Being Thailand 2025 highlights Thailand’s evolving role as a global wellness economy leader
Seeking to to re-shape and elevate the wellness model once more after over four decades
As the global wellness landscape continues to shift alongside changing consumer demands and travel behaviour, Thailand is increasingly recognised as a model of adaptive leadership in the wellness economy. And it was at the new industry strategic touchpoint, Being Thailand 2025 in Phuket, where the country’s role in shaping wellness-oriented tourism, hospitality, healthcare, and consumer markets, was assessed.
Over the past three decades, Thailand has developed a diverse and resilient wellness ecosystem. From its roots in spa and holistic therapies, the market has matured into a dynamic blend of longevity-focused resorts, integrative medicine, and health-conscious lifestyle products. Key destinations like Phuket have evolved into full-spectrum wellness hubs, supported by medical infrastructure, global hotel brands, and next-generation real estate.
However, this growth is not just limited to Phuket, as the rest of Thailand is experiencing growth and innovation in the wellness sector, as Viona Zhang, Deputy Managing Director of C9 Hotelworks, claims.
“Thailand’s wellness economy is not just expanding—it is recalibrating to meet the future.
“Being Thailand 2025 offered a format that brought stakeholders together in person to evaluate where the market is going and how to align business models with the next wave of demand.”
The event was structured as a distinctive B2B format that connected, inspired, and informed participants through a combination of expert panels, strategic discussions, and immersive wellness sessions. This in-person approach facilitated high-value engagement across industries while reflecting the experiential nature of wellness itself. A dynamic physical component— incorporating movement, mindfulness, and recovery elements—was designed to mirror the values and principles at the heart of the wellness economy.
Insights from the Wellness Economy Report 2025, released by C9 Hotelworks, highlighted the scale and momentum of the sector. Total wellness trip spending in Thailand rose from 194 billion Thai baht (US$5.39 billion) in 2022 to 419 billion Thai baht (US$11.64 billion) in 2023, driven by a sharp rise in international visitors, who grew from 23% to 40% of the wellness travel market. Thailand’s overall wellness economy was valued at 1.4 trillion Thai baht (US$38.89 billion) in 2023, placing it among the top 10 in Asia-Pacific.
Wellness trends
Wellness trends continue to influence consumer behaviour beyond travel. Fitness apparel and footwear now hold a 52% market share within the physical health segment, while healthy-
labelled foods and beverages reached a market value of 198 billion Thai baht (US$5.50 billion). This shift reflects how wellness has moved from a travel category into a daily lifestyle priority.
Hospitality development is also evolving. Increasingly, wellness offerings—once isolated to specialist resorts—are now being embedded across hotel categories. Upcoming openings such as Clinique La Prairie’s flagship property at Tri Vananda in Phuket and BDMS’s Silver Wellness & Residence in Bangkok are examples of how the country is repositioning itself around longevity, science-backed health, and integrated living environments.
Being Thailand 2025 facilitated high-level dialogue and partnership-building across tourism, real estate, consumer wellness, healthcare, and investment sectors. The event reinforced Thailand’s leadership not just in product development, but in setting the standard for how wellness is integrated into national strategy and private-sector growth.
Thailand Property FAQ
Can foreigners buy property in Thailand?
Yes. Foreigners can own condominium units freehold, as long as foreign buyers hold no more than 49% of the building's saleable area. Land cannot be owned directly by foreigners; houses are usually held through a 30-year lease — and since a March 2025 Supreme Court ruling, automatic “30+30+30” renewal structures are not enforceable beyond the first 30 years. Read the full foreign-ownership guide.
What is Thailand's 49% foreign quota?
In any condominium project, no more than 49% of the total saleable floor area can be foreign-owned. The quota applies only to condos — not houses, land or leaseholds — and popular buildings in Bangkok, Phuket and Pattaya can hit the cap. How the quota works in practice.
How much are property transfer fees in 2026?
The transfer registration fee is cut to 0.01% (from the standard 2%) and the mortgage registration fee to 0.01% (from 1%) for purchases where both the price and assessed value are 7 million baht or less — extended by the Cabinet on June 30, 2026. On a 6-million-baht home that saves around 120,000 baht. Who qualifies for the cut · Standard fees & who pays what.
Is it better to rent or buy in Thailand as an expat?
It mostly depends on your time horizon: for stays under roughly five years renting usually wins once transfer costs and resale friction are counted, while longer stays can favour buying — especially with 2026's reduced fees. The rent-vs-buy maths for expats.
How much does property cost in Thailand?
A little over 2 million baht buys a freehold one-bedroom condo in central Chiang Mai — the same budget covers only a studio in Bangkok's CBD. Prices vary sharply by region and city. Average prices by region, and what they buy you.
What taxes do property owners pay in Thailand?
Owners pay the annual land and building tax, and rental income is taxable; buyers and sellers split one-off costs like transfer fees, stamp duty or specific business tax depending on the deal. The go-to guide to Thai property taxes.
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