How Thailand is proving that healing is the new luxury
In hospitality circles, there’s been a lot of chatter about the next big trend in luxury travel, from personalised itineraries to yacht cruises.
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For Thailand, the answer is simple: Healing, through both gastronomy and wellness.
Speaking on the sidelines of the ITB Berlin travel trade show, Suladda Sarutilavan, Executive Director for Europe at the Tourism Authority of Thailand, told Euronews Travel that the country has plenty to offer by way of healthy, tasty food and active tourism experiences.
“Healing is the new luxury,” Sarutilavan said. “You can heal your body with Thai food, you can heal your mind with meditation.”
Wellness on a plate
Thailand is already well known for its dishes, with some of its most popular exports like pad Thai, tom yum goong, and mango sticky rice found in all corners of the globe.
But for those who truly want to experience the diversity of Thai cuisine, a gastronomy tour of the country can take you to destinations both well-travelled and little known.
“Thailand is famous for its food, and we can offer wellness on a plate,” Sarutilavan added. “You can go up to Chiang Mai, or down south to Surat Thani or Ko Samui.
“The north eastern part of Thailand, which might not be well known among many visitors, has a lot of Michelin star restaurants, particularly Khon Kaen province.”
Combining healthy plates with active tourism is a surefire way to ensure you get the full healing experience in the country, and both Thai boxing and Muay Thai are great options.
More and more tourists are travelling to take part in sporting events, and the Bangkok Marathon is held annually at the beginning of the year, too.
Brilliant Bangkok: Art, culture and green spaces
While many head out of the city for wellness experiences, there are a lot of reasons to extend your stay in the Thai capital.
“You may not believe that in Bangkok itself, we've got a lot of green space inside the city,” Sarutilavan told us.
“We've got the largest park in Bangkok called Lumphini Park, where you can do morning exercise or enjoy the community of the people joining together in the morning as well as in the evening to do exercise.”
Plus, there’s the newly opened Dusit Central Park, found right in the centre of the city.
Once you’re done getting your steps in, Sarutilavan recommends heading to some of the new creative districts like Song Wat or Charoen Krung.
There, you’ll find plenty of street art, galleries, cafes and bars, all waiting to be explored.
Reasons to head to Thailand ASAP
For Jurassic Park fans, there’s one very big reason to head to Thailand in 2026 – Jurassic World: The Experience recently opened in Bangkok.
You can immerse yourself in the cinematic universe before heading to its IRL shooting locations across the country which include Hat Chao Mai National Park, Ao Phang Nga National Park and Khao Phanom Bencha National Park.
Convinced, but can’t decide when to go? April is the best time for first-time visitors, Sarutilavan says.
“I would recommend that you join our New Year celebration, which is coming up in April,” she added.
“It's called Songkran Festival, with water splashing events all over the country, especially in Bangkok, or other major cities like Chiang Mai, Phuket, or Ko Samui.
“April is the hottest month in Thailand, so that's why we celebrate our New Year with water in order to cool down.”
