The Tourism Authority of Thailand (TAT) has showcased a unique blend of wellness, culture, and sustainability at the World Travel Market (WTM) in London from November 4th to 6th, 2025. Celebrating its 44th year at this pivotal global tourism event, TAT presented a pavilion themed Senses of Siam: A Journey to Total Well-being. This aligns with TAT’s ongoing communication campaign, Healing is the New Luxury.

One of the key markets, the UK, ranked among the top international sources for tourist arrivals to Thailand, with over 836,907 visitors recorded in the year to date, reflecting a 13.12% increase from the previous year. Average stays reached 15.9 days, with trips costing around 63,000 Baht each.

During the event, strategic partnerships were established, including negotiations expected to yield an estimated 1.33 billion Baht in potential tourism revenue based on over 1,500 business appointments anticipated during the fair.

A noteworthy visitor was Her Royal Highness Princess Ubolratana, who participated in cultural demonstrations showcasing Thai wellness cuisine and mocktail preparations. Present at the booth opening were key figures including Artthakorn Sirilatthayakorn, Natthriya Thaweevong, and Thapanee Kiatphaibool.

TAT’s pavilion emphasized wellness, sustainability, and authentically Thai experiences, representing the kingdom as a premier global destination for balance and renewal.