BANGKOK, Thailand – The Tourism Authority of Thailand (TAT) is expanding its Celebrity Marketing plan to boost long-haul markets through late 2025 and 2026 with the Experience Thailand: Celebrity and Lifestyle Stories project.
As part of this campaign, TAT has partnered with Henry Moodie, a rising Brit-Pop artist from the United Kingdom with over 10 million followers worldwide, to produce tourism promotional content in Krabi and Trang provinces. The project aims to strengthen Thailand’s image among European travelers, especially in the luxury and high-spending segments.
TAT Governor Thapanee Kiatphaibool reported record growth in long-haul tourism in 2025, with over 10 million visitors, including more than one million from the United Kingdom. Building on this wave of success, TAT is promoting Thailand as a destination for healing and meaningful travel through the “Healing is the New Luxury” campaign.
As part of the project, Henry Moodie is producing a 5–7-minute promotional video and related travel content featuring the Healing Journey Thailand concept, which will air on AXN Asia on January 13, 2026. Filming locations include kayaking at Klong Root, nature trails at Huai To Waterfall, and island exploration in Krabi, as well as cultural and marine experiences in Trang, such as traditional textile weaving at the Na Muen Sri community, snorkeling at Koh Kradan, and leisure activities on Koh Mook. Content distribution began on Henry Moodie’s social media platforms on December 26, 2025, and will continue through March 31, 2026, with an expected reach of at least 100 million impressions.
In addition, TAT supported filming in Phuket for the Austrian travel documentary Silvia entdeckt – Thailand (Silvia Discovers – Thailand): Culinary Highlights in Thailand, which attracted over four million viewers. Hosted by Silvia Schneider, a prominent Austrian television presenter and influencer, the program aired on ORF and highlighted Phuket’s cultural heritage, natural beauty, and culinary excellence.
The documentary showcased the island’s identity and diversity, featuring Thai cuisine, local fruits, and tourism activities. It also included Nooror Somany Steppe, founder of the Blue Elephant restaurant group, as master chef. The episode aired on December 28, 2025, on ORF and its digital channels, increasing awareness and enhancing Thailand’s image across European markets. (NNT)
