TAT globally showcases Thailand’s tourism excellence and sustainability

Wellness and Sustainability in the spotlight

Tourism product development will now prioritize experiences that align with international sustainability standards, such as those from the Global Sustainable Tourism Council. However, reluctance is still large among tourism operators. 80% are still not implementing such practices as they often require higher investment.

TAT expects revenue from health and wellness tourism to reach 124 billion baht ($3.3 billion) in 2025, after generating more than half that in the first six months of the year. The segment could grow to 140–150 billion baht in the coming years. Health and wellness tourism could then reach pre-pandemic levels, reported the Bangkok Post.

Health tourists spend an average of 107,662 baht ($2,900) per trip—more than double the average tourist spend—and stay roughly 13 nights. The growth is fueled by Thailand’s strong medical infrastructure, including 61 hospitals accredited by the Joint Commission International (JCI) and over 500 clinics catering to international patients.

These facilities extend beyond Bangkok to other major destinations and border provinces, supported by hotels and resorts investing in wellness partnerships.

Thailand’s competitive edge remains its affordability: healthcare costs are still 30–70% lower than in Western nations and 30–50% below Singapore’s.

Targeting the Ultra-Luxury and Sports Segments

To strengthen Thailand’s appeal among high-end travelers, TAT plans to expand offerings in the ultra-luxury market, collaborating with partners who can provide exclusive experiences and bespoke transportation. Such as a Bangkok city tour by vintage car, priced between 100,000 and 150,000 baht ($2,700–$4,100) per person, launched this year in partnership with TAT’s Prague office. The success has been big and the tour is now marketed to Chinese and European travelers.

At the same time, the agency is boosting sports tourism, organizing major events like the Amazing Thailand Marathon and promoting the country as a top destination for trail running, a segment that typically keeps athletes in Thailand for up to two weeks of training.

Despite Thailand’s strong reputation in hospitality and healthcare, Nat acknowledged ongoing challenges in maintaining quality and consistency across tourist sites, especially regarding cleanliness, hygiene, and language skills. “Our strength is in world-class hospitals and hotels,” he said. “But we must continue to raise the bar in service quality to meet the expectations of high-value visitors,” he added to the Bangkok Post.