The Tourism Authority of Thailand (TAT) brought Thailand’s distinctive blend of wellness, culture, and sustainability to this year’s World Travel Market (WTM) at ExCel London.
From 4th to 6th November, TAT commemorated Thailand’s 44th year of participation at the global travel industry event with a pavilion centred on the theme Senses of Siam: A Journey to Total Well-being.
The theme is aligned with TAT’s ongoing global communication campaign Healing is the New Luxury.
A major market
TAT’s participation at WTM is crucial, given how the United Kingdom remains one of Thailand’s most important long-haul markets, ranking among the top ten sources for international arrivals.
Between 1st January and 31st October of this year, the country welcomed over 836,907 UK visitors, reflecting a 13.12 percent year-on-year increase, with an average stay of 15.9 days and expenditure of around 63,000 Baht per trip.
Forward bookings show continued growth of ten percent for the final quarter of 2025 and 13 percent for the first quarter of 2026, reaffirming the destination’s appeal among British travellers drawn by Thai culture, cuisine, hospitality, and diverse experiences.
According to TAT officials, they expected to handle over 1,500 business appointments during the three-day event, generating an estimated 1.33 billion Baht in potential tourism revenue.
With a strong focus on wellness, sustainability, and authentic Thai experiences, the participation reinforces Thailand’s position as a global destination for balance and renewal.
A royal welcome
Her Royal Highness Princess Ubolratana graciously visited the Thailand Pavilion, joining a cultural demonstration highlighting Thai wellness cuisine and mocktail-making inspired by lotus blossoms and butterfly pea flowers.
Her Royal Highness’ visit reflects the continued royal support for Thailand’s international tourism promotion and the presentation of Thai creativity on the global stage.
The Pavilion’s official opening ceremony featured a Loi Krathong theme in homage to the festival held nationwide throughout Thailand on Wednesday, 5th November.
The activities likewise highlighted one of the country’s most iconic cultural events, bringing Thai tradition to London and inviting visitors to experience the charm and warmth of Thai culture.
Present at the opening were Thai minister of tourism and sports Artthakorn Sirilatthayakorn and Natthriya Thaweevong, chairperson of the TAT Board of Directors.
Celebrating the art of living and being well
At the event, TAT governor Thapanee Kiatphaibool: “WTM is an important platform for Thailand to engage with the global tourism community and share our story of transformation. Through the theme Senses of Siam: A Journey to Total Well-being, we showcase how Thai culture and hospitality embrace the spirit of restoration, connection, and fulfilment, ideals that perfectly reflect our new campaign Healing is the New Luxury.”
With that in mind, this year’s Thailand Pavilion at WTM wove together contemporary Thai architecture with elements of textiles, crafts, and musical motifs, symbolising harmony between heritage and sustainability.
The pavilion served as a dynamic platform for business networking, with 50 Thai tourism businesses participating this year, including nine destination management companies and 41 hotels and resorts.
Among these, 14 were first-time exhibitors, seven were winners of the Thailand Tourism Awards 2025, 24 were STGs STAR-certified, and 12 were CF Hotels.
Strategic partners included Thai Airways International, Bangkok Airways, the Thailand Privilege Card, and the Sports Authority of Thailand.
Bringing Thailand’s best to the global market
Throughout the three-day event, the Thailand Pavilion presented an engaging Product Showcase highlighting the diversity and creativity of Thailand’s wellness tourism.
A Map of Thailand: A Journey to Total Well-being served as the visual focal point for the pavilion, illustrating the nation’s regional wellness identities: Northern: Serenity and Traditional Healing, Northeastern: Authentic Culture and Nature Healing, Central: Urban Wellness and Medical Excellence, Eastern: Coastal Rejuvenation, and Southern: Exotic Tropical Detox.
Seen as a whole, these areas symbolise Thailand’s holistic approach to health and travel.
The Product Showcase also featured exhibits from 19 health and wellness providers representing all five regions, including winners of the Thailand Tourism Awards 2025 and STGs STAR-certified operators.
Likewise, the Senses of Siam: TAT x Butterfly Perfume collaboration introduced attendees to the Amazing Thailand Aroma Collection: five fragrances inspired by regional nature and culture: The Lanna Mist, The Isan Sun, The Siamese Garden, The Andaman Tide, and The Eastern Orchard.
The Inspire Showcase brought in a curated range of Thai wellness innovations, from spa and aromatherapy products to herbal skincare and holistic lifestyle creations that reflect Thai craftsmanship and contemporary design.
Among the daily demonstrations and workshops were Zira Spa & Massage Chiang Mai, the Aroma Essential Oil Workshop, and the Aroma Diffuser Scented Workshop, all of which offered hands-on experiences in relaxation and scent creation.
A display of Chud Thai, Thailand’s national costume, completed the pavilion experience, showcasing intricate textiles and jewellery that celebrate Thailand’s cultural heritage and timeless elegance.
