BANGKOK – Thailand is poised to redefine luxury tourism in Asia by 2025, with branded residences, regenerative wellness, and culinary tourism shaping its ascent as a premier luxury destination. Experts at the Thailand Tourism Forum (TTF) 2025, held at the InterContinental Bangkok, emphasized the growing influence of branding, wellness, and personalized experiences in transforming the nation’s tourism landscape.
In a paradigm shift, JOMO (Joy of Missing Out) has overtaken FOMO (Fear of Missing Out) as the defining value for luxury travelers, who now prioritize disconnecting to pursue self-care and authentic, unique experiences. “Luxury is no longer about ticking off bucket-list destinations,” explained Bill Barnett, Managing Director of C9 Hotelworks. “It’s about embracing a healthier lifestyle and making meaningful choices.”
Thailand’s thriving wellness sector, valued at THB 1.2 billion (USD 5.7 billion) annually, underscores this transformation. The recently opened VitalLife Scientific Wellness Center in Phuket epitomizes the new wave of longevity-focused tourism, offering cutting-edge wellness facilities designed to enhance quality of life.
The Rise of Branded Residences and Culinary Tourism
Thailand’s branded residences sector, worth THB 191 billion (USD 34.6 billion), is a cornerstone of its luxury tourism strategy. These high-equity properties are luring travelers seeking exclusivity, personalized services, and a deeper connection to the destination.
Culinary tourism is another major draw, with travelers seeking innovative and authentic food experiences. Patrick Finn, Vice President of Development at IHG Hotels & Resorts, noted that “creative food and beverage offerings are taking center stage,” highlighting properties like the InterContinental Khao Yai Resort as examples of how local flavors and storytelling are transforming luxury hospitality.
Bangkok as a Global Playground City
Bangkok continues to evolve as a “playground city” for luxury travelers, with the Chao Phraya River emerging as a focal point for high-end hospitality. According to Jesper Palmqvist, STR’s Regional Vice President for Asia Pacific, luxury hotels along the river performed exceptionally well in 2024, demonstrating the appeal of culinary and nature-led neighborhoods.
The Dusit Thani Bangkok’s innovative approach to blending traditional Thai heritage with contemporary luxury was highlighted as a model for brand evolution. Siradej Donavanik, Vice President of Development at Dusit Hotels & Resorts, emphasized the importance of balancing lifestyle and traditional branding to attract the modern traveler.
New Frontiers in Wellness Tourism and the Path Ahead
Longevity and wellness tourism represent the next frontier in Thailand’s luxury market, with experts like Dr. Wanviput Sanphasitvong from VitaLife Scientific Wellness Center affirming that “longevity is the new wellness.” Travelers are increasingly drawn to destinations offering transformative experiences, where physical, mental, and emotional well-being are prioritized.
Industry Collaboration Driving Change
Organized by C9 Hotelworks in collaboration with key partners like IHG Hotels & Resorts, STR, and the Phuket Hotels Association, TTF 2025 showcased Thailand’s commitment to innovation in luxury tourism. With brands like InterContinental and Kimpton leading the charge, Thailand is set to solidify its position as Asia’s luxury tourism hub, offering experiences that are authentic, regenerative, and unforgettable.
As Thailand embraces the “new luxury” values of wellness, culinary excellence, and high-equity branding, it stands on the cusp of a transformative era in hospitality. (zai)