Despite strong potential and countless opportunities, clear and consistent government policies are needed if Thailand is to successfully position itself as a global medical and wellness destination.
In the latest efforts, the National Innovation Agency (NIA) has partnered with Chulalongkorn University to create a new approach to effectively develop the country's wellness economy.
In his opening remarks at a recent seminar titled “Beyond Relaxation”, Deputy Prime Minister and Minister of Higher Education, Science, Research and Innovation (MHESI) Yodchanan Wongsawat said that the wellness economy could be a new growth engine provided all concerned parties agreed to collaborate. He added that the government sector must inject massive investment in the sector if the country is to shift to high-value services.
Yodchanan also suggested that wellness operators focus on the science, pointing out that research and clinical data would be key to gaining greater customer recognition.
Prof. Pornanong Aramwit, Director of Research Projects under the Faculty of Pharmaceutical Sciences, Chulalongkorn University, which handles the wellness project, explained that the initiative aimed to create a value chain connecting wellness operators and researchers nationwide.
According to the two-year project plan (2026-2027), the National Innovation Agency (NIA) will provide 450 million baht in funding to establish 6 pilot networks of wellness service operators, improve product and service standards, and support wellness innovation projects to qualify for NIA funding.
Each pilot network will encompass a large wellness operator with more than 10 branches. Small operators will be invited to join the networks, enabling the university to collect customer insights.
The project is expected to increase the wellness market value to at least 2.5 billion baht and attract more than 3,000 customers.
The university recently held a meeting of some 200 wellness operators to discuss their pain points and also met with researchers to identify potential research programmes with a high technology readiness level. In central Thailand. Chulalongkorn would serve as the home of researchers, with Khon Kaen University looking after the northeast, Chiang Mai and Mae Fah Luang universities the north, and Prince of Songkhla and Walailak universities covering the south. Chulalongkorn would be responsible for organizing matching sessions, allowing operators to collaborate with researchers.
The university will also focus on service standards through a training-of-trainers programme, particularly in traditional Thai massage, to ensure safety and customer satisfaction. In the first year, spas will be the priority before expanding to other products and services including Thai boxing, food, traditional Thai music, and dance.
Chulalongkorn University's President, Prof. Dr. Wilert Puriwat, added that the value chain must begin from an entrepreneurial mindset and customer engagement. The research will help wellness entrepreneurs create differentiation and identity in the wellness economy sector.
In addition, the research must differentiate in functional value, and also create sensory marketing or sensory branding, such as physical appearance, packaging, aroma, colour, and taste. Beyond products and services, entrepreneurs and researchers must move from a product-centric to a customer-centric approach.
Tanupol Virunhagarun, CEO of BDMS Wellness Clinic and BDMS Wellness Resort, Bangkok Dusit Medical Services, commented that the major problem in strengthening the wellness economy is the lack of integration between the public and private sectors, adding that the government should establish a national wellness board to unlock constraints.
Krod Rojanastien, Consultant to the Chairman & CEO, Chiva-Som, agreed that policy inconsistency in the government sector is a crucial obstacle to driving the wellness economy. He suggested that the government establish a Sports and Wellness Ministry, in line with the national strategy’s transition to a value-based economy.
According to the Global Wellness Economy Monitor 2025, the global wellness economy (2024-2027) is forecast to grow by an average of 7.6% annually, higher than the global GDP of 4.5% (IMF forecast). Wellness real estate saw the highest growth with 15.2%, followed by traditional & complementary medicine, mental wellness, and thermal/mineral springs.
The global wellness economy has been growing steadily over the past few years, going from $4.7 trillion in 2019 to $6.8 trillion in 2024 and is estimated to reach $9.8 trillion in 2029.
Coherent market insights indicate that spiritual tourism is a fast-growing business with a market value of more than $8.5 billion and is projected to expand to $20 billion in 2033. Mindfulness meditation has the largest market value, followed by Guided Meditation and Spiritual Meditation.
In Thailand, the wellness market value grew 10% to $42.7 billion in 2024, ranking 10th in the world.
The Tourism Authority of Thailand’s survey of foreign wellness tourists between January and September 2025 revealed that length of stay was 11.95 days on average, with 41.26% visiting Thailand more than 5 times, and average spending of 102,442 baht per trip per person (8,573 baht/person/day).
