SEOUL, February 11 (AJP) – Thailand is rebranding itself as a “luxury healing” destination as it struggles to win back South Korean travelers increasingly opting for Vietnam and other alternatives amid rising costs, currency pressure and lingering safety concerns linked to regional tensions.
Under its global “Amazing Thailand” campaign, the Tourism Authority of Thailand (TAT) will reposition its 2026 communications strategy around the tagline “Healing is the New Luxury,” reflecting shifting travel preferences in the Korean market.
Siriges Anong Trirattanasongpol, executive director for East Asia and former head of the TAT Seoul office, said Korea remains central to Thailand’s strategy as it pivots toward higher-value tourism.
“Korean travelers are experienced, highly informed and increasingly selective,” she said. “They travel not only to see destinations, but to seek meaningful experiences. This aligns closely with Thailand’s 2026 direction.”
“Luxury is not only about price,” she added. “It is about emotional value, wellness and personal fulfillment.”
The message was echoed by Vachirachai Sirisumpan, who took office this month as head of the TAT Seoul office.
“Thailand may feel familiar to many Korean travelers, but each season and each destination offers a distinct experience,” he said at his inaugural press briefing in Seoul on Wednesday. “The diversity of our attractions and the warmth of ‘Thainess’ allow visitors to rediscover the country in new ways.”
Korea remains one of Thailand’s key inbound markets. Last year, Korean arrivals totaled about 1.55 million, ranking among the country’s top five source markets. Officials also cite a repeat visitation rate of around 60 percent, classifying Korea as a “high-quality” market.
Yet recent booking data suggest Thailand is losing ground.
According to Hana Tour, Southeast Asia accounted for 37 percent of bookings during this year’s Lunar New Year holiday, while China accounted for 12 percent, following Japan. KyoWon Tour data show Vietnam ranking second after Japan at 13.9 percent, with Thailand at 12.9 percent.
Thailand has been losing appeal as affordable resort destination due to high costs.
In 2025, the baht appreciated more than 9 percent against the dollar, driving up accommodation, dining and transportation costs. As a result, Thailand’s long-standing “value-for-money” image has weakened.
At the same time, security concerns linked to border tensions with Cambodia and regional crime incidents have dented confidence.
A Realmeter survey conducted in October 2025 found that 82.4 percent of respondents said crime incidents in Cambodia had negatively affected their perception of travel to Southeast Asia, rising to 88.3 percent among those aged 18 to 29.
Incheon International Airport data also showed that departures to Southeast Asia fell month-on-month in October, with travel to Thailand declining about 5 percent.
Between January and September 2025, Korea ranked fifth among source markets with about 1.73 million visitors, following China, Malaysia, India and Russia.
Korean travel patterns have shifted fundamentally in recent years.
Independent travel has expanded rapidly, driven by digital platforms and social media. Travelers now prioritize safety, flexibility and personal value, particularly wellness, local culture and community-based experiences.
“We understand that safety awareness has heightened,” Sirisumpan said. “Maintaining Thailand’s image as a welcoming and comfortable destination is essential.”
Political uncertainty may also influence sentiment. Preliminary election results suggest no party has secured a clear majority, raising the prospect of prolonged coalition talks. While tourism was not a campaign centerpiece, analysts say political instability can affect confidence.
“Our objective is not simply to recover numbers,” Sirisumpan said. “It is to deepen trust and ensure that every visit to Thailand feels renewed and meaningful.”
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