Thailand’s strategic use of soft power, particularly in luxury tourism, has ignited a surge in demand for immersive experiences, such as experiential dining and hyperlocal activities, according to industry leaders.

Daniel Fraser, CEO of Smiling Albino, highlighted the rising demand for curated food experiences: “From the best street food to top-tier matcha spots, travellers are arriving with savvy, media-driven requests for specific culinary highlights.”

Georgie Walsh, general manager of Elevate DMC, said social media trends are a key driver, pointing out that restaurants featuring celebrity chefs and Instagrammable spots are also gaining traction among the firm’s key source markets. These include the UK, France, and the Commonwealth of Independent States nations.

High-end properties are also making such immersive – yet exclusive – culinary experiences available to their guests, such as Centara Reserve Samui’s distinctive market-to-table experience, where guests accompany a chef to handpick ingredients for a personalised meal.

“It’s a wonderful, well-received experience,” shared Tom Thrussell, vice president – brand, marketing and digital at Centara Hotels & Resorts.

Additionally, today’s luxury travellers seek more than just indulgence – they crave luxury that is integrated with hyper-authentic, meaningful connections to local craftsmanship and culture.

Walsh noted “a clear rise in luxury experiences incorporating local culture”, adding that travellers want to combine high-end stays with authentic elements like street food, Muay Thai, and glimpses into local life.

Meanwhile, Fraser shared that these “high-craft” experiences span the gamut, from traditional textile workshops and fine woodworking to designer jewellery making, immersive Muay Thai experiences, VIP offerings from clubs or lounges, or one-of-a-kind contemporary performances.

“Travellers from North America, Europe, and Australasia are requesting these things from us more and more,” he added.

Michael Henssler, chief operating officer at Centara Hotels & Resorts, noted a broader trend – today’s luxury guests are no longer seeking a “home away from home”; instead, they want unforgettable moments, which can also be about embracing spontaneity and finding joy in the unplanned.

“Gone are the days of predictable opulence; today’s discerning guest demands something more. The experiences we treasure are the ones that live on in our memories – and that we can showcase to our friends online.

“These could even be impromptu yet exclusive moments that come together on the fly,” he pointed out.