Campaign highlights wellness, culture and meaningful travel across the Kingdom featuring international creators including British singer-songwriter Henry Moodie.
BANGKOK, THAILAND -
- 20 March 2026 - The Tourism Authority of Thailand (TAT) invites travellers worldwide to rediscover balance through the global
Healing Journey Thailand
campaign, guided by the communication concept
Healing is the New Luxury.
Launched in January 2026, the campaign reflects Thailand's tourism strategy focused on high-value, wellness-led, purpose-driven travel, positioning the Kingdom as a destination where travellers reconnect with themselves through cultural encounters and restorative journeys.
Henry Moodie
plays a central role, with his storytelling shaping the campaign narrative. His journey, featured in the campaign film premiered at The Cinema at Selfridges London, follows travels through
Krabi and Trang
, from
Ko Muk and Ko Kradan
to the
Na Muen Sri
community, highlighting Thailand's living culture and spirit.
The campaign presents creator-led experiences in the Kingdom, reflecting a global shift in luxury from material to meaningful engagement.
In southern Thailand, Swedish creators
Malin & Jules
(@Malinandjules) explored "hidden luxury" in
Chumphon and Ranong
through slow living, coffee culture, island life on
Ko Phayam
, hot springs and a garden lunch.
In northern Thailand,
Casey Pickup
(@howtotravelfulltime) and
Kseniia Kalenyk
(@kseniia.journey) explored
Chiang Mai
's heritage through Lanna arts and craft workshops, including
Nuat Fon
, Lanna massage inspired by
Fon Leb
dance,
Yam Khang
massage, concluding with a
Ping River
dinner cruise and sound healing meditation.
In the historic
Sukhothai
,
Aytan Abbasli
(@aytanabbasil) and
Mia Emilie Persson
(@miaemiliepersson) explored UNESCO-listed sites,
Sukhothai silver craftsmanship, Tin Chok
textiles and community life at Baan Na Ton Chan, concluding with merit-making at
Wat Traphang Thong.
Nature and adventure shaped the
Khao Yai
journey of
Naziha Banu Fathima
(@the_fatimablejournal) and
Khaled Mohamed Abdulla Hamad Aljneibi
(@alsinaani_khalid000), combining sustainability with outdoor activities including park trekking, forest glamping and dialogue at
Khao Yai Art Forest.
In
Phang-Nga, Patrick James Mitchell
and
Meghan Celina McPhee
(@megsandpat) experienced harmony with nature at
Samed Nangshe Viewpoint
,
Surin Islands
diving, bamboo rafting, and in
Khao Lak
with a fire show and sound healing by the
Andaman Sea.
Together, these journeys reflect Thailand's identity, where travel is shaped by quality and sustainability. Guided by Healing is the New Luxury, the campaign advances TAT's Value over Volume strategy, encouraging travellers to engage with landscapes, culture and communities, fostering support for sustainable tourism growth.
Hashtag: #Healingjouneythailand #Healingisthenewluxury #Amazingthailand
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