The resort city of Hua Hin continues to emphasise its position as the country's prime wellness destination to capture demand from high-value tourists, creating a travel niche after two years of pandemic disruption.
"Consumer behaviour has shifted towards wellness tourism. This segment creates a huge opportunity to bring back potential tourists," said Krod Rojanastien, president of the Thai Spa Association and head of the Hua Hin Recharge scheme.
