Thailand Showcases Inclusive Tourism Vision at WTM 2025 ‘Destinations with Heart’ Summit
At the London event, Thailand’s Tourism Authority presented its ‘Go Thai Be Free’ initiative, reinforcing the nation’s leadership in accessible and people-centred travel.
Thailand placed inclusivity and sustainability at the forefront of global tourism discussions during the ‘Destinations with Heart’ Summit at the World Travel Market 2025 in London.
Represented by Mrs Chiravadee Khunsub, Deputy Governor for International Marketing (Europe, the Americas, the Middle East, and Africa), the Tourism Authority of Thailand (TAT) presented the country’s ongoing commitment to hospitality that welcomes travellers of every background and ability.
The summit, held on 5 November, highlighted Thailand’s belief that openness and kindness form the core of its tourism philosophy.
Khunsub introduced Thailand’s ‘Go Thai Be Free’ initiative as a model for inclusive tourism, designed to ensure that visitors experience barrier-free travel and meaningful cultural exchange.
She noted that Thailand’s approach aligns with its long-standing cultural values of compassion and respect, ensuring visitors feel both accepted and safe.
Representatives from other destinations including Iceland, Malta, and the United Kingdom joined the discussion, underscoring shared goals for a more human-centred global tourism industry.
Thailand’s participation at WTM 2025 also coincided with the launch of two national campaigns: ‘Healing is the New Luxury’ and ‘Senses of Siam: A Journey to Total Well-Being,’ both aimed at redefining the nation as a global destination for wellness, sustainability, and authentic cultural experiences.
These initiatives position Thailand not only as a leading holiday destination but also as a pioneer in inclusive, responsible tourism.
The TAT emphasised that inclusive tourism extends beyond accessibility—it involves designing infrastructure, services, and experiences that engage local communities and promote social and economic equity.
This people-centred approach, showcased at WTM 2025, reinforces Thailand’s strategy of combining cultural richness with modern inclusivity.
As global travel continues to evolve, Thailand’s message remains clear: the future of tourism lies in compassion, accessibility, and meaningful human connection.
Represented by Mrs Chiravadee Khunsub, Deputy Governor for International Marketing (Europe, the Americas, the Middle East, and Africa), the Tourism Authority of Thailand (TAT) presented the country’s ongoing commitment to hospitality that welcomes travellers of every background and ability.
The summit, held on 5 November, highlighted Thailand’s belief that openness and kindness form the core of its tourism philosophy.
Khunsub introduced Thailand’s ‘Go Thai Be Free’ initiative as a model for inclusive tourism, designed to ensure that visitors experience barrier-free travel and meaningful cultural exchange.
She noted that Thailand’s approach aligns with its long-standing cultural values of compassion and respect, ensuring visitors feel both accepted and safe.
Representatives from other destinations including Iceland, Malta, and the United Kingdom joined the discussion, underscoring shared goals for a more human-centred global tourism industry.
Thailand’s participation at WTM 2025 also coincided with the launch of two national campaigns: ‘Healing is the New Luxury’ and ‘Senses of Siam: A Journey to Total Well-Being,’ both aimed at redefining the nation as a global destination for wellness, sustainability, and authentic cultural experiences.
These initiatives position Thailand not only as a leading holiday destination but also as a pioneer in inclusive, responsible tourism.
The TAT emphasised that inclusive tourism extends beyond accessibility—it involves designing infrastructure, services, and experiences that engage local communities and promote social and economic equity.
This people-centred approach, showcased at WTM 2025, reinforces Thailand’s strategy of combining cultural richness with modern inclusivity.
As global travel continues to evolve, Thailand’s message remains clear: the future of tourism lies in compassion, accessibility, and meaningful human connection.
