- Thailand’s new campaign marks a strategic shift: value over volume, sustainable development, and travel experiences that nourish the mind and soul.
- Privacy, comfort, wellness, space for families, and personalized service. Thailand delivers all of this, enriched by world-class hospitality, serene nature, cultural depth, and exceptional cuisine
- Campaign positions Thailand as a sanctuary for renewal — a place where travelers return home changed, uplifted, and genuinely cared for
Thailand has set its sights on the Middle East’s luxury travelers — and Kuwait took center stage this week as the Tourism Authority of Thailand (TAT) unveiled its newest global campaign, “Unforgettable Experiences — Healing is the New Luxury,” during the third Middle East Luxury Trade Meet (MLTM) 2025 in Kuwait City.
The annual roadshow, which opened on November 24, transformed Kuwait into a key launchpad for Thailand’s refreshed vision of high-value tourism.
This year’s theme places wellness, emotional rejuvenation, and meaningful human connection at the heart of the travel experience — a direction strongly aligned with the evolving tastes of Gulf travelers.
A New Era of Travel: ‘Healing is the New Luxury’
Speaking at the event, TAT Governor Thapanee Kiatphaibool explained that Thailand’s new campaign marks a strategic shift: value over volume, sustainable development, and travel experiences that nourish the mind and soul.
“Today’s travelers are seeking more than relaxation — they want restoration,” she said. “Kuwaiti visitors, in particular, appreciate privacy, comfort, wellness, space for families, and personalized service. Thailand delivers all of this, enriched by world-class hospitality, serene nature, cultural depth, and exceptional cuisine.”
The campaign positions Thailand as a sanctuary for renewal — a place where travelers return home changed, uplifted, and genuinely cared for.
Luxury Meets Wellness: Thailand Courts the Kuwait Market
The Kuwait edition of MLTM, organized in partnership with Gulf Air, gathered 18 top Thai luxury sellers and over 70 Kuwaiti buyers, setting the stage for strategic networking, business-matching sessions, and discussions on emerging travel trends.
The evening opened with remarks from Uraiwan Courtaud, Minister Counsellor at the Royal Thai Embassy in Kuwait, followed by key presentations from Governor Thapanee and Shams Saleh Aldoseri, Country Manager of Gulf Air Kuwait.
Together, they spotlighted new opportunities for co-development, partnerships, and experiences tailored to the Gulf region’s discerning travelers.
Kuwaiti Demand Remains Strong — And Growing
Thailand continues to shine as a preferred destination for Kuwaiti travelers. In 2024, arrivals reached 90,949, up 15% year-on-year, generating 9.67 billion Baht in revenue — a remarkable 36% increase.
Several factors fuel this steady demand:
- Internationally accredited hospitals with Arabic-speaking staff
- Private beach resorts, women-only facilities, and secluded villas
- Halal-certified kitchens and prayer rooms
- Family-oriented experiences
- Stays averaging 16 days, often in five-star hotels or private villas
For January 1 – November 30, 2025, Thailand expects 81,697 Kuwaiti visitors, with a year-end target of 90,000 arrivals and 7.15 billion Baht in tourism revenue.
Connectivity Continues to Boost Travel
Direct flights also sustain demand. Kuwait Airways currently operates:
- 7 flights per week in summer
- 11 flights per week in winter
This consistent schedule ensures year-round access for leisure, medical, and luxury travelers.
MLTM Expands Across the Region
Following Kuwait, MLTM 2025 will continue on November 26 in Manama, marking the roadshow’s biggest expansion since its debut in Doha in 2023.
With Kuwait as one of its key gateways, Thailand is rewriting the definition of luxury — not through extravagance, but through experiences that restore well-being, deepen cultural bonds, and leave lasting emotional impact.
