Thailand has announced a new national strategy to strengthen wellness and medical tourism, with the aim of making the country one of the world's leading destinations in the sector by 2026.
This initiative is part of the government's efforts to increase tourist spending, encourage longer stays, and capture a share of the rapidly expanding global market.
According to Bhummikitti Ruktaengam, Vice-President of the Thailand Tourism Council (TCT), wellness is now a priority area to attract international clients seeking fitness programs, preventive medicine, and health-focused experiences.
"Wellness tourism perfectly aligns with the national objective of increasing value per trip and offering transformative experiences," he said.
In Thailand, visitor behaviors are already evolving.
In Phuket, some travelers participate in intensive Muay Thai training for several weeks, while others opt for personalized medicine programs or vitamin treatments under medical supervision.
This repositioning is supported by the TAT's new theme: 'Healing is the New Luxury'.
Bhummikitti emphasizes that the concept of 'wellness' is rapidly expanding to include mental health, therapeutic nutrition, thermal baths, and detox experiences.
'Thailand must present itself as a destination for personal transformation,' he added.
Traditional practices, such as Thai massage, are also part of this evolving wellness landscape in Thailand.
A highly advanced Thai private sector
Bumrungrad International Hospital.
On the private sector side, medical operators also see considerable potential.
Artirat Charukitpipat, Director General of Bumrungrad International Hospital, recalls that Thailand is one of the most recognized medical destinations in the world.
'Our international standards, specialized doctors, and Thai hospitality have always attracted foreign patients,' she explained.
According to her, despite the growth of hospital infrastructure in certain regions like the Middle East, many patients still prefer Thailand for the quality of care and associated well-being services.
Some international partners have even requested the opening of Thai longevity clinics in their countries.
A global wellness market in full growth
PRP treatment at Citycare Clinic in Phuket.
According to the Global Wellness Institute, the global wellness industry was worth $6.3 trillion in 2023, with $830 billion coming from wellness tourism alone.
Between 2019 and 2023, the segment with the highest growth was wellness real estate (+18.1% per year), followed by preventive and personalized medicine (+15.2%), and mental wellness (+11.6%).
New technologies at the heart of transformation
Hyperbaric oxygen therapy at MedPark Hospital
New technologies are emerging at a rapid pace: hyperbaric oxygen therapy, intravenous infusions, cryotherapy, and connected devices enabling precise health data tracking.
The rise of artificial intelligence is also expected to facilitate the creation of entirely personalized nutrition and health plans via wearable devices.
Despite this potential, Thailand still accounts for less than 1% of the global market, leaving significant room for growth.
Bumrungrad indicates that 67% of its revenue comes from foreign patients, and the conversion between medical care and wellness treatments is particularly high.
An ecosystem still hindered by regulations
Thai massage. Photo: Quan Spa
According to Bhummikitti, achieving global leadership will still require a more integrated ecosystem.
He notably mentions the difficulty of current regulations, the multiplicity of authorities with which hotels and spas must register, the lack of medical personnel, as well as the obstacles encountered when importing new health technologies.
The challenge of training and health personnel
Staff at a hospital in Thailand check a patient's information. Photo: Bangkok Post
The TCT recommends setting up a single window to simplify procedures, while ensuring safety and medical standards.
The sector also calls for encouraging balanced diets, limiting sugary drinks, and strengthening training in the areas of wellness and preventive medicine.
Without an integrated plan, Thailand could be overtaken by other countries that are quicker to adapt their regulatory framework, such as Singapore.
"Technologies related to longevity, prevention, and wellness are evolving very quickly.
Regulations must keep pace, concluded Ms. Artirat.
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Source: Bangkok Post
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2 comments
In this area, we should stop the hypocrisy.
Well-being is in all areas, including respiratory health.
It is abnormal to be treated in a hospital and go out wearing a mask because the pollution is not "green".
But this is too complicated for any government.
It's eating at all levels !!!