Experts at Thailand Tourism Forum 2025 define the country’s new earmarks for luxury

Experts at this year’s Thailand Tourism Forum (TTF) opined that Thailand can unlock the full potential of its luxury tourism sector by delving into high-equity branded residences, regenerative wellness and culinary tourism.

The importance of brands in Thailand are turning Bangkok into a global “playground city” while the shift in values of luxury travellers are at the heart of what is driving luxury forward.

Likewise, the concept of Joy of Missing Out (JOMO) was revealed to over 1,000 participants in attendance at the event held at the InterContinental Bangkok.

JOMO replaces the Fear of Missing Out (FOMO) mindset as peer-driven bucket list travel is overtaken by travellers wanting to disconnect as a form of self-care to pursue their own unique experiences.

Seriously getting into wellness

Spearheading the new luxury movement is a surging wellness sector worth US$5.7 billion per year. 

According to C9 Hotelworks managing director and TTF founder Bill Barnett, this is measured next to a soaring branded residences sector worth US$ 34.6 billion, and that is just the beginning.

Barnett said: “Wellness is no longer about spas, it’s about getting outside and enjoying a healthier lifestyle. Guests are staying longer and spending habits are changing with the concept of longevity a potent force in the new luxury market.”

Drawing people into the “new luxury” narrative

The audience also heard from hospitality data guru Jesper Palmqvist, STR’s regional vice president for Asia Pacific, that destination is emerging as the key in Bangkok with luxury hotels performing best on the Chao Phraya River according to 2024 figures, playing into the “new luxury” narrative of nature and culinary-led neighbourhoods being critical draw cards for high-end travellers.

Brand evolution was central to the topic of Managing Lifestyle vs. Traditional Brands led by Siradej Donavanik, vice president of development at Dusit Hotels & Resorts, who said the newly opened Dusit Thani embodied many of the new directions of the group.

Meanwhile, Patrick Finn, vice president of development at IHG Hotels & Resorts, revealed The Hot List: Top Luxury Travel Trends in Thailand stressing that authentic and creative food and beverage experiences would take center stage in 2025.

A shift towards “longevity tourism” is also a prime mover in the new luxury travel movement in Thailand with the development of innovative wellness facilities, such as the newly-opened VitalLife Scientific Wellness Center Phuket. 

Dr Wanviput Sanphasitvong, an expert physician at VitaLife Scientific Wellness Center and Bumrungrad International Hospital, discussed Redefined Wellness Tourism in Thailand saying that longevity was “the new frontier” of wellness tourism.