Thailand eyes global leadership in medical and wellness tourism
Source：Nation Thailand
From：Taiwan Trade Center, Bangkok
Update Time：2025/03/24
Thailand Strengthens Position as Global Medical and Wellness Tourism Hub
Thailand’s private hospital sector is taking the lead in positioning the country as a premier destination for medical and wellness tourism. Industry leaders are optimistic that the growing global focus on health and well-being will serve as a significant catalyst for economic growth and international expansion.
According to the Global Wellness Institute (GWI), consumer interest in health is surging, driving rapid responses from businesses. The global wellness market, valued at $4.6 trillion in 2020, expanded to $6.3 trillion in 2023 and is projected to reach $9 trillion by 2028. This trend further reinforces Thailand’s potential to thrive in the sector.
Thailand’s Competitive Advantage
As a globally recognized tourist destination, Thailand has key advantages, including diverse natural landscapes, rich cultural heritage, and a reputation for high-quality service. The country’s integration of modern and traditional Thai medicine enhances its appeal to international visitors seeking medical and wellness treatments.
Dr. Artirat Charukitpipat, CEO of Bumrungrad Hospital in Bangkok, highlighted that while Thailand’s economy is expected to grow by 2.7% this year, it remains heavily reliant on external revenue, particularly from tourism. Despite challenges posed by the COVID-19 pandemic, tourism has rebounded swiftly, proving more resilient than other foreign income-generating sectors.
She emphasized the vast potential of the medical and wellness tourism market, advocating for sustainability and well-being as fundamental pillars of Thailand’s future economy. With international travelers frequently visiting Thailand for medical treatments due to its world-class facilities, skilled professionals, and affordability, she underscored the need to capitalize on these strengths to establish Thailand as Asia’s leading medical hub.
Bumrungrad Hospital, celebrating its 45th anniversary, has expanded its offerings with VitalLife Scientific Wellness Center. This subsidiary specializes in holistic care, including anti-aging treatments, cosmetic enhancements, and weight management programs. The center’s consistent growth over the past 24 years reflects the rising demand for wellness tourism.
Expanding the Scope of Wellness Tourism
Dr. Artirat also pointed to the emergence of longevity medicine, aimed at extending healthy lifespans by preventing illness. With Thailand’s life expectancy currently averaging 80 years, she suggested that advancements in the field could eventually push this to 120 years.
Lapasrada Lertpanurot, CEO of Master Style Pcl, which operates Masterpiece Hospital in Bangkok, emphasized the importance of defining Thailand’s identity in the global wellness industry. She noted economic and social volatility, influenced by international events such as U.S. elections, impacting Thai markets. To counteract external economic pressures, she advocated for targeted investments in tourism, healthcare, and wellness, calling for collaboration between public and private sectors.
Investment and Growth in Preventive Medicine
Dr. Tanupon Wirunhakarun, chairman of BDMS Wellness Clinic and BDMS Wellness Resort, reaffirmed Bangkok Dusit Medical Services Pcl’s commitment to wellness investments. He noted a rising demand for preventive medicine, which currently constitutes 11% of BDMS’ treatments, with expectations of continued growth.
Pre-pandemic figures showed Thailand attracting 15 million wellness tourists annually, a number expected to be surpassed in 2024-2025. GWI data suggests wellness tourists spend an average of 60,000-70,000 baht per trip, significantly higher than general tourists. Dr. Tanupon believes that through strong public-private partnerships, Thailand could rise to the top five global wellness tourism destinations. Currently, the country ranks 15th, trailing behind the U.S., Germany, China, France, and Japan.
Challenges in Domestic Wellness Spending
Despite the promising international outlook, domestic wellness spending among Thai consumers has shown signs of decline since mid-2024, according to Dr. Wittaya Wanpen, assistant director of Praram 9 Hospital in Bangkok. Economic uncertainties have led to increased cost-consciousness, particularly in cosmetic procedures and minor treatments, with more patients opting for home care instead of hospital stays.
Dr. Wittaya noted that private hospital patients, including business owners, are facing financial pressures, resulting in more controlled spending. While luxury wellness services have seen a slight dip, Praram 9 Hospital continues to thrive by focusing on complex medical treatments, which account for over half of its revenue, followed by cosmetic and wellness services.
As Thailand continues to leverage its strengths in medical and wellness tourism, industry leaders remain confident that strategic investments and collaborations will propel the country to the forefront of the global wellness industry.