Thailand Poised too Become Asia’s Wellness Hub as Health Market Surges
Bangkok, Thailand – thailand is rapidly positioning itself as a leading destination for wellness tourism adn a key player in the burgeoning Asian health economy, fueled by shifting consumer behavior and significant market growth. Data indicates a strong trend towards proactive healthcare, with Thai citizens increasingly prioritizing and investing in their well-being.
The Thai dietary supplement market is currently valued at over 87 billion baht in 2024, according to research from Grand View Research, and is projected to expand to 159 billion baht by 2030.Simultaneously, the Functional & Nutritional Products market - encompassing items like protein drinks, healthy yogurt, and ready-to-eat nutritional supplements – is expected to grow from 149 billion baht to 200 billion baht over the same period. This represents a significant 28.4% increase in market size.
This surge in spending is reflected in consumer behavior.CardX data reveals that the “Hospital” category consistently ranked among the top three highest spending categories for credit card holders from 2022 to 2025, demonstrating a willingness among thai people to allocate more resources to healthcare for themselves and their families.
This shift is prompting thai businesses to adapt and innovate. Beyond traditional fitness centers, a rise in specialized exercise studios (Boutique Fitness), health cafes, medical skincare clinics, and technologically advanced dietary supplements – including Personalized Nutrition – is underway.
The country is moving beyond simply providing health services to becoming a creator of complete health experiences. A collaborative approach is emerging, with resort groups, private hospitals, and Thai food and herbal SMEs joining forces to leverage thai wisdom alongside modern technology – a concept dubbed “Thai Wellness heritage.” This includes developing convenient, healthy food options and designing services tailored to modern travelers seeking both health benefits and unique experiences.
Key trends expected to further strengthen the market include Personalized Wellness, focusing on individual nutrition and healthcare; Mental Wellness, prioritizing mental health care; and digital Wellness, utilizing technology and applications for real-time health tracking.
Industry experts believe Thailand has the potential to become the “Wellness Capital of Asia” if the private sector continues to align with this trend, maintains high service standards, and effectively communicates the country’s wellness offerings.
“Wellness Economy is not a temporary trend. But it is the future economy that will change consumer behavior around the world. And Thailand is at the best position to seize this possibility,” a statement concluded.
The facts is based on data provided by CardEx Company Limited, a subsidiary of the SCBX group.
