From soothing massages to street-side Muay Thai gyms, Thailand is redefining wellness - proving that “Healing is the New Luxury".
Thailand isn’t just about pristine beaches and bustling cities - it’s a country that invites travellers to slow down, immerse themselves in culture and leave feeling both renewed and healed.
At the World Travel Market in London, Chiravadee Khunsub, the deputy governor for International Marketing at the Tourism Authority of Thailand, reflected on what makes her country so magnetic.
“Yes, I think first of all, when people are thinking about holidays, they’re looking for a place where they can have a good time - happy times. Thailand is that destination,” Khunsub said.
“We have quite a diverse range of tourism products, from the north of Thailand, where there are many national parks including UNESCO World Heritage Sites, to the south, which is home to beautiful beaches that are world-famous.”
Yet what sets Thailand apart, Khunsub insists, isn’t only its sights but its people. Visitors often remark on the authenticity of the experience, she explained, and the warmth of the Thai people elevates every interaction.
“We are known for our hospitality and excellent service,” she said, smiling. It’s part of why so many tourists return - some provinces see repeat visitors at rates of 60 per cent."
Known as 'The Land of Smiles', the country is also encouraging travellers to explore beyond the usual hotspots.
“Thailand has over 55 provinces to explore,” Khunsub noted, “but for European and American visitors, we highlight 13 key provinces. Nan in the north, for example, is like Chiang Mai 30 years ago. It’s very nice, it’s very authentic. People are still living with their own culture."
Wellness is, of course, another key draw.
“Visitors can experience Muay Thai to train themselves to be healthy. And our wellness ranks among the top five in the world because of the heritage and culture that we have - the herbal medicine, the Thai massage, etc."
But for Khunsub, the essence of healing in Thailand goes beyond spas and treatments. It’s found in the warmth of its people, the richness of its culture and the country’s ability to slow you down.
Check out the video above to learn more about what Thailand has to offer.
