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London, 6 November 2025 – The Tourism Authority of Thailand (TAT) is presenting Thailand’s distinctive blend of wellness, culture, and sustainability at the World Travel Market (WTM) 2025, held from 4–6 November at ExCeL London. Marking Thailand’s 44th year of participation in this leading global travel trade event, the Thailand Pavilion unveils the theme “Senses of Siam: A Journey to Total Well-being,” inspired by TAT’s new global communication campaign “Healing is the New Luxury.”

Her Royal Highness Princess Ubolratana graciously visited the Thailand Pavilion and join a cultural demonstration highlighting Thai wellness cuisine and mocktail-making inspired by lotus blossoms and butterfly pea flowers. Her Royal Highness’s visit reflects the continued royal support for Thailand’s international tourism promotion and the presentation of Thai creativity on the global stage.

The Pavilion’s official opening ceremony featured a Loi Krathong theme in celebration of Thailand’s nationwide festival on 5 November. The activities highlighted one of the country’s most iconic cultural events, bringing Thai tradition to London and inviting visitors to experience the charm and warmth of Thai culture. Present at the opening were Mr. Artthakorn Sirilatthayakorn, Minister of Tourism and Sports, and Ms. Natthriya Thaweevong, Chairperson of the TAT Board of Directors.

Ms. Thapanee Kiatphaibool, TAT Governor, said, “WTM is an important platform for Thailand to engage with the global tourism community and share our story of transformation. Through the theme ‘Senses of Siam: A Journey to Total Well-being,’ we showcase how Thai culture and hospitality embrace the spirit of restoration, connection, and fulfilment – ideals that perfectly reflect our new campaign ‘Healing is the New Luxury.’”

The Thailand Pavilion combines contemporary Thai architecture with elements of textiles, crafts, and musical motifs, symbolising harmony between heritage and sustainability. The pavilion serves as a dynamic platform for business networking, with 50 Thai tourism businesses participating this year – including nine destination management companies and 41 hotels and resorts. Among these, 14 are first-time exhibitors, seven are winners of the Thailand Tourism Awards 2025, 24 are STGs STAR-certified, and 12 are CF Hotels. Strategic partners include Thai Airways International, Bangkok Airways, the Thailand Privilege Card, and the Sports Authority of Thailand.

Throughout the three-day event, the Thailand Pavilion presents an engaging Product Showcase highlighting the diversity and creativity of Thailand’s wellness tourism. A Map of Thailand: A Journey to Total Well-being visually anchors the pavilion, illustrating the nation’s regional wellness identities — Northern: Serenity and Traditional Healing, Northeastern: Authentic Culture and Nature Healing, Central: Urban Wellness and Medical Excellence, Eastern: Coastal Rejuvenation, and Southern: Exotic Tropical Detox — symbolising Thailand’s holistic approach to health and travel.

The Product Showcase features exhibits from 19 health and wellness providers representing all five regions, including winners of the Thailand Tourism Awards 2025 and STGs STAR-certified operators. The “Senses of Siam: TAT x Butterfly Perfume” collaboration introduces the Amazing Thailand Aroma Collection – five fragrances inspired by regional nature and culture: The Lanna Mist, The Isan Sun, The Siamese Garden, The Andaman Tide, and The Eastern Orchard. The Inspire Showcase presents a curated range of Thai wellness innovations, from spa and aromatherapy products to herbal skincare and holistic lifestyle creations that reflect Thai craftsmanship and contemporary design.

Daily demonstrations and workshops include Zira Spa & Massage Chiang Mai, the Aroma Essential Oil Workshop, and the Aroma Diffuser Scented Workshop, offering hands-on experiences in relaxation and scent creation. A display of Thai National Costumes (Chud Thai) completes the pavilion experience, showcasing intricate textiles and jewellery that celebrate Thailand’s cultural heritage and timeless elegance.

TAT anticipates more than 1,500 business appointments during the three-day event, generating an estimated 1.33 billion Baht in potential tourism revenue. With a strong focus on wellness, sustainability, and authentic Thai experiences, the participation reinforces Thailand’s position as a global destination for balance and renewal.

The United Kingdom remains one of Thailand’s most important long-haul markets, ranking among the top ten sources of international arrivals. Between 1 January and 31 October 2025, the country welcomed over 836,907 UK visitors, a 13.12% year-on-year increase, with an average stay of 15.9 days and expenditure of around 63,000 Baht per trip. Forward bookings show continued growth of 10% for the final quarter of 2025 and 13% for the first quarter of 2026, reaffirming the destination’s appeal among British travellers drawn by Thai culture, cuisine, hospitality, and diverse experiences.

For the winter 2025/2026 season, direct services between the United Kingdom and Thailand total around 52 flights per week, operated by Thai Airways, EVA Air, British Airways, Norse Atlantic Airways, and TUI UK, providing convenient access to Bangkok and Phuket. TAT continues to collaborate with airlines and leading tour operators in the UK to boost travel through joint marketing, media campaigns, and influencer engagement, while promoting responsible and sustainable tourism through its Hidden Gem initiative, which encourages travel to emerging destinations.

The post Thailand showcases ‘Senses of Siam: A Journey to Total Well-being’ at WTM 2025 appeared first on TAT Newsroom.

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London, 6 November 2025 – The Tourism Authority of Thailand (TAT) is presenting Thailand’s distinctive blend of wellness, culture, and sustainability at the World Travel Market (WTM) 2025, held from 4–6 November at ExCeL London. Marking Thailand’s 44th year of participation in this leading global travel trade event, the Thailand Pavilion unveils the theme “Senses of Siam: A Journey to Total Well-being,” inspired by TAT’s new global communication campaign “Healing is the New Luxury.”

Her Royal Highness Princess Ubolratana graciously visited the Thailand Pavilion and join a cultural demonstration highlighting Thai wellness cuisine and mocktail-making inspired by lotus blossoms and butterfly pea flowers. Her Royal Highness’s visit reflects the continued royal support for Thailand’s international tourism promotion and the presentation of Thai creativity on the global stage.

The Pavilion’s official opening ceremony featured a Loi Krathong theme in celebration of Thailand’s nationwide festival on 5 November. The activities highlighted one of the country’s most iconic cultural events, bringing Thai tradition to London and inviting visitors to experience the charm and warmth of Thai culture. Present at the opening were Mr. Artthakorn Sirilatthayakorn, Minister of Tourism and Sports, and Ms. Natthriya Thaweevong, Chairperson of the TAT Board of Directors.

Ms. Thapanee Kiatphaibool, TAT Governor, said, “WTM is an important platform for Thailand to engage with the global tourism community and share our story of transformation. Through the theme ‘Senses of Siam: A Journey to Total Well-being,’ we showcase how Thai culture and hospitality embrace the spirit of restoration, connection, and fulfilment – ideals that perfectly reflect our new campaign ‘Healing is the New Luxury.’”

The Thailand Pavilion combines contemporary Thai architecture with elements of textiles, crafts, and musical motifs, symbolising harmony between heritage and sustainability. The pavilion serves as a dynamic platform for business networking, with 50 Thai tourism businesses participating this year – including nine destination management companies and 41 hotels and resorts. Among these, 14 are first-time exhibitors, seven are winners of the Thailand Tourism Awards 2025, 24 are STGs STAR-certified, and 12 are CF Hotels. Strategic partners include Thai Airways International, Bangkok Airways, the Thailand Privilege Card, and the Sports Authority of Thailand.

Throughout the three-day event, the Thailand Pavilion presents an engaging Product Showcase highlighting the diversity and creativity of Thailand’s wellness tourism. A Map of Thailand: A Journey to Total Well-being visually anchors the pavilion, illustrating the nation’s regional wellness identities — Northern: Serenity and Traditional Healing, Northeastern: Authentic Culture and Nature Healing, Central: Urban Wellness and Medical Excellence, Eastern: Coastal Rejuvenation, and Southern: Exotic Tropical Detox — symbolising Thailand’s holistic approach to health and travel.

The Product Showcase features exhibits from 19 health and wellness providers representing all five regions, including winners of the Thailand Tourism Awards 2025 and STGs STAR-certified operators. The “Senses of Siam: TAT x Butterfly Perfume” collaboration introduces the Amazing Thailand Aroma Collection – five fragrances inspired by regional nature and culture: The Lanna Mist, The Isan Sun, The Siamese Garden, The Andaman Tide, and The Eastern Orchard. The Inspire Showcase presents a curated range of Thai wellness innovations, from spa and aromatherapy products to herbal skincare and holistic lifestyle creations that reflect Thai craftsmanship and contemporary design.

Daily demonstrations and workshops include Zira Spa & Massage Chiang Mai, the Aroma Essential Oil Workshop, and the Aroma Diffuser Scented Workshop, offering hands-on experiences in relaxation and scent creation. A display of Thai National Costumes (Chud Thai) completes the pavilion experience, showcasing intricate textiles and jewellery that celebrate Thailand’s cultural heritage and timeless elegance.

TAT anticipates more than 1,500 business appointments during the three-day event, generating an estimated 1.33 billion Baht in potential tourism revenue. With a strong focus on wellness, sustainability, and authentic Thai experiences, the participation reinforces Thailand’s position as a global destination for balance and renewal.

The United Kingdom remains one of Thailand’s most important long-haul markets, ranking among the top ten sources of international arrivals. Between 1 January and 31 October 2025, the country welcomed over 836,907 UK visitors, a 13.12% year-on-year increase, with an average stay of 15.9 days and expenditure of around 63,000 Baht per trip. Forward bookings show continued growth of 10% for the final quarter of 2025 and 13% for the first quarter of 2026, reaffirming the destination’s appeal among British travellers drawn by Thai culture, cuisine, hospitality, and diverse experiences.

For the winter 2025/2026 season, direct services between the United Kingdom and Thailand total around 52 flights per week, operated by Thai Airways, EVA Air, British Airways, Norse Atlantic Airways, and TUI UK, providing convenient access to Bangkok and Phuket. TAT continues to collaborate with airlines and leading tour operators in the UK to boost travel through joint marketing, media campaigns, and influencer engagement, while promoting responsible and sustainable tourism through its Hidden Gem initiative, which encourages travel to emerging destinations.

The post Thailand showcases ‘Senses of Siam: A Journey to Total Well-being’ at WTM 2025 appeared first on TAT Newsroom.

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London, 5 November 2025 – The Tourism Authority of Thailand (TAT) has unveiled its new global communication campaign, “Healing is the New Luxury,” during the Amazing Thailand Press Conference at the World Travel Market (WTM) 2025, held at ExCeL London. The campaign sets a new direction for Thai tourism, positioning the kingdom as a global destination for well-being and meaningful travel, while highlighting the country’s strengths in wellness, culture, and sustainability.

The campaign captures Thailand’s unique appeal across wellness tourism, gastronomy, and cultural creativity, showcasing experiences that embody physical, emotional, and spiritual renewal. Wellness destinations such as Phuket, Phang-nga, Chiang Mai, Khao Yai, and Saraburi continue to grow as holistic retreats offering Thai healing traditions, meditation, yoga, and nutritious cuisine. Healing also extends to food — from rice-growing communities in Buri Ram to freshwater algae farms in Nan — where local culinary heritage and sustainability go hand in hand.

Thailand’s creative energy continues to shape its tourism identity. New developments such as Jurassic World: The Experience and Dusit Central Park in Bangkok, and Lannatique in Chiang Mai, merge lifestyle, culture, and wellness innovation. The “New Neighbourhood Vibes” initiative further celebrates Thailand’s creative districts — including Songwat and Charoen Krung in Bangkok — alongside emerging destinations such as Nan Old City, recipient of the Green Destinations Gold Award 2025. Thailand also continues to shine on the global stage as a film production hub, welcoming 395 international productions between January and September 2025 and generating over 4 billion Baht in revenue. Major titles such as Jurassic World Rebirth (shot in Krabi, Phang-nga, and Trang) and The White Lotus (filmed in Ko Samui and Phuket) have further spotlighted Thailand’s cinematic landscapes and hospitality.

Ms. Thapanee also highlights Thailand’s strength as a world-class destination for global events, welcoming large-scale festivals and international gatherings. Major events such as Creamfields Asia, Wonderfruit, Vijit Chao Phraya, the Amazing Thailand Countdown, and the Maha Songkran World Water Festival reflect the country’s dynamic and diverse event landscape. In parallel, TAT is enhancing Thai cultural traditions for international audiences with signature events including the Illuminated Boat Procession in Nakhon Phanom, the Candle Festival in Ubon Ratchathani, and the Star Procession in Sakon Nakhon being revitalised to strengthen community participation and cultural appeal. Thailand also remains ready to host international events and sports gatherings, including the Amazing Thailand Marathon Bangkok and the SEA Games 2025.

In alignment with the Thailand Green Tourism Plan 2030, the campaign reinforces TAT’s strong commitment to sustainability through key initiatives such as the Thailand Tourism Awards, the STGs STAR Rating System—with more than 2,500 certified tourism businesses nationwide—and the CF Hotels platform, which helps reduce carbon footprints while promoting greater transparency across the industry. Ten Thai destinations were recently named among the 2025 Green Destinations Top 100 Stories, while Mu Ko Lanta National Park and Mueang Kao Sukhothai received international recognition for sustainable management. Thailand now counts 18 destinations recognised by the Green Destinations Foundation, reaffirming that sustainability is not only a goal but a guiding principle.

A key milestone in this journey is the Krabi Prototype Project, TAT’s model for regenerative tourism inspired by the Blue Zones concept, promoting health, well-being, and environmental balance. Looking ahead, Thailand will host the Global Sustainable Tourism Council (GSTC) Global Conference 2026 in Phuket, reflecting its growing role in advancing global sustainability.

TAT’s marketing direction for 2026 focuses on high-value markets across Europe, the Americas, Oceania, and the Middle East, driven by the proactive Airline Focus Strategy, which strengthens partnerships with international carriers to expand flight frequencies and open new routes. Norse Atlantic Airways has launched services from Manchester, London Gatwick, and Stockholm to Bangkok, with a new Oslo–Phuket route starting in December. Air France will soon operate flights from Paris to Phuket, while United Airlines has resumed its Los Angeles–Bangkok route via Hong Kong. Etihad Airways has also introduced its Abu Dhabi–Krabi service, with a new Abu Dhabi–Chiang Mai route launching today (4 November).

Moreover, the “Trusted Thailand” Stamp continues to strengthen confidence in the kingdom’s reputation as a safe, welcoming, and high-quality destination. Meanwhile, more than 45% of European visitors are repeat travellers, reflecting confidence in the destination and its evolving experiences.

Ms. Thapanee said, “Thailand is more than a destination; it is a journey of healing and transformation. As we look ahead, we invite the world to experience the harmony between our people, culture, and nature — and to discover that healing truly is the new luxury.”

The post TAT introduces ‘Healing is the New Luxury’ at Amazing Thailand Press Conference at WTM 2025 appeared first on TAT Newsroom.

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London, 5 November 2025 – The Tourism Authority of Thailand (TAT) has unveiled its new global communication campaign, “Healing is the New Luxury,” during the Amazing Thailand Press Conference at the World Travel Market (WTM) 2025, held at ExCeL London. The campaign sets a new direction for Thai tourism, positioning the kingdom as a global destination for well-being and meaningful travel, while highlighting the country’s strengths in wellness, culture, and sustainability.

The campaign captures Thailand’s unique appeal across wellness tourism, gastronomy, and cultural creativity, showcasing experiences that embody physical, emotional, and spiritual renewal. Wellness destinations such as Phuket, Phang-nga, Chiang Mai, Khao Yai, and Saraburi continue to grow as holistic retreats offering Thai healing traditions, meditation, yoga, and nutritious cuisine. Healing also extends to food — from rice-growing communities in Buri Ram to freshwater algae farms in Nan — where local culinary heritage and sustainability go hand in hand.

Thailand’s creative energy continues to shape its tourism identity. New developments such as Jurassic World: The Experience and Dusit Central Park in Bangkok, and Lannatique in Chiang Mai, merge lifestyle, culture, and wellness innovation. The “New Neighbourhood Vibes” initiative further celebrates Thailand’s creative districts — including Songwat and Charoen Krung in Bangkok — alongside emerging destinations such as Nan Old City, recipient of the Green Destinations Gold Award 2025. Thailand also continues to shine on the global stage as a film production hub, welcoming 395 international productions between January and September 2025 and generating over 4 billion Baht in revenue. Major titles such as Jurassic World Rebirth (shot in Krabi, Phang-nga, and Trang) and The White Lotus (filmed in Ko Samui and Phuket) have further spotlighted Thailand’s cinematic landscapes and hospitality.

Ms. Thapanee also highlights Thailand’s strength as a world-class destination for global events, welcoming large-scale festivals and international gatherings. Major events such as Creamfields Asia, Wonderfruit, Vijit Chao Phraya, the Amazing Thailand Countdown, and the Maha Songkran World Water Festival reflect the country’s dynamic and diverse event landscape. In parallel, TAT is enhancing Thai cultural traditions for international audiences with signature events including the Illuminated Boat Procession in Nakhon Phanom, the Candle Festival in Ubon Ratchathani, and the Star Procession in Sakon Nakhon being revitalised to strengthen community participation and cultural appeal. Thailand also remains ready to host international events and sports gatherings, including the Amazing Thailand Marathon Bangkok and the SEA Games 2025.

In alignment with the Thailand Green Tourism Plan 2030, the campaign reinforces TAT’s strong commitment to sustainability through key initiatives such as the Thailand Tourism Awards, the STGs STAR Rating System—with more than 2,500 certified tourism businesses nationwide—and the CF Hotels platform, which helps reduce carbon footprints while promoting greater transparency across the industry. Ten Thai destinations were recently named among the 2025 Green Destinations Top 100 Stories, while Mu Ko Lanta National Park and Mueang Kao Sukhothai received international recognition for sustainable management. Thailand now counts 18 destinations recognised by the Green Destinations Foundation, reaffirming that sustainability is not only a goal but a guiding principle.

A key milestone in this journey is the Krabi Prototype Project, TAT’s model for regenerative tourism inspired by the Blue Zones concept, promoting health, well-being, and environmental balance. Looking ahead, Thailand will host the Global Sustainable Tourism Council (GSTC) Global Conference 2026 in Phuket, reflecting its growing role in advancing global sustainability.

TAT’s marketing direction for 2026 focuses on high-value markets across Europe, the Americas, Oceania, and the Middle East, driven by the proactive Airline Focus Strategy, which strengthens partnerships with international carriers to expand flight frequencies and open new routes. Norse Atlantic Airways has launched services from Manchester, London Gatwick, and Stockholm to Bangkok, with a new Oslo–Phuket route starting in December. Air France will soon operate flights from Paris to Phuket, while United Airlines has resumed its Los Angeles–Bangkok route via Hong Kong. Etihad Airways has also introduced its Abu Dhabi–Krabi service, with a new Abu Dhabi–Chiang Mai route launching today (4 November).

Moreover, the “Trusted Thailand” Stamp continues to strengthen confidence in the kingdom’s reputation as a safe, welcoming, and high-quality destination. Meanwhile, more than 45% of European visitors are repeat travellers, reflecting confidence in the destination and its evolving experiences.

Ms. Thapanee said, “Thailand is more than a destination; it is a journey of healing and transformation. As we look ahead, we invite the world to experience the harmony between our people, culture, and nature — and to discover that healing truly is the new luxury.”

The post TAT introduces ‘Healing is the New Luxury’ at Amazing Thailand Press Conference at WTM 2025 appeared first on TAT Newsroom.

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London, 5 November 2025 – The Tourism Authority of Thailand (TAT) has announced the winners of the Responsible Thailand Awards 2025 during the Amazing Thailand Press Conference at the World Travel Market (WTM) 2025, held at ExCeL London. Now in its 18th year, the Awards continue to highlight the achievements of individuals and organisations that exemplify leadership in sustainable and ethical tourism practices, protecting Thailand’s people, culture, and environment while inspiring positive change across the industry.

The Responsible Thailand Awards 2025 feature five categories: Responsible Animal Welfare, Responsible Community Tourism, Responsible Conservation, Responsible Destination Management Company, and Responsible Tourism Accommodation. Built upon the five core pillars of Best Practice, Forward Planning, Achievements, Network Engagement, and Long-term Commitment, the Awards underscore Thailand’s holistic approach to responsible tourism.

Organised by the TAT London Office, the judging panel for the Responsible Thailand Awards 2025 comprised Ms. Worapa Angkhasirisap, Director of the TAT London Office; Ms. Claire Ross, Chair of the Board of Trustees, DERTOUR Foundation; Mr. Christopher Lee, Marketing Manager, TAT London Office; and Mr. Roy Cavanagh, Editor of ResponsibleThailand.com.

In the Responsible Animal Welfare category, Elephant Hills in Khao Sok National Park was recognised for its exceptional commitment to ethical elephant care. A multiple-time winner of the Responsible Thailand Awards, Elephant Hills was previously honoured in 2015–2016 for Animal Welfare, in 2017 for both Animal Welfare and Eco-Lodge/Eco-Hotel, in 2018 for Eco-Lodge, in 2023 for Eco-Lodge, and again in 2024 for Animal Welfare. The judges this year commended its independent Global Spirit verification, adherence to PATA and ABTA guidelines, and dedicated veterinary programme supported by Chiang Mai University, Lampang Elephant Hospital, and international experts. Elephant Hills remains a leading model of observation-based elephant tourism that prioritises welfare and responsibility.

The Responsible Community Tourism Award went to Tumlungwahn Community Enterprise in Suphan Buri province for its outstanding community-led approach. All activities are designed and managed by local residents, ensuring authentic experiences and fair income distribution. This marks Tumlungwahn’s first win in the Responsible Community Tourism category, adding to its recognition at the Thailand Tourism Sustainability Awards in the Attraction category. The judges praised its circular-economy practices, intergenerational knowledge-sharing, and promotion of traditional crafts, which together strengthen local pride and sustainable livelihoods.

In the Responsible Conservation category, Bang Rong Community Based Tourism in Phuket was recognised for its exceptional commitment to mangrove protection and low-impact tourism. A previous winner in 2024 in the Community Tourism category, Bang Rong continues to demonstrate leadership in sustainable community initiatives. Its “low volume, high value” approach limits visitor numbers while promoting kayaking, walking, and replanting activities. The judges described Bang Rong as an exemplary model linking conservation, education, and responsible visitor engagement.

Discovery Travel Khao Lak received the Responsible Destination Management Company Award for its comprehensive sustainability practices and strong local collaboration. This marks Discovery Travel Khao Lak’s first win in the Responsible Destination Management Company category. The judges cited its Travelife certification, STAR and Tourism Awards, and active role in the Phang Nga Tourism Association and the Sustainable Khao Lak Network. Its initiatives in mangrove and coral restoration, coastal clean-ups, and longtail boat hybrid conversion highlight the company’s ongoing environmental innovation.

The Responsible Tourism Accommodation Award was presented to Chiva-Som Hua Hin for its holistic sustainability achievements and community engagement. This marks Chiva-Som Hua Hin’s first win in the Responsible Tourism Accommodation category and adds to its recognition at the 15th Thailand Tourism Awards in the Health and Wellness Tourism category. Celebrating its 30th anniversary in 2025, the resort has fulfilled 13 Sustainable Development Goals and leads initiatives such as Preserve Hua Hin and the Krailart Niwate mangrove ecosystem preservation project. The judges praised Chiva-Som as a benchmark for responsible hospitality and wellness tourism.

Building on the spirit of these awards, the Ministry of Tourism and Sports, together with TAT and partners across the public and private sectors, continues to embed sustainability across the industry through the Thailand Green Tourism Plan 2030, which positions tourism as a catalyst for climate action and progress towards the Sustainable Development Goals. Complementary initiatives such as the Thailand Tourism Awards, the STAR programme, and CF Hotels further promote low-impact travel, community empowerment, and environmental stewardship—ensuring that responsible tourism remains central to the Amazing Thailand experience.

The post Responsible Thailand Awards 2025 honour champions of sustainable tourism appeared first on TAT Newsroom.

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London, 5 November 2025 – The Tourism Authority of Thailand (TAT) has announced the winners of the Responsible Thailand Awards 2025 during the Amazing Thailand Press Conference at the World Travel Market (WTM) 2025, held at ExCeL London. Now in its 18th year, the Awards continue to highlight the achievements of individuals and organisations that exemplify leadership in sustainable and ethical tourism practices, protecting Thailand’s people, culture, and environment while inspiring positive change across the industry.

The Responsible Thailand Awards 2025 feature five categories: Responsible Animal Welfare, Responsible Community Tourism, Responsible Conservation, Responsible Destination Management Company, and Responsible Tourism Accommodation. Built upon the five core pillars of Best Practice, Forward Planning, Achievements, Network Engagement, and Long-term Commitment, the Awards underscore Thailand’s holistic approach to responsible tourism.

Organised by the TAT London Office, the judging panel for the Responsible Thailand Awards 2025 comprised Ms. Worapa Angkhasirisap, Director of the TAT London Office; Ms. Claire Ross, Chair of the Board of Trustees, DERTOUR Foundation; Mr. Christopher Lee, Marketing Manager, TAT London Office; and Mr. Roy Cavanagh, Editor of ResponsibleThailand.com.

In the Responsible Animal Welfare category, Elephant Hills in Khao Sok National Park was recognised for its exceptional commitment to ethical elephant care. A multiple-time winner of the Responsible Thailand Awards, Elephant Hills was previously honoured in 2015–2016 for Animal Welfare, in 2017 for both Animal Welfare and Eco-Lodge/Eco-Hotel, in 2018 for Eco-Lodge, in 2023 for Eco-Lodge, and again in 2024 for Animal Welfare. The judges this year commended its independent Global Spirit verification, adherence to PATA and ABTA guidelines, and dedicated veterinary programme supported by Chiang Mai University, Lampang Elephant Hospital, and international experts. Elephant Hills remains a leading model of observation-based elephant tourism that prioritises welfare and responsibility.

The Responsible Community Tourism Award went to Tumlungwahn Community Enterprise in Suphan Buri province for its outstanding community-led approach. All activities are designed and managed by local residents, ensuring authentic experiences and fair income distribution. This marks Tumlungwahn’s first win in the Responsible Community Tourism category, adding to its recognition at the Thailand Tourism Sustainability Awards in the Attraction category. The judges praised its circular-economy practices, intergenerational knowledge-sharing, and promotion of traditional crafts, which together strengthen local pride and sustainable livelihoods.

In the Responsible Conservation category, Bang Rong Community Based Tourism in Phuket was recognised for its exceptional commitment to mangrove protection and low-impact tourism. A previous winner in 2024 in the Community Tourism category, Bang Rong continues to demonstrate leadership in sustainable community initiatives. Its “low volume, high value” approach limits visitor numbers while promoting kayaking, walking, and replanting activities. The judges described Bang Rong as an exemplary model linking conservation, education, and responsible visitor engagement.

Discovery Travel Khao Lak received the Responsible Destination Management Company Award for its comprehensive sustainability practices and strong local collaboration. This marks Discovery Travel Khao Lak’s first win in the Responsible Destination Management Company category. The judges cited its Travelife certification, STAR and Tourism Awards, and active role in the Phang Nga Tourism Association and the Sustainable Khao Lak Network. Its initiatives in mangrove and coral restoration, coastal clean-ups, and longtail boat hybrid conversion highlight the company’s ongoing environmental innovation.

The Responsible Tourism Accommodation Award was presented to Chiva-Som Hua Hin for its holistic sustainability achievements and community engagement. This marks Chiva-Som Hua Hin’s first win in the Responsible Tourism Accommodation category and adds to its recognition at the 15th Thailand Tourism Awards in the Health and Wellness Tourism category. Celebrating its 30th anniversary in 2025, the resort has fulfilled 13 Sustainable Development Goals and leads initiatives such as Preserve Hua Hin and the Krailart Niwate mangrove ecosystem preservation project. The judges praised Chiva-Som as a benchmark for responsible hospitality and wellness tourism.

Building on the spirit of these awards, the Ministry of Tourism and Sports, together with TAT and partners across the public and private sectors, continues to embed sustainability across the industry through the Thailand Green Tourism Plan 2030, which positions tourism as a catalyst for climate action and progress towards the Sustainable Development Goals. Complementary initiatives such as the Thailand Tourism Awards, the STAR programme, and CF Hotels further promote low-impact travel, community empowerment, and environmental stewardship—ensuring that responsible tourism remains central to the Amazing Thailand experience.

The post Responsible Thailand Awards 2025 honour champions of sustainable tourism appeared first on TAT Newsroom.

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Bangkok, 4 November 2025 – The Tourism Authority of Thailand (TAT) today welcomed the inaugural Etihad Airways’ Abu Dhabi–Chiang Mai flight, marking a milestone in TAT’s Airline Focus strategy to strengthen Thailand’s international air connectivity. The new route adds momentum to Thailand’s high season and reflects the success of TAT’s partnerships with leading global carriers in positioning Thailand as a quality destination and regional aviation hub.

Flight EY426 landed at Chiang Mai International Airport at 06.05 Hrs. and was greeted with a water salute and Thai-style cultural welcome ceremony. The event was led by Mr. Chuwit Sirivajjakul, TAT Deputy Governor for Policy and Planning, and Mr. Weerapong Ritrod, Deputy Governor of Chiang Mai, joined by TAT executives and local partners from the public and private sectors. Passengers received souvenirs as part of the warm hospitality extended to mark the occasion.

Mr. Chuwit Sirivajjakul, TAT Deputy Governor for Policy and Planning, said “The launch of Etihad Airways’ Abu Dhabi–Chiang Mai service represents a key achievement under our Airline Focus strategy and demonstrates the strength of Thailand’s aviation partnerships. This connection enhances access to Northern Thailand for travellers from the Middle East, while also enabling long-haul visitors from Europe and the Americas to experience the region’s rich culture, natural beauty, and warm hospitality. It underscores our Value over Volume approach, focusing on quality tourism and high-spending markets.”

The new service expands TAT’s partnership with Etihad Airways, following the successful launch of the airline’s Abu Dhabi–Krabi route in early October. Operating four flights per week with an Airbus A321LR offering 160 seats, the route provides travellers from the Middle East and beyond with greater convenience and seamless access to Thailand’s northern region. It also supports time-efficient multi-destination itineraries such as Krabi–Bangkok–Chiang Mai or Chiang Mai–Phuket–Dubai.

The service marks a milestone for Chiang Mai International Airport as its longest direct route to date at 4,612 kilometres, surpassing the previous record held by the Chiang Mai–Kansai service (3,979 kilometres).

The Middle East remains one of Thailand’s fastest-growing source markets, comprising travellers from the Gulf Cooperation Council (GCC) countries – the UAE, Saudi Arabia, Qatar, Kuwait, Bahrain, and Oman – known for high income levels and a preference for family, wellness, and luxury travel. Between 1 January and 31 October 2025, Thailand welcomed over 679,924 visitors from the region, with arrivals projected to exceed 850,000 by year-end. Middle Eastern travellers have an average stay of 10 days and spend around 100,000 Baht per trip, underscoring the region’s importance to Thailand’s quality tourism strategy.

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