The Tourism Authority of Thailand (TAT) officially launched the Amazing Thailand Health and Beauty initiative.
The initiative aims to expand Thailand’s presence in the ASEAN health and beauty tourism market, drive demand among health-conscious travellers, and increase awareness of Thailand’s high-quality healthcare and beauty services.
It should also be noted that the Amazing Thailand Health & Beauty initiative aligns with insights from the 2024 International Tourist Behaviour Analysis Report, which found that 1.48 percent of international travellers visit Thailand for medical, health, and wellness services, staying an average of 10 days and spending 100,259 Baht per visitor.
Among ASEAN, South Asia, and the South Pacific regions, 2.17 percent of travellers visit Thailand for wellness tourism, with Cambodia and Myanmar among the top markets.
Three days of wellness
This new project was launched through a three-day consumer fair in Cambodia that ran from 21st to 23rd March.
The Amazing Thailand Health and Beauty Consumer Fair held at Lively Plaza Event Area, AEON Mall I, Phnom Penh featured 14 leading Thai health and wellness providers.
Visitors were invited to explore top-tier medical, wellness, and beauty services, taking part in interactive activities, including a chance to win exclusive Amazing Thailand souvenirs, such as elephant pouches, luggage straps, diving bags, and backpacks.
The fair was graced by Thai ambassador to Cambodia Tull Traisorat who presided over the opening ceremony.
This event reinforced Thailand’s position as a leading health and wellness tourism hub in ASEAN while marking 75 years of diplomatic relations with Cambodia.
Cambodia and Thailand exclusives
As part of the Amazing Thailand Grand Tourism and Sports Year 2025, under the Grand Privilege campaign, one of the year’s five Grand Concepts, TAT partnered with VISA to offer exclusive benefits to Cambodian VISA cardholders, enhancing access to Thailand’s premium health and beauty services.
In addition to in-person promotions, ASEAN VISA cardholders can access exclusive health and wellness travel deals through the official Thai VISA site from 1st April to 15th June, offering special discounts on medical treatments, spa services, and wellness retreats across Thailand.
TAT deputy executive director for ASEAN, South Asia, and the South Pacific Phimpha Rattanapruk stated: “Health and wellbeing are top priorities, and Thailand is ready to welcome Cambodian and ASEAN visitors with exclusive privileges and world-class wellness experiences. Through this initiative and our Grand Privilege campaign, we invite travellers to discover Thailand’s premier health and beauty services while strengthening regional tourism and cultural exchange.”
A dual approach
The broader Amazing Thailand Health & Beauty initiative follows a two-pronged strategy.
The first involves direct consumer engagement, offering visitors firsthand access to Thailand’s premium medical, wellness, and beauty services.
The second leverages strategic partnerships across ASEAN, extending promotions and exclusive travel packages through industry networks.
TAT expects the initiative to attract at least 600 direct buyers, engage over 600,000 consumers, and secure participation from at least 15 key industry partners across ASEAN, including leading health and wellness providers, financial institutions, and travel service operators.
By fostering cross-industry collaboration, the initiative aims to enhance the accessibility and appeal of Thailand’s health and beauty tourism offerings, driving greater regional engagement and long-term sector growth.
