Exploratory Study on the Integration of Wellness Tourism into Thailand's Public Mental Health Strategy.

Abstract

Despite Thailand’s reputation as a global hub for wellness tourism, the sector remains largely excluded from national mental health policy, limiting its potential contribution to preventive care. Practices such as meditation, spa therapies, and holistic retreats provide measurable psychological benefits, yet they continue to be marketed primarily as luxury services rather than integrated health assets. This study adopted an exploratory qualitative design to examine how wellness tourism can be aligned with Thailand’s mental health strategy. Five semi-structured interviews with healthcare professionals and other stakeholders engaged in patient care, insurance, hospital coordination, and community health offered insights into cultural relevance, accessibility, and systemic barriers. To structure the analysis, we developed a comparative framework of five dimensions—policy support, implementing agencies, cultural compatibility, social norms, and financing and sustainability—and constructed a stakeholder ecosystem map to highlight cross-sectoral roles and gaps. Findings show that while wellness practices are culturally compatible and socially valued, they remain excluded from policy frameworks, insurance schemes, and inter-agency coordination, limiting both accessibility and sustainability. Comparative cases from Japan, South Korea, and India demonstrate how structured policies, certification, and financing enable integration of wellness services into public health. This study contributes an original analytical framework and ecosystem perspective, positioning wellness tourism as an underutilized yet culturally grounded asset for sustainable mental health promotion in Thailand.