BANGKOK, Thailand – The 14th Thailand Tourism Forum (TTF) 2025 kicked off in grand fashion on January 13 at the InterContinental Bangkok, drawing a record-breaking 1,100 delegates. This milestone event highlighted Thailand’s ambitious drive to cement its position as Asia’s premier luxury tourism hub.
Industry leaders stressed that the future of Thailand’s luxury tourism lies in embracing high-equity branded residences, regenerative wellness, and culinary tourism. These factors, they argued, will redefine the country as a “playground city” for high-end travellers, aligning with the shift in luxury traveller values.
In a thought-provoking keynote, the concept of JOMO—“Joy of Missing Out”—was introduced, signalling a shift from peer-driven bucket-list travel to a desire for personalized, self-care-focused experiences. The booming wellness sector, valued at THB 1.2 billion (USD 5.7 billion), is at the forefront of this transformation.
“Wellness today goes beyond spas. It’s about embracing an active, healthier lifestyle,” said Bill Barnett, founder of TTF and Managing Director of C9 Hotelworks. Barnett also highlighted the growing appeal of Thailand’s branded residences sector, worth an impressive THB 191 billion (USD 34.6 billion).
Data presented by Jesper Palmqvist, STR’s regional vice president for Asia Pacific, revealed that Bangkok’s luxury hotels along the Chao Phraya River outperformed others in 2024, showcasing the allure of nature-rich and culinary-driven neighbourhoods for discerning travellers.
The forum also spotlighted the evolution of luxury brands. Dusit Hotels & Resorts’ newly opened Dusit Thani was cited as a leading example of innovative brand development, while Patrick Finn of IHG Hotels & Resorts highlighted authentic culinary experiences as a key trend for 2025.
With IHG’s flagship brands, including the award-winning InterContinental Khao Yai Resort, leading the charge, Thailand’s luxury tourism landscape is evolving rapidly. The forum concluded with optimism about the country’s potential to attract longer-staying, higher-spending visitors seeking the perfect blend of wellness, culture, and gastronomy.
As Thailand embraces its role as Asia’s luxury tourism leader, TTF 2025 marked a defining moment, showcasing the country’s readiness to meet the demands of a new era in high-end travel.
