According to the Global Wellness Institute (GWI), the global wellness tourism market is projected to reach USD 7 trillion (approximately THB 230 trillion) by 2025, growing almost twice as fast as the overall tourism industry.
Building a Strong Ecosystem: The Key to Thailand's Global Wellness Destination
Mr. Bhummikitti Ruktaengam, Vice President of the Tourism Council of Thailand and Advisor to BDMS Wellness, said COVID-19 fundamentally reshaped consumer behavior toward healthier lifestyles, fueling demand for experiences that promote both physical and mental well-being.
"Wellness tourism has evolved into a lifestyle choice that benefits both people and the economy," he said. "To become a global wellness destination, Thailand must build a complete ecosystem — from government policy and service standards to integrated wellness packages and local well-being development — especially to engage the next generation, Gen Z, who value meaningful and health-focused travel experiences."
Wellness Travelers Spend More and Stay Longer
Mr. Krod Rojanastien, Consultant to the CEO and Chairman of Chiva-Som International Health Resort, noted that international travelers account for around 80 percent of Chiva-Som's clientele, while Thai guests now make up 20 percent, up from less than 2 percent before COVID-19.
"Our main clientele are Gen X and Gen Y travelers seeking holistic wellness," he said. "They spend an average of THB 60,000-100,000 per trip and often stay from one week up to six months. Thailand's strengths in healthy cuisine, herbal medicine, traditional therapies, and authentic culture uniquely position us to lead the wellness economy. If leveraged strategically, these assets can generate sustainable income and empower local communities."
Thai Senses and Soft Power: From Local Essence to Global Appeal
Mr. Pramote Dechaboonsiripanich, Managing Director of Panpuri, emphasized Thailand's distinctive sensory identity rooted in the five senses — scent, taste, touch, sound, and atmosphere.
"Panpuri transforms these senses into holistic wellness experiences through natural fragrances and ancient Thai wisdom," he said. "This 'Thai Senses' approach embodies Thailand's soft power — authentic, soothing, and healing — that resonates deeply with global consumers."
Thai Gastronomy: 'Food as Medicine' Driving Wellness Growth
Assoc. Prof. Dr. Jutamas Wisansing, President and Founder of the Thailand Gastronomy Network, said Thai cuisine has immense potential to become a cornerstone of global wellness tourism.
"Thai food embodies the principle of 'Food as Medicine' — balancing taste, nutrition, and healing," she said. "If we communicate this connection effectively, Thai cuisine can be both an economic driver and a cultural ambassador for wellness tourism."
GWI data indicates the global wellness tourism market will grow to USD 1.4 trillion (THB 51 trillion) by 2027. Wellness travelers spend an average of USD 1,886 (THB 68,000) per trip—56% more than regular tourists. Thailand ranked No.1 for wellness market growth from 2022 to 2023 among the world's top 25 wellness markets.
The Sukhothai Spa: Where Thai Heritage Meets Modern Well-Being
Mr. Richard Deutl, General Manager of The Sukhothai Bangkok, said The Sukhothai Spa reflects the essence of Thai wellness tourism by harmoniously blending traditional Thai architecture with modern therapeutic science.
"Winning two Michelin Keys reaffirms our world-class quality and authenticity," he said. "It also reinforces Thailand's reputation as a trusted global wellness destination."
Wellness-Tourism on the Rise, Reflecting Investment in Quality of Life
Ms. Varitta Phatanarajta, Head of Credit Card Marketing Division at KTC, revealed that KTC members are increasingly investing in health alongside travel. Spending data shows that wellness-oriented hotels record an average spending per stay 1.88 times higher than regular hotels, while the 30-35 age group demonstrates a significant rise in health-related spending. KTC foresees that the future of travel will go beyond leisure, evolving into a Travel Ecosystem through our KTC Wellness Hub, connecting members with more than 60 leading partners — from health resorts and hospitals to spas and healthy restaurants — through exclusive benefits that make wellness experiences more accessible, convenient, and rewarding.
"With over 2.8 million members, KTC acts as a strategic enabler, bridging entrepreneurs with consumers and helping position Thailand as a global leader in wellness tourism," Ms. Varitta concluded.
