A Glimpse into ‘Senses of Siam’: Thailand Showcases Wellness, Culture, and Sustainability at WTM 2025 in London

Published on November 6, 2025

In its 44th year of participating in this esteemed international event, Thailand once again made an impressive appearance at the World Travel Market (WTM) 2025, which took place from November 4–6 at ExCeL London. “Senses of Siam: A Journey to Total Well-being” was the theme for this year’s Thailand Pavilion, highlighting the country’s dedication to fostering a harmonious balance between sustainability, cultural diversity, and wellness. This pavilion offers visitors from around the world an immersive experience of Thailand’s varied offerings in addition to a business platform.

A Royal Touch at WTM 2025

A special highlight at the Thailand Pavilion was the visit of Her Royal Highness Princess Ubolratana, who graced the event with her presence. During her visit, a captivating cultural demonstration was held that showcased the health and wellness cuisine of Thailand, including mocktail-making inspired by local ingredients such as lotus blossoms and butterfly pea flowers. This visit further emphasised Thailand’s royal commitment to promoting its tourism industry on a global stage, contributing to the country’s tourism growth and international appeal.

Cultural Celebration with the Loi Krathong Theme

The official opening ceremony of the pavilion incorporated a beautiful celebration of the Loi Krathong festival, one of Thailand’s most iconic cultural events. This annual festival, which is held to pay homage to the water goddess, was brought to life in London, with the pavilion’s activities immersing visitors in the charm and warmth of Thai culture. The event saw a blend of Thai hospitality, traditional crafts, and performances that invited attendees to experience the authentic spirit of Thailand.

Thailand Pavilion: A Harmonious Blend of Tradition and Sustainability

Designed with contemporary Thai architecture in mind, the Thailand Pavilion at WTM 2025 beautifully combined elements of Thai textiles, crafts, and musical motifs, symbolizing the nation’s harmonious integration of heritage and sustainability. It showcased Thailand’s commitment to sustainability, with the integration of eco-friendly design principles throughout the pavilion. Visitors were introduced to the diversity of Thai tourism experiences, with an emphasis on wellness and cultural exploration, while also recognising Thailand’s efforts in promoting responsible and sustainable tourism practices.

A Showcase of Thai Wellness and Sustainable Tourism

Thailand’s tourism offerings were front and centre at the pavilion, with a specific focus on wellness. The pavilion presented a unique “Product Showcase”, where visitors could explore the diversity of Thailand’s wellness tourism sector. A prominent feature was the “Map of Thailand: A Journey to Total Well-being”, which visually depicted Thailand’s five regional wellness identities. These included Northern Thailand’s Serenity and Traditional Healing, Northeastern Thailand’s Authentic Culture and Nature Healing, Central Thailand’s Urban Wellness and Medical Excellence, Eastern Thailand’s Coastal Rejuvenation, and Southern Thailand’s Exotic Tropical Detox. This holistic approach to wellness underlined Thailand’s reputation as a global leader in health tourism.

The product showcase was further enhanced by innovative collaborations, such as the “Senses of Siam: TAT x Butterfly Perfume” partnership, which introduced the Amazing Thailand Aroma Collection. This collection featured five fragrances inspired by Thailand’s regional nature and culture, offering visitors an immersive olfactory experience. The collaboration also included an Inspire Showcase that featured a curated range of Thai wellness innovations, such as spa products, aromatherapy, and herbal skincare, all reflecting Thai craftsmanship and contemporary design.

Hands-on Experiences and Workshops at WTM 2025

To provide visitors with a deeper connection to Thai wellness practices, the pavilion offered a range of hands-on experiences. Daily workshops included Zira Spa & Massage from Chiang Mai, the Aroma Essential Oil Workshop, and the Aroma Diffuser Scented Workshop. These activities allowed visitors to participate in relaxation techniques and the creation of personalised scents, which are an integral part of Thailand’s wellness traditions.

In addition to the wellness experiences, the pavilion also showcased Thailand’s rich cultural heritage with displays of traditional Thai national costumes, or “Chud Thai”, which included intricate textiles and jewellery. This display underscored the deep cultural roots of Thailand, offering a glimpse into the country’s timeless elegance and artisanal craftsmanship.

Building Business Relationships and Generating Revenue

Throughout the three-day event, the Thailand Pavilion became a dynamic platform for business networking, with 50 Thai tourism businesses showcasing their offerings. This included nine destination management companies and 41 hotels and resorts. A significant portion of these exhibitors were first-time participants, with several also being recipients of the Thailand Tourism Awards 2025. As part of the country’s ongoing effort to position Thailand as a leading destination for wellness and cultural tourism, the pavilion also included exhibitors from the STG’s STAR-certified operators and CF Hotels. Strategic partners, such as Thai Airways International and Bangkok Airways, helped further amplify Thailand’s tourism offerings at the event.

Thailand’s participation in WTM 2025 is expected to generate significant business outcomes, with TAT anticipating over 1,500 business appointments, resulting in an estimated 1.33 billion Baht in potential tourism revenue. These outcomes are a testament to Thailand’s rising profile as a global destination for those seeking balance, restoration, and renewal.

Thailand’s Growing Appeal Among UK Visitors

The United Kingdom remains one of Thailand’s most important long-haul markets, consistently ranking among the top ten sources of international arrivals. As of October 2025, more than 836,907 British visitors had arrived in Thailand, marking a 13.12% increase compared to the previous year. The average stay of UK visitors was 15.9 days, with an average expenditure of around 63,000 Baht per trip, reinforcing the significant impact of UK travelers on Thailand’s tourism economy.

Bookings for the final quarter of 2025 and the first quarter of 2026 are expected to show continued growth, with a 10% increase forecast for the end of 2025 and a 13% increase for the beginning of 2026. This positive trend is driven by the UK’s growing appetite for Thai culture, cuisine, hospitality, and diverse travel experiences.

Convenient Travel Connections Between the UK and Thailand

Thailand has strengthened its connectivity with the UK, with 52 direct flights operating per week during the 2025/2026 winter season. Airlines such as Thai Airways, British Airways, EVA Air, and TUI UK offer direct services to key destinations in Thailand, including Bangkok and Phuket. These convenient connections help ensure that British travelers can easily access the country, further boosting its popularity among UK tourists.

The Thailand Tourism Authority continues to collaborate with airlines and tour operators in the UK to promote travel to Thailand through joint marketing efforts and media campaigns. Additionally, the TAT has placed a significant emphasis on promoting responsible tourism through its “Hidden Gem” initiative, encouraging travelers to explore lesser-known destinations and support sustainable tourism practices.

Thailand’s Bold Move at WTM 2025

Thailand is making a deliberate effort to establish itself as a premier destination for sustainable, cultural, and wellness travel by participating in WTM 2025. In addition to showcasing Thailand’s rich history and contemporary amenities, the “Senses of Siam” pavilion emphasised the country’s emphasis on environmental responsibility and holistic well-being. Thailand’s tourism industry is expected to grow in the upcoming years due to increased interest from tourists from around the world, especially those from the UK.