Prachuap Khiri Khan is stepping up efforts to develop health and wellness tourism as part of the ‘100 Creative Tourism Communities’ project, which aims to strengthen local economies and attract visitors seeking wellness-focused experiences.
On 14 March 2025, provincial authorities launched the initiative at the Atti Boutique Hotel in Khlong Wan, Mueang Prachuap Khiri Khan. Governor Sittichai Sawatsan presided over the event, joined by Provincial Permanent Secretary Suthis Laosupinprasert, Provincial Community Development Officer Kulnissri Wachirawat, as well as district officers, representatives from 20 community-based tourism groups, and officials from government agencies.
The Provincial Community Development Office has collaborated with tourism experts to support local communities in enhancing their offerings. As part of the project, two key activities are planned:
- Test tours to evaluate community-based tourism experiences.
- Tourism promotion campaigns led by the Provincial Community Development Office.
Strengthening Local Economies Through Wellness Tourism
Governor Sittichai outlined how the project aligns with his ‘Next Move Prachuap’ policy, which aims to strengthen communities and help them adapt to economic, political, and technological changes. The initiative also supports the Thai government’s Soft Power policy, focusing on the Wellness Economy and promoting high-quality tourism experiences in eight key areas:
- Festivals, cultural and nature-based tourism
- Local cuisine, fruits, and beverages
- Sports tourism
- Alternative medicine, massage, and spa services
- Sacred sites and religious tourism
- Value-added local products
- Elderly care and rehabilitation services
- Community-based accommodation
Governor Sittichai
He emphasised that Prachuap Khiri Khan’s natural resources, including its coastal landscape and fresh seafood, provide a strong foundation for health and wellness tourism. The province also offers unique attractions such as natural spa beaches, which could attract both domestic and international visitors. By promoting these assets, the initiative aims to drive tourism across all eight districts, ensuring economic benefits reach local communities.
Positioning Prachuap Khiri Khan as a Health Tourism Destination
The global wellness industry is currently valued at $6.33 trillion and is expected to grow to $9 trillion within the next five years. This aligns with Thailand’s goal of becoming a leading destination for health-focused travel.
Governor Sittichai affirmed that the province will allocate resources to support communities with strong tourism potential, ensuring they receive the necessary funding and guidance to develop their offerings. By enhancing community-based tourism, authorities hope to create sustainable economic opportunities while positioning Prachuap Khiri Khan as a key player in Thailand’s wellness tourism sector.