The Tourism Authority of Thailand (TAT) has announced the launch of Healing Journey Thailand, a new global tourism campaign set to debut in January 2026. The initiative is part of the Experience Thailand: Celebrity & Lifestyle Stories platform and aims to position Thailand as a leading destination for wellness-led, high-value and purposeful travel.
The campaign marks a strategic shift in Thailand’s tourism direction, moving away from volume-driven growth toward sustainable, quality-focused tourism. Healing Journey Thailand presents a refined luxury narrative centered on wellbeing, emotional connection and meaningful travel experiences, targeting upper to mid-tier travellers from long-haul markets, including Europe, the Americas and the Middle East.
Ms. Thapanee Kiatphaibool, (ฐาปนีย์ เกียรติไพบูลย์) Governor of TAT, said the campaign reflects the evolution of Thailand’s tourism strategy in response to changing global travel trends. She noted that modern travellers are increasingly seeking balance, authenticity and purpose in their journeys. Thailand, she emphasized, offers a unique environment where traditional wellness practices, rich cultural heritage and contemporary lifestyle experiences come together naturally, allowing visitors to reconnect with themselves while engaging more deeply with the destination.
Built around the concept Unforgettable Experience and the message Healing is the New Luxury, the campaign translates wellbeing into tangible, experience-based journeys. It provides a clear framework for wellness-led luxury travel while reinforcing Thailand’s long-term competitiveness in the global tourism market.
A central creative element of the campaign is the collaboration with British singer-songwriter Henry Moodie, whose personal storytelling serves as the narrative anchor. His journey through Thailand is structured around the “5R” framework—Retreats, Rituals, Reels, Rhythms and Relations—guiding audiences through five curated tourism pillars. These include gastronomy tourism, fashion and cultural experiences, sport and outdoor lifestyle, wellness and nature retreats, and sustainability-focused destinations.
Content production will take place in southern Thailand, with Krabi and Trang selected as key filming locations. These destinations will provide scenic backdrops for luxury fashion and lifestyle storytelling, highlighting tranquil coastlines, wellness settings and modern Thai elegance for international audiences.
To expand its global reach, TAT plans strategic media partnerships with AXN Asia, Women’s Wear Daily and Condé Nast Traveller. The pre-launch phase will focus on building editorial awareness ahead of filming and content rollout, with further details to be announced in due course.
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