# TAT highlights “Healing is the New Luxury” at the Tourism Expo Japan 2026

- Link: https://www.thailand-business-news.com/health/331124-tat-highlights-healing-is-the-new-luxury-at-the-tourism-expo-japan-2026
- Published: 2026-09-27T19:10:14+07:00
- Author: Tourism Authority of Thailand

**TAT promotes “Healing is the New Luxury” at Tourism Expo Japan 2026, focusing 
on wellness, culture, and immersive travel to attract quality Japanese travelers
and encourage repeat visits and longer stays.**

### Thailand’s Focus at Tourism Expo Japan 2026

The Tourism Authority of Thailand (TAT) is set to make a significant impact at Tourism
Expo Japan 2026 by introducing the theme “Healing is the New Luxury.” This initiative
emphasizes Thailand’s appeal as a wellness destination, inviting quality Japanese
travelers to experience the nation’s rich culture and immersive travel opportunities.
By highlighting wellness tourism, this campaign aims to create a deeper connection
with visitors interested in health and rejuvenation.

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### Encouraging Extended and Enriched Travel

A key objective of the campaign is to encourage repeat visits and longer stays to
attract higher-value segments in the tourism industry. TAT intends to promote travel
beyond popular areas, reaching secondary destinations that offer unique experiences.
By encouraging tourists to explore lesser-known regions, TAT hopes to enhance Thailand’s
tourism offerings and provide visitors with diverse experiences that highlight the
country’s beauty and cultural richness.

### Strategic Collaborations with Japan

To achieve its goals, TAT is focusing on strategic collaboration with airlines and
travel trade partners throughout the Japanese market. These partnerships aim to 
facilitate travel and ensure a seamless experience for Japanese tourists visiting
Thailand. Through these efforts, TAT hopes to strengthen Thailand’s reputation as
a premier travel destination, particularly in wellness and cultural tourism.

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**Source** : [TAT showcases Healing is the New Luxury at Tourism Expo Japan 2026](https://www.tatnews.org/2026/09/tat-showcases-healing-is-the-new-luxury-at-tourism-expo-japan-2026/?rand=55352)