Thailand’s US$42.7bn wellness economy holds just 0.63% of the global market as government and businesses pursue a top-five hub ambition
Thailand aims to increase its current US$42.7 billion share of the global wellness economy, which is forecast to reach US$9.75 trillion by 2029.
The government has made developing a "Tourism & Wellness Hub" a national priority, seeking to reposition the country as a "global sanctuary for health and wellbeing."
The strategy focuses on high-value tourism by combining healthcare, nature, and Thai knowledge, promoted by the Tourism Authority of Thailand's "Healing is the New Luxury" campaign.
Key initiatives include significant private investment in wellness infrastructure, developing sectors like mental wellness and wellness real estate, and hosting the 2026 Global Wellness Summit to attract industry leaders.
Thailand is seeking a larger share of the global wellness economy, which is forecast to grow from US$6.8 trillion in 2024 to US$9.75 trillion by 2029 as consumers increasingly prioritise preventive physical and mental healthcare.
The Global Wellness Institute (GWI) expects the 11-sector market to expand by nearly US$3 trillion over five years, with average annual growth of 7.6%.
Thailand’s wellness economy is valued at US$42.7 billion, or about 1.4 trillion baht, representing only 0.63% of the global market. The country ranks 24th among 145 economies assessed by GWI.
The government has placed Tourism & Wellness Hub development among its economic priorities, with Deputy Prime Minister Suphajee Suthumpun overseeing work intended to address immediate problems, remove structural barriers and strengthen Thailand’s long-term capabilities.
Tourism strategy expands into visitor economy
Weerasak Kowsurat, an adviser to Suphajee and chairman of the working group on creative economy and Visitor Economy development, said private businesses wanted Thailand to evolve from a holiday destination into a global sanctuary for health and wellbeing.
The strategy would combine healthcare, medicine, Thai knowledge, nature and high-value tourism to give people a specific reason to visit Thailand.
It would also broaden the policy focus from conventional tourism to the Visitor Economy, covering the value generated by people travelling to Thailand for health, business, education and other purposes.
Krod Rojanastien, a member of the Thai Chamber of Commerce board and chairman of its health services business subcommittee, said Thailand’s US$42.7 billion market represented only 0.63% of the global wellness economy.
He likened the country’s share to taking “a single teaspoon from a vast gold mine”. The projected increase in the global market over the five years to 2029 is about 70 times the value of Thailand’s wellness economy in 2024.
Thailand will host the Global Wellness Summit 2026 from November 10-13, providing a forum for industry leaders to exchange knowledge and examine new wellness-economy data.
The event is also expected to support Thailand’s shift towards high-value tourism under the principle of “Value over Volume” and encourage the development of a wellness ecosystem spanning the entire supply chain.
Private businesses have proposed positioning Thailand as a “Sanctuary of the World” to attract health-conscious visitors who stay longer and spend more time on preventive and restorative activities.
Younger consumers increasingly regard “Wellness as the New Luxury”, displaying indicators such as eight hours of quality sleep, effective physical recovery and favourable health measurements recorded by smartwatches.
The global wellness economy comprises 11 sectors. Those identified in the material include personal care and beauty; physical activity; healthy eating, nutrition and weight loss; wellness tourism; wellness real estate; mental wellness; hot springs; and spas.
Wellness real estate is among the fastest-growing sectors in Thailand and globally. Projects increasingly use biophilic design, green areas and dedicated spaces for exercise and yoga to support physical and mental wellbeing.
Examples in Thailand include The Forestias, the BDMS WellEra development and the Nimit luxury condominium on Sarasin Road beside Lumpini Park.
WellEra is planned as an integrated wellness ecosystem combining medical services with a hotel promoted as six-star accommodation.
Mental wellness also fits Thailand’s strengths in meditation, breathing practices, emotional balance and spiritual wellbeing.
Three tourism-related sectors—wellness tourism, hot springs and spas—are particularly well aligned with the country’s existing capabilities.
Medical tourism is not included in GWI’s 11 wellness sectors. Wellness focuses on preventive self-care, while medical tourism involves hospital treatment after illness develops. The economic value of medical tourism is also smaller than that of the broader wellness sector.
Private sector calls for joined-up regulation
Krod said the government needed to dismantle administrative silos and improve coordination among public agencies.
Responsibilities relevant to wellness are distributed among four deputy prime ministers covering infrastructure; tourism and the service economy; science, health and education; and legal reform. Krod said close coordination among operational teams would be essential.
The National Health Security Office (NHSO) is considering a proposal to allow forest bathing to qualify for health-system reimbursement as a form of treatment and rehabilitation for mental wellbeing.
Similar policies have been used in several European countries, including Finland, following research indicating that contact with nature can reduce stress hormones and support mental, neurological and physical health.
Thailand’s ageing population adds a domestic reason to invest in health knowledge and innovation. Preventive healthcare would serve Thai residents as well as overseas visitors.
The Thai Chamber of Commerce has also proposed regulated off-site massage services at homes and accommodation. The concept has been submitted to the Office of the Public Sector Development Commission (OPDC).
The proposal calls for a provider register, safety standards and legally defined service permissions. It is intended to allow skilled therapists and new businesses to reach premium residential customers safely.
Another proposal would position Thailand as an international centre for wellness education and permit highly qualified foreign specialists to work as international therapists or spa specialists at international-standard wellness facilities.
The chamber said this would not cover traditional Thai massage or traditional Thai medicine, which remain occupations protected for Thai workers under labour regulations.
TAT promotes healing as a new luxury
Tourism Authority of Thailand (TAT) governor Thapanee Kiatphaibool said the agency aimed to establish Thailand as a global destination for health and healing and develop the country into an Asian wellness hub.
TAT will market the strategy under its “Healing is the New Luxury” campaign, responding to growing demand for wellness tourism.
Thapanee identified Thailand’s healthcare and tourism infrastructure, together with policies supporting the sector, as foundations for future expansion.
Chiang Mai sets 150-billion-baht target
Chiang Mai will host the “Chiang Mai Longevity Summit 2026: World Class Wellness Destination” on September 3-4 as the province develops a five-year strategy for high-value health tourism.
Akhom Suwankantha, vice president of the Chiang Mai Chamber of Commerce, said the province aimed to generate 150 billion baht in annual revenue from international visitors by 2031.
Under its 2027-2031 strategy, Chiang Mai intends to increase foreign visitor numbers from three million to 7.5 million.
Average spending by general international visitors is targeted to rise from 12,485 baht to 20,000 baht per visit. International wellness tourists are expected to spend between 45,000 and 80,000 baht per visit.
Chiang Mai also wants longevity wellness to account for 35% of its gross provincial product, representing 52.5 billion baht.
The strategy comprises five clusters:
Medical and healthcare services.
Healthy and safe food, including personalised nutrition.
Cosmeceuticals, herbs and high-value health products.
Mental wellbeing and lifestyle activities, including emotional therapy, nature-based treatment and lifestyle wellness.
Proactive marketing to attract high-quality visitors, with an emphasis on innovation and digital technology.
Investment spreads across three business groups
Business investment and restructuring are developing across three broad areas:
1. Integrated wellness infrastructure
Bangkok Dusit Medical Services (BDMS) is investing more than 29 billion baht in WellEra in the Langsuan-Sarasin area. The project will create an integrated wellness complex as BDMS expands beyond conventional hospital treatment into a wider wellness ecosystem, supporting Thailand’s ambition to become a top-five global wellness hub by 2030.
Bumrungrad International Hospital is positioning itself as a lifetime health partner with an emphasis on prevention and longevity. Bangkok Chain Hospital (BCH) is expanding into cosmetic surgery and supplements while establishing a Wellness & Longevity division.
2. Retail and healthcare partnerships
Berli Jucker (BJC) has formed a joint venture with DHL Supply Chain to develop healthcare logistics and is working with BLC on medicines and health products, using Big C as a principal consumer channel.
Plans in the healthcare segment also include expanding proton therapy equipment and entering the aesthetic-medicine market.
3. Foreign investment in deep technology
Japanese investors are shifting beyond conventional medical equipment towards high-value technology partnerships involving artificial intelligence, genomics and deep technology integrated with Thailand’s healthcare system.
NOAGE International, a collaboration involving Advanced Medical Care under Resorttrust Group and Mitsubishi Corporation, is working with Thai partners to develop precision-longevity services.
