Thailand Tourism Forum unveils ‘Joy of Missing Out’ concept

The 2025 Thailand Tourism Forum, held recently at the InterContinental Bangkok and attended by over 1000 delegates, unveiled the concept of JOMO (Joy of Missing Out)  - replacing FOMO (Fear of Missing Out) as peer-driven bucket list tourism is overtaken by travellers wanting to disconnect as a form of self-care to pursue their own unique experiences.

The JOMO concept is about unplugging from all media, practicing self-care, reconnecting to the present and learning to appreciate solitude.

JOMO is especially important for digital natives who have never known life without social media, including some Millennials and Gen Z. Unplugging from devices can help reconnection to the natural world and giving a break from the relentless social comparison that may be at the root of a lot of the anxiety and dysphoria experienced by these generations.

JOMO offers a break from processing endless streams of information and notifications that can overwhelm our minds and leave us feeling exhausted and provides an opportunity to experience gratitude for what we have right here and right now.

With a surging wellness sector worth US$ 5.7 billion, TTF founder and C9 Hotelworks Managing Director, Bill Barnett noted “wellness is no longer about spas, it’s about getting outside and enjoying a healthier lifestyle. Guests are staying longer and spending habits are changing with the concept of longevity a potent force in the new luxury market.”

The audience heard from hospitality data guru Jesper Palmqvist, STR’s regional vice president for Asia Pacific that destination is emerging as the key in Bangkok with luxury hotels performing best on the Chao Phraya River according to 2024 figures, playing into the ‘new luxury’ narrative of nature and culinary-led neighbourhoods being critical draw cards for high-end travellers.

Brand evolution was central to the topic of ‘Managing Lifestyle vs. Traditional Brands’ led by Siradej Donavanik, vice president of development at Dusit Hotels & Resorts, who said the newly opened Dusit Thani embodied many of the new directions of the group; while Patrick Finn, vice president of development at IHG Hotels & Resorts, revealed ‘The Hot List – Top Luxury Travel Trends in Thailand’ stressing that authentic and creative food and beverage experiences would take centre stage in 2025.

IHG Hotels & Resorts has emerged as a leader in luxury hospitality in Thailand through its InterContinental and Kimpton brands, including the recent opening of the multi award-winning InterContinental Khao Yai Resort.

A shift towards ‘longevity tourism’ is also a prime mover in the new luxury travel movement in Thailand with the development of innovative wellness facilities, such as the newly-opened VitalLife Scientific Wellness Center Phuket. Dr. Wanviput Sanphasitvong, an expert physician at VitaLife Scientific Wellness Center and Bumrungrad International Hospital, discussed ‘Redefined Wellness Tourism in Thailand’ saying that longevity was ‘the new frontier’ of wellness tourism.

TTF 2025 was organised by C9 Hotelworks in partnership with a series of leading, like-minded industry partners, including IHG Hotels & Resorts, STR, Horwath HTL, JLL Hotels and Hospitality, QUO, AMCHAM Thailand, Delivering Asia, VitaLife, Lighthouse, Phuket Hotels Association, Thaiger, and host venue InterContinental Bangkok.

Image top: Newly-opened VitalLife Scientific Wellness Center Phuket Image below from left: Dr. Wanviput Sanphasitvong, Physician at VitaLife Scientific Wellness Center & Bumrungrad International Hospital, Jesper Palmqvist, Regional Vice President, Asia Pacific, STR, Bill Barnett, Managing Director of C9 Hotelworks, Siradej Donavanik, Vice President of Development, Dusit Hotels & Resorts