With its new Amazing Thailand Health & Beauty project, Thailand is enhancing its standing as a leading destination for wellness and health tourism. In an effort to increase demand for Thailand’s top-notch medical, spa, and wellness services, the Tourism Authority of Thailand (TAT) launched the campaign, which targets health-conscious tourists throughout ASEAN.
According to the 2024 International Tourist Behaviour Analysis Report, 1.48% of foreign tourists travel to Thailand expressly for medical and wellness procedures, spending an average of 10 days and more than 100,259 Baht each time. Wellness tourism is even more popular in ASEAN, South Asia, and the South Pacific, where 2.17% of tourists go for such experiences, particularly in developing nations like Cambodia and Myanmar.
14 leading Thai health and beauty suppliers came together for TAT’s inaugural Amazing Thailand Health & Beauty Consumer Fair, which took place in Phnom Penh from March 21–23. The event, which took place at AEON Mall I, allowed guests to experience first-rate services while taking part in interactive activities and freebies, which included unique mementos like backpacks, luggage straps, and pouches with elephant themes. Thai Ambassador to Cambodia Tull Traisorat formally opened the fair, celebrating 75 years of diplomatic relations between the two countries as well as Thailand’s leadership in wellness tourism.
TAT has also partnered with VISA under the Grand Privilege promotion as part of the Amazing Thailand Grand Tourism and Sports Year 2025. Through the Thai VISA website, ASEAN VISA cardholders can receive exclusive savings on spa packages, wellness retreats, and medical treatments from April 1 to June 15.
Thailand is prepared to welcome wellness seekers, according to Phimpha Rattanapruk, TAT’s Deputy Executive Director for ASEAN, South Asia, and the South Pacific: “Health and wellbeing are top priorities, and we’re offering Cambodian and ASEAN visitors exclusive privileges and unforgettable experiences.”
The initiative follows a two-part strategy:
- Direct consumer engagement—giving travelers firsthand access to Thailand’s best health and beauty services.
- Strategic partnerships—working with industry players across ASEAN to roll out special travel deals and promotions.
