Bangkok, 7 September 2026 – The Tourism Authority of Thailand (TAT) advanced Thailand’s luxury and ultra-luxury travel trade engagement at Helentours Wonderland Bangkok 2026 through wellness, gastronomy and cultural experiences on 3–4 September. Activities included Wellness Sessions under “Healing is the New Luxury” and the “Amazing Thailand Gastronomy Experience: A Symphony of Thai Flavours” luncheon, connecting TAT with around 400 participants from 42 countries, including overseas buyers, travel advisors, DMCs, luxury hotels and industry partners, while showcasing Thailand’s distinctive high-value experiences.
On 3 September, Ms. Thapanee Kiatphaibool, TAT Governor, together with Mrs. Chiravadee Khunsub, TAT Deputy Governor for International Marketing – Europe, the Americas, the Middle East and Africa, welcomed participants at the Gala Dinner at Nai Lert Park. Their presence reinforced Thailand’s strength in the luxury and ultra-luxury segments through the depth and diversity of its travel experiences, while enabling TAT to engage directly with international buyers and partners and develop wellness, gastronomy, culture and hospitality into higher-value travel programmes.
On 4 September, Ms. Thapanee and Mrs. Chiravadee also welcomed participants to TAT’s “Amazing Thailand Gastronomy Experience: A Symphony of Thai Flavours” at Chang Canvas, One Bangkok. Presented under “The House of Thai Mastery” and “Redefined Luxury – Beyond Opulence, Into Cultural Richness”, the luncheon brought together Thai cuisine, craftsmanship, cultural heritage, performance and contemporary Bangkok lifestyles.
The immersive experience transformed a business luncheon into a cultural showcase, presenting Thai gastronomy as an expression of identity and hospitality while bringing the stories, skills and traditions behind Thailand’s culinary heritage to life.
Ms. Thapanee said, “Luxury travel today is increasingly defined by meaningful moments, personalised experiences and lasting memories. At Helentours Wonderland, TAT is connecting directly with international buyers and partners while showing how Thailand’s strengths in wellness, gastronomy, culture and hospitality can shape higher-value travel programmes. Through A Symphony of Thai Flavours, we transformed a meal into an experience where every dish told a story, reflecting the depth and diversity that distinguish Thailand in the luxury and ultra-luxury markets and opening new opportunities for our partners.”
TAT’s Wellness Sessions under the concept “Healing is the New Luxury” complemented the gastronomy experience during the B2B programme on 3–4 September at The Ritz-Carlton, Bangkok. Ten sessions were held each day for around 10 participants per session, featuring Sound Healing supported by audio-visual presentations of Thai destinations, culture and festivals. The sessions gave international buyers first-hand exposure to Thailand’s wellness offering while expanding TAT’s connections with luxury and ultra-luxury travel partners.
Organised by Helentours Concierge Management Ltd., Helentours Wonderland Bangkok 2026 is being held from 2–5 September as the event’s third edition, following London and Vienna. The Bangkok edition includes approximately 153 international buyers and 180 exhibitors and tourism businesses from Europe, the CIS markets, the United States, the Middle East and other international markets, with pre-scheduled B2B meetings on 3–4 September alongside networking, hosted functions, destination experiences and pre- and post-event familiarisation trips. The programme enables luxury and ultra-luxury buyers, travel advisors, DMCs, hotels and tourism businesses to develop commercial connections and experience Thai tourism products and services first-hand, with gala dinners at Nai Lert Park on 3 September and Dusit Thani Bangkok on 4 September.
TAT’s participation strengthened relationships with international luxury travel buyers and partners while positioning Thai wellness, gastronomy, culture and creativity as distinctive high-value experiences. The engagement also supports efforts to expand opportunities for Thai tourism products and services within international sales programmes, increase travel value and reinforce Thailand’s position as a high-value destination.
