TAT Strategy: Wellness Economy and 5 Game Changers for New Tourism

Matichon•Economy•19d ago

Reader Briefing

The Tourism Authority of Thailand is shifting its strategy toward a Wellness Economy to attract high-quality tourists and increase spending per head.

•Nithi Seeprae of the Tourism Authority of Thailand revealed a new tourism strategy focused on the Wellness Economy during a seminar on August 5.
•The strategy involves five 'Game Changers' including Life, Subculture, Night, Circular, and Platform Economies.
•The 'Healing is the New Luxury' campaign will be implemented from 2025 through 2027.
•The global wellness economy was valued at over 6.8 trillion USD in 2024, with Thailand holding a market share of 42.7 billion USD.

Overview

•On August 5, Matichon editorial team organized the 'EXCLUSIVE MEETING : NEW TOURISM NEW ECONOMY' seminar at The Crystal Box, Gaysorn Tower, Bangkok.
•Nithi Seeprae stated that the Tourism Authority of Thailand is shifting from focusing on tourist quantity to 'Quality Volume' to attract high-spending visitors.
•Nithi Seeprae identified five Game Changers for the industry: Life Economy, Subculture Economy, Night Economy, Circular Economy, and Platform Economy.
•The global wellness economy grew by 7.9% in 2024 compared to 2023, and is projected to grow to over 9.8 trillion USD by 2029.
•The Tourism Authority of Thailand will use the Wellness Economy as a core marketing axis through its 29 offices worldwide.
•Nithi Seeprae defined a new luxury as receiving healing, delivered via five elements: Retreat, Ritual, Revival, Rhythm, and Relation.
•The Tourism Authority of Thailand will continue the 'Healing is the New Luxury' campaign in 2026, following 2025 and extending into 2027.

Full article content is available on the original source.

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Source: Matichon (Original)

Key Quotes

Nithi Seeprae

"TAT will push for the movement of Thailand Wellness Valley, following Wellness Destination, because many provinces are ready to become wellness cities."

ททท.จะผลักดันให้เกิดการขับเคลื่อนไทยแลนด์ เวลเนส วัลเลย์ ต่อเนื่องจากเวลเนส เดสทิเนชัน เพราะมีหลายจังหวัดที่มีความพร้อมขึ้นมาเป็นเมืองแห่งเวลเนส

Key Entities

Organization

Tourism Authority of Thailand (TAT)(การท่องเที่ยวแห่งประเทศไทย (ททท.))

The agency responsible for marketing Thailand's tourism and driving the shift toward a Wellness Economy.

Matichon(มติชน)ℹ️

The editorial team that organized the NEW TOURISM NEW ECONOMY seminar.

Ministry of Culture(กระทรวงมัฒนธรรม)ℹ️

The ministry that the Tourism Authority of Thailand may consult with regarding extending the opening hours of ancient sites and museums.

Person

Nithi Seeprae(นิธี สีแพร)

Deputy Governor for Marketing Communications of the Tourism Authority of Thailand.

Place

The Crystal Box, Gaysorn Tower(The Crystal Box อาคารเกษรทาวเวอร์)

The location where the NEW TOURISM NEW ECONOMY seminar took place.

Bangkok(กรุงเทพฯ)ℹ️

The city where the seminar was held.

Policy

Healing is the New Luxury

A marketing campaign running from 2025 to 2027 focusing on healing as the new definition of luxury.