PATTAYA, Thailand – The Tourism Authority of Thailand (TAT) is reinforcing Thailand’s status as a world- class scuba diving destination through a bold new strategic partnership with PADI (Professional Association of Diving Instructors), aligning world-class diving with wellness, responsibility and long-term value under the global ‘Healing is the New Luxury’campaign.
The alliance, which will be highlighted through a global content and media initiative, positions scuba diving as a core expression of Thailand’s quality-led tourism agenda. It integrates adventure, restoration and marine conservation to enhance the country’s appeal among long-haul and high-value markets while delivering tangible benefits to coastal communities and marine ecosystems.
Mr. Santi Sawangcharoen, TAT Executive Director for the Americas, Middle East and Africa Region, said, “Thailand is sharpening its focus on experiences that deliver depth, well-being and long-term value. This collaboration with PADI positions diving as a premium wellness-led experience aligned with Healing is the New Luxury, while reinforcing responsible tourism practices and strengthening Thailand’s appeal in key international markets, particularly the United States.”
For nearly 50 years, Thailand has shaped the global diving scene, issuing over 2.5 million PADI certifications in the past 25 years alone, supported by a mature network of dive operators, instructors and conservation practitioners. In 2025, Thailand ranked as the second-largest country globally for PADI certifications and among the world’s leading producers of certified diving instructors. The nation boasts nine PADI Eco Centers, accredited through the United Nations’ Reef-World Foundation. It helpedlaunch the PADI Global Shark & Ray Conservation Course and Global Census (led by Fast Manta Krabi) and recently accredited three Adaptive Service Facilities for access by individuals of all abilities.
Kristin Valette Wirth, PADI Global Brand and Membership Officer, said, “Thailand’s impact on the global dive community is extraordinary. This partnership reflects the prestige built here over decades and our shared passion to continue elevating Thailand as one of the most meaningful dive destinations, where people can seek adventure while helping to protect the ocean.”
The partnership with PADI emphasises on purpose-driven tourism. Diving experiences are being positioned as pathways to personal restoration and well-being, while contributing directly to marine protection, biodiversity and community resilience. It will be brought to life through a global content and media programme, forming part of its international activation and designed to elevate visibility and deepen storytelling around Thailand’s underwater experiences.
World-renowned creatives – filmmaker Pierson Ogelsby, award-winning Thai photographer and PADI AmbassaDiver Pier Nirandara, plus PADI AmbassaDivers Jolene Tong from Malaysia and Sunny Jin from China will explore Ko Tao with Black Turtle Diving, highlighting one of Thailand’s most iconic dive destinations and a long-established global centre for diver training and ocean advocacy.
In tandem, TAT and PADI will host a group of award-winning international journalists on an immersive experience highlighting how scuba diving in Thailand underpins wellness-led travel. It will provide first-look access to Fast Manta Krabi’s new three-day purpose-driven diving programme, where participants actively contribute to coral reef protection, marine debris removal, and shark and ray research initiatives.
The media programme will also link diving with Thailand’s broader wellness proposition through curated stays at leading coastal resorts in Krabi. These include Varana Krabi Hotel, The Ritz-Carlton Phulay Bay, and Banyan Tree Krabi, which are advancing water-based wellness, cultural connection and community-driven experiences along the Andaman coastline.
Thomas Knedlik, Vice President of PADI Asia Pacific, said, “Thailand not only offers incredible diving, but it has also long been one of PADI’s most important scuba diving training destinations. The depth of experience, professionalism, and passion within the Thai dive community makes this partnership both a celebration of what has been achieved and a commitment to what’s to come.”
Through this collaboration, TAT is reinforcing Thailand’s leadership in responsible dive tourism while supporting sustained economic value, environmental stewardship and meaningful travel experiences aligned with the country’s long-term tourism strategy. For more information on Thailand’s diving experiences, visit: thailandinsider.com/experience/diving-snorkeling.
