The wellness industry, Thailand's latest bet to attract tourists

There's much more to a Thai massage than tradition: there's a wellness industry supported by nearly 29,000 businesses and a government that has decided to make this sector a national priority. Thailand, Southeast Asia's second-largest GDP and highly dependent on tourism and exports, faces a challenging environment: slower-than-expected economic growth and trade threats, such as a possible 36% tariff from the United States.

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In this context, the country is seeking to reposition itself as a global center for wellness, leveraging its reputation for hospitality, its ancient culture, and the global boom in this sector. “From traditional Thai massage to modern medical innovations, we are positioning Thailand as a global center for wellness,” Prime Minister Paetongtarn Shinawatra stated in May. Of the 2,189 registered wellness centers in the country, 96 have already been certified with the “Thainess” seal , awarded to those that promote Thai culture in their architecture, products, traditions, art, language, and ancestral wisdom, according to the Government’s Public Relations Department.

One of the focal points of this strategy is Nakhon Pathom province, 60 kilometers from Bangkok, seen by authorities as an oasis of wellness . Activities such as organic farming and cooking, sound therapy, hot springs, massages, and even Muay Thai, the traditional Thai wrestling, converge there.

Monthaka Teerachaisakul, director of the Herbal Economics division, highlighted to EFE the effectiveness of the country's traditional medicine: "They are highly effective, especially for superficial ailments or respiratory problems," she stated. Similarly, Dr. Nuttapon Pinnimitr, a member of the government subcommittee for the promotion of the sector, noted that the focus should be on caring for patients before they become ill.

Thailand is also promoting programs to increase the production and consumption of herbal products , of which it is the main exporter in Southeast Asia, and the Ministry of Health has asked hospitals to increase their prescriptions. The national strategy ranges from promoting meditation retreats to the use of chemical-free soaps , positioning the country as a global benchmark for mindfulness and well-being, with the aim of expanding its soft power internationally.

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Health tourism in figures

The wellness industry generated over $12.3 billion in Thailand in 2023 , when the country welcomed 27 million foreign tourists. In 2024, that number increased to 35.5 million visitors, resulting in significant growth in spending on spas, health centers, and spaces linked to Buddhist practices.

A key finding for the government is that foreign tourists spend, on average, 35% more than locals on health and wellness services. For this reason, wellness was included among the 13 key industries of national economic policy, alongside festivals, sports, and gastronomy.

According to the Global Wellness Institute, this sector generated $6.3 trillion worldwide in 2023, surpassing even the pharmaceutical industry. Projections indicate it will reach $9 trillion by 2028. Thailand, aware of this trend, wants to capitalize on it. Despite the progress, the country's tourism goals have had to be adjusted. The initial aspiration of reaching 40 million visitors by 2025 was recently reduced to 37 million, as announced by the government in May. At the same time, economic growth has also slowed. Projections for 2025 range between 1.3% and 2.3%, one point below the previous forecast, and far from the levels of neighboring countries like Vietnam, which expects growth of 8%.

In this context , the commitment to wellness is also an economic strategy to revitalize key sectors . Thailand wants health tourism to become not just a luxury, but a national brand and a lever for sustainable development.

EFE