Ms. Thapanee Kiatphaibool, TAT Governor

KUWAIT CITY, Nov 25:  The Tourism Authority of Thailand (TAT) placed its new global campaign, “Unforgettable Experiences — Healing is the New Luxury,” at the centre of the third Middle East Luxury Trade Meet (MLTM) 2025, which opened in Kuwait City on 24 November. The Kuwait edition of the annual roadshow served as a strategic platform to introduce Thailand’s renewed focus on luxury and wellness tourism, highlighting a shift towards meaningful and emotionally restorative travel experiences.

Ms. Thapanee Kiatphaibool, TAT Governor, said the campaign reflects Thailand’s commitment to value over volume, balanced and inclusive tourism, and long-term sustainability. She noted that global travellers are increasingly seeking experiences that restore well-being, deepen cultural connection, and offer meaningful engagement, and that Kuwaiti travellers continue to show strong appreciation for privacy, comfort, wellness, family-friendly facilities, and personalised service.

“TAT is proud to present a campaign that speaks to what travellers value most today. Thailand offers world-class wellness, serene natural landscapes, rich cultural heritage, exceptional gastronomy, and the warm hospitality of the Thai people — all designed so every visitor returns home feeling renewed, inspired, and genuinely cared for.”

The Kuwait edition of MLTM 2025, held in partnership with Gulf Air, brought together 18 Thai luxury sellers and more than 70 Kuwaiti buyers for free-flow business-matching sessions, market briefings, and networking activities. The evening began with remarks by Miss Uraiwan Courtaud, Minister Counsellor, Royal Thai Embassy Kuwait, followed by presentations from Ms. Thapanee and Mr. Shams Saleh Aldoseri, Country Manager of Gulf Air Kuwait. The programme supported TAT’s goal to strengthen partnerships, co-develop new products, and expand opportunities for high-value tourism growth between the two countries.

Thailand continues to see strong performance from the Kuwait market. In 2024, arrivals reached 90,949, an increase of 15 per cent, generating 9.67 billion Baht in revenue, up around 36 per cent year-on-year. Demand is supported by Kuwaitis’ preference for Thailand’s internationally accredited medical services and leading hospitals with Arabic-speaking staff, as well as beach destinations offering privacy, women-only facilities, and private sea access.

For 1 January–30 November 2025, Thailand is expected to welcome about 81,697 Kuwaiti visitors, with a year-end target of 90,000 visitors generating approximately 7.15 billion Baht. Kuwaiti travellers typically stay around 16 days and favour five-star hotels or private villas with halal-certified kitchens, prayer rooms, and dedicated Arabic-speaking service.

Connectivity also continues to support demand. Kuwait Airways operates direct flights between Kuwait and Bangkok at seven frequencies per week in the summer schedule and 11 per week in winter, enabling strong year-round travel potential.

The next stop of the MLTM 2025 will take place on 26 November in Manama, Kingdom of Bahrain. The roadshow has grown significantly since its debut in Doha in 2023, expanding to two cities — Dubai and Doha — in 2024, and now to Kuwait and Bahrain for the 2025 edition.

TAT remains active across the Middle East through key marketing initiatives including the annual MLTM (2023–present); Qatar Travel Mart 2025 in Doha; AirArabia’s Sharjah–Krabi inaugural flight welcome on 28 November 2025; the TAT–Expedia Joint Digital Campaign 2025; a joint sales promotion with dnata travel group covering the UAE, Saudi Arabia, and Oman from November 2025 to March 2026; and the Amazing Thailand Networking Dinner 2025 in Riyadh on 2 December 2025, which will introduce the new “Healing is the New Luxury” campaign to the Saudi market.

Mrs. Uraiwan Courtaud, Chargée d'Affaires of the Royal Thai Embassy in Kuwait

Mrs. Uraiwan Courtaud, Chargée d'Affaires of the Royal Thai Embassy in Kuwait, opened the “Middle East Luxury Trade Meet 2025” with a warm welcome to distinguished guests, including the Governor of the Tourism Authority of Thailand and leading figures from Kuwait’s tourism, hospitality, aviation, and media sectors. The event highlighted over six decades of strong Thai–Kuwaiti relations, with tourism emerging as one of the most dynamic areas of cooperation. Kuwaiti travel to Thailand continues to rise sharply — surpassing 96,000 visitors in 2024 — with many Kuwaitis viewing Thailand not just as a holiday spot, but as a true second home.

To make travel even smoother, the Embassy recently launched the online Thai e-Visa system, offering faster and more convenient access to Thailand. Collaboration is also expanding in health and wellness tourism, following a well-received event held last year with Kuwait’s Ministry of Health and major private hospitals from both countries.

Cultural ties are strengthening as well. Kuwait now hosts 12 Thai restaurants, while the Embassy’s annual food and cultural festivals continue to draw enthusiastic participation, underscoring the deep affection Kuwaitis and expatriates have for Thai culture.

Mrs. Uraiwan Courtaud, Chargée d'Affaires closed by thanking all partners and reaffirming its commitment to further enhancing the close relationship between Thailand and Kuwait.

John Fernandes, Arab Times Online Media Manager, with Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand.

In an exclusive conversation with Arab Times, Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, shared her insights.

Q: What are Thailand’s plans for the next three to five years to attract repeat Kuwaiti visitors in the luxury tourism segment?

Answer: When we talk about luxury tourism, we must focus on elevating both our tourism products and services. It’s important to understand what “luxury” truly means to today’s travelers. Health and wellness are becoming increasingly significant as people prioritize longevity and a better quality of life. Thailand is well-positioned to be a leading destination for medical, health, and wellness tourism, and we intend to strengthen our role in this growing wellness economy.

At the same time, we aim to enhance high-end services tailored to luxury travelers, with a strong emphasis on sustainability. Luxury offerings such as yachts and cruise experiences in Thailand also present promising opportunities for further development. In addition, our rich cultural and historical assets provide immense potential. We simply need to elevate these experiences to meet the expectations of the luxury travel segment.

Our long-term goal is to position Thailand as the #1 repeat destination for premium GCC travelers — especially for wellness, family travel, and transformative experiences. Kuwaitis are loyal and emotionally attached to Thailand. With deeper collaboration between airlines, travel partners, and luxury brands, we aim not just for more visitors — but for higher-value, longerstaying, repeat travelers.

Q: How does the Middle East Luxury Trade Meet (MLTM) in Kuwait strengthen Thailand’s position as a leading luxury destination for Kuwaiti travelers?

Answer: MLTM Kuwait is a strategic and conversion-focused platform that brings Thailand’s luxury industry directly to Kuwait’s top travel agents and corporate buyers. Last year, Thailand welcomed over 90,000 Kuwaiti travelers, and Kuwaitis consistently rank among the highest spenders in Thailand, especially in luxury, wellness, and family travel. This year, despite challenges such as regional conflicts and the recent earthquake in Thailand, demand for premium travel to Thailand remains strong. By bringing 18 leading Thai luxury sellers to meet face-to-face with more than 60 decision-makers in Kuwait, we are not just promoting Thailand — we are closing deals, securing contracts, and co-creating exclusive products tailored to Kuwaiti preferences. The event also supports the launch of Thailand’s new global campaign, “Unforgettable Experiences — Healing is the New Luxury,” positioning Thailand as the destination where luxury is not only seen, but deeply felt.

Q: What types of luxury travel experiences is Thailand showcasing to appeal to Kuwaiti travelers in 2025–2026?

Answer: Kuwaiti travelers value privacy, personalization, and comfort. Thailand responds with private pool villas, branded beach resorts, luxury residences suitable for multi-generation families, and fully customized itineraries. What differentiates Thailand is the emotional impact — travelers feel welcomed, understood, and genuinely cared for. Our new campaign reflects this direction by emphasizing that true luxury is not about cost, but about meaning. Whether it's a private yacht excursion, Michelin-level dining, or a cultural experience made just for them, Thailand delivers luxury that feels personal and memorable.

Q: How does the partnership with Gulf Air enhance the premium and wellness travel segment from Kuwait to Thailand?

Answer: Gulf Air elevates the premium journey before travelers even arrive in Thailand. With a strong premium cabin product, attentive onboard service, and efficient connections to Thai destinations, Gulf Air complements Thailand’s world-class hospitality. Together, we are developing exclusive Thailand packages that combine luxury stays with wellness experiences in Bangkok, Phuket, and Chiang Mai. The goal is to make the journey as seamless and elevated as the destination.

Q: What outbound travel trends are you seeing among Kuwaiti travelers, and how is Thailand adapting to shifts in sentiment?

Answer: Kuwaiti travelers are shifting from seeking “luxury that impresses” to “luxury that restores.” They prefer privacy, Muslim-friendly services, spacious accommodation, and highly personalized itineraries. Wellness and preventive healthcare are becoming key motivations for travel — from medical checkups and longevity programs to stress-relief retreats. Although regional war news and the earthquake in Thailand temporarily influenced booking sentiment, demand from Kuwait remains resilient. Kuwaitis are repeat travelers, emotionally connected to Thailand, and known for high expenditure per trip. Thailand is enhancing privacy-focused luxury offerings, introducing more Muslim-friendly experiences, and promoting premium wellness to match this evolving mindset.

Q: Beyond hotels and spas, what new luxury offerings should Kuwaiti travelers discover in Thailand?

Answer: Thailand’s luxury offering has expanded from accommodation to lifestyle and culture. Kuwaiti travelers can now enjoy private access to art galleries, bespoke jewelry and gemstone ateliers, Thai silk and fashion houses that create made-to-measure pieces, and Michelin-quality culinary journeys rooted in Thai heritage. Luxury in Thailand is more than what you see — it's how the experience stays with you.

Q: How does your latest campaign, “Unforgettable Experiences — Healing is the New Luxury,” reflect Thailand’s direction in the luxury market?

Answer: The campaign shifts the definition of luxury from consumption to transformation. Today’s travelers, especially from Kuwait, don’t just want to stay in a beautiful place — they want to feel better after the trip than before. Thailand delivers this through deeply personalized wellness, meaningful cultural connection, and an unmatched sense of hospitality. In Thailand, luxury is not found in what you purchase — it is found in how you feel when you return home.

Q: During the period of mourning for the King’s Mother, how will TAT adjust its marketing presence and communication in Kuwait and the region?

Answer: Out of respect during the mourning period, TAT has shifted from high-visibility promotional activities to a low-tone and relationship-focused approach. Instead of entertainment-driven campaigns, we are prioritizing corporate networking, private meetings, partnership strengthening, and trade-focused activities such as MLTM. Our communication will remain calm, respectful, and aligned with cultural sensitivity. Thailand continues to welcome guests warmly, while ensuring that our messaging is appropriate and dignified during this time

Q: What specific marketing and PR activities are planned for Kuwait in 2026?

Answer: Kuwait is a strategic luxury and family market for Thailand. Our plan includes:• Launching joint sales promotions with top luxury travel agencies, airlines and OTAs in Kuwait,• Running customized campaigns that showcase luxury wellness and family-friendly travel,• Hosting media and influencer familiarization trips featuring private villas, wellness, gastronomy, and Thai culture. We are shifting from broad awareness to precision marketing and ROI-driven partnerships — ensuring every activity leads to real bookings.

Q: What role does personalization play in Thailand’s positioning for Kuwaitis?

Answer: Personalization is the core of luxury. Kuwaiti travelers prefer tailor-made itineraries, private transportation, halal-friendly dining options, and dedicated service throughout their stay. In Thailand, personalization is not an upgrade — it is standard. Every detail can be customized around the traveler’s preferences, from private yacht days to wellness checkup scheduling.

By John Fernandes 
Arab Times - Online Media Manager