Wellness is no longer a fringe trend in corporate travel and business events, but a mainstream expectation, according to speakers on the Wellbeing in Events and Business Travel panel on the first day of IT&CM Asia 2025.
Bhummikitti Ruktaengam, president, The Sustainable Tourism Development Foundation Phuket, shared: “Many of us already track our health with smartwatches or apps. That shows wellness is not just luxury or fashion – it’s part of our lifestyle.”
He emphasised that well-being must also be tied to sustainability of the planet, citing plant-based diets as an example of choices that benefit both personal health and the planet.
Rubel Miah, general manager, Movenpick BDMS Wellness Resort Bangkok highlighted the rapid growth of the global wellness economy, valued at US$6.3 trillion in 2024 and projected to reach US$9 trillion by 2028. Thailand’s wellness economy represents US$40.5 billion, with 28 per cent growth from 2022 to 2023.
Miah further observed that millennials and Gen Z are driving demand for purpose-driven, health-focused travel, and that wellness has moved beyond being an added benefit to becoming a core requirement in business travel programmes.
Agreeing, Supanich Thiansing, director of meetings and incentives department at Thailand Convention and Exhibition Bureau (TCEB), stated that millennials and Gen Z business travellers are driving demand by seeking balance, mindfulness, and experiences that connect them with local culture and communities.
Supanich further highlighted how Thailand’s Meet Well campaign is focused on holistic integration.
“Wellness in business travel is not just about getting a spa treatment. It includes mindfulness sessions, CSR-driven teambuilding, and local community engagement that support both physical and psychological well-being,” she noted.
David Boucher, CEO, Bumrungrad International Hospital Phuket, further noted how the Covid-19 pandemic has “fundamentally changed” attitudes toward health and travel.
“People now expect restorative sleep, healthier menus, and even non-alcoholic options, as part of their business travel experience,” he elaborated.
Boucher added that technology such as smart watches with their health monitoring features are also influencing how business travellers manage their well-being while on the road. As such, for event organisers, the challenge is how to incorporate wellness meaningfully into business programmes.
