The Department of Tourism, Ministry of Industry Commerce and Employment, Bhutan and the Tourism Authority of Thailand (TAT) launched the “Healing and Happiness” campaign today at the Tourism Expo Japan (TEJ) 2026 in Tokyo, strengthening the two countries’ ongoing tourism cooperation under the “Two Kingdoms, One Destination” partnership.
The launch was attended by the Hon’ble Minister of Industry, Commerce and Employment, Lyonpo Namgyal Dorji, accompanied by His Excellency V. Namgyel, Ambassador of the Kingdom of Bhutan to Japan. The Hon’ble Minister joined TAT Governor Ms. Thapanee Kiatphaibool for the launch of the “Healing and Happiness” campaign, marking another milestone in the ongoing tourism partnership between the two countries.
The campaign brings together the distinct tourism experiences of Thailand and Bhutan, inviting travellers to discover journeys centred on wellness, culture, nature, spirituality and meaningful experiences. Through the campaign, the two destinations seek to showcase how travellers can experience the contrasting yet complementary character of Thailand and Bhutan as part of a connected journey.
Thailand offers a diverse range of wellness, cultural, coastal and experiential tourism experiences, while Bhutan provides opportunities to reconnect with nature, culture and spirituality through its Himalayan landscapes, living traditions and distinctive approach to tourism. The campaign presents these complementary experiences as part of a broader journey of healing, wellbeing and happiness.
The launch builds on the continued cooperation between the two countries, which has included reciprocal familiarisation programmes for tourism operators and media in 2026. These exchanges have focused on wellness and sustainable tourism, cultural and experiential travel, and the development of tourism products that can connect the two destinations.
“Thailand and Bhutan share a strong foundation of friendship and cooperation, and tourism provides an important platform for bringing our people and experiences closer together,” said Damcho Rinzin, Director of the Department of Tourism, Bhutan. “Through the Healing and Happiness campaign, we hope to present the complementary experiences of our two destinations and encourage travellers to discover journeys that connect wellbeing, culture, nature and meaningful experiences.”
The campaign also reflects the broader Two Kingdoms, One Destination cooperation between Thailand and Bhutan, which has been developed to promote joint marketing, tourism exchanges and connected travel experiences between the two countries. In 2026, the two sides continued this cooperation through reciprocal familiarisation trips involving tourism operators and media from both countries.
The Healing and Happiness campaign will be presented to the Japanese travel trade and visitors at TEJ 2026, providing an opportunity to introduce the complementary tourism offerings of Thailand and Bhutan to the Japanese market.
For Bhutan, the campaign further highlights the Kingdom as a destination where wellbeing is closely connected with its natural environment, cultural heritage and spiritual traditions. Visitors can experience Bhutan through journeys that include nature and outdoor activities, traditional wellness practices, spiritual experiences, cultural immersion and encounters with local communities.
The campaign reflects the shared aspiration of Thailand and Bhutan to promote tourism experiences that are meaningful, sustainable and mutually beneficial, while strengthening tourism and people-to-people connections between the two kingdoms.
