PHUKET/PHANG-NGA, Thailand – The Tourism Authority of Thailand (TAT) concluded a series of international creator and media journeys in Phuket and Phang-nga: the Amazing Thailand Surf & Wellness Journey and the Amazing Thailand x Insta360 creator itinerary. Both initiatives brought international media representatives and creators from key markets to experience Thailand’s surf, wellness, nature, community and cultural offerings while reinforcing “Healing Is the New Luxury”, TAT’s international communication direction for meaningful travel that supports physical, emotional and mental wellbeing.
This international engagement builds on the development of Thailand Surf Therapy under Thailand Health Excellence 2026, through which TAT and partners are applying international surf therapy knowledge and science-based wellness principles to Thailand’s tourism context. Designed as a structured wellness experience rather than a medical treatment, the concept combines surfing, nature, physical movement, mindfulness and positive social connection, drawing on knowledge shared by South Africa-based Waves for Change.
The Amazing Thailand Surf & Wellness Journey, held from 8–13 August, brought eight international media representatives and KOLs from the United Kingdom, Australia and Japan together with Thai tourism and wellness partners. The group comprised Tom Dickinson of lifewithtommm and Lauren Mackenzie of wheres.loz from Australia; Andiana and Mike of wander.licious and Chess Sayer of chess_sayer from the United Kingdom; and ri_asiajapan of runbkk.net, Ame Ayumi of amemi8 and Ken Yashiro from Japan.
In Khao Lak, Phang-nga, one of Thailand’s most established surf destinations, participants experienced guided Thailand Surf Therapy at Memories Surf House, with sessions covering water safety, movement and progressive surf skills. The wider itinerary connected surfing with wellness at Devasom Khao Lak and La Vita Sana, forest bathing at Khao Lak–Lam Ru National Park, kayaking at the Little Amazon in Takua Pa, cultural experiences in Takua Pa Old Town and Phuket Old Town, farm-to-table activities and dining at Michelin Guide-listed restaurants.
Content produced by the participants during and following the journey, including Instagram Stories, carousel posts, Reels and TikTok videos, will extend international visibility of Thailand’s surf and wellness experiences while strengthening the Amazing Thailand brand and the ‘Healing Is the New Luxury’ message.
Running alongside the journey, the Amazing Thailand x Insta360 collaboration brought 18 creators from the Philippines, Indonesia, Malaysia, Hong Kong, Japan, Taiwan, Vietnam and Thailand on a dedicated itinerary across Phuket and Phang-nga from 8–12 August. Participants took part in activities woven into the same “Healing Is the New Luxury” narrative, including guided Thailand Surf Therapy sessions, nature- and community-based wellness experiences and local cultural engagements. Their content captured these experiences for global audiences.
The two groups converged on 9 August at “The Wave of Healing” Networking Dinner at La Solaya in Khao Lak, supported by TAT’s Tourism Products Department and the TAT Phang-nga Office. The industry-focused evening connected international participants with TAT executives, tourism operators, wellness partners, community representatives and project stakeholders to exchange perspectives on Thailand Surf Therapy and future tourism product development.
Ms. Eurblarp Sriphiromya, Executive Director of TAT’s Tourism Products Department, said, “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 brings this to life by combining international knowledge with Thailand’s coastal assets, wellness expertise and hospitality. Through this journey, TAT is connecting international storytellers with Thai operators and communities while showing how science-based wellness can develop into distinctive tourism experiences for global markets.”
Thailand Surf Therapy incorporates the five-step “Take 5” framework of Energise, Check-in, Breathe in, Play and Check-out, using movement, reflection, breathing, recreation and positive interaction within a structured surf experience. The project has built capacity among facilitators from seven Thai organisations: La Flora Group, La Vita Sana and Memories Surf House in Phang-nga; Prince of Songkla University, Phuket Campus; Chanthaburi Surf Tribe; I use my palm in Nonthaburi; and Chann All Soul. They are now extending the initiative through tourism product development, coach networking, learning resources and further research.
The work is also taking shape through practical visitor programmes. In Khao Lak, partners have developed a five-day, four-night Surf Therapy programme combining structured surf sessions with accommodation packages that include wellness activities, meals and nature-based experiences, demonstrating how the concept is evolving from capacity building into market-ready tourism products for international visitors. (TAT)
