The Tourism Authority of Thailand (TAT) is moving forward to drive the "ReLuxe Journey" project, in collaboration with Master Plan Co., Ltd., by bringing together a network of premium partners to elevate tourism in Central Thailand, including Bangkok and surrounding areas, toward becoming a high-value destination focused on quality and meaningful experiences. The project was officially launched on March 31, 2026, from 1:00 PM to 3:30 PM at The Storeys, One Bangkok.
Ms. Supaphan Janngam, Director of the Central Region Market Division at the Tourism Authority of Thailand (TAT), stated:
"TAT is committed to driving quality experiential tourism, particularly in the Central Region, which boasts immense potential in both lifestyle and wellness. The 'ReLuxe Journey' project serves as a vital mechanism in connecting premium partners to cater to High-Value Travelers. These travelers seek a definition of relaxation that goes beyond mere extravagance, prioritizing the 'Quality of Time' to truly rejuvenate both body and mind."
"ReLuxe Journey" introduces a new concept of Luxury Tourism & Lifestyle under the theme "ReLuxe = Relax + Luxury." The initiative aims to redefine travel experiences beyond material luxury by emphasizing meaningful time and holistic rejuvenation of both body and mind. It is designed to meet the needs of high-value travelers, in alignment with Thailand's tourism strategy of "Value over Volume," which focuses on generating greater value rather than increasing visitor numbers.
Under this initiative, collaborations have been established with leading premium partners across various sectors, including Thann Wellness Ayutthaya, Siam Seaplane, Well-Healing by Med Park, Let's Relax, Le Meridien Bangkok, Hua Hin Marriott Resort & Spa, and One Bangkok. Together, they create exclusive, tailor-made experiences for participants, complemented by special privilege vouchers worth over THB 2 million. These offerings aim to deliver high-quality, holistic travel experiences. Interested participants can redeem the vouchers from April 18 to July 31, 2026.
In addition, the project plays a key role in building a premium tourism ecosystem by integrating leading brands into a cohesive network, enhancing accessibility to services and encouraging real spending within the tourism industry.
The "Reluxe Grand Launch" event will showcase the project's vision, direction, and opportunities for advancing high-quality tourism in Central Thailand. It also featured a panel discussion titled "Luxury Tourism, Lifestyle & Wellness: Driving Central Thailand Toward Value over Volume," with distinguished speakers from TAT and premium private sector partners, including Siam Seaplane and Well-Healing by Med Park, as well as representatives from the luxury hospitality and lifestyle sectors, sharing insights on sustainable industry development.
"ReLuxe Journey" marks another significant milestone in elevating Thailand's tourism image toward the high-value market, while highlighting the potential of Central Thailand as a world-class destination for wellness and lifestyle tourism. The project focuses on delivering meaningful and sustainable travel experiences in the long term.
For more information, please visit: www.reluxejourney.com