Thailand presents WTM 2025: wellness and culture in focus!

Thailand presents WTM 2025: wellness and culture in focus!

Thailand is currently presenting itself at the World Travel Market (WTM) 2025 in London and is attracting attention with its fascinating pavilion “Senses of Siam: A Journey to Total Well-being”. This event, held from November 4th to 6th, marks Thailand's 44th participation in this major travel trade fair. Under the motto “Healing is the New Luxury”, a varied program is offered in which, among other things, Thai wellness cuisine and the art of mocktail preparation are in the spotlight. The opening of the pavilion took place during the traditional Loi Krathong Festival on November 5th and was attended by prominent personalities such as Princess Ubolratana and the Minister of Tourism and Sports, Mr. Artthakorn Sirilatthayakorn.

Thailand's position as a global leader in medical and wellness tourism will be highlighted by the comprehensive presentations in the pavilion. Over 50 tourism companies, including 41 hotels and resorts and 9 destination management companies, are represented, demonstrating the diversity and creativity of Thailand's wellness offering. These products show a unique combination of modern architecture and traditional craftsmanship. Particularly innovative ideas such as the “Amazing Thailand Aroma Collection”, a collaboration between “Senses of Siam” and Butterfly Perfume, are introduced here. The daily presentation of workshops and demonstrations promises visitors hands-on experience in relaxation techniques and scent creation.

Growth in wellness tourism

The Thai government sees wellness and medical tourism as a significant opportunity for the country's development. A recently published study highlights Thailand's achievements, strengths and strategic plans. Global demand for preventive healthcare and tailored treatments increasingly calls for Thai offerings that are not only affordable but also of high quality. For example, a knee replacement in Thailand costs about $8,000, while the same procedures in the United States can cost up to $50,000.

Medical and wellness-related tourism in Thailand has already reached a market size of USD 31.5 billion and is expected to grow to USD 110.1 billion by 2034. The industry is benefiting from increasing interest in emotional and psychological health as well as a growing focus on sustainability. In international markets, Thailand is increasingly recognized as a preferred destination for healthcare services. In the wellness industry, services such as detox programs, stress reduction and sleep therapy are among the most sought-after offerings.

The role of the international market

A look at the numbers game shows that over 836,907 British tourists visited Thailand from January to October 2025, representing an increase of 13.12% compared to the previous year. These travelers stay an average of 15.9 days, spending about 63,000 baht per trip. Excellent connections between the UK and Thailand, including around 52 direct flights per week, boost the Asian country's appeal as a travel destination. The TAT also plans to further expand these connections through close cooperation with airlines and tour operators.

Overall, Thailand has a bright future ahead of it with its combination of traditional knowledge, modern medicine and a growth-oriented approach to the wellness industry. The Thai government and organizations such as TAT ​​are actively committed to ensuring that the country remains a leading destination for medical and wellness travel.

Information on current developments in the field of medical tourism is also available from ArokaGO and GM Insights: arokago as well as gminsights.