TAT boosts Middle East demand with wellness campaign and flydubai roadshow - Get updated on what's happening in tourism!

The Tourism Authority of Thailand (TAT) has stepped up its promotional activities in the United Arab Emirates with a wellness-focused campaign and a joint roadshow with flydubai. Held in Dubai and Abu Dhabi from 7 to 8 July, the initiatives combined media engagement, trade networking and expanded air connectivity to reinforce Thailand’s position as a leading destination for Middle East travellers.

The programme linked the launch of the “Healing is the New Luxury” campaign with the “Amazing Thailand Takes Off with flydubai Roadshow 2026”, highlighting Thailand’s wellness offerings, premium hospitality and seasonal attractions under the “Blooming and Bright Amazing Thailand” concept.

Wellness takes centre stage

The media launch took place on 8 July at CÉ LA VI Dubai and attracted more than 100 journalists, influencers, key opinion leaders and corporate guests. The campaign presents Thailand as a destination where luxury is defined by wellbeing, meaningful experiences and personal renewal rather than material indulgence.

"Thailand is ready to welcome Middle East travellers throughout the year with strong connectivity, quality accommodation, world-class hospitality, gastronomy, shopping, wellness, and family-friendly experiences. Through Healing is the New Luxury, TAT is presenting Thailand as a safe, accessible, and welcoming destination where travel supports wellbeing, balance, and personal renewal. Building on Thailand’s strengths in wellness, medical care, Thai wisdom, and hospitality, we are moving from healing to longevity, offering meaningful journeys that restore body and mind and create lasting value," said Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand.

The campaign highlights Thailand's luxury hotels, private pool villas, fine dining, halal-friendly services, shopping opportunities, wellness retreats and medical tourism, all tailored to the preferences of Middle East travellers.

Roadshow strengthens trade partnerships

Running alongside the media event, the Amazing Thailand Takes Off with flydubai Roadshow 2026 brought together more than 21 Thai tourism suppliers—including 15 hotels, five destination management companies and one tourism business—with travel professionals from Dubai, the Northern Emirates, Abu Dhabi and Al Ain.

The roadshow followed the launch of flydubai's new Dubai–Bangkok Don Mueang service on 1 July and capitalised on the airline's network of more than 140 destinations across 58 countries. The initiative focused on promoting Thailand to families, leisure travellers and visitors seeking wellness and medical tourism experiences.

Green season promoted to Gulf travellers

TAT also used the events to promote "Blooming and Bright Amazing Thailand", encouraging visitors to discover the country during the green season. Lush landscapes, full waterfalls and fewer crowds offer an alternative travel experience that aligns well with the growing interest in wellness and nature-based holidays.

The Middle East continues to be one of Thailand's highest-value long-haul markets, with average visitor spending of around 100,000 Baht per trip. TAT expects to welcome 600,000 visitors from the region in 2026 after recording 210,000 arrivals during the first half of the year.

The United Arab Emirates remains one of the strongest individual source markets. Thailand received 37,000 visitors from the UAE during the first six months of 2026, with arrivals expected to recover to around 140,000 by the end of the year. TAT is continuing to work closely with both full-service and low-cost airlines to improve connectivity and support further growth from the Gulf Cooperation Council markets in 2027.

Image Credit: © TAT