Thailand is accelerating reforms in the Thai massage and traditional Thai medicine industries with the goal of becoming a global health and wellness hub by 2029. This effort focuses on raising professional standards and addressing workforce shortages through modern training systems.
The government has introduced digital technologies to develop verification databases for practitioners and to launch platforms for herbal products, enhancing transparency while stimulating grassroots economic growth. In addition, compensation structures are being adjusted based on skill levels, while the image of “white Thai massage”—professional, ethical, and medically grounded—is being promoted as a powerful form of health soft power on the global stage.
All of these measures aim to prepare Thailand to host the Global Wellness Summit 2026 and to seize opportunities in the rapidly expanding global wellness economy. This structural transformation is expected to elevate traditional local wisdom into a high-value health industry, generating substantial income and building sustainable trust among wellness consumers worldwide.
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