#Forestbathing

Travel trends are shifting again this year, and two ideas — forest bathing and noctourism — sit at the center of a broader movement toward authenticity and quieter, more meaningful experiences. A leading business media outlet recently highlighted ten alternative travel trends that are taking off, noting that travelers increasingly crave “more authentic and less touristy” experiences. While the full list spans many angles — from slow travel to local culinary safaris — forest bathing and noctourism stand out for their healthful, culturally resonant potential and their ability to connect visitors with places in a sustainable way. For Thailand, a country famed for its rich landscapes, temple towns, and vibrant night markets, these trends offer both opportunities and challenges as the industry recalibrates after the disruptions of the past few years.

A new study suggests that virtual forest experiences—sights, sounds, and even scents delivered through digital technology—can reduce stress and lift mood. For Thailand’s growing urban centers, where access to green spaces is uneven, such digital nature therapies may support mental well-being in daily life.

Shinrin Yoku, the Japanese practice of forest bathing, invites focused, undistracted time in nature to calm the mind. As Bangkok and other Thai cities expand, many residents struggle to connect with restorative green spaces. Researchers are exploring digital alternatives that simulate nature’s healing effects, offering stress relief in environments where parks are scarce.

A new study has revealed that “virtual forest bathing”—experiencing the sights, sounds, and even scents of natural forests through digital technology—can significantly reduce stress and boost mood, offering potential mental health benefits to people with limited access to nature. As Thailand’s cities grow increasingly dense and natural green spaces become harder to access for many urbanites, these findings carry important implications for stress management and wellness across the kingdom.

Originating from Japan, the concept of “forest bathing” or Shinrin Yoku involves spending quiet, undistracted time in a forest environment to calm the mind and promote health. Traditionally, this practice fosters deep immersion in nature, but modern lifestyles and urban expansion are rapidly separating millions—including Thais in cities like Bangkok—from such restorative environments. With green spaces shrinking and daily pressures mounting, experts have been exploring alternative methods to connect people with nature’s healing effects, even from within the cityscape.

In an era marked by economic volatility, global trade uncertainties, and the unrelenting pressure of leading large organizations, CEOs are reimagining their approaches to stress management—drawing from meditation, nature immersion, and even curated social media use to maintain their well-being. A recent report from Business Insider highlights how prominent executives are using a mix of traditional and modern wellness tactics to thrive under pressure, offering practical insights for leaders and professionals in Thailand who may be experiencing similar workplace stressors (Business Insider, 2025).

Executives worldwide are rethinking stress management as market volatility and demands of leadership persist. A new wave of high-profile leaders is turning to yoga, nature time, and carefully curated digital use to stay grounded. Insights from recent coverage show how these practices translate into practical strategies for Thai professionals facing similar pressures.

In Thailand, traditional values around calm, community, and balance—embodied in the idea of jai yen (cool heart)—resonate with modern wellness approaches. Mindfulness and physical health are increasingly viewed not as luxury but as essential foundations for effective leadership. Data from Thai health experts and international researchers suggest mindfulness and regular movement can reduce stress hormones and improve emotional regulation, offering measurable benefits for leaders navigating complex decisions.