The New Wave of Wellness Tourism
Analyzing evolving tourist behaviors and the significant opportunity to drive the economy through health tourism.
- July 21, 2025
- 5:14 pm
Overview of Thailand's Tourism Recovery
Mr.Totsaporn Lertpichate
Chairman of the Board of Directors of the
Thai-Chinese Business development data Center
Thailand’s tourism industry is showing strong signs of recovery after the crisis. The continuous increase in international tourist arrivals offers hope for the return of substantial revenue, a key pillar of the national economy.
International Tourist Arrivals Trend (Million People)
The graph shows the recovery of tourist numbers from 2019 to the 2025 forecast, indicating a growth trend approaching pre-crisis levels.
Top 5 Tourist Nationalities in 2024 (Estimated)
Malaysian and Chinese tourists remain key markets, but the diversification of other nationalities is also increasingly important.
Chinese Tourist Market: A Turning Point to Watch
Chinese tourists, once Thailand’s largest market, are returning with drastically changed behaviors, shifting from large group tours to independent travel focused on quality and deeper experiences.
Evolving Travel Behavior
70%
Group Tours
(Pre-COVID)
80%
Independent Travel (Current)
This shift reflects the increasing demand for more personalized and flexible experiences among the new generation of Chinese visitors.
Spending Focus: "Experience" Over "Shopping"
Expenditure on experiences such as health activities, culture, and food has significantly increased, surpassing luxury goods shopping.
Thailand's Response: Strategic Adaptation
Both Thai government and private sectors are rapidly adjusting strategies to respond to the changing tourism landscape, focusing on elevating quality and safety to attract high-value tourists.
Government Sector
✓ Visa Exemption Measures (Free Visa)
✓ Enhance Safety and Image
✓ Promote Tourism to Secondary Cities
Private Sector
✓ Develop Niche Tourism Products
✓ Utilize Digital Technology for Experiences
✓ Introduce New Wellness & Spa Concepts
Shared Goal: High-Quality & Sustainable Tourism
The Future is Wellness: A New Economic Engine
Global Wellness Tourism Market Value (Estimated 2025)
$1.3 Trillion
Average Revenue per Tourist: Standard vs. Wellness
Forecasted Wellness Tourism Revenue in Thailand (Billion Baht)
SWOT Analysis: Thailand's Potential in the Global Wellness Arena
Strengths
- Reputation for service and hospitality
- Unique traditional Thai medicine and herbs
- Beauty of natural attractions
- Value for money
Weaknesses
- Infrastructure in some areas still needs development
- Lack of common standards and service quality certification
- Marketing not clearly targeting specific groups
- Problem of tourist concentration in major cities
Opportunities
- Growing global health and wellness trend
- Leverage “Brand Thailand” to Medical Hub
- Integration with MICE tourism
- Attract long-stay groups
Threats
- High competition from neighboring countries (e.g., Vietnam, Indonesia)
- Global economic uncertainty
- Occasional image and safety issues
- Impacts of climate change
Featured Cities: Thailand's Wellness Destinations
🌿
Chiang Mai
Northern hub, tranquil atmosphere, top spas and yoga, ideal for mind-body relaxation.
🌊
Phuket
World-class luxury resorts, comprehensive health services, international airport, convenient travel.
🏥
Bangkok
Leading medical hub, easy access, diverse activities, caters to all lifestyles.
🧘
Koh Samui
Island paradise for relaxation, famous detox and yoga centers, private atmosphere.
👑
Prachuap Khiri Khan
Hua Hin resort town, high-end customer market, easy access from Bangkok.
Shifting towards Wellness Tourism is not just an option, but a "survival" and "growth" path for Thailand's tourism industry in the future.
Mr.Totsaporn Lertpichate
Chairman of the Board of Directors of the Thai-Chinese Business development data Center