Thailand in recent years has been touting an aggressive plan to market its hot springs competitively alongside Japan’s famous onsens. With wellness travel as the focus, the government in Thailand aims to leverage the natural deposits of hot springs in the country as major tourist attractions. With a multi-year plan, massive investment is going into infrastructure building and tourist facilities across the country, but primarily in under-exploited areas like Ranong, a region that until recently was plagued by under-visited tourist figures.

Wellness Tourism: Thailand’s Hot Springs Vision

Thailand’s tourist officials aim to transform the kingdom into a world wellness-based tourist destination. Taking advantage of the sheer number of natural hot springs, the administration has outlined a master plan for enhancing facilities as well as the development of related wellness services. There is an aim to establish a chain of hot spring-based tourist attractions that are expected to lure high-value tourists, targeting health and body renewal.

The plan of the government is to make massive infrastructure and service investments, for which an estimated US$6 million is earmarked for the initial development phase between 2025 and 2027. The second phase, worth an estimated US$7.9 million, will be spent on building the facilities for health tourism, and the third will be on sustainable development and welfare improvement for the local community. The initiatives are in line with the larger plan for promoting wellness-based tourism in the rest of Thailand.

The Pilot Project: San Kamphaeng Hot Springs

San Kamphaeng Hot Springs in Chiang Mai province has been selected as the pilot project for the new hot spring development plan. With a reputation for its therapeutic waters, San Kamphaeng attracted around 400,000 visitors in 2023, making it a prime candidate for the expansion of the wellness tourism sector. This hot spring is expected to set the standard for future developments in other regions.

The Thai government is also focusing on building stronger connections between hot spring resorts and nearby tourist attractions, creating packages that offer a holistic wellness experience. The goal is to establish an international Thai hot spring brand, with Ranong and other provinces playing key roles in this initiative.

Ranong’s Historical and Cultural Connection to Hot Springs

Ranong, located in southern Thailand, is one of the provinces benefiting from the government’s wellness tourism strategy. Home to the Raksawarin Hot Springs, the region has a long history of hot spring use, with roots tracing back to the era of King Rama V in the 19th century. The hot springs in Ranong are believed to possess medicinal properties, and locals consider them holy waters, used to treat a variety of health conditions.

The Raksawarin Hot Springs are particularly popular among the elderly, with many visiting regularly for the health benefits of soaking in the mineral-rich waters. These waters contain silica, sodium, magnesium, and sulfate, all known for their positive effects on skin, joints, and muscles. The hot springs are also deeply ingrained in the local culture, with the community gathering at the site to exchange stories and engage in social activities.

Challenges in Reaching International Markets

Despite the rich cultural and historical significance of Ranong’s hot springs, the region has struggled to attract international tourists. In 2023, the province received only 51,432 international visitors, a sharp decline from 282,322 in 2019. Factors such as limited infrastructure, lack of investment, and competition from more popular destinations like Phuket and Krabi have hindered Ranong’s growth as a tourism hub.

However, tourism officials are hopeful that the new wellness tourism initiative will help Ranong attract a more affluent and international clientele. By marketing the hot springs as a relaxing and rejuvenating destination, they aim to appeal to both wellness tourists and those seeking a peaceful retreat after adventure activities in neighboring regions.

Expanding Wellness Routes Across Thailand

The Tourism Authority of Thailand (TAT) is actively working on expanding the concept of wellness tourism by promoting several “wellness corridors” across the country. An example is the proposed Andaman Wellness Corridor, which would link hot springs in Ranong, Krabi, Phang-nga, Trang, and Satun, all located in the southern part of Thailand. This corridor is expected to attract tourists seeking both relaxation and adventure, offering a perfect blend of wellness and exploration.

The Role of Infrastructure in Boosting Wellness Tourism

To ensure the success of the wellness tourism strategy, local officials emphasize the importance of improving infrastructure in regions like Ranong. While the Thai government is investing heavily in upgrading hot spring facilities, there is also a need for better transportation links, including roads, airports, and other services that would make these destinations more accessible to international tourists.

A key aspect of Ranong’s potential growth lies in the proposed Thailand Land Bridge project, which aims to connect the Andaman Sea with the Gulf of Thailand via a network of roads and railways. This ambitious megaproject could enhance Thailand’s connectivity and make Ranong a more viable destination for both tourists and business travelers. However, concerns about environmental impact and funding for the project remain.

Learning from Japan’s Onsen Legacy

Thailand’s wellness tourism strategy draws inspiration from Japan, a country with a long and rich history of onsen tourism. Japan’s onsen industry, worth billions of dollars, is a major driver of tourism and cultural heritage. The Thai government has even signed a Memorandum of Understanding (MOU) with Japan’s Shizuoka Prefecture to share knowledge and expertise on developing hot spring tourism.

Despite this, Thai stakeholders insist that Thailand must develop its own unique identity in the wellness tourism sector, rather than simply replicating Japan’s model. This includes diversifying offerings, improving peripheral services, and ensuring that the country’s hot spring tourism is sustainable and culturally distinct.

Private Sector’s Role in Wellness Tourism Growth

As the government plan takes center stage in the development of Thailand’s hot springs, the private sector is starting to pay attention too. There are a few private hot spring resorts in existence, which provide comparable services to Japan’s onsen retreats. There are these facilities, like the Ranong-based Namnong Hot Spa, which are gradually becoming attractive to the new breed of tourists who are interested in wellness. The good thing is that the rising demand for wellness-based tourism is expected to attract larger private investment in the area.

Looking Ahead: Thailand’s Hot Springs Industry

Due to the timely push from the government and increased private investment, the hot spring market in Thailand is on the verge of growth. Whether or not it is capable of competitively rivaling Japan’s onsen tourist market is dependent on the country’s ability to offer a unique and sustainable tourist proposition. If done successfully, the proposals in place could quickly make the country a significant force in the global wellness market for tourists.

References: Tourism Authority of Thailand (TAT), Thailand’s National Economic and Social Development Council