Chiva-Som taps IMAGINE PR for North American outreach

Chiva-Som has named IMAGINE PR as its North American public relations agency for Chiva-Som Hua Hin in Thailand and Zulal Wellness Resort by Chiva-Som in Qatar. The move is meant to strengthen awareness of the wellness brand’s resorts and academy as Chiva-Som leans on its long-running positioning in destination wellness.

Why it matters: - Chiva-Som is looking to expand its North American visibility for two of its highest-profile wellness resorts. - The appointment also supports awareness of Chiva-Som International Academy, which helps train wellness professionals. - Stronger North American publicity could help drive bookings, brand recognition and interest in Chiva-Som’s wellness programs.

What happened: - IMAGINE PR was appointed as Chiva-Som’s North American public relations representative. - The mandate covers Chiva-Som Hua Hin, the flagship resort in Thailand, and Zulal Wellness Resort by Chiva-Som in Qatar. - The role also includes Chiva-Som International Academy. - The announcement was issued July 6, 2026.

The details: - Chiva-Som Hua Hin opened in 1995 in Hua Hin, Thailand, and is widely regarded as Asia’s first destination wellness resort. - The brand says its roots trace back to Boonchu Rojanastien and a family beach house that served as a retreat for healthy living. - Chiva-Som Hua Hin overlooks the Gulf of Thailand and offers wellness retreats built around treatments, therapies, fitness, nutrition and relaxation. - The resort has 54 renovated rooms and suites, including ocean-facing accommodations and Thai Pavilions in tropical gardens. - Chiva-Som Hua Hin includes two restaurants, 70 treatment rooms and daily programming such as tai chi and meditation. - The resort offers more than 200 treatments across 16 signature retreats. - Zulal Wellness Resort by Chiva-Som opened in Qatar in 2022. - Zulal is split into Zulal Serenity, an adults-only retreat, and Zulal Discovery, which is designed for multi-generational families. - Zulal Serenity has 94 rooms and suites. - Zulal Discovery has 86 rooms and suites. - Zulal offers more than 400 treatments for individuals and families. - The resort is rooted in Traditional Arabic & Islamic Medicine and adds other regional wellness practices. - Zulal has four restaurants in the source FAQ and six dining venues in the resort description. - Zulal serves clean, locally sourced wellness cuisine that is largely gluten- and dairy-free. - Chiva-Som International Academy opened in Bangkok in 2003. - The academy is now open to students around the world and teaches spa treatment, beauty treatment and spa management. - The academy’s curriculum is intended to prepare participants for careers in health and wellness. - Guests at both resorts are paired with a Health & Wellness Advisor on arrival to tailor treatments, movement, therapies and nutrition. - Complimentary Wi-Fi is available, but devices are limited to guest rooms and the library to encourage digital detox. - A minimum stay of three nights is recommended. - More information is available at Chiva-Som and Zulal Wellness Resort.

Between the lines: - The appointment signals Chiva-Som’s push to broaden its audience beyond its core regional luxury-wellness base. - The brand is positioning its resorts around personalization, longevity and evidence-based wellness rather than standard hotel amenities. - The academy adds a business-to-business layer to the brand narrative by linking guest experiences with professional training.

What's next: - IMAGINE PR is expected to support Chiva-Som’s media outreach in North America across resort and academy messaging. - Chiva-Som will likely use the new agency relationship to amplify its Thailand and Qatar properties to travelers seeking destination wellness experiences. - The brand’s public-facing push may also spotlight its educational and sustainability initiatives alongside guest offerings.