Thailand combines surfing and wellness with new Surf Therapy concept - Get updated on what's happening in tourism!

Thailand is combining surfing with wellness, mindfulness and nature experiences as part of a new approach to coastal tourism. The Tourism Authority of Thailand (TAT) has presented its Thailand Surf Therapy concept to international media and content creators during two programmes in Phuket and Phang-nga.

The Amazing Thailand Surf & Wellness Journey and a parallel collaboration with Insta360 brought participants from Europe, Australia and several Asian markets to southern Thailand in August. Both initiatives form part of TAT’s “Healing Is the New Luxury” communication strategy, which focuses on travel experiences intended to support physical, emotional and mental wellbeing.

Surfing becomes part of a structured wellness experience

Thailand Surf Therapy has been developed under the Thailand Health Excellence 2026 initiative. TAT and its partners are adapting international surf therapy expertise and science-based wellness principles to Thailand’s tourism sector.

The concept is explicitly designed as a structured wellness experience rather than a medical treatment. Surfing is combined with physical activity, mindfulness, nature and positive social interaction. The programme draws partly on knowledge shared by the South African organisation Waves for Change.

A five-step framework called “Take 5” structures the experience around Energise, Check-in, Breathe in, Play and Check-out. Movement, reflection, breathing exercises, recreation and interaction are incorporated into the surfing sessions.

International media experience Khao Lak and Phuket

From 8 to 13 August, the Amazing Thailand Surf & Wellness Journey brought eight media representatives and content creators from the United Kingdom, Australia and Japan to the region.

In Khao Lak, one of Thailand’s established surfing destinations, participants attended guided Surf Therapy sessions at Memories Surf House. The programme covered water safety, movement and progressively developing surfing skills.

The itinerary extended well beyond the beach. Wellness activities at Devasom Khao Lak and La Vita Sana were combined with forest bathing in Khao Lak–Lam Ru National Park and kayaking in the Little Amazon area of Takua Pa. Cultural visits to Takua Pa Old Town and Phuket Old Town, farm-to-table activities and meals at restaurants listed in the Michelin Guide completed the programme.

18 Asian creators join parallel journey

At the same time, TAT and Insta360 organised a second itinerary through Phuket and Phang-nga from 8 to 12 August. It brought together 18 creators from the Philippines, Indonesia, Malaysia, Hong Kong, Japan, Taiwan, Vietnam and Thailand.

They participated in Surf Therapy sessions as well as nature, wellness, community and cultural experiences. Content produced during both journeys is intended to introduce these tourism products to international audiences through social media.

The two groups met on 9 August at “The Wave of Healing” networking dinner in Khao Lak. The event brought international participants together with TAT executives, tourism businesses, wellness partners and community representatives to discuss Surf Therapy and the development of future tourism products.

Changing expectations of wellness travel

“Healing Is the New Luxury reflects a shift in what travellers increasingly value: meaningful experiences that reconnect them with nature, support their wellbeing and create lasting value,” says Eurblarp Sriphiromya, Executive Director of TAT’s Tourism Products Department.

“Thailand Surf Therapy brings this to life by combining international knowledge with Thailand’s coastal assets, wellness expertise and hospitality.”

According to Sriphiromya, the project is also intended to connect international storytellers with local operators and communities and explore how science-based wellness concepts can be developed into distinctive tourism experiences.

Five-day Surf Therapy packages developed in Khao Lak

The project has already moved beyond training and experimentation. Facilitators from seven Thai organisations have been involved in building expertise, including tourism businesses in Phang-nga, Prince of Songkla University’s Phuket Campus and organisations in Chanthaburi and Nonthaburi.

Further work includes tourism product development, networking among coaches, educational resources and research.

In Khao Lak, partners have already developed a five-day, four-night Surf Therapy programme for international visitors. The package combines structured surfing sessions with accommodation, wellness activities, meals and nature experiences, turning the concept into a bookable tourism product rather than simply a promotional initiative.

Image Credit: © TAT