Updated Travel Guide to Thailand: Where to Travel Now

Known for its rich ancient Siamese culture, beautiful natural landscapes, white sand beaches and world-famous cuisine, Thailand really is a must-visit Asian destination.

Visitors are drawn to the gilded temples and exotic khlongs (canals) of Bangkok, jungle treks and elephant sanctuaries in Chiang Mai and the picture-perfect beaches and luxury resorts of islands such as Koh Samui. However, it’s also the country's natural charms and the hospitable nature of its friendly people that hooks visitors and entices them back time and time again.

Whether you're visiting Thailand for the first time or returning to rediscover its charm - as far as we’re concerned you can never visit too many times - the country's culture, landscapes, wide range of luxury hotels and warm hospitality ensure every trip feels like a new adventure.

We’ve shared an ideal 3-destination itinerary, plus our favourite hotels in each location, to help you explore the best of Thailand with Ampersand.

Bangkok: The Vibrant Capital

Luxury holidays in Thailand are best begun with a city break in the buzzing and frenetic capital of Bangkok, also known as Krungthep (The City of Angels), due to the network of narrow canals (khlongs) throughout the city. This booming tropical metropolis blends modernity with ancient traditions in unique ways; modern office towers sit next to traditional homes, lush parks, ornate temples, food stalls and street markets. 

There are endless things to see and do, from visiting the magnificent Grand Palace, Wat Phra Kaew (Temple of the Emerald Buddha) and Wat Pho (Temple of the Reclining Buddha), to exploring the narrow winding back streets of the old city, shopping at the Chatuchak weekend market or relaxing at a rooftop bar with cocktails and fine dining, before sampling the city’s well-known nightlife. Whatever kind of holiday to Thailand you’re after, the street food is a must.

Stay at The Oriental Bangkok

Overlooking Bangkok's Chao Phraya River, the iconic Mandarin Oriental Bangkok offers beautifully decorated and incredibly plush rooms alongside two swimming pools, a lavish spa, famous bar and multiple top-notch dining options with cookery school. Make sure to make use of the hotel’s boat to take you across the river for time at the spa or Thai restaurant; a ride at night is especially romantic.

Chiang Mai: Culture & Adventure

Meaning 'new capital', Chiang Mai is the cultural hub and shopping capital of Northern Thailand, surrounded by mountains and dotted with temples. Chiang Mai lies at the base of Mount Doi Suthep, which is home to Wat Phra That Doi Suthep, a sacred Buddhist temple brimming with gilded stupas and intricate shrines.

There’s lots to do in the rural areas around Chiang Mai, including trekking through hill tribe villages, or a visit to Patara Elephant Farm to feed and wash these gentle giants. For a different insight into Thai culture, you can enjoy a cookery class or visit the Chiang Mai Night Bazaar where you can pick up a wide range of crafts and textiles, delicate silverware, leather goods and antiques.

Stay at 137 Pillars House

137 Pillars House is a lovely boutique hotel located in the arty Wat Gate district, offering easy access to the nearby markets and temples. Blending historic Thai architecture with sleek modern design, this Ampersand favourite offers a serene home-away-from-home with 30 luxury suites, a spa and pool dotted throughout the tropical grounds.

Koh Samui: Island Luxury

The largest and most well-known islands of the Chumphon Archipelago, Koh Samui is ideal for those looking for a secluded island beach stay, with jungle-covered mountains and cascading waterfalls leading down to sandy beaches and warm, turquoise waters.

Despite numerous hotel openings over the past few years, the island remains worth visiting, and is home to a range of luxury resorts that blend well into the local environment. Samui people developed their own culture, and they are famously friendly and welcoming to visitors.

This beautiful island, located in the gulf of Siam off Thailand’s east coast, will be the setting of the third season of The White Lotus, which comes out in 2025 - filmed at the Four Seasons Resort.

Stay at the Four Seasons Koh Samui

Situated on a steep hillside with dramatic views over the Gulf of Thailand and the beautiful Ko Pha Nga Island, this luxurious resort has 62 secluded villas, each with a private infinity pool. The on-site spa offers Thai massages, yoga and meditation; or if you’re seeking something more active, snorkelling or paddleboarding in the tranquil bay is a great way to spend a morning. The main restaurant ‘Koh Thai Kitchen’ serves a great selection of Southern Thai food and offers incredible views from the hillside, or you can enjoy dining al fresco on the beach with an expertly-made cocktail.

Whether you're seeking cultural experiences, adventure or a relaxing beach holiday, Thailand is a great all-rounder destination that caters to every traveller and holiday type. It’s no wonder our Thailand tailor-made holidays draw our clients back time and again.

For the ultimate guide to Thailand, speak to our specialists who are on hand to provide expert travel advice, and will be delighted to plan your tailor-made luxury holiday to Thailand. Please email us at info@ampersandtravel.com