On the occasion of the IFTM 2025 exhibition, we had the pleasure of interviewing Mrs. Chiravadee KHUNSUB, Deputy Governor in charge of international marketing of Thailand, for Europe, America, the Middle East and Africa.
In a world where travel is increasingly seen as a quest for the exceptional, how does Thailand position itself in the luxury segment?
Thailand is a global leader in personalized luxury travel, where sophistication and authentic cultural immersion meet. We offer more than world-class resorts: we create exclusive experiences deeply rooted in Thai heritage and natural beauty.
Our luxury positioning is based on three pillars: uniqueness, intimacy, and emotional connection. From private wellness retreats inspired by ancient traditions to tailor-made journeys through UNESCO listed sites, from yacht cruises to culinary discoveries with Michelin star chefs, each experience is shaped according to the travelers' passions and sense of discovery.
What sets Thailand apart is that these experiences are never standardized: they are tailored to the interests and sensibilities of each traveler. And because today's luxury travelers value responsibility as much as exclusivity, we integrate sustainability and community engagement into every offering, ensuring that exceptional experiences also generate positive impact. This way, Thailand isn't just a destination; it becomes a place of personal transformation.
What do you think are the main assets that distinguish Thailand as a luxury destination from its global competitors?
Our greatest strength lies in the balance between authenticity and sophistication, a rare combination in today's market. Where many destinations simply offer beautiful resorts, Thailand enriches the experience with its cultural heritage, world-class cuisine, and legendary Thai hospitality.
Our diverse geography represents another competitive advantage. Travelers can combine peaceful island getaways, the urban bustle of Bangkok, and exclusive cultural or wellness experiences in the North within a single itinerary. From arrival to departure, every step is designed to ensure visitors feel personally cared for and genuinely welcomed.
This harmony of heritage, creativity and warm service ensures that Thailand doesn't just compete: it stands out as a destination where every experience feels seamless, memorable and unapologetically Thai.
What types of high-end experiences are most sought after by international travelers in Thailand today?
High-end travelers are increasingly seeking experiences that are both exclusive and deeply personal, combining intimacy, authenticity, and well-being. Thailand is responding to this demand with exceptional wellness retreats, rooted in Thai healing traditions and enriched by modern expertise. A leading example is Rakxa Integrative Wellness, located on Bang Kachao Island near Bangkok, which offers an oasis of serenity that blends Western medical science and Thai philosophies, restoring balance to body and mind.
Beyond wellness, discerning visitors are drawn to immersive cultural luxuries: donning traditional costume for a private tour of Wat Arun, learning to make Thai desserts from master artisans, or engaging with local communities and ethical sanctuaries such as Patara Elephant Farm. Refined culinary experiences, from market-to-plate to Michelin-starred meals, also play a key role.
Secluded getaways remain essential: luxury floating villas on the tranquil lakes of Kanchanaburi, private island resorts with personal butlers, or intimate adults-only retreats. Additionally, travelers are increasingly seeking sustainable and meaningful experiences, favoring properties showcasing local crafts, farm-to-table cuisine, or even private yacht charters with low environmental impact.
Thailand's true distinction lies in its ability to offer not just indulgence, but authentic, restorative, and transformative experiences, where intimacy and comfort are enriched with cultural depth, natural beauty, and a strong sense of responsibility.
Wellness and gastronomy occupy a central place in the luxury offering. How is Thailand capitalizing on these two pillars?
They represent two of Thailand's most powerful assets in the luxury sector, which we enhance into true signatures of excellence.
Our wellness offerings go beyond relaxation to deliver true transformation. Guests participate in integrative programs, from forest bathing in Chiang Mai to personalized treatments based on traditional Thai medicine, aimed at restoring holistic balance.
In terms of gastronomy, Thailand now has six cities listed in the MICHELIN Guide, where our chefs brilliantly reinterpret local flavors with creativity. From chef's table experiences in Bangkok to refined southern Thai tasting menus on the shores of Phuket, we create journeys that are both indulgent and nourishing, satisfying body and soul.
What differences do you observe between the expectations of European, American and Middle Eastern travelers when it comes to luxury?
European travelers prioritize authenticity and cultural depth, often seeking immersive experiences: boutique hotel stays, encounters with artisans, or wellness retreats focused on sustainability.
American visitors are generally more focused on variety and personalization, combining iconic sites with tailor-made services, whether private cruises, comfort-packed adventures, or exclusive culinary tours.
Middle Eastern travelers value privacy, wide open spaces, and high-level hospitality, with a clear preference for spacious villas, private pools, and bespoke family services.
Beyond these differences, one trend unifies all these markets: the search for meaningful luxury, which goes beyond indulgence to offer authenticity, well-being and a deep connection with Thailand.
Is the French market particularly sensitive to Thai products? How do you attract them?
French travelers have a natural affinity with Thailand, which offers them an ideal balance of refinement, culture, and discovery. They appreciate "slow travel," taking the time to fully savor a destination. Thailand responds to this with boutique river cruises, heritage hotels, and culinary tours celebrating regional traditions.
We highlight the aspects that the French value: our gastronomy, our wellness culture, and our artisanal heritage. For example, we offer programs to meet silk weavers in Isan or organic farm-to-table experiences in Chiang Mai. By presenting Thailand not just as exotic, but as resonating with their values of " lifestyle ", we are strengthening this essential link with the French market.
What are the most promising emerging markets for luxury tourism in Thailand?
Beyond our traditional markets, we are seeing strong growth in Eastern Europe, India and Latin America, where affluent travelers are seeking a combination of culture, adventure and comfort.
China's high-net-worth segment is evolving rapidly, with growing demand for privacy, tailored services, and authentic cultural immersion, such as private guides and exclusive access to heritage sites.
Young travelers from South Korea and Singapore are driving demand for experiential luxury, favoring exclusive short-term getaways: high-end weekends, yacht cruises, pop-up culinary events.
Are there any local initiatives or labels promoting ethical luxury tourism that respects ethnic communities?
Thailand has launched several initiatives integrating ethical values into the luxury sector. Trusted Thailand Stamp, inaugurated in September 2025, certifies establishments that meet strict safety standards, guaranteeing travelers comfort combined with responsibility.
Many luxury resorts now incorporate community experiences: artisan workshops in Chiang Mai, guided hikes with local communities, farm-to-table dining experiences in the Lanna region – so that high-end travel directly supports local cultures.
Labels like the Thailand Tourism Awards
Thailand Sustainable Tourism Goals (STGs), CF Hotels et Green Hotel Plus distinguish operators that combine world-class hospitality with measurable contributions to conservation and community well-being. This allows luxury travelers to enjoy exclusivity and refinement while ensuring a positive and respectful impact.
What major campaigns or collaborations have you launched to promote Thai luxury internationally?
We have strengthened Thailand's positioning as a luxury destination through targeted campaigns and strategic collaborations. Our partnership with the MICHELIN Guide showcases world-class Thai cuisine, offering travelers a trusted reference for haute cuisine and refined local cuisine.
Our collaborations with international luxury brands, airlines, and premium travel concierges enhance tailor-made experiences, from private cruises in Phuket to holistic retreats.
In terms of campaigns, we have launched thematic promotions such as the “ Luxury & Romance » combining heritage, culture and exclusivity, as well as wellness-focused presentations in Europe and the Middle East. These initiatives highlight our premium offerings while demonstrating how Thai luxury is evolving towards authenticity, personalization and sustainability, qualities that resonate strongly with discerning travelers.
As a leading woman in the tourism industry, what is your view on the evolution of high-end travel in Thailand?
This evolution reflects a profound shift that I find very inspiring. Luxury is no longer defined solely by material indulgence; it's now about emotional connection, cultural richness, and personal well-being. Travelers are seeking experiences where they feel truly cared for, inspired, and transformed—values that resonate with the inclusive and compassionate perspective women often bring to leadership.
I envision Thailand as a place where exclusivity and responsibility coexist harmoniously: Michelin-starred dinners that celebrate the work of local farmers, or private wellness retreats that honor centuries-old healing traditions. This approach makes our premium offering more human, more meaningful, and more sustainable, ensuring that luxury in Thailand is not just about what travelers receive, but about the positive impact they leave behind.
What are the key priorities to further strengthen Thailand's premium positioning internationally in the coming years?
Our priority is for Thailand to continue setting the standard for what luxury travel can be. We will deepen our commitment to sustainability, supporting eco-certified resorts, low-impact mobility, and community involvement, so that refinement and responsibility always go hand in hand.
We are investing in product diversification, including luxury train tours, private wellness resorts, and high-end cultural festivals, to keep Thailand's offerings fresh and inspiring. We will also strengthen international collaborations with airlines, luxury brands, and digital platforms to increase Thailand's accessibility and visibility worldwide.
Our goal is simple: to ensure that every trip to Thailand is not just a vacation, but a personal journey, an experience that inspires, transforms and remains etched in your memory long after you return.
Thus, through its unique positioning combining refinement, authenticity and responsibility, Thailand has established itself as a global benchmark for luxury travel. Driven by a diverse offering of well-being, gastronomy, immersive cultural experiences and exclusive stays, it meets the varied expectations of international travelers while integrating sustainability and community engagement. More than a destination, Thailand presents itself as a transformative experience, where each trip becomes an intimate encounter with culture, nature andlifestyle Thai.
Ema Lynnx
** Mrs. Chiravadee KHUNSUBR with Prakit SAIPORN (Marketing Officer) and Suriya SITTHICHAI (Director TAT Paris)
