In an exclusive interaction with Travel Mail, Ms. Pattaraanong Na Chiangmai, Deputy Governor for International Marketing – Asia and South Pacific at the Tourism Authority of Thailand, shares insights into Thailand’s latest global campaign, “Healing is the New Luxury,” and outlines the country’s growth strategy for the Indian market.
Welcome to India. Could you tell us about the new campaign, “Healing is the New Luxury”?
“Healing is the New Luxury” is our latest marketing campaign for Thailand. Today, people around the world are stressed — from economic pressures, work responsibilities, and daily life challenges. We believe travellers are now looking for healing, not only for their bodies, but also for their minds and souls.
Thailand offers a wide range of products and services under this concept for international tourists, especially from India. Last year, 2.4 million Indians travelled to Thailand, and most of them were millennials who work very hard and lead busy lives.
We would love to invite them to Thailand to experience our slow lifestyle — whether it is meditation, comfort stays, forest bathing, or simply activities that allow them to be themselves. Under this concept, Thailand becomes a destination where travellers can truly unwind and reconnect.
What growth numbers are you expecting from the Indian market?
From India, we recorded a growth of 16% compared to 2024. For this year, our target is 2.55 million Indian visitors, which represents an additional growth of about 4–5%.
India remains one of our most important source markets, and we are confident of steady growth.
Are there any new strategies to attract Indian travellers?
Under the larger umbrella of “Healing is the New Luxury,” we are focusing on specific target segments. Weddings are already a strong segment for Thailand, but we would like to expand further into incentives, sports tourism, millennials, and Gen Z travellers.
Additionally, we are encouraging Indian travellers not only to visit major cities, but also to explore secondary cities across the country. From the northern regions to the southern islands, Thailand offers diverse experiences that go far beyond the traditional tourist circuits.
A small message for Indian travellers?
Welcome to Thailand.
Thailand has so much to offer to Indian travellers that you cannot experience everything in just one trip. You need to visit again and again to explore more — from the northern mountains to the southern beaches.
We warmly welcome Indian travellers to discover Thailand time and time again.
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