Southeast Asia Information Port News (www.dnyxxg.com) – The 3rd Middle East Luxury Trade Show (MLTM) 2025 opened in Kuwait City on November 24th. The Tourism Authority of Thailand (TAT) participated with its global promotional campaign, "Unforgettable Experiences – Healing is the New Luxury," aiming to convey Thailand's new positioning in luxury tourism and highlight the trend of upgrading travel experiences to be "more meaningful and more soul-soothing."
TAT Governor Thapane Giatappur stated that the event reflects the sustainable development philosophy of Thailand's tourism industry, shifting from a focus on quantity to one on value and balance. She pointed out that global tourists increasingly crave experiences that rejuvenate the mind and body and provide deep cultural immersion, and Kuwaiti tourists particularly value privacy, wellness, and family-friendly services, which aligns perfectly with Thailand's promotional direction.
Tappur emphasized that Thailand, with its top-notch wellness facilities, tranquil scenery, rich culture, distinctive cuisine, and hospitable atmosphere, is committed to ensuring tourists return home refreshed and with a warm feeling – precisely the core demands of contemporary travelers.
This exhibition, jointly hosted by the Tourism Authority of Thailand and Gulf Airlines, brought together 18 Thai luxury tourism suppliers and over 70 Kuwaiti buyers for business negotiations and exchanges. The Counselor of the Thai Embassy in Kuwait, a representative from Gulf Airlines, and Ms. Thapane delivered speeches, promoting high-end tourism cooperation and product development between the two countries.
Kuwait is a significant source of tourists for Thailand: in 2024, Thailand received 90,949 tourists (+15%), generating tourism revenue of 9.67 billion baht (+36%). Thailand's international-level medical services, Arabic-speaking medical staff, and private resort facilities are key attractions.
As of November 24, 2025, Thailand has already received 80,794 Kuwaiti tourists, approaching its annual target of 90,000, and is projected to generate 7.15 billion baht in revenue. Kuwaiti tourists stay in Thailand for an average of 16 days and prefer five-star hotels and private villas with halal facilities and Arabic-speaking services.
In terms of transportation, Kuwait Airways adopts a "more frequent in winter, less frequent in summer" flight schedule, with 7 direct flights per week in summer and 11 flights per week in winter to Bangkok, ensuring stable capacity.
MLTM 2025 will next be held in Manama, Bahrain on November 26. Since its inception in Doha in 2023, the exhibition has been continuously expanding, covering Kuwait and Bahrain in 2025, becoming an important tool for Thailand to cultivate the high-end market in the Middle East.
The Tourism Authority of Thailand has a well-established presence in the Middle East. In addition to the MLTM series of exhibitions, it will also participate in the Qatar Tourism Fair, the inaugural flight event of Arab Airlines, and conduct marketing in conjunction with Expedia and dnata Group. At the "Amazing Thailand" dinner in Riyadh on December 2, the theme "Healing is New Luxury" will officially launch in the Saudi market.
