The Tourism Authority of Thailand (TAT) has officially launched its Amazing Thailand Health and Beauty initiative, kicking off with a three-day Consumer Fair in Phnom Penh, Cambodia. The event, held from March 21 to 23, 2025, was opened by H.E. Mr. Tull Traisorat, the Thai Ambassador to Cambodia. This event serves as part of a broader effort to position Thailand as a key destination for health and wellness tourism in ASEAN.
The fair also marks a significant milestone in diplomatic relations, celebrating 75 years of ties between Thailand and Cambodia. As part of the Amazing Thailand Grand Tourism and Sports Year 2025, the campaign includes special offers for Cambodian VISA cardholders, thanks to a partnership between TAT and VISA. These offers provide exclusive access to Thailand’s top health and beauty services.
Mrs. Phimpha Rattanapruk, TAT’s Deputy Executive Director for ASEAN, South Asia, and South Pacific, highlighted the importance of health and wellbeing for both Thailand and its visitors. “Thailand is ready to welcome Cambodian and ASEAN travellers with special privileges and world-class wellness experiences,” she said. “Through this campaign, we invite tourists to explore Thailand’s premier health and beauty services while fostering regional tourism and cultural exchange.”
The fair, which took place at the Lively Plaza Event Area in AEON Mall I, featured 14 leading Thai health and wellness providers. Attendees had the chance to explore premium medical, wellness, and beauty services and participate in interactive activities. Exclusive Amazing Thailand souvenirs, including elephant pouches, luggage straps, and backpacks, were also up for grabs.
The Amazing Thailand Health and Beauty initiative is built on a two-part strategy. The first focuses on direct consumer engagement, giving visitors a hands-on experience with Thailand’s top medical and wellness offerings. The second component includes strategic partnerships within ASEAN, promoting Thailand’s services through travel and industry networks.
TAT aims for the campaign to attract at least 600 direct buyers and engage over 600,000 consumers. The initiative also seeks to secure participation from at least 15 key industry partners across ASEAN, including health providers, financial institutions, and travel operators. By fostering industry collaboration, the goal is to increase the appeal and accessibility of Thailand’s health and beauty tourism options and contribute to long-term growth in the sector.
The initiative aligns with findings from the 2024 International Tourist Behaviour Analysis Report, which shows that 1.48% of international travellers visit Thailand for medical, health, and wellness services. These travellers typically stay for 10 days and spend an average of 100,259 Baht each. Among travellers from ASEAN, South Asia, and the South Pacific, 2.17% visit Thailand for wellness tourism, with Cambodia and Myanmar ranking among the top markets.
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