LONDON, UK – The Tourism Authority of Thailand (TAT) brought 47 Thai tourism businesses to World Travel Market (WTM) London 2026, showcasing Thailand’s wellness, culture and mindful travel experiences under the “Healing is the New Luxury” theme at Excel London from 3–5 November. TAT invited UK and other long-haul travel trade partners to explore opportunities in Thailand’s wellness, cultural and creative offerings.
Her Royal Highness Princess Ubolratana visited the Thailand Pavilion on 3 November, continuing her support for Thailand’s international tourism promotion and Thai creativity on the global stage. During the visit, Her Royal Highness prepared two Thai dishes using natural ingredients and herbs, highlighting the culinary craftsmanship and local wisdom central to the pavilion’s five-senses concept.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “The Thailand Pavilion invites our partners to explore how Thai culture and local wisdom can create more meaningful journeys. As TAT marks its 45th year at WTM London, we are looking beyond visitor numbers to the value travel creates for people and places. The resilience of the UK and wider long-haul markets, supported by our airline and travel trade partners, provides a strong foundation to encourage longer stays, year-round travel and discovery beyond established destinations, creating greater opportunities for communities across Thailand.”
TAT’s delegation comprised 37 hotels and resorts, eight destination management companies and two other tourism businesses, including 18 first-time exhibitors and 29 returning participants.
Representing Bangkok, Chon Buri, Krabi, Phang-nga, Phetchaburi, Phuket, Rayong and Surat Thani, the delegation included two Thailand Tourism Awards recipients, 24 businesses participating in TAT’s STGs STAR – Sustainable Tourism Acceleration Rating programme and 12 CF Hotels participants, presenting a diverse range of tourism products and sustainability initiatives to international buyers.
The Thailand Pavilion combined contemporary design with Thai identity to engage the five senses of sight, sound, smell, taste and touch. The “Worth-Life Balance” product showcase explored three dimensions of mindfulness: Reconnect, using forest-inspired scents to evoke nature; Presence, highlighting Thai indigo-dyed textiles and traditional craftsmanship; and Relax, introducing singing bowls and sound healing from Thailand. TAT also offered hands-on workshops for visitors to create indigo-fabric brooches and tie-dyed fabric notebook covers, connecting with Thai textile traditions through creative participation.
TAT’s participation at WTM London 2026 represents an important opportunity to showcase the potential of Thailand’s tourism products and services to the European market, particularly the United Kingdom, while connecting Thai tourism businesses with international travel trade partners. The event is expected to generate at least 1,440 business appointments and more than 1.51 billion Baht in tourism revenue, while creating opportunities to attract first-time visitors and encourage repeat visits.
From 1 January to 31 October 2026, Thailand welcomed 808,214 visitors from the United Kingdom. TAT remains committed to maintaining the UK’s position as a Million Visitor Market for the second consecutive year, with arrivals projected to exceed 1,041,987 by the end of 2026, generating more than 71.605 billion Baht in tourism revenue.
The United Kingdom remains one of Thailand’s top three long-haul source markets, with forward bookings for October 2026 to March 2027 increasing by 15.3%. To sustain this growth, TAT is targeting high-potential segments, including Responsible Tourism, Luxperience, Well-being, Sports Tourism, Digital Nomads and Celebration Travel, with a focus on health and wellness under the concept “Healing is the New Luxury” and quality-assured sustainable tourism experiences. TAT is also strengthening airline partnerships with Virgin Atlantic and Norse Atlantic Airways to enhance connectivity to Thailand, alongside a Familiarisation Trip planned for June 2027, bringing UK tour operators to Khao Lak, Phang-nga, to explore Thai tourism products and experiences, generate new marketing opportunities and stimulate future travel demand. (TAT)
