Our Industry
Thailand is unique in the spa world, given that the largest sector of the industry is the Resort Spa sector compared with the vast majority of countries where the Day Spa sector is the driving force. The Thai spa industry is very much a holiday experience with almost 90% of spa goers across the kingdom being tourists - be they international or local. There are moves underway to try and change this, but given that the key component of the Thai Spa industry (Thai massage) having a rich cultural and traditional heritage within the family life, it is probably still a long way off before the majority of this nations residents see the health advantage over the financial considerations of a Thai spa experience versus a Thai massage. However with continued economic growth and consumers enjoying a greater disposable income, their willingness to spend money on services which are often perceived as luxurious should see a rethink with the realization that regular spa visits can assist in living a longer and healthier life, but until this happens the dependence on the tourist dollar will remain for many spa operators.
Traditional Thai therapies such as Thai Massage and Thai Foot Massage are the cultural heart of the industry, so there was a solid foundation from which to build when a water element was added, and the nation proclaimed a ‘new industry’ – the Thai Spa industry. Since the establishment of the first spas in Thailand in the early 1990’s when confusion reigned within government and industry ranks as to what a ‘spa’ really was, how to categorize it within the existing legal framework or even what the official definition of a spa was and by whom or how the industry should be regulated, and which authoritative body was responsible for establishing what legality for the industry, there has been significant development and improvement. The wheels of government and industry sometimes grind slowly, but in 2002 the definition of ‘spa’ was finally agreed upon and spas became (in part) “ a business establishment for the promotion of health care and wellness, where the main services consist of massage and water application for promoting health and wellness”. Shortly thereafter the official separation of the spa industry from the massage parlor industry the industry was seen as a great stride forward, and the subsequent introduction of certification of Spa Therapists and the instigation of a national test by the Ministry of Public Health for those seeking registration as Spa Managers have been embraced by all as positive industry developments
Fortunately, other than the much maligned massage excise tax that was imposed in early 2004, for the most part the teething issues experienced have now been largely resolved, and the Thai Spa industry is looked upon as a guiding light for many of our neighbors’ burgeoning spa industries as something that they can aspire towards.
You can now experience an ever varying number and diversity of spa treatments and therapies as each operator seeks to establish their own market position. From Thai massage to Tibetan, Swedish to Shiatsu, Aroma to Ayurveda, diagnostic, curative or pampering, a myriad of body scrubs and wraps, baths, showers, herbal steams, poultices and soaks, infra-red saunas, 100% natural or spa age technology – the menu choices that feed the mind, the body and the spirit just continue to grow. Despite all of this the vast majority of people still go to a spa for a basic massage, so much of the extra remains marketing padding and not necessarily business reality.
Given its growth the Thai spa industry remains relatively small, with less than 500 spas employing about 5,000 therapists, and the true impact of the spa industry on the economy of Thailand is difficult to substantiate in monetary terms, although many have tried. Last year, an Asian wide survey by SpaAsia magazine reported that 83% of people consider ‘spa’ when making their final decision as to where they would spend their holiday, thereby indicating that the actual amount of money spent while visiting a spa represents only a small fraction of the financial value of spas to a nations economy.
There is now a growing awareness that the industry offers the potential of a long term career possibility for those seeking to make their living from an industry that is based on the cultural heritage of Thailand – an industry that offers more than a quick ‘feel good’ factor, but one that can assist circulation, detoxification and improve the overall feeling of well being, thereby extending our quality of life – an industry that every man, woman and child in this country can truly be proud of, and should also seek to protect as the world tries to copy it.
In mid 2005, the Department of Skilled Labor introduced a series of standards for Spa Therapists and while these are not legally binding, for those seeking to become experts in their profession, are standards to which all should aspire even if they seem out of reach today, as they will only serve to further improve the professionalism of the industry.
In 1999 the Department of Export Promotion organized the first Health & Beauty Show, and in 2000, Thailand hosted its first international industry conference. The Health & Beauty Shows have continued to grow and prosper even though the concept has been copied by a myriad of smaller local event organizers, with the Thai Spa Association even hosting its own Thai Spa Day exhibition back in March, yet it was not until September of this year that a second international industry conference was held in the kingdom, but the event calendars for 2006 already promise at least three major events, thereby cementing the industry as a credible industry force.
The Thai Spa Association is proud to be part of this growth and has already been confirmed as a supporting sponsor for major international events as far ahead as mid 2007, so the outlook is bright for those that choose to become involved.