The Tourism Authority of Thailand (TAT) has started a campaign called "Discover the New You!" with the intention of creatively promoting health and wellness travel. The project fits with the government's strategy of promoting new forms of tourism that are more varied and sustainable and satisfy the needs of travelers in the modern world. To launch the campaign, TAT worked with more than 130 top health and wellness business owners, hotels, wellness resorts, and spas, as well as hospitals and specialist clinics. In an effort to draw wellness tourists from all over the world, it has also invited tour operators and bloggers and influencers to take part in the program. The campaign has selected 15 tourist routes. By September 2023, it is anticipated that the campaign will encourage more than 3,000 trips around the country and bring in more than 18 million Baht.