Thailand showcases Healing is the New Luxury at Tourism Expo Japan 2026
The Tourism Authority of Thailand (TAT) is presenting Thailand at Tourism Expo Japan 2026 (TEJ 2026) under the concept “Healing is the New Luxury”, using wellness, culture and immersive travel experiences to broaden Thailand’s appeal in the Japanese market. The event runs from 24–27 September at Tokyo Big Sight, connecting TAT and Thai tourism businesses with the Japanese travel trade and consumers ahead of the year-end travel period.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “Japanese travellers are showing strong interest in culture, wellness, nature and experiences that offer a deeper connection with the destination. Through ‘Healing is the New Luxury’, TAT is presenting Thailand as a place where well-being, cultural discovery and meaningful local experiences come together. This gives us a strong platform to reach quality travellers looking for greater depth and value from their journeys in Thailand.”
Ms Thapanee presided over the official opening of the Thailand Pavilion on 24 September, accompanied by Ms Pattaraanong Na Chiangmai, TAT Deputy Governor for International Marketing – Asia and South Pacific. Tourism Expo Japan is one of Japan’s largest annual travel promotion events. It is supported by the Japan Travel and Tourism Association (JTTA), Japan Association of Travel Agents (JATA) and Japan National Tourism Organization (JNTO).
The Thailand Pavilion brings the “Healing is the New Luxury” concept to life through Thai cultural performances, craft demonstrations and participatory activities focused on wellness and sustainable tourism. Visitors can take part in activities including a Northern Thai-inspired Nuat Fon (a Lanna therapeutic massage inspired by the graceful Fon Leb fingernail dance), herbal inhaler making and jewellery making using marine waste, alongside presentations of Thai tourism products and services.
TAT is positioning wellness within a broader travel proposition that combines culture, local knowledge and responsible tourism. This reflects Japanese travellers’ interest in cultural and historical attractions, natural environments and UNESCO World Heritage sites, while creating opportunities to reach higher-spending segments interested in wellness and health, luxury, shopping and sports tourism.
Japanese visitors to Thailand stay an average of 7.74 days and spend 40,497.38 Baht per trip. Thailand’s proximity to Japan, competitive overall value and relatively short journey times remain important advantages, while Japan’s October–December winter vacation period provides further potential for both independent travellers and group tours.
At the same time, TAT is responding to higher oil prices and airfares, the weaker yen and increased fuel surcharges, which are affecting Japanese travellers’ planning and spending decisions. TAT is working with airline and travel trade partners to pursue additional seat capacity and charter services from regional Japanese airports, including Sendai, alongside joint campaigns targeting higher-value segments, promoting Thailand’s value-for-money proposition and encouraging travel to secondary destinations.
Source: TAT News
