Tourexpi
The Tourism Authority of Thailand (TAT) is preparing
to roll out Healing Journey Thailand in January 2026, a new global campaign
under its Experience Thailand: Celebrity & Lifestyle Stories platform. The
initiative places wellness, purpose and emotional connection at the centre of
Thailand’s international tourism narrative, positioning the country as a
destination for restorative, high-value travel experiences.
Wellness as a strategic focus
Healing Journey Thailand reflects a broader shift in
Thailand’s tourism strategy, moving away from volume-driven growth towards
sustainable, experience-led travel. The campaign translates the idea of
wellbeing into concrete journeys and curated experiences, framed by the message
Healing is the New Luxury. It aims to make wellness-led luxury accessible and
clearly defined for international audiences.
“Healing Journey Thailand reflects a clear evolution
in Thailand’s tourism strategy,” said Thapanee Kiatphaibool, Governor of the
Tourism Authority of Thailand. “The campaign speaks directly to travellers
seeking quality, balance and purpose in their travel. Thailand offers a unique
environment where wellness traditions, cultural richness and contemporary
lifestyle experiences naturally converge, allowing visitors to reconnect with
themselves while discovering the country in a more meaningful way.”
Creative collaboration with Henry Moodie
At the heart of the campaign is a creative
collaboration with British singer-songwriter Henry Moodie, whose personal
journey through Thailand anchors the narrative. His experience is structured
around the 5R framework: Retreats, Rituals, Reels, Rhythms and Relations. These
five pillars guide audiences through gastronomy tourism, fashion and cultural
experiences, sport and outdoor lifestyles, wellness and nature retreats, and
sustainability-focused destinations.
Southern Thailand as visual backdrop
Filming and content production will take place in
southern Thailand, with Krabi and Trang serving as the primary locations.
Coastal landscapes, wellness settings and contemporary Thai aesthetics form the
visual foundation of the campaign, supporting luxury fashion and lifestyle
storytelling across international media channels.
Targeting long-haul, high-value markets
The campaign is designed for upper- to mid-tier
travellers from long-haul markets, including Europe, the Americas and the
Middle East. Through a refined luxury lens, Healing Journey Thailand highlights
emotional resonance, clarity of message and purposeful travel, aligning with
evolving expectations in the global travel market.
Global media partnerships planned
To strengthen international reach, TAT is planning
strategic media partnerships with AXN Asia, Women’s Wear Daily (WWD) and Condé
Nast Traveller. The pre-launch phase will focus on building editorial momentum
ahead of filming and content distribution, with further production details to
be announced at a later stage.
Image
Credit: © TAT
The most interesting news
Read the News

SWISS expands India network with new nonstop Bengaluru–Zurich service
Swiss International Air Lines is pleased to announce the launch of new nonstop flights between Bengaluru and Zurich, further enhancing connectivity between Switzerland and India’s leading technology and innovation hub.
Read the News

Qatar Airways and Philippine Airlines strengthen partnership
Starting 1 June 2026, Philippine Airlines will place its (PR) code on Qatar Airways flights from Manila, Cebu, Clark, and Davao to Doha, and connect to over 20 major European cities, including Paris, Rome, and Frankfurt via Hamad International Airpor
Read the News

Radisson Hotel Group expands its footprint in Dubai
Radisson Blu Hotel, Dubai Barsha Heights is a 537-room five-star city hotel in Dubai, United Arab Emirates, affiliated with Radisson Blu, part of Radisson Hotel Group.
Read the News

Hilton signs Hilton Garden Inn in Busan, South Korea
Hilton (NYSE: HLT) announced the signing of a franchise agreement with MS&C Co., Ltd. to open Hilton Garden Inn Busan Gijang in 2028. Located in Gijang, Busan, the hotel is planned to be part of a larger mixed-use development project.
Read the News

Etihad Airways makes Eid al-Adha and Summer Travel easier
Etihad Airways is preparing for a busy Eid al-Adha and summer travel season, with strong demand expected across its expanding global network.
Read the News

To Belize in the off-season with Alaska Airlines
Why this is the best choice explains Ali Wunderman
Read the News

TAT and Warner Music Japan bring Thailand’s spirit to life
Music-led collaboration showcases Bangkok’s everyday charm while connecting Thailand’s relaxed optimism with younger global audiences
Read the News

Global Travel & Tourism to outpace wider economy by 1.5 times
Global Travel & Tourism is forecast to continue outpacing wider economic growth in 2026, with the sector expected to contribute $12TN to the world economy, accounting for 9.9% of global GDP, according to new data from the World Travel & Tourism Counc
Read the News

Nayarit's jungle coast redefines luxury travel
In the state of Nayarit, the jungle-meets-ocean landscape is emerging as one of the most compelling frontiers in high-end travel—now supported by a new era of seamless access.
Read the News

Six Senses Joins the UNEP and UN Tourism Recipe of Change
A living expression of the brand’s sustainable ethos and Eat With Six Senses philosophy
Read the News

Emirates taps GE Aerospace for repair capabilities
The agreement will support the expansion of the Emirates Engine Maintenance Centre (EEMC)
Read the News

Closing the gender gap requires tackling structural barriers, improving access to opportunities, and sustained commitment
Women do most of the work in tourism, yet they remain underrepresented in leadership
Read the News

Tripmasters expands with new experience-focused vacation packages
New curated travel collections respond to growing demand for slower, experience-driven vacations with fewer hotel changes and deeper destination immersion
Read the News

Marriott International expands portfolio in Peru through landmark conversions
The two properties in Lima are set to officially join The Ritz‑Carlton and JW Marriott brand portfolios in 2028, reflecting the city’s rise as a leading global luxury destination.
Read the News

Lufthansa Group expands climate protection portfolio
The Lufthansa Group has reshaped its portfolio of climate protection projects and is placing a stronger emphasis on technology-based solutions
Read the News

As Americans hit the road during the country’s 250th anniversary, Hilton is celebrating all summer long.
Next week, Hilton is kicking off Hilton Honors America Experiences with a dozen unexpected and unforgettable road trip experiences for only 250 Hilton Honors Points per trip, Hampton by Hilton stays and gas included.
Read the News

TUI launches TUI Smiles Rewards Club
TUI has launched TUI Smiles Rewards Club, the company’s first-ever global loyalty programme, enabling customers to collect Smiles across TUI's portfolio – from flights and hotels to packages, cruises, and experiences.
Read the News

The Czech capital has maintained its position among the ten most important meeting destinations in the world
Meetings Prague announces statistics for 2025 and unifies tourism branding
Read the News

Enhanced opportunities for British Airways American Express® cardmembers
British Airways American Express® Cardmembers who book with British Airways Holidays using Avios (as a full or part payment), can now redeem their Companion Voucher to receive 25% of these Avios back.
Read the News

In Spain, the year starts with more people employed in the tourism sector
In the first quarter of 2026, there were 146,631 more employees in tourism-related activities than in the same period of 2025.
