The Tourism Authority of Thailand (TAT) recently concluded two significant initiatives aimed at promoting Thailand's surf and wellness offerings to a global audience. The Amazing Thailand Surf & Wellness Journey and the Amazing Thailand x Insta360 creator itinerary took place in Phuket and Phang-nga, attracting international media representatives and creators from countries such as the UK, Australia, Japan, and several others.
These initiatives are part of TAT's "Healing Is the New Luxury" campaign, which focuses on meaningful travel experiences that enhance physical, emotional, and mental wellbeing. The programmes highlighted Thailand Surf Therapy, a concept developed under Thailand Health Excellence 2026, which integrates international surf therapy knowledge with science-based wellness principles.
Participants in the Amazing Thailand Surf & Wellness Journey, held from 8–13 August, engaged in activities such as guided surf therapy sessions at Memories Surf House in Khao Lak, forest bathing, and cultural experiences in local towns. The content created during these journeys, including Instagram Stories and TikTok videos, aims to boost Thailand's visibility as a surf and wellness destination.
The Amazing Thailand x Insta360 collaboration, running from 8–12 August, involved 18 creators from across Asia, who participated in similar wellness and cultural activities. Both groups came together on 9 August for "The Wave of Healing" Networking Dinner, fostering connections between international participants and Thai tourism stakeholders.
Eurblarp Sriphiromya, Executive Director of TAT’s Tourism Products Department, emphasised the importance of these experiences, stating, "Healing Is the New Luxury reflects a shift in what travellers increasingly value: meaningful experiences that reconnect them with nature, support their wellbeing and create lasting value."
Thailand Surf Therapy utilises the "Take 5" framework, focusing on movement, reflection, and positive interaction. The initiative is expanding through tourism product development and practical visitor programmes, including a five-day Surf Therapy programme in Khao Lak
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