Tourism
Thailand and Bhutan Launch Joint Tourism Campaign at Tourism EXPO Japan 2026
The Tourism Authority of Thailand (TAT) has partnered with Bhutan to introduce the 'HEALING & HAPPINESS: Discover a Better You' campaign, promoting a dual-destination travel experience.
On September 24, 2026, the Tourism Authority of Thailand (TAT) officially unveiled a new collaborative tourism initiative titled 'HEALING & HAPPINESS: Discover a Better You' during the Tourism EXPO Japan 2026 (TEJ 2026) in Tokyo. The campaign, held at the Tokyo Big Sight exhibition center, operates under the theme 'Two Kingdoms, One Destination.'
The launch event was attended by high-ranking officials, including Mr. Namgyal Dorji, Bhutan’s Minister of Industry, Commerce and Employment, and H.E. Vestop Namgyel, Bhutanese Ambassador to India. Representing Thailand were TAT Governor Thapanee Kiatphaibool, along with Deputy Governors Phattharanan Na Chiang Mai and Apichai Chatchalermkit.
For travelers and residents, this partnership suggests a strategic effort to link the unique cultural and wellness offerings of both nations, potentially simplifying or encouraging multi-destination itineraries between Thailand and Bhutan. The initiative aims to position both countries as complementary destinations for those seeking holistic travel experiences.
While the campaign has been formally introduced, specific details regarding new travel packages, visa facilitation, or direct flight connectivity between the two kingdoms remain to be confirmed. Interested parties should monitor official TAT channels for updates on how this collaboration will translate into tangible travel products for the public.