The tourism industry has rapidly expanded over the years; from exploring historical sites and preserved heritages to immersing in cultural and experiential activities, nowadays global tourists are looking to explore beyond those areas. With Turkey popularising hair implants and rhinoplasties, and South Korea becoming an established hub for cosmetic tourism – Thailand follows suit in the same way through a flourishing beauty and medical community.
With growing expertise on cosmetics and medicine, along with better access to advanced technology, Thailand has drawn up to almost 3 million international patients, generating approximately $850 million in revenue as of 2023, putting health, beauty and wellness firms in high demand, according to statistics recorded by the Royal Thai Embassy at Washington DC. With these rising numbers, new clinics, hospitals and spas have emerged exponentially, adding a fruitful number of medical offerings.
With positive feedback from clients, Bangkok, the vibrant capital of Thailand, recorded a 20% increase in international tourists who search for well-priced, high quality cosmetic enhancements, reported Mighty Travel Premium in 2024. This signals trust towards Thailand’s health industry. For the first time, visitors are arriving for procedures that range from minor dermatological treatments to full-scale surgeries – right at the heart of Southeast Asia.
Why Thailand?
A report by Siam Commercial Bank showed that Thailand’s progressive health industry engaged audiences mainly based in Europe or the US who look for medical experiences that hold high-value. As healthcare costs in Thailand can cost 70% less than the costs in their respective countries – according to American Health Tourism – visiting the country doesn’t only assure them with value-driven treatment, but can also add on an extra tropical holiday. The country’s renowned beach destinations and rich culture make it the perfect choice for patients who look for a calm post-treatment retreat.
Aside from its unique geographical qualities, Thai medical firms are also recognised for meeting global standards like the JCI (Joint Commission International). As these providers master the balance of quality, credibility, price and hospitality – implementing such business models allow for international patients to trust the firm in performing high-risk treatments. Having these credentials in multiple medical centres support the country’s position in health and medicine – pushing Thailand as an even more attractive alternative for surgeries and treatments.
Thai hospitals and renowned clinics foster the trust between clientele not only through top licenses, but also through a curated set of premium services. The country’s best medical experiences today offer complementary private car airport pick-ups, translators present during consultation, and a stay at high-end hotels to support post-treatment recoveries. Bumrungrad International Hospital, for instance, works directly with Thailand immigration to better prep patients’ visas in cases where an extension is required for their post-surgery stay, and for a seamless plane-to-hospital service, they have an airport representative. Thai hospitals also have VIP rooms for patients seeking comfort in their stay, with MedPark hospital offering rooms similar to those available in five-star hotels – ranging from an Executive Lake View Room to a Presidential River Suite. For travellers who visit solely for medical purposes, these services allow for a smoother, more well-rounded experience – which adds on to the appeal of Thailand as a top destination for health and beauty travel.
Apart from these tailored experiences, Samitivej Hospital, and BDMS Wellness also have adapted to language-friendly services, implementing on-site travel coordinators and language interpreters for over 20 languages. While specialists remain on-site, top-tier hospitals have integrated a third language into their building designs and interior. With signage in a range of languages, whether it’s Arabic, Japanese, English, or Korean, these institutions further prove the growing demand from international patients and showcase a way in which the healthcare industry can create an inclusive environment through language. By doing so, both medical and wellness businesses can craft safe environments that resonate better with international demographics.
The Future of Cosmetic Work: Shaping and Making Identities
High-end services aren’t the only offers instituted in medical firms, but a new angle to these services itself has taken place, specifically in aesthetic clinics. Aesthetic surgery, over the years, have seen ongoing growth, ever since social media’s dominance on future generations – users are becoming more exposed to the many surfaces of cosmetic procedures.
Treatments that were only known before by a small fraction of top celebrities and high-profile figures have now circulated into mainstream media. These treatments include Ozempic for quick weight loss, veneers for instant new sets of teeth, and microneedling for rejuvenated skin have hit mainstream clinics – all of which led to more specified procedures offered throughout many new firms.
The country’s knowledge on popular procedures has been well established, from double eyelid surgery to body contouring, the wide range of expertise adopted by Thai surgeons add appealing options for tourists aiming to reshape and refine particular features. This resulted in over 30,000 breast augmentation and rhinoplasty procedures in 2020, which were the largest number of procedures to ever be done in the country, according to research conducted by Maximize Market Research.
Procedures that were less popular, and have started to gain more traction in the Thai market, however, not only reshapes, but redefines some features in patients. These procedures include gender affirming surgeries – as Thailand’s renowned support for the LGBTQ+ community has been strongly vocalised, travellers come to know the country as one of the friendliest with the LGBTQ+ community. Gender transitioning especially in Thailand was even mentioned in the highly acclaimed Korean Netflix Series: Squid Games, as a goal for one contestant to undergo transitional surgery in Thailand, publicly reinforcing the country’s openness towards gender transitions and its normalcy. With LGBT rights legalised for over 70 years, and the recent legalisation of same-sex marriage, gender reassignment surgery in Thailand is known to be safe and trusted, not just physically, but emotionally.
Apart from a positive societal outlook, prices also typically cost 50% lower than procedures in Western medical firms, holding as strong of an appeal as the licenses Thai surgeons reputedly earn for performing gender-related procedures. This shortly became one of the strong suits for Thai health tourism, resulting in up to three international patients currently being operated per day in the country, according to reports based on The National Library of Medicine.
Thailand’s Take On Aesthetics – An Ever-Evolving Industry
As details continue to branch out, adding more range to cosmetic areas have led to the founding of several specialised centres. Oral care, for example, have garnered a large audience – a field that would previously be considered purely health-related has now fallen under the vast umbrella of aesthetic care. Dental clinics in Thailand strive to adapt by introducing new services and polishing their procedures in hopes of achieving new requirements.
“At Dr. Sunil Dental Clinic in Thailand, the most in-demand treatments from our overseas patients are smile makeovers using ceramic crowns or veneers, and full-mouth rehabilitation with All-on-4 and All-on-6 dental implants. Patients often tell us that in their home countries, these procedures are not only 50–70% more expensive but also involve long waiting periods to get an appointment,” Kathy Phol, Managing Director of Dr. Sunil Dental Clinic elaborates on her international patients.
With more beauty standards to meet, comes greater motivation to fulfill them. In the dental industry, smiles are now not only fixed but remade.
“We have seen a shift in the type of patients seeking cosmetic dentistry. In the past, aesthetic dental treatments were mainly requested by celebrities, actors, and media personalities,” Kathy comments as she evaluates modern-day trends. “Today, the rise of selfie culture, video calls, and digital content creation has made a confident, attractive smile an essential part of modern self-image.”
Low Price Tag ≠ Low Quality
The difference between costs of aesthetic procedures in Western countries and in Thailand is prominent – tourists book and arrive with value-conscious expectations, and some may even be sceptical of these price ranges.
Dental clinics like Phol’s, incorporate advanced technologies like the digital smile design, where innovative equipments are used to design a patient’s smile before beginning any work. This allows patients to preview and visualise their final look before undergoing procedures, resulting in transformations that are more precise than manual methods two decades ago. “[Our clinic] completes complex smile makeovers in a fraction of the time thanks to our in-house dental laboratory. This allows us to deliver a complete smile makeover in just 24–48 hours, a speed most overseas clinics cannot match, which I think is attractive for patients with a shorter time frame,” She elaborates.
To highlight patients’ medical journey, Dr. Sunil Dental Clinic also implements a hybrid model, similar to top-ranking hospitals in Thailand – they provide professional dental expertise, high quality tech, and a luxury experience in one package. From a personal butler service at the provided luxury serviced apartments nearby, to private transportation throughout the city – the clinic aims to foster a five-star holiday experience, classifying them as world-class luxury dental care. “From the first consultation to the final goodbye, we handle every detail accommodation, transportation, treatment scheduling, and aftercare so the patient can focus solely on their health and confidence. By coming to Thailand, they can enjoy faster access to care without compromising on quality,” said Kathy.
These high-quality hospitality services not only show through medical firms like hospitals and health clinics, but even cosmetic centres that specialise in detailed procedures like oral care – showing how the aesthetic industry, despite having evolved significantly, are actually giving these businesses more opportunities than obstacles.
Thus, Thailand’s growing medical tourism industry and its recognised prosperity is the product of well-maintained quality care, exceptional hospitality and personalised offerings. By creating a comfort zone that guests can depend on, the country is steadily solidifying a focal point for health and medical tourists – an emergence that has yet to be cemented in Southeast Asia.
BurdaLuxury’s Lens
Cosmetics and aesthetics have extended beyond our imagination. As Thailand steps up to form a league of its own among the field – one sharp strength plays a pivotal role to its success: hospitality. A warm, friendly and hospitable nature, when consistently translated into consumer experiences, whether it’d be local or luxury, creates an undeniable presence. This quality not only establishes a positive personality across the country but is representative of Thailand’s identity as a nation – staying true to its long-time nickname, ‘The Land of Smiles’.
