Overview

The event ‘Being Thailand 2025’, held in Phuket, focused on the country’s expanding role in wellness-based tourism. It aimed to discuss Thailand’s influence in tourism, hospitality, healthcare, and consumer markets both regionally and globally.

This industry-focused conference took place on May 19, at SAii Laguna Phuket. Recently, as wellness trends shift in sync with consumer behaviors, Thailand is positioned as a leader in the wellness economy.

Viona Zhang, deputy managing director at C9 Hotelworks, stated: “Thailand’s wellness economy is not just expanding; it is recalibrating to meet the future. Being Thailand 2025 offered a format that brought stakeholders together in person to evaluate where the market is going and how to align business models with the next wave of demand.”

Dynamic Engagement

Over the last thirty years, Thailand has cultivated a diverse wellness ecosystem. From spa therapies to longevity resorts and integrative medicines, the market has matured. Key destinations like Phuket are becoming wellness hubs, supported by medical facilities and luxury hotels.

Being Thailand was structured as a B2B experience that connected stakeholders through expert panels and immersive wellness sessions. This in-person format fostered high-value interactions across industries, reflecting wellness’s experiential nature.

Sector Growth Insights

The Wellness Economy Report 2025 from C9 Hotelworks underscores the sector’s growth:

• Wellness trip spending in Thailand rose from US$5.39 billion in 2022 to US$11.64 billion in 2023.
• The overall wellness economy valuation hit US$38.89 billion in 2023, ranking Thailand among the top ten in the Asia-Pacific region.

Wellness influences consumer choices, with the fitness apparel market sharing 52% within physical health segments and healthy-labelled food and beverages valued at US$5.50 billion. This shift signifies that wellness is becoming a lifestyle priority rather than just a travel category.

Furthermore, hospitality developments are adapting accordingly, integrating wellness offerings across various hotel categories.