The TTM+ encouraged tourism operators to showcase wellness products this year.
Wellness tourism has emerged as a pillar of Thai tourism in recent years as intense global competition nudged the country to seek new mechanisms to attract high-quality travel markets.This year during Thailand Travel Mart Plus (TTM+), the country's largest annual tourism business event, the Tourism Authority of Thailand (TAT) used the occasion to promote the nation as a destination for healing both mind and body through tourism under the tagline "Healing is the New Luxury".
Thailand is scheduled to host the 20th annual Global Wellness Summit, organised by the Global Wellness Institute, where leaders from business, government and academia gather in November to help shape the global wellness economy.
To unlock Thailand's potential, tourism operators have called for more comprehensive cooperation among all stakeholders, from wellness and medical researchers to business managers and therapists, to upgrade standards across the sector.
Nithee Seeprae, deputy governor for marketing communications at the TAT, said health and wellness tourism is one of the fastest-growing tourism sectors globally, driven by consumer preference for preventive care and holistic well-being.
