FROM WELLNESS TO THE WELLNESS ECONOMY: CONCEPTS, GLOBAL TRENDS, AND DEVELOPMENT DIRECTIONS IN THAILAND

Abstract

This article aims to conceptualize wellness and analyze the development of the wellness economy at both global and national levels, with a particular focus on Thailand. It also proposes strategic directions for transforming the health system to effectively support this emerging paradigm. The study is based on a comprehensive review of international literature and policy reports.

The findings indicate that wellness represents an active process of pursuing holistic health, encompassing multiple dimensions of lifestyle, behavior, and social determinants of health. This concept has evolved into the wellness economy, which includes a wide range of industries that enable individuals to adopt healthier lifestyles. The global wellness economy has experienced rapid growth, reaching a multi-trillion-dollar scale and expanding at a rate exceeding that of global GDP.

Thailand demonstrates strong potential in advancing its wellness economy, particularly through its strengths in wellness tourism, healthcare services, and cultural assets related to health and well-being. However, current development remains fragmented, with limited integration across policies, service standards, and workforce capacity.

The article proposes that Thailand should transition toward a health creation system by integrating lifestyle medicine into healthcare services, strengthening the wellness workforce, and developing a comprehensive wellness ecosystem that connects health, economic, and social sectors. Such transformation would enhance population health while positioning the country as a competitive hub in the global wellness economy.