A climber dangles from a limestone cliff above the turquoise waters and golden shoreline of Krabi, Thailand. Courtesy of Tourism Authority of Thailand
Thailand is refining its appeal to Korean travelers as it pivots toward higher-value, wellness-oriented tourism, aiming to restore arrivals to pre-pandemic levels by 2026 under its new global branding strategy of “Healing is the New Luxury.”
The Tourism Authority of Thailand (TAT) has set a target of 1.89 million Korean visitors in 2026, matching the pre-COVID peak and underscoring Korea’s role as a top-five source market.
“Before the pandemic, Korea was already one of our most important neighbors,” Siriges-a-nong Trirattanasongpol, TAT's executive director for the East Asia Region, said during a media gathering in Seoul’s central Itaewon area on Feb. 11. “By 2026, we are determined not only to recover those numbers, but to welcome Korean visitors back with better, more meaningful experiences.”
TAT explained its Korea strategy as reframing luxury as inner recovery and value-based experiences rather than conspicuous consumption.
“Luxury today is the joy of returning home with a fuller inner life,” Siriges-a-nong said, adding that Thailand wants to be where visitors “recharge, learn and grow, not only where they consume.”
Vachirachai Sirisumpan, a 25-year TAT veteran with experience in Dubai and New Delhi and the new director of their Seoul office, said Thailand now aims to curate trips that leave travelers feeling they have gained deeper meaning and gone beyond simple satisfaction.
“Thailand may feel familiar to many Koreans, but each season and each destination offers a distinct sense of experience,” he said. “Our diversity and what we call ‘Thainess’ allow travelers to rediscover Thailand in new and meaningful ways every time.”
From left, Tourism Authority of Thailand Seoul office's former director Pattanapong Pongthongcharoen, Siriges-a-nong Trirattanasongpol, TAT's executive director for the East Asia Region, and the new director of the Seoul office, Vachirachai Sirisumpan, pose during a media gathering in Seoul, Feb. 11. Korea Times photo by Lee Hae-rin
“In recent years, Korean travel behavior has evolved significantly. Independent travel continues to grow, driven by digital platforms and information accessibility,” Trirattanasongpol said. “Travelers increasingly prioritize safety, reliability, flexible travel planning and experiences that offer personal value — particularly wellness, local culture and authentic connections.”
Source: Korea Times News
