Key Points
Thailand's health economy was valued at more than 1.4 trillion baht in 2023. The government is pushing forward policies to position Thailand as a Global Health Hub, aiming to increase the health economy’s value to more than 690 billion baht by 2025.
Thailand ranks among the top 50 countries in the world and holds the 15th position in Health and Wellness Tourism, according to the Global Wellness Institute.
Thailand is advancing its Medical Hub policy under the Ministry of Public Health’s strategic plan with a vision to make Thailand an international health center (2025–2034). The plan covers the entire healthcare service system, the issuance of compulsory accident insurance, the issuance of temporary professional licenses to foreign personnel, and the collaboration between the public and private sectors in health service investment.
The plan outlines three key strategies:
1) To cover the adjustment of healthcare service and nursing capabilities, medical innovations, including Thai Herbs, Nuad Thai (Thai massages), and Thai Health Products
2) To develop human resources, research and develop a complete health business ecosystem
3) To enhance marketing and highlights Thailand’s unique identity as a Global Medical Hub
Marketing promotion will be held through different activities such as roadshows, trade shows, wellness tourism, organizing one-price treatment packages, expanding investments in high-tech medical innovation and wellness businesses in the EEC area.
Thailand plans to develop health-focused tourism routes and promote Thai herbs, Nuad Thai (Thai massages), and innovative products into Halal and international markets, and elevate Thai masseuses specializing in 7-disease symptoms.
Thailand launches TWD project to evaluate 96 wellness centers nationwide, assessing 6 sense perceptions, 9 Thai identity characteristics, and 4 aspects of service standards.
Thailand is planning to expand services such as medical spas, health resorts, and long-term wellness stays, along with issuing medical/long-term visas to support wellness tourism.
Thailand is well-prepared for the showcase, Thai Wellness Identity at Expo 2025, through the VIMANA THAI Pavilion under the concept “SMILE”.
Summary
Thailand is moving forward with elevating its status to become a wellness and medical hub in accordance with the strategic framework for developing Thailand as a Global Health Hub (2025–2034). This initiative is in response to the global shift toward the wellness economy, which no longer focuses solely on being disease-free, but emphasizes the overall well-being of individuals—covering physical, mental, emotional, social, and spiritual dimensions. This direction also supports integrated health services, wellness tourism, the promotion of Thai wisdom, and the creation of a new foundational economy for the country in the long term.
According to data from the Global Wellness Institute (GWI), in 2023, Thailand's wellness economy was valued at over 1.4 trillion baht, an increase from 2022, when it was valued at approximately 1.09 trillion baht, reflecting a 28.4% growth in just one year. This growth rate is more than three times the global average growth rate of 9%, making Thailand one of the fastest-growing countries among the 25 largest wellness markets in the world.
In particular, the wellness tourism sector in Thailand saw a 119.5% growth in a single year, indicating the strength and readiness of Thailand’s healthcare and tourism systems to serve international demands. This significant growth signals the potential for Thailand to become a key global wellness destination of the government's purpose to expand the healthcare system over 690 billion baht in 2025, contributing to 3.39% of the country’s GDP.
In terms of competitiveness, Thailand, ranked 15th in wellness tourism by the Global Wellness Institute, has been recognized as one of the top 50 wellness markets globally. This ranking reflects the strength of its modern healthcare system, which seamlessly integrates traditional Thai wisdom with advanced medical services. This comprehensive approach encompasses conventional medicine, traditional Thai medicine, herbal medicine, Nuad Thai (Thai massages), and holistic health systems provided through collaborative organizations.
To further enhance its position as a global wellness and medical hub, the Thai government has established a committee under the direct oversight of the vice-premier. This committee has set up six core hubs for each expertise: Medical Service Hub, Wellness Hub, Product Hub, Academic Hub, Health Convention and Exhibition Hub, and Facilitation of Health Service and Product Businesses.
These initiatives aim to establish a solid foundation for advancing Thailand’s health service system. By developing human resources, fostering innovation and technology, investing in various sectors, implementing marketing strategies, engaging in international trade, and creating a strong national health economy brand, Thailand seeks to position itself as a leading destination for wellness and medical services.
Issuance of temporary professional licenses to foreign personnel with specialized expertise to support the expansion of its advanced healthcare business. These personnel will fill in complex or insufficient resource gaps. The licenses will be temporary, granting the individuals a ‘Visiting Expert’ status, in accordance with the Medical Hub policies and Medical Council practice guidelines.
To establish the framework for driving Thailand’s development into becoming an international health center under the strategic plan, three main strategies covering 13 strategies have been established:
Strategy 1: Enhancing Competitiveness in the Integrated Medical Industry
(1) Developing policies to increase competitiveness and the ability to compete effectively.
(2) Improving the legal framework to enhance competitiveness.
(3) Promoting medical and health service businesses (service innovations).
(4) Promoting high-value medical innovation businesses.
(5) Developing Thai traditional medicine and alternative medicine.
(6) Developing a management system to prepare for becoming a leader in the industry.
Strategy 2: Establishing a Comprehensive Medical Industry Ecosystem
(1) Developing a system to promote and support academics, research, technology, and innovation.
(2) Enhancing the capabilities of the entrepreneurship incubator center.
(3) Promoting benefits in trading and investment negotiation.
(4) Developing information systems to drive the health economy.
(5) Establishing an ecological network that fosters collaboration and integration among various stakeholders.
Strategy 3: Marketing and Public Relations Promotion
(1) Enhancing marketing and public relations efforts both domestically and internationally.
(2) Organizing Roadshow and Trade Show events both domestically and internationally.
In terms of enhancing Thailand's global image, various activities are being organized. International medical roadshows and trade shows are being held. One Price health treatment and dental care package is being promoted, including investments are being made in expanding high-innovation medical businesses. Health tourism routes nationwide are being created by linking medical services, traditional Thai medicine, herbs, Thai massage, and health promotion activities with important tourist attractions in each region. This aims to cater to the needs of health tourists from diverse market groups. Thai herbs and Thai massages are being promoted to the Halal market by developing product standards and certifying Thai herbs and massage services to meet Halal standards and religious requirements of each religion. This supports the needs of the Muslim population and health tourists from other countries who adhere to religious requirements. Thailand aims to develop its healthcare sector into an international health center (Medical Hub) by cultivating skilled Thai masseuses. This initiative involves training masseuses to specialize in seven key symptom groups, focusing on providing care and symptom relief within the scope of health promotion, which are:
1. Myofascial Pain Syndrome
2. Muscle Stiffness
3. Cervical Spondylosis
4. Lumbar Spondylosis
5. Shoulder Pain
6. Knee Osteoarthritis
7. Tension-Type Headache
The Department of Health Service Support, Ministry of Public Health, and the Medical Hub Committee are responsible for developing the identified skills. This effort aims to promote health by setting standards under government supervision, aligning with the professional scope of Nuad Thai (Thai massage). This initiative aims to elevate Nuad Thai (Thai massage) standards to international standards within the integrated health service system.
Thailand has established a Thainess Wellness Destination (TWD) certification system, with 96 centers nationwide certified based on six sensory assessment criteria:
1. Figure (Eye): Space, Design-Thai Architecture
2. Taste (Tongue): Thai Food, Herbal Ingredients
3. Smell (Nose): Essential Oils, Thai Flowers
4. Sound (Ear): Thai Music, Music Therapy
5. Touch (Skin): Massage, Hot Spring Bath, Spa
6. Mind (Mind): Meditation, Yoga, Music Therapy
Under the expanded support plan, Medical Spa, Health Resort, and Long-term Wellness Stay services are now available to support long-term health tourists seeking holistic health services and relaxation. This includes the introduction of Medical Visa and Long-Term Stay Visa for foreigners, which simplifies travel, stay, and access to health services in Thailand. This initiative is particularly beneficial for health tourists, the elderly, and those requiring advanced medical services. By expanding the health tourism industry and long-term health service businesses in Thailand, the plan aims to enable them to compete effectively on the international stage.
Thailand, at World Expo 2025 in Osaka, Japan, showcases its potential in medical and holistic health through the VIMANA THAI Pavilion, which embodies the concept of “SMILE” (Spiritual, Medical Hub, Innovation, Lifestyle, Experience). This pavilion embodies Thai identity in various dimensions, allowing visitors to immerse themselves in the experience of Thai wisdom. It showcases modern medical innovations, traditional Thai medicine, Thai herbs, health products, and spa services. Visitors can also witness demonstrations of music therapy, meditation therapy activities, Nuad Thai (Thai massage), and healthy Thai food menus. The pavilion’s decorative atmosphere reflects Thai culture, creating a complete cycle that connects medical potential to health tourism. This integrated approach reflects Thailand’s readiness to become an international health center on the world stage.
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