” she said.
The pavilion’s design fused contemporary Thai architecture and craftsmanship with motifs drawn from traditional textiles, herbs and local musical heritage – a visual metaphor for harmony between heritage and modern sustainability. Over 50 Thai tourism businesses participated, including hotels, resorts, wellness providers and destination-management companies, showing that the new vision is supported by wide industry backing.
Across five distinct regional themes — Northern serenity and traditional healing, Northeastern culture and nature therapy, Central urban wellness and medical excellence, Eastern coastal rejuvenation and Southern tropical detox — the campaign teased a spectrum of experiences: from spa treatments and yoga retreats to herbal cuisine, eco-friendly stays and cultural immersion.
As global travellers increasingly seek meaningful and mindful travel — not just sightseeing, but rejuvenation, cultural connection and sustainable practices — Thailand’s repositioning is ready to capitalise on growing demand. For destination planners, tour operators and travellers alike, “Healing is the New Luxury” represents a pivot: away from mass tourism and towards experiences shaped by well-being, balance and deeper engagement with place and people.
