Politics
Thailand Promotes Traditional Massage as Global Wellness Soft Power
The Ministry of Higher Education, Science, Research and Innovation (MHESI) has launched the 'Wellness Thailand' initiative to elevate Thai massage to international standards.
On September 1, 2026, the Ministry of Higher Education, Science, Research and Innovation (MHESI) hosted the '2026 International Thai Massage and Health Expo' at Suratthani Rajabhat University. According to Khaosod Online Thailand, the event was chaired by Dr. Phanperm-sak Aruni, Deputy Permanent Secretary of MHESI, and attended by local officials, academic leaders, and representatives from international spa associations, including the Thai Massage and Spa Association of the USA.
The initiative, titled 'Wellness Thailand,' aims to develop the workforce and standardize Thai massage practices to position the country as a global hub for health and wellness. By promoting these traditional techniques as a form of 'soft power,' the government seeks to enhance the professional recognition of Thai massage on the world stage.
For travelers and residents, this development suggests a potential increase in the availability of standardized, high-quality wellness services across the country. As the government continues to invest in training and international collaboration, visitors may encounter more consistent service quality in spas and wellness centers. However, it remains to be confirmed how these new standards will be implemented across private businesses and what specific certification processes will be required for practitioners to meet these international benchmarks.