BANGKOK, 27 May 2025 – Nearly 80 representatives from nine ASEAN member states—including SME policymakers, members of the ASEAN Coordinating Committee on Micro, Small and Medium Enterprises (ACCMSME), National Tourism Organizations, and leaders from the medical and spa industries—gathered in Bangkok for the “Regional Policy Consultation on Health and Wellness Tourism in ASEAN,held from 27–28 May 2025 at Eastin Grand Hotel Sathorn Bangkok.

The consultation was organized under the initiative “Resilience, Adaptability and Competitiveness: A Roadmap for the Health and Wellness Tourism Sector ASEAN SMEs in a Post-Crisis Age,” with support from the Government of Japan through the Japan-ASEAN Integration Fund (JAIF), and co-organized by the Office of SMEs Promotion (OSMEP), ACCMSME, and Kenan Foundation Asia.

 

 

The two-day forum brought together stakeholders from ASEAN countries—including SME agencies, ministries of tourism and health, industry associations, hospitals, and digital health innovators—to engage in policy dialogue, share experiences, and explore strategies for enhancing regional cooperation, service innovation, and ASEAN’s collective identity in the global wellness tourism market.

A highlight of the event was a keynote address delivered by Dr.med. Prapa Wongphaet, President of the Thai Medical and Wellness Tourism Association (TMWTA), who emphasized the region’s unique opportunity to lead in global wellness tourism:

 “The global wellness tourism market is booming, projected to grow from $817 billion in 2022 to $1.3 trillion by 2025. Southeast Asia is uniquely positioned to benefit from this surge, offering rich cultural traditions, natural healing landscapes, and integrated wellness experiences. Thailand stands out as a regional leader with national strategies and public-private collaboration that have elevated its position to 5th globally in medical tourism. However, across ASEAN, small and medium-sized enterprises (SMEs)—the backbone of authentic wellness services—face challenges in financing, marketing, standardization, and consistent policy support.
To build long-term competitiveness and inclusivity, ASEAN must strengthen regional collaboration. Key actions include:
• Developing joint ASEAN wellness travel itineraries
• Aligning service standards and certifications
• Facilitating cross-border wellness travel
• Launching a unified ASEAN wellness marketing platform
• Embedding wellness tourism into regional SME and tourism policy frameworks
With coordinated leadership, ASEAN can become the world’s wellness sanctuary—where culture, care, and collaboration shape the future of global wellness travel.”

 

Participants agreed on the importance of establishing regional frameworks to support the integration of MSMEs—especially in enabling access to finance, certification systems, digital transformation, and support for traditional health practices that distinguish ASEAN as a competitive wellness destination.

The consultation also highlighted the need for clear, long-term policy objectives, inter-agency collaboration, and sustained public-private partnerships to ensure the region’s inclusive and resilient growth. Support from JAIF and guidance from the JAIF Management Team (JMT) played a critical role in making this platform possible and aligning it with the ASEAN Community Vision 2045.

Stronger Together for ASEAN Wellness Tourism

The consultation showcased ASEAN’s shared commitment to advancing a sustainable wellness tourism ecosystem—one that empowers SMEs, celebrates cultural healing traditions, and positions the region as a premier global destination for holistic well-being. The Thai Medical and Wellness Tourism Association (TMWTA), through its advocacy and technical contributions, continues to lead national and regional efforts to support inclusive growth and innovation in the health and wellness tourism sector.

 

source:
https://www.kenan-asia.org/jaif-regional-policy-health-wellness-tourism/