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From serene river sanctuaries to panoramic penthouse views, Thailand is a top drawcard for limitless luxury – and travellers are sure to be entirely won over by this Asian haven.
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It’s not hard to see why Thailand is often referred to as the Land of Smiles. Crystal-clear waters, tropical fruit and year-round warmth are just the beginning of Thailand’s treasures. And while it has long set the standard for exceptional hospitality, seismic growth in the luxury sector has made Thailand an exceptional destination. Less of a hippy hideaway now and more a modern mecca of wellness, visitors who’ve taken a hiatus from the country are now flocking back there once again.
Improvements to superyacht marinas, a host of lavish hotel openings and more progressive fine-dining establishments have all helped to revamp the country’s vacay creds. Go back 10 years and the perfect macchiato, a glass of vintage champagne or caviar bump had to be hunted down – now luxury is everywhere. At the same time, Thai culture is being celebrated by Mike White’s zeitgeisty HBO series The White Lotus, and we’re here for it.
Koh Samui created a lush backdrop for White’s tale-telling about his addictively awful one-percenters, and the series, which has now amassed over 19 million viewers, gave audiences a glimpse of the pungent, spicy, palm-fringed landscape of Thailand’s tropical coast.
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White’s third series has only confirmed the set-jetting trend as a global travel phenomenon, and viewers who like what they see flock to book experiences similar to those seen on screen. “The White Lotus Effect is working – it has been very successful,” says Pichaya Saisaengchan, Director of Amazing Thailand.
“It’s like a documentary for Thailand tourism. Everything we want to showcase is in the series, like martial arts – Muay Thai is in there. The Buddhism aspect is in there, the meditation. The series makes Thailand look like a perfect retreat for wellness.”
Jet-setting, wellness and luxury are not the only things pulling discerning travellers to the country, though. Thailand has always been home to a brilliantly complex cuisine, but good restaurants were traditionally baked into big chain hotels, while gleaming cocktail bars were perched atop skyscrapers.
Today, however, the whole experience of Thai culture is more integrated.
In Bangkok, a new breed of culinary scene is thriving, with 34 Michelin-starred restaurants now crowned since the guide arrived in 2017.
“There’s no question Thailand has become a much more sophisticated destination,” says virtuoso travel consultant Mike Dwyer from Main Beach Travel. “The food scene in Bangkok is as good as it gets, with no shortage of choice for truly world-class dining experiences. It’s edgy, contemporary and has lots of fusion, like Japanese with Thai.”
Beyond fusion fare, local chefs have drilled down into the regional vernacular. Disciples of Nahm, the category-leading Thai restaurant started by British-born David Thompson, have gone forth and multiplied. Notable stand-outs are Chef Prin Polsuk at Bangkok’s Samrub Samrub, and a trio of chef talent at Charmgang.
Within Thai chef circles, Prin Polsuk’s reputation is legendary. After around eight years as chef David Thompson’s right-hand man at Nahm in London and Bangkok, during which time both received Michelin stars and appeared on almost every best-of list, Polsuk and his wife Mint started doing pop-ups on the side, a venture that eventually became Samrub Samrub Thai.
Here, it’s not just about the eating, it’s about understanding the history, the culture and the passion behind each dish the team sends out.
A typical night starts with a waitperson providing an overview of local and regional Thai ingredients to be included in the meal. A procession of the aromatic ingredients – from busted cardamon and pineapple shoots to native turmeric and wild almonds – are presented like artefacts or high jewellery on a tray, while a crisp Alsatian riesling is poured into perfect glassware ahead of the small-course degustation. Dishes like the prawn dumpling soup with busted cardamom and fermented chilli or the braised abalone, dried bamboo shoots and scallops make Samrub Samrub a must-visit in Bangkok.
Charmgang Bangkok is led by a trio of impressive chefs who also hail from David Thompson’s brigade – Geravich ‘Mew’ Mesaengnilverakul, Atcharaporn ‘Aew’ Kiatthanawat, and Aruss ‘Jai’ Lerlerstkull.
At Charmgang, a young crowd sip tasty cocktails in a warehouse-style room with a long bar and decor that throws a racy, red hue. The fun atmosphere here belies a brilliant menu in which the chefs focus on local ingredients, with new combinations and textures. Expect punchy Thai flavours in dishes like crispy pork hock terrine with pineapple and ginkgo, or barbeque smoked pork with young mango salad, where sour flavours are counterbalanced by crispy shallots and aromatic leaves of cha-muang.
In general, modern Thai cuisine has become a lighter affair – more aromats and more herbs with less emphasis on heavy sauces.
More female chefs and farm-to-table dining are also having an impact. Four Seasons Koh Samui has one of the youngest sommeliers – Emma Promjant – among its ranks, and chef Bao Bao (Suchanan Aksornnan) from New York has been creating mind-blowing pop-ups and collabs since her NYC-based Thai restaurant Baoburg closed in 2024.
Also vying for best in the business is chef Tim Butler’s Eat Me, acclaimed Thai Michelin-starred eatery Paste, and 100 Mahaseth, which offers nose-to-tail Isan fare from quality local ingredients.
The accommodation in Thailand is also unparalleled, according to Dwyer. “All the big luxury brands, such as Rosewood, have beautiful hotels in Bangkok,” he enthuses. “On the Chao Phraya River, you have the classics like the Mandarin Oriental, which was refurbished during the pandemic, as well as Capella, Four Seasons and The Peninsula.”
Bangkok has two Michelin hotels, Mandarin Oriental and The Siam, boasting a glittering three key rating, which indicates an “extraordinary stay”. And several brand new hotels are scheduled to open in Bangkok in 2026, including The Prince Akatoki Riverside Bangkok, The Langham, Customs House Bangkok and Plaza Athénée Nobu Hotel.
In 2024, Capella Bangkok was named Best Hotel in the World. The staff here work overtime to ensure guests leave with a taste for local Thai culture in their veins, and in a city known for its pungent wet air, noisy traffic and wok-smoked street food, Capella’s elegant compound of pavilions, villas and pool terraces positively force guests to relax.
“Every suite and villa offers unobstructed river views,” says Josephine Png, Area Director of Sales and Marketing for Capella Bangkok.
The river plays an integral role in shaping our story, from the architecture that frames every view to the curated guest experiences, like guided long-tail boat excursions, artisanal visits and community storytelling.
“The sense of serenity and flow found in the river mirrors the feeling we aim to evoke throughout the guest journey.
“We’re passionate about keeping Capella real and rooted in local traditions,” she continues. “At – Thai hotel restaurant – Phra Nakhon, our chefs use recipes passed down through generations, along with fresh herbs and ingredients sourced locally and even from our own garden. It’s all about creating that comforting and authentic Thai flavour, while still keeping the experience elegant and true to where we are.”
It’s a sense of place recognised globally, and one that’s carried through to the restaurant and spa. In fact, the calm framing of each and every guest experience at Capella is precise. And the remarkable history of the river is threaded through each one – from the hotel’s liveried toiletries to the legacy of Charoenkrung Road healers who are incorporated into Auriga spa treatments with Tok Sen hammer massage. Indeed, Capella’s outstanding day spa is a world unto itself.
Located in a secluded garden of the hotel, an immaculate grey-toned foyer leads guests into a tiled silver- and charcoal-colour oasis that’s richly decorated like a bejewelled grotto.
Bustling Bangkok has enough hotels, eateries and places to be seen to keep you coming back year after year. Try some of the following if you’re not sure where to start.
Opened in April 2025, Aman Niert in the Pathumwan district caters to the top echelon of global guests. Housed in a Jean-Michel Gathy-designed building with a detailed interior, it has a private travel desk and concierge to arrange helicopter and private jet services for guests.
Capella Bangkok, Sathon, has created the story and checking in simply writes you into the scene – think oversize suites with smoking terraces and lounges overlooking the river, villas with individual plunge pools and wooden slatted cabanas perched on the Chao Phraya River, and delicious food inspired by its floating markets.
Having undergone refurbishment just prior to COVID, the Mandarin Oriental, Bang Rak, has been servicing visitors to the capital since 1887. Its spa, history of literary guests and personalised services are world renowned. Alternatively, you could check out The Siam, a luxury hotel created by esteemed architect and landscape designer Bill Bensley, located in the Dusit district on the Bangkok side of the Chao Phraya River at the base of Krung Thon Bridge.
Where signature style meets authentic Thai charm, The Peninsula Bangkok is truly distinctive, offering an unparalleled urban resort experience in the heart of the city.
In 2025 it was awarded Forbes Travel Guide’s prestigious five-star verified luxury rating, recognising its exceptional service and commitment to excellence.
On the banks of the Chao Phraya River, the Mandarin Oriental Bangkok is one of Asia’s legendary hotels. The recently refurbished Oriental has been an inspiration to a host of distinguished writers, including Joseph Conrad and Somerset Maugham. It is one of the only two hotels in the city to hold three Michelin keys for its spectacular service.
If you want to get out and about, there are plenty of cool distractions. Open to the public, Soho House Watthana is the Asian outpost of London’s Soho House and encourages visitors to nab a spot by the pool and enjoy cocktails in the sun – try a Thai-flavoured Pandan Colada that pairs rum with condensed coconut milk, coconut water, pineapple juice and lime juice. Upstairs, a picturesque courtyard borders a restaurant with a North-American-leaning Thai menu.
At Vesper, Si Lom, you step into a Milanese-style cocktail bar where Thai ingredients play a starring role – it’s perfect for pre-dinner drinks like the Thaiball made with gin, fino sherry, aromatic ginger, lemongrass and pomelo; or the Saffron Sour, based on vodka shaken with saffron, cardamom, citrus and orange blossom.
For a daytime bite in Thong Lor, the Greyhound Cafe – a trendy offshoot of perennially cool Thailand fashion house Greyhound – is popular for brunch with Thai celebrities and expats.
There’s more to Thailand than Bangkok and fine dining – wellness is getting big too. Guests can detox at hip new health retreat RAKxa, visited by Dr Deepak Chopra and Kate Moss in recent years. After several one-on-one consultations with doctors, guests receive a bespoke itinerary blending Eastern and Western medicine, with just enough gaps in the schedule to make the most of the retreat’s amenities.
Located on Bang Krachao, an island known as Bangkok’s green lung, RAKxa offers 10 different treatments, both traditional and medical, including mindfulness exercises, energy healing, Ayurvedic massage, acupuncture and traditional Thai herbal rituals.
As you descend from the hilltops to the Four Seasons Koh Samui, tropical greenery leads you down to pavilions, restaurants and villas that connect guests to the calm blue sea. Breathtaking in the purest sense of the word, it surpasses all expectations.
Meaning place of peace, Amanpuri in Phuket was the very first property in the group. A gated luxury compound with a spa and its own peninsula, Amanpuri introduced the original concept and, since then, Aman has grown to encompass 36 exquisitely serene properties around the world.
One of two properties in Thailand, Six Senses Ya Noi is located on an island just 10 nautical miles from Phuket, offering a tranquil escape with stunning views of the bay’s limestone karsts. Interiors meld seamlessly with natural surroundings through thoughtful design and a commitment to sustainability. Explore limestone cliffs and discover hidden beaches only the locals know via the Six Senses fleet of motor yachts.
Trisara, meaning the garden in the third heaven, is a secluded luxury resort nestled on Phuket’s serene north-western coast. Set amid lush tropical hillsides, it offers 39 private pool villas and a selection of multi-bedroom residences, each designed to be the ultimate in privacy and provide panoramic views of the Andaman Sea.
In the Sino-Portuguese Old Phuket town, the unassuming Tu Kab Khao restaurant offers a mix of authentic local flavours, great Thai curries and ample vegetarian options. The miang – betel leaf-wrapped Southeast Asian snacks – are exquisite.
Reserve a table at KOH Thai Kitchen & Bar at The Four Seasons Koh Samui and watch the moon rise at this popular rustic restaurant with outdoor seating and views over the magnificent Gulf coast. Choose from a set-price seafood buffet or book à la carte for authentic Thai and impeccable service.
Some of the greatest experiences to be had in Thailand are those shaped by their proximity to nature. Ewa Stachurska, Chief Marketing and Sustainability Officer at Simpson Marine, says demand for yacht charters has expanded. Visitors from Europe and Asia flock to the year-round warm water and spectacular dives sites from Krabi and Pipi to the world famous Maya Bay.
“The high season runs from November through to April, then we observe the weather change and it’s a green season with a lot more rainy days, but also beautiful lush forests and vegetation to visit when island hopping,” Stachurska says.
Professional sailor Steve McConaghy loves taking part in regattas, diving around Ko Tao, just north of Koh Samui, and provisioning for longer trips from Malaysia’s island of Langkawi. “I find the sailing is just as good as, if not better than, Australia,” he says.
“Asia has the same beautiful, clean water. The wind is probably not as strong, but we do get good breezes, light to moderate. And in Thailand, we don’t get fresh conditions unless there’s a typhoon nearby.
“It’s better than Australia in terms of the atmosphere and the amenities,” he continues. “Everything is better, and the functions are just fantastic. The resorts we visit are all five-star and the people just really welcome the sailors.”
Bigger boats are popping up all the time, and there’s quite a few marinas in Phuket now that are world class. “You see a lot of superyachts there,” he adds.
McConaghy says his favorite place is Ko Tao. “I sail past there on the way to Pattaya and it’s where I did all my dive certificates,” he enthuses.
“If you’re cruising up that way, you have to visit. It’s just so beautiful – the water has 30 metres of visibility when you’re diving, and it’s 30 degrees too, with really good sharks and so much fish. It’s great.”
Ocean Marina, Jomiten, has over 450 modern berths, with safe anchorage for yachts up to 75 metres. It’s Southeast Asia’s largest marina and the gateway to yachting in Asia. Ao Po Grand Marina in Phuket caters to the grandest of superyachts and has 280 berths accommodating vessels up to 85 metres.
The King’s Cup is a five-day regatta that’s considered Asia’s most popular yacht race. It starts at Kata Beach in Phuket in early December to honour the birthday of His Majesty the King of Thailand Maha Vajiralongkorn, known as Rama X. The Samui Regatta, held in May each year, is the longest-running sports event on Koh Samui, occupying poll position in the Asian yachting circuit.
From sensational cuisine and day spas to stunning waters, there’s simply no doubt Thailand has a lot to offer. But perhaps what sets it apart most is its gentle people and their magnificent service. Set in a storybook landscape that ranges from hot springs in Ranong to tented elephant camps in Chiang Rai and private plunge pools in island villas off Phuket, the service remains a constant. It’s both gracious and unwavering.
Truly a land of smiles, Thailand gives tourists a thousand reasons to smile back.
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