Bangkok, 10 October 2025 – The Tourism Authority of Thailand (TAT) has launched its new global TVC campaign, “Unforgettable Experience: Healing is the New Luxury”, inspiring travellers to discover Thailand as a destination where true healing extends beyond traditional wellness. The campaign positions Thailand as a sanctuary for the senses, where rejuvenation comes through meaningful connections, mindful travel, and the country’s distinctive way of life.
Reflecting TAT’s vision for the future of Thai tourism, “Healing is the New Luxury” embraces a broader spectrum of restorative experiences. Travellers can find comfort in delicious Thai food, serenity on beautiful beaches, and relaxation through Thailand’s renowned wellness culture. They can also capture joy in stylish cafés and creative spaces, and most memorably, feel the warmth of connection with Thai people — a hallmark of Thai hospitality that heals the heart as much as the body.
Ms. Thapanee Kiatphaibool, TAT Governor, said “Through ‘Unforgettable Experience: Healing is the New Luxury’, we invite travellers to rediscover themselves in Thailand. In today’s world of constant change, travel has become a form of healing — a moment to slow down, reconnect with one’s inner self, and awaken the senses. Thailand offers endless ways to experience this through our people, nature, and culture.”
The campaign targets a new generation of quality travellers seeking balance and purpose in their journeys. Centred around the 5Rs of healing, it highlights a wide range of tourism products that deliver lasting value and emotional fulfilment: Retreats for Transformations, Rituals for Manifestations, Reels for Joy, Rhythms for High Vibrations, and Relations for Connections. Together, these elements celebrate the many paths to well-being that Thailand offers — from wellness retreats and spiritual practices to food, festivals, and friendships.
Watch the full video now and experience how Thailand turns every journey into an unforgettable healing experience.
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