Thailand Unveils New Campaign to Expand Health and Wellness Tourism

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Thailand has launched Thailand Health Excellence 2026 to strengthen the country’s position as an international destination for medical treatment, recovery and wellness travel. Supported by the Tourism Authority of Thailand and partners from the public, private, medical and academic sectors, the initiative combines healthcare services with tourism and traditional knowledge. The programme is organised around medical excellence, science-based wellness and science-based local wisdom, with ten specialised health journeys covering areas such as preventive care, healthy ageing and rehabilitation. It also includes Thai traditional medicine at Siriraj, a surf-therapy pilot programme in Phang Nga and services intended to make extended stays easier for dialysis patients. Organisers say the project will connect hospitals, wellness providers, tourism businesses and technology platforms under the guiding concept that “Healing is the New Luxury.”