Post by : Rameen Ariff

Thailand’s wellness and spa industry continues to attract increasing attention from both domestic and international travellers, with a notable rise in demand for holistic health services and spa treatments. Wellness tourists are showing a growing interest in traditional therapies such as oil massage, foot massage, and Thai massage, alongside supplementary treatments including body scrubs, yoga, detox programs, nail care, and comprehensive spa packages.

According to the Economic Tourism and Sports Division under the Office of the Permanent Secretary, Ministry of Tourism and Sports, Thailand is home to 92,813 wellness tourism-related businesses in 2025, generating an estimated 670 billion baht in total revenue. These businesses are classified into two main categories. Direct service providers, including hospitals, clinics, spas, and wellness centres, number 28,203 operators with a market value of 220 billion baht. Indirect businesses, such as retail, transport, and tourism-related services, total 64,610 operators with a market value of 450 billion baht.

Looking ahead to 2026, the five segments expected to experience the highest growth in Thailand’s wellness industry include hotels, resorts, and serviced apartments; food services in restaurants; hospital and medical activities; air passenger transport services; and cosmetic manufacturing. The industry’s expansion is strongly supported by rising international interest, particularly from Malaysia, China, and Singapore, though domestic tourists continue to represent a vital market segment.

Sunai Wachirawarakarn, President of the Thai Spa Association, emphasized that Thailand’s wellness industry has maintained consistent growth each year, though negative media sentiment and reduced tourist arrivals slightly slowed revenue growth in the second and third quarters of 2025. He remains optimistic that the fourth quarter of 2025 and the first quarter of 2026 will see a rebound in tourist numbers during Thailand’s peak season. Sunai also highlighted the strong potential for collaboration, noting major wellness players like BDMS have joined the Thai Spa Association and are co-hosting initiatives such as the Thailand Power Wing Award to elevate Thailand’s global wellness tourism ranking.

Global Wellness Institute data supports the positive trajectory of Thailand’s wellness tourism sector, showing expansion of over 120% since the Covid-19 pandemic, though it has not yet returned fully to pre-pandemic levels. Revenue is largely driven by two types of wellness tourists: primary wellness travellers who visit Thailand specifically for wellness purposes and secondary wellness travellers whose main motivation is leisure but who spend on wellness-related activities during their trip. The spending gap between these groups averages around US$1,000 (30,000 baht) per trip, indicating significant economic potential.

Thailand’s direct wellness service businesses are led by hospitals in terms of revenue, followed by pharmacies, cosmetic and pharmaceutical manufacturing, tour operators, and spa businesses. The spa sector is witnessing diversification, with luxury hotel spas evolving into full-scale wellness destinations through partnerships that integrate medical expertise, hospitality, and holistic wellness services. Sunai cited the partnership between BDMS and Sri Panwa as a prime example of this transformation.

Domestic wellness demand remains important, as Thai consumers typically associate spas with beauty treatments like scrubs and baths rather than holistic wellness. Expanding domestic wellness tourism is essential for industry resilience, supporting business continuity even during downturns. Despite domestic clients accounting for roughly 20% of spa visits, Thailand continues to attract a majority of international wellness tourists.

Pricing remains competitive, with Thai spas charging around 200–300 baht per hour, appealing to Southeast Asian visitors but posing challenges for revenue growth. The spa sector employs both full-time and freelance workers, with labor closely linked to tourism and hotel operations. Expanding the sector into broader health and wellness offerings could improve labor conditions, address workforce shortages, and enhance overall industry performance.

Emerging trends include rehabilitation tourism, where visitors plan trips for recovery and health improvement, highlighting opportunities for long-term care and wellness programs. Thailand also has potential for growth in wellness real estate, combining health-focused residential and hospitality projects, though investment still trails behind hubs like Dubai, Singapore, and China.

To maintain competitiveness, Thailand must leverage core strengths such as medical excellence, traditional herbal knowledge, innovation, and government support for health tourism. Integrating health-conscious food offerings and nutrition into Thailand’s culinary identity can further attract high-spending wellness travellers, encouraging repeat visits and reinforcing Thailand’s position as a global leader in wellness and spa tourism.

Thailand’s wellness and spa sector is expected to continue steady growth, with revenues projected to return to pre-pandemic levels within the next one to two years, supported by international tourism, strategic investments, and innovation in holistic wellness experiences.

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