TAT Showcases New Global Campaign at Middle East Luxury Trade Meet in Kuwait
The Tourism Authority of Thailand (TAT) launched its new global campaign, “Unforgettable Experiences — Healing is the New Luxury,” at the third Middle East Luxury Trade Meet (MLTM) 2025, which opened in Kuwait City on November 24. This edition of the annual roadshow served as a platform to showcase Thailand’s renewed emphasis on luxury and wellness tourism, focusing on meaningful and restorative travel experiences.
Ms. Thapanee Kiatphaibool, TAT Governor, said the campaign supports Thailand’s direction toward value over volume, balanced tourism, and long-term sustainability. She noted that travellers are increasingly seeking experiences that support well-being and cultural connection, and that Kuwaiti visitors continue to show interest in privacy, comfort, wellness, family-oriented facilities, and personalised service.
“TAT is pleased to present a campaign that aligns with current traveller preferences. Thailand offers wellness options, natural landscapes, cultural heritage, gastronomy, and the hospitality of the Thai people — aiming for visitors to return home feeling renewed and 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 business-matching sessions, market briefings, and networking activities. The evening included remarks by Miss Uraiwan Courtaud, Minister Counsellor at the Royal Thai Embassy in Kuwait, followed by presentations from Ms. Thapanee and Mr. Shams Saleh Aldoseri, Country Manager of Gulf Air Kuwait. The programme supported TAT’s efforts to strengthen partnerships, develop new products, and expand high-value tourism opportunities between the two countries.
Thailand continues to see steady performance from the Kuwait market. In 2024, arrivals reached 90,949, an increase of 15 per cent and generating 9.67 billion Baht in revenue, up around 36 per cent year-on-year. Demand is supported by interest in Thailand’s accredited medical services with Arabic-speaking staff, as well as beach destinations offering privacy, women-only facilities, and private sea access.
From 1 January to 24 November 2025, Thailand welcomed about 80,794 Kuwaiti visitors, with a year-end target of 90,000 visitors generating approximately 7.15 billion Baht. Kuwaiti travellers generally stay around 16 days and prefer five-star hotels or private villas with halal-certified kitchens, prayer rooms, and Arabic-speaking service.
Connectivity continues to support growth, with Kuwait Airways operating direct flights between Kuwait and Bangkok at 7 frequencies per week in summer and 11 in winter.
The next MLTM 2025 programme will take place on 26 November in Manama, Bahrain. The roadshow has expanded since its launch in Doha in 2023, moving to two cities — Dubai and Doha — in 2024, and now to Kuwait and Bahrain for 2025.
TAT remains active across the Middle East through 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 across 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.
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