TAT promotes wellness-led travel through ‘Healing Journey Thailand’ campaign

Bangkok, Thailand – The Tourism Authority of Thailand (TAT) is promoting wellness and purpose-driven travel through its global “Healing Journey Thailand” campaign, as part of efforts to position the country as a high-value tourism destination.

Launched in January under the concept “Healing is the New Luxury”, the campaign reflects a shift in Thailand’s tourism strategy towards experiences centred on well-being, cultural immersion, and sustainability.

British singer-songwriter Henry Moodie features in the campaign’s creative, with a film documenting his travels across southern Thailand. Presented at The Cinema at Selfridges, the film follows his journey through Krabi and Trang, including visits to Ko Muk and Ko Kradan, as well as interactions with the Na Muen Sri community.

The campaign also includes a series of creator-led trips across the country, highlighting local experiences tied to wellness and cultural discovery, including cuisine, healing arts, heritage, and nature-based activities. Participating creators visited destinations such as Chumphon, Ranong, Chiang Mai, Sukhothai, Phang Nga, and Khao Lak.

TAT said the campaign aligns with its “Value over Volume” strategy, which aims to encourage deeper engagement with local communities while supporting sustainable tourism growth, as Thailand continues to reposition its tourism offerings around quality and meaningful travel experiences.