Her Royal Highness Princess Ubolratana Rajakanya Sirivadhana Phannavadi reflected on Thailand's potential at the WTM 2026 stage, presenting plans to prepare the country as a global Health & Wellness tourism destination under the concept 'Healing is a new luxury.'Tags: [Health Tourism, WTM 2026, Thailand Tourism, Princess Ubolratana]
On 3 Nov 2026 at 16:00 local UK time, which is 7 hours behind Thailand, Her Royal Highness Princess Ubolratana Rajakanya Sirivadhana Phannavadi attended the Thailand booth at the World Travel Market (WTM) 2026 in London, United Kingdom. The Tourism Authority of Thailand (TAT) brought 47 Thai operators to negotiate business at this key tourism sales event in the UK market. She gave an interview to Thai media, advising Thai health and wellness tourism operators on how to attract tourists to choose Thailand. She highlighted Thailand's strengths: traditional wisdom enhanced by innovation, technology, and modern design, such as Thai massage, herbal steam baths, and natural hot spring baths. Operators must maintain cleanliness and service quality to build tourist confidence.Tags: [World Travel Market, Tourism Authority of Thailand, Health & Wellness, Thai Massage, Innovation]
"When visitors come, they heal their hearts, bodies, and minds, leading them to return. This health restoration helps tourists find simple happiness and live longer with quality longevity, having good mental and physical health."Tags: [Health Restoration, Longevity, Wellness Tourism]
Regarding elevating Thai cuisine to premium Gastronomy Tourism, Her Royal Highness emphasized that Thai food already serves as Thailand's soft power. For example, the dish Mee Klook Manee Roi Rod demonstrated this year is a familiar dish refined with care, with noodles dyed seven colors using natural Thai ingredients and herbs—such as butterfly pea for purple and roselle for red. It is flavored with high-quality tamarind juice from Phetchabun, offering a sour, sweet, salty, and slightly spicy taste. Alongside, she demonstrated Khanom Phrapai, an intricate traditional Thai dessert filled with mung bean paste and topped with fragrant sweet coconut milk made from the finest Thai coconut, which is very popular abroad.Tags: [Gastronomy Tourism, Thai Cuisine, Soft Power, Traditional Desserts, Culinary Innovation]
"Thai food can deliver a complete sensory experience, embodying the key concept that 'Healing is a new luxury.' This is health restoration that offers luxury not through expensive ingredients but through attention to detail, beauty, simplicity, and care. Each element is delicate and beautiful, crafted to uplift the spirit. Thai ingredients and herbs act like medicine, unlike Western food that often leads to weight gain. Eating Thai food uplifts the heart and promotes good mental health."Tags: [Thai Food, Healing Luxury, Sensory Experience, Mental Health]
Regarding Thailand's strengths as a premier Health & Wellness tourism destination, Her Royal Highness stressed the integration of health services with the friendly spirit and hospitality of the Thai people. Thais are warm, sincere, and kind-hearted. Beyond health services, this also improves visitors’ mental well-being, enabling travelers who come for health care to also heal their hearts.Tags: [Thai Hospitality, Health & Wellness, Mental Well-being, Tourism Strengths]
Additionally, the use of natural resources to soothe the mind, such as Forest Bathing—visiting forests to immerse in the atmosphere—helps calm the mind by observing trees and nature, walking slowly, practicing walking meditation, and relaxing. Meditation by the sea is also an option, without needing to practice in temples, using nature to heal the heart. Thailand offers diverse natural hot springs, such as those in Ranong Province; San Kamphaeng in Chiang Mai, where eggs can be boiled; and salty hot springs in Krabi Province. Community tourism in green areas like Khlong Bang Kachao in Samut Prakan Province lets tourists exercise, breathe fresh air, and taste lotus leaf tea, reflecting Thai wisdom with medicinal properties that help prevent colds.Tags: [Forest Bathing, Natural Hot Springs, Meditation, Community Tourism, Herbal Remedies]
After completing the interview, Her Royal Highness Princess Ubolratana Rajakanya Sirivadhana Phannavadi proceeded to the demonstration area at the Thailand booth to carefully demonstrate the preparation of Mee Klook Manee Roi Rod and Khanom Phrapai. This showcased the value, culture, and flavors of Thai cuisine linked to premium health tourism. Ms. Thapanee Kiatphaiboon, Governor of the Tourism Authority of Thailand, and Chef Tukta Supatra Sarasit assisted with the cooking demonstration. The warm atmosphere impressed attendees. Afterwards, she visited the participating operators at the Thailand booth.Tags: [Cooking Demonstration, Thai Culture, Tourism Promotion, WTM 2026, Princess Ubolratana]
