Thailand as a wellness destination: key to sustainable tourism!

Thailand as a wellness destination: key to sustainable tourism!

The wellness industry in Thailand is currently experiencing exciting developments. Narinya Thepjaew, the CEO of Genesenn – a center offering medical and wellness services – talks about the growing importance of this sector in the country. In an interview, she explained that although Thailand is not a leader in wellness in Southeast Asia, it has the potential to position itself as a “longevity hub.” Global expansion could also be on the horizon in the next 3 to 5 years, reports Thansettakij.

Investments and collaborations

Genesenn has ambitious plans to offer new services in April and May 2025. In order to address international clientele, especially from China, close cooperation with Chinese associations is sought. The goal: to generate an 80 to 90 percent share of sales from this region. At the same time, partnerships are planned in the USA, Japan and other countries to expand the reach of Genesen.

The wellness sector comes in the context of current economic uncertainty in Thailand. According to National Thailand, Dr. Tanupon Wirunhakarun, Chairman of the Executive Committee of BDMS Wellness Clinic, said significant investments are needed in this area to boost the entire sector. Preventive medicine is growing increasingly and already accounts for 11 percent of BDMS treatments.

Challenges in wellness tourism

Despite these positive prospects, there are also challenges. The increasing cost awareness among Thai wellness tourists since mid-2024 has had a noticeable impact on consumer behavior. Dr. Wittaya Wanpen from Praram 9 Hospital has observed that many patients are becoming more careful with their spending due to fluctuating income and sales problems. This particularly applies to cosmetic procedures and minor ailments, as more and more people are opting for home care.

Wellness care for everyone

The target group of Genesenn is diverse and ranges from seniors to young people and clinic owners. This not only focuses on the individual, but also on how wellness services can create jobs and promote economic growth. To increase awareness of their offerings, Genesen is planning a comprehensive marketing campaign in November 2025.

Overall, it appears that Thailand is on its way to playing an important role in global wellness tourism, but not without challenges and the need for close collaboration between the public and private sectors. According to GWI's latest data, wellness tourists spend an average of between 60,000 and 70,000 baht per trip - significantly more than ordinary tourists. If the country can successfully address the challenges, Thailand could become one of the top five wellness tourism destinations by 2024, according to Dr. Tanupon believes.

In this context, access to health information is crucial. Many people are unsure what to believe about health and wellness, according to what's on offer Wellness Forum Health, which aims to support consumers with accurate information and educational programs. This should enable them to make better health decisions and pave the way for a healthier future.