Thailand Showcases ‘Senses of Siam: A Journey to Total Well-being’ at WTM 2025 - Get updated on what's happening in tourism!

The Tourism Authority of Thailand (TAT) is highlighting the country’s distinctive harmony of wellness, culture, and sustainability at the World Travel Market (WTM) 2025, held from 4–6 November at ExCeL London. Marking 44 years of participation in this premier global travel event, the Thailand Pavilion embraces the theme “Senses of Siam: A Journey to Total Well-being”, reflecting TAT’s new global communication campaign, “Healing is the New Luxury.”

Her Royal Highness Princess Ubolratana graciously visited the Thailand Pavilion, which features lush floral arrangements beneath the Amazing Thailand logo. The Princess joined a cultural demonstration showcasing Thai wellness cuisine and mocktail-making inspired by lotus blossoms and butterfly pea flowers, underscoring royal support for Thailand’s tourism promotion and creative engagement on the world stage.

A celebration of Thai culture and renewal

The Pavilion’s official opening echoed the Loi Krathong festival, celebrated nationwide on 5 November. With floating lanterns, music, and traditional performances, the event brought the enchantment of Thai heritage to London. Distinguished guests included Mr. Artthakorn Sirilatthayakorn, Minister of Tourism and Sports, and Ms. Natthriya Thaweevong, Chairperson of the TAT Board of Directors.

TAT Governor Thapanee Kiatphaibool commented:

“WTM is an important platform for Thailand to engage with the global tourism community and share our story of transformation. Through the theme ‘Senses of Siam: A Journey to Total Well-being’, we showcase how Thai culture and hospitality embrace the spirit of restoration, connection, and fulfilment – ideals that perfectly reflect our new campaign ‘Healing is the New Luxury.’”

Wellness, heritage, and sustainability

The Thailand Pavilion merges modern Thai architecture with motifs of textiles, crafts, and music – symbolising harmony between tradition and sustainability. It serves as a vibrant hub for business networking, with 50 Thai tourism operators participating this year, including nine DMCs and 41 hotels and resorts. Among them are 14 first-time exhibitors, seven Thailand Tourism Award winners (2025), 24 STGs STAR-certified businesses, and 12 CF Hotels. Strategic partners include Thai Airways International, Bangkok Airways, the Thailand Privilege Card, and the Sports Authority of Thailand.

A multisensory journey through Thai wellness

Throughout the three-day fair, visitors experience the “Map of Thailand: A Journey to Total Well-being”, a visual anchor showcasing five wellness identities:

·         North: Serenity and Traditional Healing

·         Northeast: Authentic Culture and Nature Healing

·         Central: Urban Wellness and Medical Excellence

·         East: Coastal Rejuvenation

·         South: Exotic Tropical Detox

The Product Showcase features 19 wellness providers from all regions, including award-winning and STAR-certified operators. The collaboration “Senses of Siam: TAT x Butterfly Perfume” introduces the Amazing Thailand Aroma Collection, comprising five fragrances inspired by Thailand’s landscapes – The Lanna Mist, The Isan Sun, The Siamese Garden, The Andaman Tide, and The Eastern Orchard.

The Inspire Showcase presents innovative Thai wellness products, from aromatherapy and herbal skincare to contemporary lifestyle items that embody Thai craftsmanship and sustainable design.

Interactive experiences and workshops

Daily demonstrations include Zira Spa & Massage Chiang Mai, an Aroma Essential Oil Workshop, and Aroma Diffuser Scented Workshops, offering hands-on encounters with scent and relaxation techniques. Displays of traditional Thai costumes (Chud Thai) highlight the artistry of Thai textiles and jewellery, celebrating timeless elegance and cultural pride.

Tourism outlook and UK market

TAT expects over 1,500 business meetings during WTM 2025, projecting an estimated 1.33 billion Baht in potential tourism revenue. The UK remains one of Thailand’s top ten long-haul markets, with 836,907 UK visitors recorded between January and October 2025 – a 13.1% increase year-on-year. The average stay reached 15.9 days, with expenditure of around 63,000 Baht per trip.

For winter 2025/2026, 52 direct flights per week connect the UK with Thailand, operated by Thai Airways, EVA Air, British Airways, Norse Atlantic Airways, and TUI UK, linking London and Manchester to Bangkok and Phuket.

TAT continues to collaborate with airlines and tour operators through joint campaigns, media partnerships, and influencer programmes, while promoting responsible travel via its Hidden Gem initiative, which encourages visitors to discover emerging destinations that reflect the true spirit of Thailand.

Image Credit: © TAT