TOKYO, Japan – Tourism Authority of Thailand (TAT) Governor Thapanee Kiatphaibool recently joined the opening of the Thailand Pavilion at Tourism EXPO Japan 2026 in Tokyo, promoting wellness, culture, and sustainable travel under the “Healing is the New Luxury” concept. The pavilion, open through September 27, also introduces TAT mascots Nong Sukjai and Nong Rak Yim to the Japanese market. TAT is encouraging Japanese travelers to revisit Thailand, stay longer, and explore destinations beyond Bangkok. Pavilion activities include Thai cultural performances, wellness experiences, herbal inhaler workshops, and accessory-making using recycled sea glass.
TAT’s three offices in Japan are also launching the nationwide “HINICHIJO de IYASARERU, IMAKARA THAI E” campaign with tourism partners. Thailand and Bhutan are separately promoting “Healing & Happiness: Discover a Better You,” including a proposed Bangkok–Phra Nakhon Si Ayutthaya–Bhutan itinerary. For 2027, TAT plans to promote “Healing Journey: Paradise in Thailand” across 10 international markets and the domestic market. Tailored routes featuring culture, cuisine, wellness, sports, and local experiences will encourage repeat visits, longer stays, and wider distribution of tourism income across Thailand. (NNT)
