Bangkok: Tourism industry leaders confirm that wellness tourism is the new engine driving the Thai economy.
According to Thai News Agency, the seminar “Thailand Wellness Tourism: From Longevity Economy to Lifestyle for All” hosted by Krungthai Card Public Company Limited highlighted that the wellness tourism industry is projected to grow to US$1.4 trillion (approximately 51 trillion baht) by 2027. This growth rate is almost twice that of general tourism, with wellness tourists spending an average of US$1,886 (approximately 68,000 baht) per trip, which is 56% higher than general tourists. Furthermore, Thailand has been identified as the number one health tourism market growth between 2022-2023 among the world’s top 25 wellness markets.
Mr. Phumikit Raktaengam, Vice Chairman of the Tourism Council of Thailand (TTC) and advisor to BDMS Wellness, emphasized the necessity for Thailand to expand its direct wellness travel base to become a world-class wellness destination. This expansion requires a comprehensive ecosystem, including government policies, service standards, and wellness travel packages, with a particular focus on the Gen Z market. He noted that wellness tourists fall into two categories: those traveling directly for wellness, accounting for 15% with high spending, and those traveling for general purposes but spending 85% on supplementary wellness.
Mr. Krod Rojanasathien, Advisor to the CEO and Chairman of Chiva-Som International Health Resort, pointed out that health tourism should highlight the charm of Thainess, leveraging strengths such as healthy food, herbs, traditional Thai medicine, and culture. This approach not only enriches tourist experiences but also helps distribute income sustainably to local entrepreneurs. Presently, 80% of Chiva-Som’s customers are international, while 20% are Thai tourists. Gen X constitutes the primary customer group, followed by Gen Y, with spending ranging from 60,000 to 100,000 baht per person per trip and stays lasting from 7 nights to as long as 6 months.
Mr. Pramote Dechaboonsiriphanich, Managing Director of Puri Co., Ltd., highlighted Thailand’s unique cultural identity tied to the five senses – smell, taste, touch, sound, and atmosphere. Panpuri has transformed these elements into distinctive products and wellness experiences, such as natural plant fragrances and ancient wisdom that effectively relieve fatigue, enhancing global revenue potential.
Mr. Richard Deutl, General Manager of The Sukhothai Bangkok, described The Sukhothai Spa as a model for wellness tourism, blending traditional Thai architecture with modern therapies to offer holistic relaxation and healing. The hotel’s two Michelin Keys underscore its world-class service, attracting tourists and enhancing Thailand’s standing as a leading global wellness destination.
Asst. Prof. Dr. Juthamas Wisansingh, President of the Thailand Gastronomy Network, highlighted the potential of Thai food as a cornerstone of Wellness Tourism. By emphasizing the medicinal value of Thai culinary wisdom, such as herbs and curry pastes, and educating consumers about the health benefits and cultural significance of Thai cuisine, it can become a key economic driver.
Ms. Waristha Pattanarat, Chief Marketing Officer at KTC, shared that KTC is facilitating business connections with its customer base of over 2.8 million, creating new opportunities in the wellness tourism market. KTC members are increasingly investing in health-related travel, with wellness hotel spending significantly higher than regular hotels. The 30-35-year-old demographic shows particularly increased spending on health. KTC has developed the KTC Wellness Hub platform, offering benefits from over 60 partners, including resorts, hospitals, spas, and health restaurants.