As the government promotes the wellness and medical tourism segment, the private sector is calling for eased regulations and a focus on well-being to position Thailand as a top destination for these services.
Bhummikitti Ruktaengam, vice-president of the Tourism Council of Thailand (TCT), said wellness and medical tourism aligns with the government's goal of increasing tourism spending and persuading guests to stay longer.
In Phuket, some foreign tourists attend Muay Thai classes for months or weeks to lose weight, while other markets opt for personalised medicine and vitamin supplements with a doctor's consultation.
Given the Tourism Authority of Thailand's new theme of "Healing is the New Luxury", he said the definition of wellness is evolving to cover mental healing, healthy eating as a medicine and relaxing at hot springs.
"Thailand should promote itself as a destination for transformation, where tourists can find meaningful new experiences and have healthy detoxes during vacations here," said Mr Bhummikitti.
Artirat Charukitpipat, chief executive of Bumrungrad International Hospital, said Thailand has been a medical tourism destination for quite some time thanks to international standards for healthcare, specialised doctors and Thai hospitality that can draw foreign tourists.
Although Middle Eastern countries now have many international hospitals, some of their citizens still prefer to receive medical treatment in Thailand because of Thai hospitality and attractive tourism, she said.
Operators from Saudi Arabia and other Middle East nations even want Thai hospitals to open longevity or wellness clinics in their countries, said Mrs Artirat.
According to the Global Wellness Institute, the industry was worth US$6.3 trillion in 2023, of which wellness tourism accounted for $830 billion.
Between 2019 and 2023, the wellness sector with the highest growth was wellness real estate, which recorded 18.1% annual growth. This sector includes smart homes, wellness communities and health-focused development.
Second in terms of fastest annual growth was preventive and personalised medicine at 15.2%, while mental wellness was third at 11.6%.
New technologies are constantly emerging in this sector, such as hyperbaric oxygen therapy, intravenous drips, cryotherapy and wearable devices to track health metrics, said Mrs Artirat.
With the development of artificial intelligence, personalised nutrition and health plans for consumers via wearable smart devices is on the horizon, she said.
Thailand accounts for less than 1% of the global wellness market, indicating much room for further growth, said Mrs Artirat.
In the future, she said Bumrungrad expects hospitals will have a reduced workload in curing diseases as people become more aware of taking care of themselves, becoming ill more slowly as health prediction technology progresses.
At Bumrungrad, 67% of its revenue comes from foreign patients.
The conversion rate of international patients using medical treatment at the hospital combined with wellness treatment, such as vitamin drips, is high, said Mrs Artirat.
"Wellness treatment will become a magnet to draw patients in the future, eventually linking them to the medical sector," she said.
INTEGRATED ECOSYSTEM
"To lead as a wellness tourism destination, Thailand needs a stronger ecosystem," said Mr Bhummikitti.
He said Thailand still has high rates of non-communicable diseases and mental illness. The nation also has inconvenient regulations that hinder ease of doing business.
The TCT recommends a one-stop service to facilitate businesses, which can still guarantee health standards and safety.
Hotels and spa operators must now register with several authorities, which is inconvenient and indirectly leads to illegal openings, said Mr Bhummikitti.
Businesses that import new health technology or products also face complicated registration.
In terms of food, he said the government must promote balanced diets and reduce the impact on local health, such as imposing a higher tax on sugary drinks.
Authorities should also address the shortage of nurses and nursing assistants, promoting jobs in the healthcare system, said Mr Bhummikitti.
These efforts all funnel towards a preventive healthcare trend, he said.
Regarding healthcare education, Mrs Artirat said doctors are insufficiently trained in evolving wellness and preventive care technology.
Thailand also needs more caregivers, not only nurses, to meet the demand of an ageing society, as well as tourism and hospitality, she said.
Without an integrated plan, Thailand will lag behind Singapore, which has launched initiatives and developed city spaces that encourage locals to exercise and do physical activities, said Mrs Artirat.
Thai regulations need to quickly evolve to catch up with fast-developing healthcare technology, she said.