Thailand is doubling down on what it does best: unforgettable experiences that feel good for both travellers and the planet. This week, the Tourism Authority of Thailand (TAT) announced a new global partnership with PADI (Professional Association of Diving Instructors), positioning Thailand as a leading scuba diving destination under the growing wellness travel trend, neatly summed up by the idea that healing is the new luxury.
At its core, the collaboration reframes scuba diving as more than just an adventure. It is about slowing down, reconnecting with nature, and travelling with purpose, all while supporting marine conservation and coastal communities.
Diving Meets Wellness and Responsibility
Through this alliance, TAT and PADI are aligning Thailand’s world-class dive sites with a quality-led tourism strategy focused on well-being, sustainability, and long-term value. The message is simple: diving in Thailand is not just beautiful, it is meaningful.
According to TAT, this approach speaks directly to long-haul and high-value travellers, particularly from markets like the United States, who are increasingly looking for experiences that combine adventure with personal restoration.
Thailand’s reputation in the global dive community gives this partnership serious weight. Over the past 25 years alone, the country has issued more than 2.5 million PADI certifications and consistently ranks among the world’s top training destinations for both divers and instructors.
A Global Diving Leader with a Conservation Focus
Thailand’s dive scene is backed by a strong network of professional operators and conservation initiatives. The country is home to nine PADI Eco Centers accredited through the UN-backed Reef-World Foundation and has played a key role in global efforts to protect sharks and rays.
Accessibility is also part of the picture. Thailand has recently expanded adaptive diving services, making scuba experiences available to people of all abilities.
PADI leaders say the partnership recognises decades of work by Thailand’s dive community while setting the stage for the future. The goal is to keep raising the bar, not just for training and safety, but for how diving can actively support ocean protection.
Storytelling Beneath the Surface
To bring the partnership to life, TAT and PADI are rolling out a global content and media programme that puts storytelling front and centre. Well-known creatives and PADI AmbassaDivers will explore some of Thailand’s most iconic dive spots, including Ko Tao, a long-time hub for diver training and ocean advocacy.
At the same time, international journalists will be invited to experience how scuba diving fits into Thailand’s wider wellness landscape. Highlights include a new three-day purpose-driven diving programme in Krabi, where participants take part in coral reef restoration, marine debris clean-ups, and shark and ray research.
From Ocean to Onshore Wellness
The experience does not stop underwater. Diving journeys will be paired with stays at leading coastal resorts in Krabi that focus on water-based wellness, local culture, and community connection. Properties such as Varana Krabi Hotel, The Ritz-Carlton Phulay Bay, and Banyan Tree Krabi are part of this wider push to link ocean experiences with mindful travel on land.
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