Thailand targets Japanese travellers with wellness and immersive experiences - Get updated on what's happening in tourism!

Thailand is stepping up its efforts in the Japanese market with a stronger focus on wellness, culture and immersive experiences. At Tourism Expo Japan 2026 in Tokyo, the Tourism Authority of Thailand (TAT) is presenting the destination under the theme “Healing is the New Luxury”, targeting travellers looking beyond conventional beach and sightseeing holidays.

The trade and consumer event runs from 24 to 27 September at Tokyo Big Sight. Alongside destination promotion, TAT is using the exhibition to connect Thai tourism businesses with Japanese travel companies ahead of the important year-end travel period.

“Japanese travellers are showing strong interest in culture, wellness, nature and experiences that offer a deeper connection with the destination,” said TAT Governor Thapanee Kiatphaibool. “Through ‘Healing is the New Luxury’, TAT is presenting Thailand as a place where well-being, cultural discovery and meaningful local experiences come together.”

Wellness becomes part of a broader tourism product

At the Thailand Pavilion, wellness is being combined with culture, local traditions and sustainable tourism. Activities include Northern Thai-inspired Nuat Fon, a therapeutic massage influenced by the movements of the traditional Fon Leb fingernail dance, as well as herbal inhaler and jewellery-making workshops using marine waste.

TAT sees opportunities to connect these experiences with established Japanese demand for cultural and historical attractions, natural environments and UNESCO World Heritage sites. At the same time, the tourism authority is targeting higher-spending segments interested in wellness and health, luxury travel, shopping and sports tourism.

The strategy is intended not only to attract additional visitors but also to encourage repeat travel, longer stays and greater geographical dispersal beyond Thailand’s established destinations.

Japanese visitors stay an average of 7.74 days

Japanese travellers currently spend an average of 7.74 days in Thailand, according to TAT. Average expenditure amounts to 40,497.38 baht per trip.

Thailand regards its geographical proximity to Japan, comparatively short flight times and overall price positioning as competitive advantages. The October-to-December holiday period in Japan offers additional potential for both independent travel and organised group business.

Tourism Expo Japan, one of the country’s major annual travel industry events, provides access to both trade partners and consumers. The event is supported by the Japan Travel and Tourism Association, the Japan Association of Travel Agents and the Japan National Tourism Organization.

Airfares and weak yen put pressure on demand

The Japanese outbound market nevertheless faces significant cost pressures. TAT points to higher oil prices and airfares, additional fuel surcharges and the weak yen as factors influencing travel planning and consumer spending.

In response, the tourism authority is working with airlines and travel industry partners to increase available capacity and develop charter services from regional Japanese airports, including Sendai.

Joint campaigns are also planned for higher-value customer segments. Alongside Thailand’s price-performance proposition, TAT intends to place greater emphasis on secondary destinations, creating additional options for travellers who have already visited the country’s established tourism centres.

Image Credit: © AI generated illustration with material courtesy of TAT