TAT previews luxury rail journey to boost high-value tourism
The Tourism Authority of Thailand (TAT) concluded a three-day technical familiarisation tour on 24 July 2025, offering overseas marketing teams a preview of the Blue Jasmine Luxury Rail Journey, a premium travel product set to debut in November 2025. The initiative forms part of TAT’s broader efforts to position Thailand as a high-value, experience-rich destination for long-haul travellers.
Running from 22 to 24 July, the journey brought together 39 delegates from TAT’s Europe and Americas offices following their Annual Plan Meeting in Bangkok. The trial voyage aimed to provide participants with a first-hand understanding of the new rail product, which has been designed to offer an immersive exploration of Thai culture and heritage along a luxury rail route.
The preview journey, titled The Blue Jasmine: A Timeless Rail Journey Through Thailand, covered key World Heritage cities, including Ayutthaya, Uthai Thani, and Si Satchanalai in Sukhothai. Participants travelled in vintage elegance aboard the restored 1956 Japanese sleeper train, departing from Bangkok’s Hua Lamphong Station. The train features private cabins, panoramic lounges, and regionally inspired cuisine.
Cultural highlights during the trip included almsgiving rituals along the Sakae Krang River, a tour of Wat Chantharam (Wat Tha Sung), a traditional Yom River dance performance, and interactive experiences in Sangkhalok ceramic making and Thai silk weaving.
TAT Deputy Governor Chiravadee Khunsub described the familiarisation journey as a strategic engagement tool that strengthens TAT’s The New Thailand initiative, which aims to promote quality-driven tourism with a focus on meaningful experiences. She emphasized the importance of equipping international teams with authentic stories that can resonate with target audiences.
The inaugural Blue Jasmine journey is scheduled to operate from 16 to 24 November 2025, covering Bangkok, Ayutthaya, Uthai Thani, Sukhothai, and Chiang Mai. Developed by DTH Travel, additional departures are planned throughout 2026, including trips in January, February, March, July, November, and December.
Present during the familiarisation event were Malinee Nitikasetsunthorn, Executive Director for the Americas, Middle East, and Africa Region; Suladda Sarutilavan, Executive Director for the Europe Region; and representatives from DTH Travel, including CEO Stephan Roemer and General Manager Stefan Bruns.