The Tourism Authority of Thailand (TAT) is driving Thailand to become a High Value Destination by bringing the global luxury business negotiation event Helentours Wonderland 2026 to Asia for the first time, highlighting a health campaign to attract affluent tourists.
Ms. Thapanee Kiatphaiboon, Governor of the Tourism Authority of Thailand (TAT). She revealed on the evening of 3 Sep 2026 during a reception at Helentours Wonderland Bangkok 2026 held at Park Nai Lert Hotel, Bangkok, that TAT is fully committed to advancing Thailand as a High Value Destination by connecting with the upscale travel market through luxury business negotiation platforms. Bangkok’s selection as the host city for the first global event in Asia, in partnership with Helentours Concierge Management Ltd., presents a key opportunity to showcase the 'Healing is the New Luxury' campaign, which emphasizes that true luxury lies in having time to restore one’s well-being while connecting with nature, communities, and the warm Thai hospitality.
This Helentours Wonderland event marks its third edition after London, UK, and Vienna, Austria, attracting about 400 top-tier attendees from 42 countries worldwide, including 153 international buyers and 180 leading operators from Europe, CIS countries, the United States, and the Middle East.
Meanwhile, leading Thai operators and hotel chains enthusiastically participated in B2B negotiations at The Ritz-Carlton, Bangkok, including Dusit Thani Bangkok, Mandarin Oriental, Park Hyatt, RAKxa, and Sofitel Bangkok Sukhumvit. They also arranged experiential trips to promote Thai tourism products for inclusion in international sales programs.
Additionally, TAT organized special activities to present a fresh perspective on Thai charm, including wellness restoration through sound healing and the Amazing Thailand Gastronomy Experience at One Bangkok project, showcasing Thai food culture and contemporary lifestyles.
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