Thailand showcases'Senses of Siam: A Journey to Total Well-being'at WTM 2025

Celebrating Thai wellness, culture, and sustainability under TAT's new global campaign Healing is the New Luxury

LONDON,Nov. 6, 2025/PRNewswire/ -- The Tourism Authority of Thailand (TAT) is presenting Thailand's distinctive blend ofwellness, culture, and sustainabilityat theWorld Travel Market (WTM) 2025, held from 4–6 November at ExCeL London. Marking Thailand's44th yearof participation in this leading global travel trade event, theThailand Pavilionunveils the theme"Senses of Siam: A Journey to Total Well-being,"inspired by TAT's new global communication campaign"Healing is the New Luxury."

Her Royal Highness Princess Ubolratanagraciously visited the Thailand Pavilion and join a cultural demonstration highlighting Thai wellness cuisine and mocktail-making inspired by lotus blossoms and butterfly pea flowers. Her Royal Highness's visit reflects the continued royal support for Thailand's international tourism promotion and the presentation of Thai creativity on the global stage.

The Pavilion's official opening ceremony featured aLoi Krathongtheme in celebration of Thailand's nationwide festival on 5 November. The activities highlighted one of the country's most iconic cultural events, bringing Thai tradition to London and inviting visitors to experience the charm and warmth of Thai culture. Present at the opening wereMr. Artthakorn Sirilatthayakorn, Minister of Tourism and Sports, andMs. Natthriya Thaweevong, Chairperson of the TAT Board of Directors.

Ms. Thapanee Kiatphaibool, TAT Governor, said,"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.'"

TheThailand Pavilioncombines contemporary Thai architecture with elements of textiles, crafts, and musical motifs, symbolising harmony between heritage and sustainability. The pavilion serves as a dynamic platform for business networking, with50 Thai tourism businessesparticipating this year – includingnine destination management companiesand41 hotels and resorts. Among these,14 are first-time exhibitors,seven are winners of the Thailand Tourism Awards 2025,24 are STGs STAR-certified, and12 are CF Hotels. Strategic partners includeThai Airways International,Bangkok Airways, theThailand Privilege Card, and theSports Authority of Thailand.

Throughout the three-day event, theThailand Pavilionpresents an engagingProduct Showcasehighlighting the diversity and creativity of Thailand's wellness tourism. AMap of Thailand: A Journey to Total Well-beingvisually anchors the pavilion, illustrating the nation's regional wellness identities —Northern: Serenity and Traditional Healing,Northeastern: Authentic Culture and Nature Healing,Central: Urban Wellness and Medical Excellence,Eastern: Coastal Rejuvenation, andSouthern: Exotic Tropical Detox— symbolising Thailand's holistic approach to health and travel.

TheProduct Showcasefeatures exhibits from19 health and wellness providersrepresenting all five regions, including winners of theThailand Tourism Awards 2025andSTGs STAR-certified operators. The"Senses of Siam: TAT x Butterfly Perfume"collaboration introduces theAmazing Thailand Aroma Collection– five fragrances inspired by regional nature and culture:The Lanna Mist,The Isan Sun,The Siamese Garden,The Andaman Tide, andThe Eastern Orchard. TheInspire Showcasepresents a curated range of Thai wellness innovations, from spa and aromatherapy products to herbal skincare and holistic lifestyle creations that reflect Thai craftsmanship and contemporary design.

Dailydemonstrations and workshopsincludeZira Spa& Massage Chiang Mai, theAroma Essential Oil Workshop, and theAroma Diffuser Scented Workshop, offering hands-on experiences in relaxation and scent creation. A display ofThai National Costumes (Chud Thai)completes the pavilion experience, showcasing intricate textiles and jewellery that celebrate Thailand's cultural heritage and timeless elegance.

TAT anticipates more than1,500 business appointmentsduring the three-day event, generating an estimated1.33 billion Bahtin potential tourism revenue. With a strong focus onwellness, sustainability, and authentic Thai experiences, the participation reinforces Thailand's position as aglobal destination for balance and renewal.

TheUnited Kingdomremains one of Thailand's most important long-haul markets, ranking among thetop ten sources of international arrivals. Between1 January and 31 October 2025, the country welcomedover 836,907 UK visitors, a13.12% year-on-year increase, with anaverage stay of 15.9 daysandexpenditure of around 63,000 Baht per trip. Forward bookings show continued growth of10% for the final quarter of 2025and13% for the first quarter of 2026, reaffirming the destination's appeal among British travellers drawn by Thai culture, cuisine, hospitality, and diverse experiences.

For thewinter 2025/2026 season, direct services between the United Kingdom and Thailand totalaround 52 flights per week, operated byThai Airways,EVA Air,British Airways,Norse Atlantic Airways, andTUI UK, providing convenient access toBangkokandPhuket. TAT continues to collaborate with airlines and leading tour operators in the UK to boost travel through joint marketing, media campaigns, and influencer engagement, while promotingresponsible and sustainable tourismthrough itsHidden Geminitiative, which encourages travel to emerging destinations.

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SOURCE Tourism Authority of Thailand