Inside the THINK THAILAND: NEXT LEVEL Strategy: Positioning Wellness as a Key Driver for Thai Products in Response to Global Megatrends

The industry encompasses a broad range of sectors, including holistic wellness, healthy food, beauty, spa services, wellness tourism, and products and services that support physical, mental, and emotional balance.

According to the Global Wellness Economy: Country Rankings Report published by the Global Wellness Institute (GWI), an internationally recognised research and educational organisation specialising in the global wellness economy, Thailand’s wellness market expanded by 10% in 2024 compared with 2023. Its value increased from US$38.8 billion to US$42.7 billion.

Thailand’s wellness industry has demonstrated remarkable growth, ranking 24th globally and ninth in the Asia-Pacific region.

The three highest-value sectors within Thailand’s wellness economy are wellness tourism, which generated more than US$14.05 billion and ranked 15th globally; traditional and complementary medicine, valued at US$3.23 billion and ranked 18th globally; and the spa industry, valued at US$1.88 billion and also ranked 18th globally. Within the spa sector, medical spas recorded particularly strong growth of 13.8%.

Advancing Thailand’s Wellness Businesses into International Markets

The Department of International Trade Promotion (DITP) has continuously supported Thai entrepreneurs in creating greater economic value and expanding international trade opportunities for Thailand’s health, beauty, and wellness products and services.

DITP’s initiatives include organising trade missions and facilitating participation in major international trade exhibitions. Looking ahead to 2027, the Department has developed a proactive strategy under the theme “Driving Thai Wellness Businesses into Global Markets.”

The strategy seeks to expand commercial opportunities in specialised niche markets, including luxury spa services in Europe, medical services in the Middle East, beauty enhancement and massage services in China, and innovative food and products for older consumers in Japan.

These initiatives are intended to strengthen Thailand’s wellness economy and support its sustainable expansion into international markets.

In 2025, DITP’s international market development activities generated a total trade negotiation value of THB 468.44 million. This was achieved through six trade missions covering Cambodia, Japan, Saudi Arabia, Vietnam, and two cities in China, as well as participation in Cosmoprof Asia 2024 in Hong Kong.

In 2026, DITP’s activities generated an additional THB 159.60 million in trade negotiation value through three trade missions to Taiwan, Japan, and Vietnam, together with participation in Cosmoprof Asia 2025 in Hong Kong.

The Next Milestone: Thailand to Host the Global Wellness Summit 2026

The expansion of Thailand’s wellness industry is not a temporary trend. It is the result of long-established local wisdom, natural resources, medical expertise, service excellence, and a culture rooted in holistic health and well-being.

These strengths have contributed to Thailand’s recognition as one of the world’s leading wellness destinations, creating opportunities to generate economic value and expand international trade.

In 2026, Thailand will host the 20th Global Wellness Summit, a major international gathering of global leaders who will help shape the future of the wellness industry. The summit will take place from 10–13 November 2026.

Challenges and Opportunities for Thailand’s Wellness Products

Thailand’s wellness and herbal product export market is approaching an important turning point as several traditional markets begin to show signs of slowing growth.

Exports to Japan declined by 15.56%, affected by the appreciation of the Thai baht and subdued economic conditions. Exports to Australia fell by 22.25%, as consumers became more cautious about spending amid high household debt and elevated interest rates. Meanwhile, growth in China remained relatively stable at 1.05%, partly because younger consumers have increasingly shifted their preferences towards domestic brands.

Nevertheless, Thai products continue to have strong opportunities for growth, particularly in neighbouring ASEAN markets such as the Philippines, Vietnam, Malaysia, and Myanmar.

Demand in these markets continues to expand because consumers trust the quality of Thai products and perceive them as offering “affordable luxury”—premium quality at accessible prices.

New opportunities are also emerging in the Middle East. Exports to Saudi Arabia increased by 25.51%, while exports to the United Arab Emirates rose by 22.82%. Both markets have strong purchasing power and considerable interest in Thai fragrances, aromatic products, and essential oils.

These developments signal that Thai entrepreneurs can no longer rely solely on traditional volume-driven sales strategies. They must accelerate innovation, combine Thai wisdom with scientific knowledge, and expand into new markets to achieve sustainable global growth and create value at the NEXT LEVEL.

THINK THAILAND: NEXT LEVEL Positions Wellness at the Heart of Global Megatrends

As consumer behaviour shifts from simply “buying products” to selecting a complete “lifestyle,” strengthening the capabilities of Thai entrepreneurs to respond to the wellness market has become an increasingly important mission.

The Department of International Trade Promotion, Ministry of Commerce, is advancing the THINK THAILAND: NEXT LEVEL campaign by positioning wellness as one of the key pillars of Thailand’s international trade promotion strategy.

Under the concept “Thai to Global — From Local Value to Global Vision,” the campaign aims to establish a new international image for Thai products and services by connecting them with healthier lifestyles and holistic well-being.

The initiative also supports Thai entrepreneurs in strengthening their competitiveness and achieving sustainable growth in global markets.

Taking Thai Brands Global through Three Brand Ambassadors

Ms. Sunanta Kangvalkulkij, Director-General of the Department of International Trade Promotion, stated that the THINK THAILAND: NEXT LEVEL campaign, which has been implemented since 2024, aims to connect Thai entrepreneurs with global markets through a comprehensive international trade ecosystem.

The campaign focuses on creating added value through creativity, innovation, and distinctive Thai identity.

This year, DITP is placing particular emphasis on promoting Thailand’s wellness products and services, including natural products, health innovations, and services designed for health-conscious lifestyles.

The objective is to help Thai businesses expand their trade opportunities, gain international recognition, and compete effectively in global markets by showcasing the distinctive qualities, creativity, innovation, and high standards of Thai products and services.

The campaign covers a wide range of sectors, including medical and beauty services, health promotion services, wellness tourism, herbal products and cosmeceuticals, healthy food, and lifestyle products.

Most recently, DITP introduced three brand ambassadors representing the potential of Thailand’s industries across three major sectors: fashion, food, and wellness.

The ambassadors will help promote the international image of Thai products and services among global buyers, entrepreneurs, importers, and consumers.

Badminton World Champion “Popor–Sapsiree” Showcases Thailand’s Wellness Potential

Popor–Sapsiree Taerattanachai, a member of Thailand’s national badminton team, a world champion, and a former world No. 1 in mixed doubles, has been appointed the wellness brand ambassador for the THINK THAILAND: NEXT LEVEL campaign.

She will communicate Thailand’s potential as a global centre for wellness and wellness tourism to consumers worldwide.

As a world-class athlete, her image represents strength, discipline, professionalism, and a sustained commitment to health and well-being.

Popor therefore embodies the values of wellness in several important dimensions, including physical and mental well-being, a balanced lifestyle, and the ability to inspire others to pay greater attention to their health.

Her role will help reinforce the perception that Thailand is not merely a tourism destination, but also a comprehensive wellness destination with the capabilities and potential to compete on the global stage.

This positioning is not represented solely through individual role models. It is also being extended to Thai entrepreneurs who are developing wellness products and services that meet the changing needs of modern consumers.

By combining innovation, creativity, and Thai identity, these businesses are creating greater added value and strengthening their ability to compete in international markets.

The campaign’s fashion ambassador is Pancake–Khemanit Jamikorn, a model and actress with experience in both Thailand’s domestic and international fashion industries.

She represents the Thai fashion industry’s creativity and international standards, highlighting its ability to combine traditional craftsmanship, cultural wisdom, and contemporary design in products that meet the expectations of modern consumers.

For the food industry, Bie–Thassapak Hsu, a Thai singer and actor who has achieved significant recognition and success in China, will represent the potential of Thailand’s food industry to consumers worldwide.

His international reputation as a successful Thai artist will help strengthen awareness of and confidence in Thai food products among global audiences.

DITP considers the continued success of Thailand’s wellness products and services to be a major economic opportunity for the country.

Thailand can build upon its strengths in local wisdom, culture, service excellence, and innovation to develop higher-value products and services, enhance products and packaging in line with global market requirements, and proactively expand international business networks.

The Department will continue to maintain Thailand’s market share in established markets while entering high-potential new markets through business-matching activities, overseas trade missions, and participation in domestic and international trade exhibitions.

These efforts are intended to strengthen Thailand’s competitiveness and advance the country towards becoming an internationally recognised global wellness hub.

Entrepreneurs interested in participating in DITP projects can find more information at www.ditp.go.th, Facebook: Department of International Trade Promotion DITP, LINE Official Account: @DITP, or the 1169 hotline. International trade opportunities can also be followed through https://thinkthailand.ditp.go.th, www.thaitrade.com, and https://nea.ditp.go.th.

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