Thailand has launched an ambitious nationwide initiative to position itself among the world’s top five wellness and health-focused destinations, bringing together government agencies, private sector partners and educational institutions to build a comprehensive ecosystem of preventive healthcare, tourism and holistic well-being.

The programme, branded “Wellness Hub Thailand, The Land of Life: The Journey Within,” was unveiled by the Tourism Authority of Thailand alongside major partners including Bangkok Dusit Medical Services and allied hospitality, aviation and lifestyle firms.

Deputy Governor for Policy and Planning at the Thailand Tourism Authority Chuwit Sirivajjakul said the initiative is designed to elevate Thailand’s long-standing strengths in traditional wellness, clinical quality and compassionate care by integrating them with modern science and international wellness standards.

The initiative targets long-stay visitors, preventive health travellers and premium tourists seeking restorative experiences that combine physical, mental and lifestyle benefits.

Data from the Global Wellness Institute highlight Thailand’s rapid expansion in the wellness economy, with the sector’s growth rate among the fastest globally and wellness tourism ranking third in the world in recent growth metrics.

Officials contend that the new Wellness Hub will accelerate that trajectory, increase value per visitor and disperse economic gains more widely across regions and sectors.

The initiative is supported by collaborative programmes that span travel and hospitality, preventive medical services, diagnostics and lifestyle management, with partners working on specialized curricula in preventive medicine and wellness management alongside academic institutions.

It also aligns with Thailand’s broader strategy for health-oriented economic corridors and reflects commitments to hosting major global wellness events, including the Global Wellness Summit 2026 in Phuket, which is expected to showcase Thai capabilities on the world stage.

Organisers emphasise that the push to become a global wellness hub will not only enhance tourism receipts but also build long-term industry capacity, support healthcare innovation and strengthen Thailand’s reputation as a destination where wellbeing is central to travel and lifestyle choices.

The programme seeks to embed preventive health into lifestyle tourism and economic planning, reinforcing Thailand’s bid to be recognised internationally as a centre for wellness, longevity and quality of life.