Tourism Authority of Thailand Launches Co-Creator Programme to Highlight Thailand as a Trusted Destination for Healing and Quality Leisure Travel

The Tourism Authority of Thailand (TAT) unveiled its Thailand Co-Creator programme, a major push for quality tourist development within the country. The first campaign of the Co-Creator programme will take place with creator trips on 23 to 25 January 2026, and the content campaign will start in February 2026. The new campaign aims to promote Thailand as a healing and luxury tourist destination, with a strong lean on quality rather than quantity tourist development within the country. The new programme aims to attract high-quality tourists to the country with its Immersive and quality tourist experiences offered within the Co-Creator programme.

The initiative is an integral element of the Trusted Thailand platform, a strategic move that seeks to brand Thailand not only as a destination with attractive sites but also as a source of high-quality and safe experience services. Nithee Seeprae, the TAT Deputy Governor for Marketing Communication, noted that this initiative seeks to turn policies into experience and ensure that trust, health, and local experience are prioritized among people in this modern era who value them most.

Moving from Quantity to Quality: A Shift Toward Sustainable Tourism Growth

The Thailand Co-Creator programme reflects a larger shift in Thailand’s tourism strategy from growing visitor numbers to fostering quality tourism growth. While the country saw a record 21.2 million international visitors and 137 million domestic tourist visits in 2025, the focus now is on value-based growth that enhances the overall visitor experience rather than simply increasing numbers. Experts argue that an overemphasis on quantity can strain local resources, lead to overcrowding, and diminish the authenticity and appeal of destinations. Instead, quality tourism that prioritizes longer stays, higher spending, and sustainable travel experiences is essential for long-term growth.

By enhancing its appeal to high-value visitors and promoting destinations that offer unique, personalized experiences, Thailand can create a sustainable tourism model that brings economic benefits without overburdening its natural and cultural assets. This approach ensures that tourism growth benefits local communities and preserves the country’s rich heritage and natural beauty for future generations.

The “Healing is the New Luxury” Concept: Elevating Thailand as a Wellness and Quality Destination

At the core of the Thailand Co-Creator programme is the concept that “Healing is the New Luxury,” positioning Thailand as a destination for restoration, balance, and renewed energy. The programme will showcase wellness tourism as a key pillar of Thailand’s tourism growth, emphasizing experiences that promote mental, physical, and spiritual well-being. By offering luxury experiences rooted in authenticity and local traditions, Thailand aims to attract a growing segment of high-end travelers seeking transformative travel experiences.

The programme will be built around five interconnected dimensions—Retreats, Rituals, Reels, Rhythms, and Relations—reflecting how modern travelers connect with destinations through culture, space, and human interaction. These dimensions will guide the creation of wellness-led tourism products that focus on personal growth, cultural engagement, and sustainable practices. The aim is to provide visitors with an enriching experience that aligns with both Thailand’s cultural values and global tourism trends toward more responsible and quality-driven travel.

Curated Routes to Showcase Thailand’s Wellness and Cultural Tourism Growth

The Thailand Co-Creator programme features five curated travel routes, each designed to highlight Thailand’s diverse tourism offerings through a wellness-focused lens. These routes reflect the country’s ability to cater to a wide range of travel preferences and visitor segments:

• Kanchanaburi: Focuses on mental rejuvenation through nature-based activities and outdoor adventures, appealing to travelers seeking to restore their energy through active engagement with nature.
• Chiang Mai–Lampang: Showcases simplicity and the rhythms of everyday life, shaped by community values and cultural continuity, offering visitors authentic cultural experiences.
• Sakon Nakhon–Nakhon Phanom: Emphasizes emotional healing through spiritual traditions and local heritage, perfect for those seeking a more introspective travel experience.
• Khao Sok in Surat Thani: Provides a serene environment for inner calm amid lush rainforest landscapes, ideal for eco-tourists and those looking to reconnect with nature.
• Songkhla: Explores renewal through culinary culture, memory, and the warmth of southern hospitality, offering a deeper connection to local flavors and traditions.

Each route is aligned with the Thailand Co-Creator programme’s core values of quality and authenticity, ensuring that content generated through the programme offers travelers genuine and memorable experiences. By showcasing wellness tourism, cultural depth, and sustainable travel practices, Thailand’s tourism industry is poised for value-driven growth.

Leveraging Influencers and Celebrities for Effective Quality Tourism Promotion

The Thailand Co-Creator programme will be led by Thai celebrity Mean Phiravich Attachitsataporn, with over 20 influencers and creators from 10 international markets, including China, Japan, Malaysia, the Philippines, Australia, Singapore, Indonesia, Vietnam, South Korea, and India. These influencers will share first-hand experiences through social media and digital content, showcasing quality tourism experiences in Thailand and emphasizing its safety, luxury, and well-being offerings.

By collaborating with trusted global voices, the programme aims to expand Thailand’s appeal as a quality destination, highlighting its diverse attractions and strengthening its reputation as a country that offers more than just mass tourism. This strategic use of digital influencers and celebrities will enable TAT to connect with new audiences and generate meaningful content that aligns with Thailand’s focus on quality-driven tourism growth.

Thailand’s Commitment to Sustainable, Quality Tourism Growth

Thailand Co-Creator is an extremely important project in terms of the development of tourism in the country, which focuses on effective tourism development rather than numbers. Thailand Co-Creator focuses on well-being, authenticity, and luxury experiences to promote Thailand as one of the top destinations in sustainable tourism.

Thus, the project focus on various elements of well-being, authenticity, and luxury tourism segments means that such a project will be responsible for ensuring that Thailand remains at the top of the tourism map in the years to come. Such a shift to quality tourism is in line with global trends and aims to satisfy the ever-rising demand for quality travel experiences, ensuring the sustainability of the overall tourism sector and supporting the image of Thailand as a safe and luxurious tourist destination in the future.

Image Source: TAT

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