While the beaches of Thailand may be known for being overrun by young budget-conscious backpackers, the county’s tourism board has launched a new site promoting luxury travel experiences in a bid to woo globetrotters with deep pockets.

Thailand Super Quality is being pitched as an online portal that can help affluent globetrotters build bespoke, luxury travel packages in categories like dining, golf, spa and wellness and shopping.

The new site presents “a new aspect to experiencing Thailand,”  and one that moves away from the image of backpack-laden college students and young people in search of a bit of hedonism, no-frills beachside huts and cheap eats.

Instead, properties listed on Thailand Super Quality include luxury villas, for instance, five-star hotels in the heart of Bangkok, and private, exclusive island getaways.

Likewise, visitors are given a list of fine dining destinations such as Thai, fusion, and Japanese cuisines,  and addresses for the best craftsmen and luxury retail shopping experiences in Bangkok.

The site also offers a golf category listing the best courses across the country while tourists looking to recharge are given a list of the most luxurious spa and wellness centers in Thailand.