Thailand marked its 44th appearance at World Travel Market (WTM) with a renewed focus on wellness, culture, and sustainability. Under the theme “Senses of Siam: A Journey to Total Well-being,” the Tourism Authority of Thailand (TAT) unveiled a refreshed pavilion showcasing the country’s rich heritage and diverse cultural offerings, while reinforcing its new global communication direction: Healing Is the New Luxury.

At WTM 2025, Thailand positioned itself as a global leader in wellness tourism. The campaign highlights the country’s holistic approach to well-being, where ancient wisdom, natural balance, and cultural heritage offer travellers a deeper form of rejuvenation far removed from the typical tourist experience. The pavilion brought this philosophy to life through interactive cultural activities and wellness demonstrations, blending tourism, tradition, and sustainability.

Her Royal Highness Princess Ubolratana presided over the opening and participated in a live showcase of Thai wellness cuisine and botanical mocktails, emphasising the country’s commitment to sharing its cultural heritage with the world.

A highlight of the pavilion was the showcase of Thailand’s Wellness Regions, each representing a unique aspect of Thai well-being—from northern traditional healing and northeastern cultural therapies to central medical wellness, eastern coastal retreats, and southern tropical detox escapes. Live workshops, aromatherapy sessions, and herbal skincare demonstrations offered visitors a multisensory glimpse into Thailand’s diverse wellness landscape.

Sustainability also took centre stage. The pavilion featured collaborations such as the Amazing Thailand Aroma Collection, presenting five region-inspired fragrances that celebrated the country’s natural landscapes and cultural identity.

More than 50 Thai tourism businesses participated in B2B sessions, generating over 1,500 appointments and an estimated 1.33 billion baht in potential revenue. The UK remains one of Thailand’s strongest long-haul markets, with visitor numbers showing steady growth into 2026.

Thailand’s presence at WTM 2025 reaffirmed its status as a world-leading wellness destination—one where luxury, culture, and sustainability harmoniously converge.