Thailand’s thriving health tourism sector has reached an impressive 670 billion baht, more or less solidifying its position as a premier global wellness destination. The Ministry of Tourism and Sports reports that over 92,800 operators supported this sector in 2025. These comprised roughly 28,203 direct health service providers contributing 220 billion baht, alongside 64,610 related businesses—such as those in trade, transport, and tourism—generating 450 billion baht.
The Rise of Spa and Wellness Services
Thai massages, oil treatments, reflexology, yoga, detoxification, and comprehensive health packages are some of the things drawing in foreign visitors. Sunai Wachirawarakarn, who is president of the Thai Spa Association, points out that the sector has grown consistently over the last few years. However, in 2025 there was a slight dip in revenues during the second and third quarters, apparently due to some negative press affecting tourism. A recovery is anticipated by the end of the year. Indeed, a strong rebound is expected in the first quarter of 2026, coinciding with the peak tourist season, generally speaking.
A Shift Toward Health-Conscious Travel
The Global Wellness Institute (GWI) has reported a striking 120% increase in wellness tourism in Thailand since the pandemic. Still, the industry hasn’t yet fully bounced back to where it was before COVID, but it’s getting there. Visitors are essentially put into two categories:
Primary wellness travelers, who come to Thailand mainly for healthcare services.
Secondary wellness travelers, who include wellness activities in their regular leisure trips.
While secondary wellness travelers spend on average approximately $1,000 less than the primary ones, their numbers are growing at a rapid rate. Industry experts highlight the real need for integrated offerings, such as longer wellness retreats and more personalized programs that combine accommodation, nutrition, fitness, and medical treatments to really appeal to this growing market.
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An Evolving Industry Landscape
Direct health services, like hospitals, pharmacies, cosmetics, and pharmaceuticals, are accountable for the biggest portion of revenue. The spa sector is also attracting significant attention, with some high-end hotels developing partnerships with wellness providers. A notable collaboration between BDMS and Sri Panwa Hotel is one example. It just goes to show the growing synergy between hospitality and wellness, in most cases.
Thailand’s most frequent foreign customers come from Malaysia, China, and Singapore. A lot of these customers are from the mass market. With spa services priced fairly competitively between 200 and 300 baht per hour, demand for health-related services does seem to keep climbing.
Untapped Potential in Wellness Tourism
Thailand is currently seeing a shift towards wellness-focused stays. Visitors want holistic health experiences rather than just individual treatments, and the country possesses huge potential, especially when it comes to wellness-oriented real estate. But, investment lags behind competitors such as Dubai, Singapore, and China. To really make the most of this trend, Thailand has to innovate and expand its offerings.
Aiming for Pre-Pandemic Glory
The wellness and spa sector looks ready to return to pre-COVID levels within one to two years, or at least that is the hope. To keep its competitive edge, Thailand should definitely put money into medical innovation, herbal treatments, and the newest health technologies. Sunai Wachirawarakarn says that collaboration with the government is super important to promote health tourism and bring in those higher-spending international visitors.
By using its unique combination of traditional therapies, modern medical know-how, and excellent hospitality, Thailand is likely on the right path to keep solidifying its spot as a global leader in wellness tourism.