PATTAYA, Thailand – The Tourism Authority of Thailand (TAT) is set to launch Healing Journey Thailand in January 2026, a new global campaign under the Experience Thailand: Celebrity & Lifestyle Stories. Debuting in collaboration with British singer-songwriter Henry Moodie, the campaign presents a focused, wellness-led luxury travel narrative, positioning Thailand as a destination for restorative, purposeful and high-value journeys.
Ms. Thapanee Kiatphaibool, TAT Governor, said “Healing Journey Thailand reflects a clear evolution in Thailand’s tourism strategy. The campaign speaks directly to travellers seeking quality, balance and purpose in their travel. Thailand offers a unique environment where wellness traditions, cultural richness and contemporary lifestyle experiences naturally converge, allowing visitors to reconnect with themselves while discovering the country in a more meaningful way.”
Built around the concept Unforgettable Experience and the message Healing is the New Luxury, Healing Journey Thailand provides a clear and accessible framework for wellness-led luxury travel, translating wellbeing into tangible, experience-driven journeys for international travellers. The campaign supports Thailand’s strategic shift from volume-driven tourism towards sustainable, high-value growth in an increasingly competitive global travel landscape.
A key creative element of the campaign is the collaboration with Henry Moodie, whose personal storytelling anchors the campaign narrative. His journey through Thailand is structured around the 5R framework—Retreats, Rituals, Reels, Rhythms and Relations—guiding audiences through five curated tourism pillars covering gastronomy tourism, fashion and cultural tourism, sport and outdoor lifestyle, wellness and nature retreats, and sustainability and green destinations.
Content production is set in southern Thailand, with Krabi and Trang as principal filming locations. These destinations will provide the visual backdrop for luxury fashion and lifestyle storytelling, showcasing coastal landscapes, wellness settings and contemporary Thai elegance across international media platforms.
Healing Journey Thailand is designed for upper to mid-tier travellers from long-haul markets including Europe, the Americas and the Middle East. The campaign presents Thailand’s tourism offering through a refined luxury lens, with an emphasis on clarity, emotional connection and meaningful travel experiences.
To support international reach, TAT is planning strategic media partnerships with AXN Asia, WWD (Women’s Wear Daily) and Condé Nast Traveller. The pre-launch phase will focus on building editorial momentum ahead of filming and content rollout, with further production details to be announced separately. (TAT)
