The global wellness economy continues to expand at a robust pace, driven by rising health awareness and long-term lifestyle shifts, according to the Global Wellness Institute (GWI).
The sector was valued at US$6.8 trillion in 2024 and is estimated to grow to US$7.3 trillion in 2025, with projections indicating it will reach US$7.9 trillion in 2026.
Over the longer term, the wellness economy is forecast to surge to US$9.8 trillion by 2029, growing faster than the global economy and accounting for an increasingly significant share of global GDP.
Dr Tanupol Virunhagarun, CEO of BDMS Wellness Clinic and BDMS Wellness Resort under Bangkok Dusit Medical Services Public Company Limited, said 2026 is expected to be the most prosperous year for Thailand’s wellness sector.
He attributed the anticipated growth to extensive preparation across multiple industries over the past three to four years, particularly following the COVID-19 pandemic. During this period, public awareness of wellness has risen sharply, while Thailand’s wellness economy has gained increasing international recognition.
Thailand’s wellness economy is currently valued at approximately US$40 billion, or around THB1.2–1.3 trillion, placing the country 24th globally. This represents a significant increase from its valuation of US$30 billion in 2022.
The sector’s growth rate stands at 28 per cent, four times higher than the global average annual growth rate of 7.6 per cent.
Growth has been driven primarily by four key segments: wellness tourism, the country’s leading contributor; healthy eating, nutrition and weight management; beauty and anti-ageing services; and traditional Thai medicine and herbal products.
“Although Thailand currently ranks 24th in wellness, before COVID-19, we reached 7th in the world in some segments. The government and experts aim to push Thailand back to that position.”
“The business sector is also ready to drive the wellness economy engine at full capacity, making it one of the key drivers for Thailand to become a ‘Wellness Hub among the top 5 in the world’ in the future,” Tanupol said.
He noted that Thailand’s ambition to become one of the world’s top five wellness hubs is more achievable than many other national health-related goals. Thailand has already surpassed Europe to rank as the world’s leading wellness tourism destination.
Asia records an estimated 562 million wellness tourism trips annually, compared with 348 million trips in Europe. Analysts suggest Europe’s growth may be constrained by external pressures such as the Russia-Ukraine war, while Asia continues to emerge as the largest and fastest-growing wellness market globally.
“To secure a spot in the top 5 wellness hubs, Thailand must compete with key players like Japan and India, becoming a leading name in Asia’s wellness industry.”
“This includes embracing trends such as ‘Health is the New Luxury’, longevity, personalised wellness, and spiritual & mental wellness. Thailand will play a vital role as a destination for health and spirituality.”
Tanupol also emphasised the need to enhance the value of Thailand’s traditional herbs and knowledge through research and modern technology.
He cited turmeric and black ginger as examples, noting that while raw roots sell for only a few dozen baht, processed high-quality extracts used in cosmetics or dietary supplements can be valued at up to THB80,000 per kilogram.
In the healthy food segment, consumers are increasingly willing to pay a premium of 15–25 per cent for food that is clean, safe and health-promoting. Products with transparent sourcing and clearly defined cultivation practices are gaining strong traction in the market.
Looking ahead to 2026, several Asian countries, including Singapore and Malaysia, have intensified efforts to develop their wellness sectors, with ambitions to position themselves as global wellness hubs.
Indonesia, particularly Bali, is strengthening its status as a leading tourism destination, while Japan continues to highlight its strengths in investment, urban infrastructure and regional influence.
“The competition in wellness has begun, and it is fierce. If Thailand does not plan carefully, collaborate seriously, and maintain unity in 2026, other countries will surpass us. The opportunity could slip away and be irretrievable,” Tanupol said.
