The $6 Trillion Industry: Thailand Builds a Wellness Economy

June 16, 2025

The Global Wellness Market

Today, the global wellness market is larger than the pharmaceutical and sports industries combined. In 2023, it reached a staggering USD 6.32 trillion and is expected to grow to USD 7 trillion by 2025. Wellness is no longer just a trend — it's a fully established industry with strong demand and substantial investment.

Several factors are driving this growth: an aging global population, a rise in chronic health conditions, and increasing awareness around both mental and physical well-being. As a result, demand is soaring for products and services that support healthier, more fulfilling lifestyles.

Interestingly, one of the fastest-growing segments in this space is wellness real estate — residential and commercial developments that integrate well-being into their core design and daily operations. These include features like air purification systems, fitness facilities, climate control, and other lifestyle-enhancing amenities. According to the Global Wellness Institute, this segment reached USD 438.2 billion in 2023, with an average annual growth rate of 18.1%.

Thailand’s Wellness Economy: Size, Structure, and Growth

Thailand ranks among the top 10 wellness economies in the Asia-Pacific region and is leveraging this momentum to drive sustainable economic growth. According to the Thailand Wellness Economy Report 2025 by C9 Hotelworks, the country’s wellness market was valued at THB 1.4 trillion (approximately USD 39.2 billion) in 2023, with an average annual growth rate of 8.62% from 2020 to 2023.

Wellness is increasingly seen not as a luxury add-on, but as an essential part of daily life — a shift reflected in both consumer behavior and domestic demand.

Key Segments of the Wellness Market

The largest share of Thailand’s wellness market is driven by wellness tourism, which accounts for roughly 30% of total volume. Other key segments include:

• Nutrition and weight management — 22%
• Aesthetic medicine and beauty — 17%
• Traditional and alternative medicine — 9%
• Fitness and active lifestyle — 8%

Geographically, the majority of wellness-focused hospitality is concentrated in Southern Thailand:

• Phuket, Phang Nga, and Krabi — 45% of total wellness properties
• Koh Samui — 15%
• Bangkok — 10%
• Koh Kood and Koh Chang — approximately 7%

Wellness and Premium Tourism: A National Strategy

The growth of Thailand’s wellness sector is not only driven by market forces but also actively supported by government policy. In 2025, Thailand officially prioritized premium tourism and extended-stay travel as part of its economic agenda. A key focus lies in attracting visitors with high per-capita spending, particularly in wellness, medical tourism, and active lifestyle experiences.

Emphasis is being placed on medical and wellness tourism, as well as long-term stays – for relaxation, retirement, or digital nomad lifestyles. These visitors tend to generate higher revenues due to the duration and quality of their stays.

For developers and tourism operators, this translates into strong external demand, state-level support, and the opportunity to create high-value, wellness-oriented projects.

Thailand’s Wellness Initiatives

Thailand’s focus on wellness as a national priority is reflected in concrete initiatives. One major move is the launch of a new government-backed campaign to promote Thai herbal medicine internationally.

In 2025, Thailand is launching a large-scale campaign titled “Think Health — Think Thai Herbs”, which will debut during the 22nd National Herbal Expo, opening on July 4 at Bangkok’s IMPACT Exhibition Center.

The goal is to promote Thai herbs and traditional medicine within the wellness and spa sectors — both domestically and globally. The spotlight is on all-natural products such as herbal compresses, oils, balms, scrubs, and teas. Demand is especially strong in the Middle East and East Asia, where natural healing and aromatherapy are gaining popularity.

Thailand is already the largest exporter of herbal products in Southeast Asia, with key markets including:

• Japan — 19.5% of total exports
• India — 14.8%
• China — 13.6%
• Saudi Arabia — 13%

Domestic Scale and Opportunity

Within Thailand, the traditional medicine and herbal therapy sector is also thriving. Government data shows that more than 10,000 establishments offer spa and wellness services nationwide, employing around 190,000 licensed professionals.

Combined international demand and strong state support are paving the way for expanded exports, franchise development, and Thailand’s continued rise as a leading supplier of certified natural wellness products.

Real Estate Meets Wellness: Investing in a Growing Sector

In Thailand, wellness is no longer a niche — it has evolved into a full-scale ecosystem spanning tourism, real estate, consumer goods, and the export of natural products. Demand is steadily growing, both domestically and internationally. At the same time, the focus is shifting from individual services to a lifestyle-driven, long-term approach to health and well-being.

Investment opportunities span several high-potential formats:

1. Resort-Based Wellness Real Estate

Development and repositioning of hotels, retreats, and residential complexes with integrated wellness infrastructure — including spa zones, recovery programs, air quality control, and climate-managed environments.

2. Long-Stay Wellness Living

Serviced apartments, medically supported residences, retirement communities, and projects designed for digital nomads seeking comfort, care, and longer-term living in a health-focused setting.

3. Urban Premium Wellness Concepts

Apartments with wellness services, medical residences, office spaces with integrated wellness centers, and hybrid formats that combine living, recovery, and healthcare — all within the framework of modern urban development.

4. Eco and Agri-Wellness Projects

Residences featuring organic farms and promoting sustainable living with strong connections to nature and ecological balance.

5. Partnerships with Global Brands

Strong interest from international operators opens the door to joint development ventures, wellness-driven franchises, and high-value collaborations with globally recognized names.

Examples from Our Collection

• Tri Vananda, Phuket — A landmark wellness community anchored by the first Southeast Asian outpost of Switzerland’s renowned Clinique La Prairie longevity resort. Developed by Montara Hospitality Group, the project sets a new standard for integrative wellness living.

• The Forestias, Bangkok — One of the largest wellness-focused residential developments in Southeast Asia. At its heart: a man-made tropical forest, designed to foster well-being through sustainable design, clean air technologies, smart living systems, and holistic living. Developed by MQDC, the project reflects a deep commitment to long-term health and environmental integrity.

Thailand’s Position as a Regional Wellness Hub

Thailand is solidifying its position as one of Asia’s leading wellness destinations — offering not just world-class infrastructure, but a comprehensive, values-driven concept. Wellness is becoming a core element in premium real estate development. With consistent demand and clear investment frameworks, wellness real estate is emerging as a compelling asset class for long-term investors.

To learn more about how wellness is reshaping buyer preferences and transforming Thailand’s residential property landscape, explore our full article.

Sources:

1. Thailand Wellness Economy May 2025, C9 Hotelworks

2. The Global Wellness Industry Is Now Worth $6.3 Trillion, Bloomberg