At World Travel Market (WTM) London, held at ExCeL London from 3 to 5 November 2026, the Tourism Authority of Thailand (TAT) brought 47 Thai tourism businesses under the theme "Healing is the New Luxury" and set out a sustainability outlook for 2030 on one of the show's main stages. Explera DMC Thailand explains what was actually new, what is brand language, and how UK and European agents can turn it into itineraries.
Explera handles ground arrangements as a Thailand DMC for travel agents. Its Thai company, Explera DMC Co., Ltd., holds TAT licence 14/05119, the Tourism Business Licence issued by the Department of Tourism, and the group is IATA TIDS-registered (96215733) and a member of ASTA (900408341). Write to b2b@explera.co.th.
What did TAT bring to WTM London 2026?
According to TAT, the 47 exhibitors were 37 hotels and resorts, eight destination management companies and two other tourism businesses, from Bangkok, Chon Buri, Krabi, Phang-nga, Phetchaburi, Phuket, Rayong and Surat Thani. Eighteen were exhibiting for the first time. The Thailand Pavilion was built around the five senses, with a "Worth-Life Balance" showcase in three parts: Reconnect (forest-inspired scents), Presence (Thai indigo-dyed textiles and craft) and Relax (singing bowls and sound healing). Her Royal Highness Princess Ubolratana visited on 3 November and cooked two Thai dishes with local herbs. TAT says it expects at least 1,440 business appointments and more than 1.51 billion baht in tourism revenue from the show. Those are TAT's expectations, not results.
Is "Healing is the New Luxury" new?
No. TAT launched the line at WTM London 2025, when its London pavilion carried 50 Thai businesses. It has carried TAT's campaigns since, including the Gulf launch we covered in July. It is brand positioning for wellbeing and slow travel, not a new product category, a certification or a visa. Our post on TAT's 2027 Year of Transformation explains how it fits TAT's wider plan. So this year is continuity: a smaller delegation, a new showcase format and a stage session on sustainability, not a change of direction.
What did TAT say about sustainability and 2030?
On 4 November, TAT Governor Thapanee Kiatphaibool and Assistant Professor Dr Kaewta Muangkasem of Mahidol University International College spoke on the Wanderlust Headliner Stage. TAT's own report describes a 2030 outlook in which sustainability is the industry standard, and names the tools behind it: the Thailand Green Tourism Plan 2030, the STGs STAR and CF Hotels standards, a green-tourism prototype in Krabi to be extended to Chiang Mai, 55 target communities, 19 priority destinations and a 60:40 split of visitors between major and lesser-known places. It does not publish a formal 2030 framework with numbered pillars, so treat "Thailand Tourism 2030" as an outlook rather than a programme you can quote to clients.
Why does the UK market matter now?
TAT counts 808,214 visitors from the United Kingdom between 1 January and 31 October 2026 and projects 1,041,987 for the full year. It also reports UK forward bookings for October 2026 to March 2027 up 15.3%. These are TAT figures; reconfirm them before you use them in your own material. Our UK market page sets out how we work with British agencies.
How should agents package healing and sustainable trips?
Sell the experience, not the slogan. A healing itinerary that works for UK and European clients usually combines a few nights at a wellness resort, Thai massage or a herbal treatment, a craft session such as indigo dyeing, and a community visit, with travel days kept short. For the sustainability claim, ask each hotel or supplier whether it takes part in STGs STAR or CF Hotels instead of relying on "eco" wording. Krabi is the obvious first stop, as the green prototype: see our Krabi destination guide. Our wellness tourism team builds these programmes, and our guide to selling spa and yoga retreats covers the formats. A Thailand DMC can check supplier claims on the ground before you print them.
Next steps
Send your dates, group size and the kind of wellness or sustainable trip your clients want through our contact page. The trade desk replies within 24 hours. You can also see everything we handle on our Thailand DMC services page, and ask your Thailand DMC which of the WTM exhibitors fit your brief.
Sources
- TAT Newsroom: TAT brings Thai healing experiences and 47 tourism businesses to WTM London 2026
- TAT Newsroom: TAT presents Thailand Tourism 2030 sustainability vision on Wanderlust Headliner Stage at WTM London
- TAT Newsroom: Thailand showcases "Senses of Siam" at WTM 2025
Frequently asked questions
When was WTM London 2026?
From 3 to 5 November 2026 at ExCeL London. TAT led a Thailand Pavilion of 47 businesses: 37 hotels and resorts, eight DMCs and two other tourism businesses.
Is "Healing is the New Luxury" a product I can book?
No. It is TAT's brand positioning for wellbeing travel, launched at WTM London 2025. What you book is the content behind it: wellness resorts, Thai massage and herbal treatments, craft sessions and community visits.
What is the Thailand Tourism 2030 vision?
An outlook TAT presented on 4 November in which sustainability becomes the industry standard. It draws on the Thailand Green Tourism Plan 2030, the STGs STAR and CF Hotels standards and the Krabi green prototype. TAT has not published it as a formal framework with targets for agents.
How can I check that a hotel is sustainable?
Ask whether it takes part in TAT's STGs STAR rating or the CF Hotels programme, and ask for evidence. Your DMC can confirm this with the property before you use the claim in client material.
How many UK visitors does Thailand expect in 2026?
TAT counted 808,214 UK visitors from January to October 2026 and projects 1,041,987 for the year. Treat the full-year number as a forecast.
