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Healing-led luxury, sustainable routes and hidden gems advance Thailand's world-class positioning in Europe under TAT's 'Unforgettable Experience: Healing is the New Luxury' concept
BERLIN, March 4, 2026 /PRNewswire/ -- The Tourism Authority of Thailand (TAT) is unveiling the Kingdom's latest world-class positioning in Europe at ITB Berlin 2026, the 60th anniversary edition of the world's largest and most influential travel trade fair, held from 3–5 March at Berlin ExpoCenter City. With 'The New Thailand' vision, TAT strengthens the country's world-class destination status under the concept 'Unforgettable Experience: Healing is the New Luxury', spotlighting hidden gems, sustainable routes and eco-friendly tourism products tailored to the European market.
TAT's participation is further elevated by the gracious presence of Her Royal Highness Princess Ubolratana, who visited the Thailand Pavilion and prepared som tam thad, a signature Thai papaya salad served in a traditional sharing tray. The live presentation highlighted Thai culinary artistry, cultural vibrancy and the philosophy of food as nourishment, drawing the attention of international media and trade partners.
Ms. Thapanee Kiatphaibool, TAT Governor, said: "ITB Berlin 2026 serves as a strategic platform to communicate The New Thailand vision with clarity and purpose. Healing-led luxury reflects evolving global demand for wellbeing and meaningful travel experiences, while sustainability and hidden gems sharpen Thailand's competitive edge in Europe. Germany remains a priority long-haul market with clear expectations for quality, safety and responsible tourism. Through coordinated public–private sector collaboration and focused trade engagement, TAT advances Thailand's standing as a future-ready world-class destination."
The Thailand Pavilion presents a refreshed and contemporary image under the Unforgettable Experience: Healing is the New Luxury concept, positioning Thailand as a genuine restorative destination where wellbeing, culture and authenticity converge.
Leading a delegation of 165 Thai tourism operators at the Thailand Pavilion in Hall 26B, TAT drives high-level business negotiations with international buyers and trade visitors. Of these, 89 operators hold recognised sustainability certifications and awards, including the Thailand Tourism Awards, STAR certification, Green Hotel and CF Hotels, demonstrating significant progress in sustainable tourism standards. TAT collaborates closely with the Department of Tourism, Thai Airways International, Bangkok Airways, Airports of Thailand, Thailand Privilege Card, the Sports Authority of Thailand, the Designated Areas for Sustainable Tourism Administration, and provincial tourism associations, presenting a unified national platform that reflects strong public–private sector integration.
The showcase highlights hidden gems across all regions, including Sukhothai and Nan in the North, Suphan Buri and Ratchaburi in the Central region, and Satun and Trang in the South. The Sustainable Thailand narrative is reinforced through 10 Krabi: Travel With Care itineraries and 20 low-carbon travel routes, supported by TAT Certify standards, including STGs STAR, Thailand Tourism Awards and CF Hotels, strengthening confidence among environmentally conscious European travellers.
A highlight of the pavilion is the Saneh Thai Café, which presents wellness tourism through cuisine under the Wellness on a Plate and Worth-Life Balance themes, offering 20 curated routes that connect gastronomy, regional identity, and holistic wellbeing. Eco-friendly products crafted from marine debris and recycled materials, including driftwood art, bead necklaces, art toys and footwear, are showcased alongside interactive DIY souvenir activities such as keychains, phone straps and bracelets, reinforcing Thailand's commitment to creative and responsible tourism.
In parallel with ITB Berlin 2026, TAT is amplifying Thailand's presence across Berlin through Amazing Thailand Fest 2026 (The Wholesome Taste of Thai) at KaDeWe from 2–14 March 2026. Delivered in cooperation with Central Group, the high-impact brand takeover transforms the luxury department store's façade and window displays into a showcase of Thai cuisine and tourism, positioning gastronomy as a powerful driver of destination inspiration and travel demand.
Germany continues to play a vital role in Thailand's long-haul strategy. In 2025, Thailand welcomed 965,898 German visitors, representing a 10.60 per cent increase compared with 2024. The positive momentum has continued into 2026, with 115,700 German travellers visiting Thailand from 1–31 January, an increase of 2.55 per cent year-on-year. These travellers, with an average stay of 15.58 nights per trip, drive strong market demand for beach holidays, family travel, health and wellness, environmental conservation and slow travel, with safety remaining central to travel decision-making.
In 2026, TAT continues to strengthen the German market through targeted product highlights across Sea–Sand–Sun, Leisure and Sports, Wellness, and Nature and Outdoor segments, while advancing responsible tourism and experience-based travel that creates lasting value and meaning. Hidden gems are being positioned as compelling new destinations that appeal to the sustainable market focus of quality German travellers.
As part of the ITB Berlin programme, TAT will host the Amazing Thailand Networking Event on 4 March 2026. The gathering will bring together international media, global trade partners and key stakeholders to further outline the Value over Volume strategy and long-haul market priorities under the Healing is the New Luxury concept.
Participation at ITB Berlin 2026 is projected to generate over 5.568 billion Baht in economic value, reinforcing Thailand's path towards a sustainable, high-value and truly unforgettable world-class destination.
Healing-led luxury, sustainable routes and hidden gems advance Thailand's world-class positioning in Europe under TAT's 'Unforgettable Experience: Healing is the New Luxury' concept
BERLIN, March 4, 2026 /PRNewswire/ -- The Tourism Authority of Thailand (TAT) is unveiling the Kingdom's latest world-class positioning in Europe at ITB Berlin 2026, the 60th anniversary edition of the world's largest and most influential travel trade fair, held from 3–5 March at Berlin ExpoCenter City. With 'The New Thailand' vision, TAT strengthens the country's world-class destination status under the concept 'Unforgettable Experience: Healing is the New Luxury', spotlighting hidden gems, sustainable routes and eco-friendly tourism products tailored to the European market.
TAT's participation is further elevated by the gracious presence of Her Royal Highness Princess Ubolratana, who visited the Thailand Pavilion and prepared som tam thad, a signature Thai papaya salad served in a traditional sharing tray. The live presentation highlighted Thai culinary artistry, cultural vibrancy and the philosophy of food as nourishment, drawing the attention of international media and trade partners.
Ms. Thapanee Kiatphaibool, TAT Governor, said: "ITB Berlin 2026 serves as a strategic platform to communicate The New Thailand vision with clarity and purpose. Healing-led luxury reflects evolving global demand for wellbeing and meaningful travel experiences, while sustainability and hidden gems sharpen Thailand's competitive edge in Europe. Germany remains a priority long-haul market with clear expectations for quality, safety and responsible tourism. Through coordinated public–private sector collaboration and focused trade engagement, TAT advances Thailand's standing as a future-ready world-class destination."
The Thailand Pavilion presents a refreshed and contemporary image under the Unforgettable Experience: Healing is the New Luxury concept, positioning Thailand as a genuine restorative destination where wellbeing, culture and authenticity converge.
Leading a delegation of 165 Thai tourism operators at the Thailand Pavilion in Hall 26B, TAT drives high-level business negotiations with international buyers and trade visitors. Of these, 89 operators hold recognised sustainability certifications and awards, including the Thailand Tourism Awards, STAR certification, Green Hotel and CF Hotels, demonstrating significant progress in sustainable tourism standards. TAT collaborates closely with the Department of Tourism, Thai Airways International, Bangkok Airways, Airports of Thailand, Thailand Privilege Card, the Sports Authority of Thailand, the Designated Areas for Sustainable Tourism Administration, and provincial tourism associations, presenting a unified national platform that reflects strong public–private sector integration.
The showcase highlights hidden gems across all regions, including Sukhothai and Nan in the North, Suphan Buri and Ratchaburi in the Central region, and Satun and Trang in the South. The Sustainable Thailand narrative is reinforced through 10 Krabi: Travel With Care itineraries and 20 low-carbon travel routes, supported by TAT Certify standards, including STGs STAR, Thailand Tourism Awards and CF Hotels, strengthening confidence among environmentally conscious European travellers.
A highlight of the pavilion is the Saneh Thai Café, which presents wellness tourism through cuisine under the Wellness on a Plate and Worth-Life Balance themes, offering 20 curated routes that connect gastronomy, regional identity, and holistic wellbeing. Eco-friendly products crafted from marine debris and recycled materials, including driftwood art, bead necklaces, art toys and footwear, are showcased alongside interactive DIY souvenir activities such as keychains, phone straps and bracelets, reinforcing Thailand's commitment to creative and responsible tourism.
In parallel with ITB Berlin 2026, TAT is amplifying Thailand's presence across Berlin through Amazing Thailand Fest 2026 (The Wholesome Taste of Thai) at KaDeWe from 2–14 March 2026. Delivered in cooperation with Central Group, the high-impact brand takeover transforms the luxury department store's façade and window displays into a showcase of Thai cuisine and tourism, positioning gastronomy as a powerful driver of destination inspiration and travel demand.
Germany continues to play a vital role in Thailand's long-haul strategy. In 2025, Thailand welcomed 965,898 German visitors, representing a 10.60 per cent increase compared with 2024. The positive momentum has continued into 2026, with 115,700 German travellers visiting Thailand from 1–31 January, an increase of 2.55 per cent year-on-year. These travellers, with an average stay of 15.58 nights per trip, drive strong market demand for beach holidays, family travel, health and wellness, environmental conservation and slow travel, with safety remaining central to travel decision-making.
In 2026, TAT continues to strengthen the German market through targeted product highlights across Sea–Sand–Sun, Leisure and Sports, Wellness, and Nature and Outdoor segments, while advancing responsible tourism and experience-based travel that creates lasting value and meaning. Hidden gems are being positioned as compelling new destinations that appeal to the sustainable market focus of quality German travellers.
As part of the ITB Berlin programme, TAT will host the Amazing Thailand Networking Event on 4 March 2026. The gathering will bring together international media, global trade partners and key stakeholders to further outline the Value over Volume strategy and long-haul market priorities under the Healing is the New Luxury concept.
Participation at ITB Berlin 2026 is projected to generate over 5.568 billion Baht in economic value, reinforcing Thailand's path towards a sustainable, high-value and truly unforgettable world-class destination.
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
Thailand presents 'The New Thailand' vision at ITB Berlin 2026
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As an Official Partner of the Academy, the prestigious family-owned company will exclusively pour red, white and rosé wines at the 98th Oscars® and the Academy Museum of Motion Pictures
PARIS, March 4, 2026 /PRNewswire/ -- Clarendelle and the family company Domaine Clarence Dillon are proud to return as the official wine partner of the Academy Museum of Motion Pictures. For the fourth consecutive year, the prestigious family-owned company will exclusively pour exceptional wines at the 98th Oscars® ceremony, bridging the world of fine wine and film in a partnership that elevates the Oscars® experience for Hollywood's biggest stars.
To view the Multimedia News Release, please click:
https://www.multivu.com/clarendelle_domaine_clarence_dillon/9385751-en-bring-iconic-bordeaux-wines-hollywoods-biggest-night
In addition to delighting guests at the Dolby Theatre® at Ovation Hollywood, Clarendelle and Domaine Clarence Dillon wines will be served at the iconic Governors Ball and the Official Oscars® Watch Party at the Academy Museum of Motion Pictures. At all events, the elegant and contemporary red, white, and rosé wines will be paired with a legendary menu from Wolfgang Puck Catering.
Domaine Clarence Dillon will introduce a new wine for the star-studded events:
- Le Dragon de Quintus 2020: The gateway to Château Quintus, Le Dragon de Quintus is crafted from a blend of Saint-Émilion's finest terroirs. A beautiful dark wine with fruit and vanilla-scented hints mingle with aromas of ripe black fruit. The first taste is supple and silky, with flavors of fruit combined with woody notes, making the wine very charming.
Among the returning wine favorites are:
The Clarendelle family of wines, inspired by Haut-Brion, expresses the authentic character of the Bordeaux terroir through expertly blended, age worthy wines that unite complexity, elegance and balance, elevating everyday life with fine wines.
- Clarendelle Bordeaux Red 2017: This blend is a beautiful, bright ruby-red color with very fresh, fruity aromas, accompanied by notes of red fruit, blackcurrant, and cherry.
- Clarendelle Bordeaux White 2023: A refined and elegant wine, offering bright citrus notes of lemon and grapefruit, balanced by the smooth sweetness of pear and lychee.
- Clarendelle Bordeaux Rosé 2023: A gastronomic rosé, a distinctive expression in Bordeaux, with aromas of raspberry and pink grapefruit and vibrant red fruit notes lifted by hints of lychee and mandarin orange.
- Clarendelle Amberwine 2021: A complex, well-concentrated and modern sweet wine distinguished by its freshness and harmonious balance of floral fruit and acidity with a smooth finish.
In addition to Clarendelle, nominees and winners will have the opportunity to relish backstage at the Oscars® with La Clarté de Haut-Brion 2021: A wine of rare delicacy, with fresh citrus and white flower aromas, followed by a crisp and refreshing finish of lemony brightness.
"Clarendelle and Domaine Clarence Dillon would like to raise our glasses to celebrate those who have contributed so significantly to entertaining and inspiring us all over the past year," says the President and CEO of Domaine Clarence Dillon, Prince Robert of Luxembourg. "May we join the millions of viewers from all around the world as we together recognise the outstanding achievements of the 98th Oscars nominees. Cheers!"
For more information, follow along on Instagram @clarendelle @chateauquintus @chateauhautbrion_ @chateaulamissionhautbrion @klarawines @leclarenceparis.
Media Contacts:
Klante flore@klante.co
USA: Sunshine Sachs Morgan & Lylis DCDOscars@ssmandl.com
As an Official Partner of the Academy, the prestigious family-owned company will exclusively pour red, white and rosé wines at the 98th Oscars® and the Academy Museum of Motion Pictures
PARIS, March 4, 2026 /PRNewswire/ -- Clarendelle and the family company Domaine Clarence Dillon are proud to return as the official wine partner of the Academy Museum of Motion Pictures. For the fourth consecutive year, the prestigious family-owned company will exclusively pour exceptional wines at the 98th Oscars® ceremony, bridging the world of fine wine and film in a partnership that elevates the Oscars® experience for Hollywood's biggest stars.
To view the Multimedia News Release, please click:
https://www.multivu.com/clarendelle_domaine_clarence_dillon/9385751-en-bring-iconic-bordeaux-wines-hollywoods-biggest-night
In addition to delighting guests at the Dolby Theatre® at Ovation Hollywood, Clarendelle and Domaine Clarence Dillon wines will be served at the iconic Governors Ball and the Official Oscars® Watch Party at the Academy Museum of Motion Pictures. At all events, the elegant and contemporary red, white, and rosé wines will be paired with a legendary menu from Wolfgang Puck Catering.
Domaine Clarence Dillon will introduce a new wine for the star-studded events:
- Le Dragon de Quintus 2020: The gateway to Château Quintus, Le Dragon de Quintus is crafted from a blend of Saint-Émilion's finest terroirs. A beautiful dark wine with fruit and vanilla-scented hints mingle with aromas of ripe black fruit. The first taste is supple and silky, with flavors of fruit combined with woody notes, making the wine very charming.
Among the returning wine favorites are:
The Clarendelle family of wines, inspired by Haut-Brion, expresses the authentic character of the Bordeaux terroir through expertly blended, age worthy wines that unite complexity, elegance and balance, elevating everyday life with fine wines.
- Clarendelle Bordeaux Red 2017: This blend is a beautiful, bright ruby-red color with very fresh, fruity aromas, accompanied by notes of red fruit, blackcurrant, and cherry.
- Clarendelle Bordeaux White 2023: A refined and elegant wine, offering bright citrus notes of lemon and grapefruit, balanced by the smooth sweetness of pear and lychee.
- Clarendelle Bordeaux Rosé 2023: A gastronomic rosé, a distinctive expression in Bordeaux, with aromas of raspberry and pink grapefruit and vibrant red fruit notes lifted by hints of lychee and mandarin orange.
- Clarendelle Amberwine 2021: A complex, well-concentrated and modern sweet wine distinguished by its freshness and harmonious balance of floral fruit and acidity with a smooth finish.
In addition to Clarendelle, nominees and winners will have the opportunity to relish backstage at the Oscars® with La Clarté de Haut-Brion 2021: A wine of rare delicacy, with fresh citrus and white flower aromas, followed by a crisp and refreshing finish of lemony brightness.
"Clarendelle and Domaine Clarence Dillon would like to raise our glasses to celebrate those who have contributed so significantly to entertaining and inspiring us all over the past year," says the President and CEO of Domaine Clarence Dillon, Prince Robert of Luxembourg. "May we join the millions of viewers from all around the world as we together recognise the outstanding achievements of the 98th Oscars nominees. Cheers!"
For more information, follow along on Instagram @clarendelle @chateauquintus @chateauhautbrion_ @chateaulamissionhautbrion @klarawines @leclarenceparis.
Media Contacts:
Klante flore@klante.co
USA: Sunshine Sachs Morgan & Lylis DCDOscars@ssmandl.com
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
For the Fourth Straight Year, Clarendelle & Domaine Clarence Dillon Will Bring Iconic Bordeaux Wines to Hollywood's Biggest Night
