Thailand pivots toward high-value tourism with wellness hub

Today’s tourism has become a restorative space that resets the body and renews the mind.

The Tourism Authority of Thailand has launched a strategy to position wellness tourism as a higher-value segment of the country’s travel industry, signaling a shift from volume-driven arrivals toward longer stays and higher per-capita spending.

The policy aims to deepen links between tourism and healthcare services, as officials seek to reduce reliance on mass-market travel and raise overall visitor yield.

Chuwit Sirivajjakul, deputy governor for policy and planning at the tourism agency, said the initiative seeks to boost Thailand’s competitiveness as global travel patterns evolve.

“We see wellness tourism as a key lever to enhance Thailand’s position in the global tourism market while strengthening economic resilience beyond traditional travel segments,” he said in an emailed reply to questions.

Thailand has long marketed its traditional massage, herbal treatments and hospitality culture. The latest push aims to formalise those offerings within a broader ecosystem that includes preventive healthcare, diagnostics and internationally accredited hospitals.

Industry players said wellness tourism has expanded beyond spa-based services to include medical screening, lifestyle management and structured health programs.

Tanupol Virunhagarun, CEO at BDMS Wellness Clinic, said demand is increasingly tied to preventive care rather than short-term leisure.

“Today’s tourism is not merely about rest or escape from fatigue, but has become a restorative space that resets the body, revitalises the mind, and creates holistic balance,” he said in a separate email.

Thailand is one of Southeast Asia’s biggest tourism economies, and policymakers have sought to reduce vulnerability to external shocks by diversifying revenue sources and targeting higher-spending segments.

Wellness tourism, which typically commands premium pricing and longer stays, is seen as a way to raise overall visitor yield without relying solely on rising arrival numbers.

The tourism authority said the initiative would coordinate public agencies and private operators to standardise services and link travel with healthcare offerings.

*By aligning public-sector strategy with private-sector expertise, policymakers aim to build a resilient, high-value tourism model,” Chuwit said.