TAT showcases Thai wellness tourism at World Travel Market 2025 in London

This year’s presentation highlights Thailand’s growing wellness tourism sector under the theme “Senses of Siam: A Journey to Total Well-being,” reflecting the Thai approach to holistic health through the five senses.

Tourism and Sports Minister Atthakorn Sirilatthayakorn said the government continues to drive economic growth under the “Big Impact, Act Fast” policy, with a particular focus on expanding Thailand’s footprint in the European market, a segment showing strong recovery and high-value potential. The goal, he said, is to attract quality travellers who stay longer and spend more.

“WTM provides a crucial platform for Thai tourism operators to meet global buyers and showcase Thailand’s premium tourism products and services,” Atthakorn said. “This will open new economic opportunities and strengthen Thailand’s image as a global destination for quality travel.”

Thapanee Kiatphaibool, TAT Governor, said this year’s participation marks an important milestone in promoting Thai tourism products in Europe, especially in the United Kingdom. TAT also launched its new international marketing campaign, “Amazing Thailand: Unforgettable Experience – Healing is the New Luxury,” which redefines luxury as a state of inner peace and personal rejuvenation rather than material indulgence.

TAT expects more than 1,500 business appointments during the three-day event, potentially generating over 1.33 billion baht in tourism revenue.

According to Thapanee, European arrivals to Thailand in 2025 are forecast to reach an all-time high of 8.4 million, a 15% increase from 2024, with average spending of 60,374 baht per trip, contributing around 510 billion baht in total revenue.

During this high season (October–December 2025) alone, an estimated 2.75 million European travellers, including visitors from Israel, are expected, up 16% year-on-year, generating 165 billion baht.

Positive indicators include an 8% rise in forward flight bookings, increased confidence in Thailand’s safety, and a successful Airline Focus strategy, which continues to strengthen cooperation with major carriers and expand direct routes between Europe and Thailand.

New winter flight routes boost Thailand’s connectivity from Europe and the Middle East

Thailand’s tourism outlook for the upcoming winter season is set to brighten further, as several airlines launch new direct routes linking major European cities and Middle Eastern hubs with Bangkok, Phuket, Krabi and Chiang Mai.

Among the highlights, Norse Atlantic Airways has unveiled an expanded network to Thailand, introducing five new routes:

• Stockholm–Bangkok, twice weekly from October 23 2025;
• London (Gatwick)–Bangkok, three times weekly from October 27 2025;
• Manchester–Bangkok, once weekly from November 27 2025;
• Stockholm–Phuket, once weekly from December 5 2025; and
• Oslo–Phuket, once weekly from December 9 2025.

Arkia Israeli Airlines will operate a Tel Aviv–Bangkok service twice weekly beginning November 26 2025, while Air France will fly from Paris to Phuket three times a week from November 28 2025. Virgin Atlantic is also preparing to launch its London–Phuket direct route in October 2026.

From the Middle East, Etihad Airways has opened new connections to Thailand’s regional airports, with Abu Dhabi–Krabi operating daily from October 9 2025 and Abu Dhabi–Chiang Mai four times a week from November 4 2025, expanding European and Gulf access to southern and northern Thailand.

According to TAT, the agency has been actively working with European and Middle Eastern carriers to increase long-haul services to regional airports such as Krabi, Chiang Mai, and U-Tapao, creating new gateways beyond the traditional Phuket hub.

“Krabi Airport still has 30–40% of its flight slot capacity available and is set to become a new gateway to the Andaman coast,” TAT noted, adding that the agency aims to diversify international arrivals to strengthen tourism opportunities across the country.

TAT targets ‘Million Markets’ as long-haul arrivals surge in 2025

TAT has set its sights on four long-haul markets expected to surpass one million visitors each in 2025: the United States, the United Kingdom, Germany, and France, as part of its strategy to balance inbound tourism growth and reduce reliance on short-haul markets.

From January 1 to October 21, 2025, arrivals from all four markets have shown strong momentum:

• United States: 799,000 visitors (+5.14%)
• United Kingdom: 807,000 visitors (+13.19%)
• Germany: 704,000 visitors (+11.49%)
• France: 633,000 visitors (+15.48%)

TAT noted that while revenues from long-haul and “Million Market” segments may not yet offset short-haul declines, these markets show “robust growth in both arrivals and spending,” driven by new flight routes and continuous overseas marketing efforts. The agency believes this diversification will help build a more sustainable market balance in the long term.

UK remains top performer among long-haul markets

The United Kingdom remains one of Thailand’s strongest long-haul markets, ranking among the top ten source countries. Between January 1 and October 31, 2025, UK arrivals reached 837,000, and are projected to exceed 1.13 million by year-end, a 17% increase from 2024.

British tourists spend an average of 62,138 baht per trip, generating around 70.4 billion baht in tourism revenue, up 17% year on year.

TAT said it is pursuing an aggressive marketing campaign focused on the UK’s high-potential traveller segments, including responsible travellers, luxury holidaymakers, wellness enthusiasts, and celebration travellers, to expand the premium market base. The campaign also promotes health and wellness tourism alongside sustainable tourism standards, ensuring experiences that match visitors’ lifestyles and values.

Wellness tourism drives high-value growth

TAT identifies health and wellness tourism as a high-value segment, with travellers spending an average of 100,259 baht per trip, especially those from the Middle East, Africa, and Oceania.

In 2025, TAT will host the Amazing Thailand Health & Wellness Trade Meet, offering Thai businesses a platform to connect with international buyers. In 2026, the focus will shift toward premium holistic wellness experiences, leveraging Thailand’s world-class medical and wellness infrastructure, including JCI-accredited hospitals.

Wellness destinations to be promoted include Pattaya, Hua Hin, and Krabi, which are being positioned as key hubs for health and well-being tourism.