Tourexpi
TAT launches ‘Healing Journey Thailand’ as new global wellness campaign
The Tourism Authority of Thailand (TAT) is preparing
to roll out Healing Journey Thailand in January 2026, a new global campaign
under its Experience Thailand: Celebrity & Lifestyle Stories platform. The
initiative places wellness, purpose and emotional connection at the centre of
Thailand’s international tourism narrative, positioning the country as a
destination for restorative, high-value travel experiences.
Wellness as a strategic focus
Healing Journey Thailand reflects a broader shift in
Thailand’s tourism strategy, moving away from volume-driven growth towards
sustainable, experience-led travel. The campaign translates the idea of
wellbeing into concrete journeys and curated experiences, framed by the message
Healing is the New Luxury. It aims to make wellness-led luxury accessible and
clearly defined for international audiences.
“Healing Journey Thailand reflects a clear evolution
in Thailand’s tourism strategy,” said Thapanee Kiatphaibool, Governor of the
Tourism Authority of Thailand. “The campaign speaks directly to travellers
seeking quality, balance and purpose in their travel. Thailand offers a unique
environment where wellness traditions, cultural richness and contemporary
lifestyle experiences naturally converge, allowing visitors to reconnect with
themselves while discovering the country in a more meaningful way.”
Creative collaboration with Henry Moodie
At the heart of the campaign is a creative
collaboration with British singer-songwriter Henry Moodie, whose personal
journey through Thailand anchors the narrative. His experience is structured
around the 5R framework: Retreats, Rituals, Reels, Rhythms and Relations. These
five pillars guide audiences through gastronomy tourism, fashion and cultural
experiences, sport and outdoor lifestyles, wellness and nature retreats, and
sustainability-focused destinations.
Southern Thailand as visual backdrop
Filming and content production will take place in
southern Thailand, with Krabi and Trang serving as the primary locations.
Coastal landscapes, wellness settings and contemporary Thai aesthetics form the
visual foundation of the campaign, supporting luxury fashion and lifestyle
storytelling across international media channels.
Targeting long-haul, high-value markets
The campaign is designed for upper- to mid-tier
travellers from long-haul markets, including Europe, the Americas and the
Middle East. Through a refined luxury lens, Healing Journey Thailand highlights
emotional resonance, clarity of message and purposeful travel, aligning with
evolving expectations in the global travel market.
Global media partnerships planned
To strengthen international reach, TAT is planning
strategic media partnerships with AXN Asia, Women’s Wear Daily (WWD) and Condé
Nast Traveller. The pre-launch phase will focus on building editorial momentum
ahead of filming and content distribution, with further production details to
be announced at a later stage.
Image
Credit: © TAT
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