Thailand’s leadership in the wellness industry is becoming increasingly recognized, as the global landscape of wellness continues to change along with consumer demand and travel behavior. At the Being Thailand 2025 industry strategic touchpoint in Phuket, the role of Thailand in shaping wellness-oriented tourism, hospitality and healthcare markets, as well as consumer markets was evaluated.
Thailand has built a resilient and diverse wellness ecosystem over the past 30 years. The market, which began with spas and holistic therapies has evolved into a dynamic mix of resorts that focus on longevity, integrative medicine and health-conscious products. Phuket has evolved from a spa destination to a wellness center with a full spectrum of services, including medical infrastructure, international hotel brands and next-generation property.
“Thailand’s wellness economy is not just expanding—it is recalibrating to meet the future,” said Viona Zhang, Deputy Managing Director of C9 Hotelworks. Being Thailand 2025 was a platform that brought together stakeholders to discuss the future of the market and align business models to the new wave of demand.
The event had a unique B2B format which inspired, informed, and connected participants with a mix of expert panels and strategic discussions. Immersive wellness sessions were also included. This approach in person facilitated a high-value engagement between industries while reflecting wellness’ experiential nature. A dynamic physical component— incorporating movement, mindfulness, and recovery elements—was designed to mirror the values and principles at the heart of the wellness economy.
The latest insights from the Report on the Wellness Economy 2025C9 Hotelworks released a report that highlighted the size and growth of the industry. Total wellness trip spending in Thailand rose from THB194 billion (USD5.39 billion) in 2022 to THB419 billion (USD11.64 billion) in 2023, driven by a sharp rise in international visitors—who grew from 23% to 40% of the wellness travel market. Thailand’s wellness economy, valued at THB1.4 billion (USD38.89billion) in 2023 ranked among the top ten in Asia-Pacific.
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Consumer behaviour is influenced by wellness trends beyond travel. Fitness apparel and footwear hold 52% of the market within the physical segment.The market value for labelled food and beverages was THB198 billion ($5.50 billion). This shift shows how wellness is no longer a travel-related category, but a lifestyle priority.
The development of hospitality is also changing. Increasingly, wellness offerings—once isolated to specialist resorts—are now being embedded across hotel categories. Upcoming openings such as Clinique La Prairie’s flagship property at Tri Vananda in Phuket and BDMS’s Silver Wellness & Residence in Bangkok are examples of how the country is repositioning itself around longevity, science-backed health, and integrated living environments.
The Being Thailand 2025 event facilitated high-level discussion and partnership building across the tourism, real-estate, consumer wellness and healthcare sectors, as well as investment. The event reinforced Thailand’s leadership, not only in product development but also in how wellness is integrated with national strategy and private sector growth.
