Being Thailand 2025 spotlights Thailand’s role in elevating the wellness model

Being Thailand 2025 B2B event held this week in Phuket, was structured as a distinctive format that connected, inspired, and informed participants through a combination of expert panels, strategic discussions, and immersive wellness sessions.

As the global wellness landscape continues to shift alongside changing consumer demands and travel behaviour, Thailand is increasingly recognised as a model of adaptive leadership in the wellness economy.

Being Thailand 2025 delivered an opportunity to assess the country’s role in shaping wellness- oriented tourism, hospitality, healthcare, and consumer markets.

Over the past three decades, Thailand has developed a diverse and resilient wellness ecosystem. From its roots in spa and holistic therapies, the market has matured into a dynamic blend of longevity-focused resorts, integrative medicine, and health-conscious lifestyle products. Key destinations like Phuket have evolved into full-spectrum wellness hubs, supported by medical infrastructure, global hotel brands, and next-generation real estate.

According to Viona Zhang, Deputy Managing Director of C9 Hotelworks “Thailand’s wellness economy is not just expanding - it is recalibrating to meet the future. Being Thailand 2025 offered a format that brought stakeholders together in person to evaluate where the market is going and how to align business models with the next wave of demand.”

The event’s in-person approach facilitated high-value engagement across industries while reflecting the experiential nature of wellness itself. A dynamic physical component- incorporating movement, mindfulness, and recovery elements-was designed to mirror the values and principles at the heart of the wellness economy.

Insights from the Wellness Economy Report 2025, released by C9 Hotelworks, highlighted the scale and momentum of the sector. Total wellness trip spending in Thailand rose from US$ 5.39 billion in 2022 to US$11.64 billion in 2023, driven by a sharp rise in international visitors - who grew from 23% to 40% of the wellness travel market. Thailand’s overall wellness economy was valued at US$38.89 billion in 2023, placing it among the top 10 in Asia-Pacific.

Wellness trends continue to influence consumer behaviour beyond travel. Fitness apparel and footwear now hold a 52% market share within the physical health segment, while healthy-labelled foods and beverages reached a market value of US$5.50 billion. This shift reflects how wellness has moved from a travel category into a daily lifestyle priority.

Hospitality development is also evolving. Increasingly, wellness offerings-once isolated to specialist resorts-are now being embedded across hotel categories. Upcoming openings such as Clinique La Prairie’s flagship property at Tri Vananda in Phuket and BDMS’s Silver Wellness & Residence in Bangkok are examples of how the country is repositioning itself around longevity, science-backed health, and integrated living environments.

Being Thailand 2025 facilitated high-level dialogue and partnership-building across tourism, real estate, consumer wellness, healthcare, and investment sectors. The event reinforced Thailand’s leadership not just in product development, but in setting the standard for how wellness is integrated into national strategy and private-sector growth.

Being Thailand 2025 was organized by C9 Hotelworks, QUO, and Mrs. B Group, and supported by Delivering Asia, Phuket Hotels Association, SAii Laguna Phuket, Meliá Hotels International, Layan Life by Anantara, Gardens of Eden, Laguna Phuket, the Bangkok Hospital Network in Phuket, and Lemongrass House.

Image top from left. Viona Zhang, Deputy Managing Director, C9 Hotelworks - Paul Keen, Director of Operations and Culture, QUO - Sumi Soorian, Founder, Mrs B Group & Phuket Hotels Association; Image below: Being Thailand 2025