The upgrade will cover its image and reputation, as well as professional standards and a shortage of human resources, according to the department’s deputy director-general, Somsak Krichai.
He said although Thailand’s massage and wellness industry is valued at around B200 billion annually, regulatory gaps and unequal service quality are key challenges.
Following the COVID-19 pandemic, between 30,000 and 50,000 massage and spa workers left the industry, while the therapeutic practitioner segment faces a shortfall of about 20,000 professionals. The shortages are particularly acute in major tourist destinations, reports the Bangkok Post.
To address this, the DTAM has introduced a hybrid training programme. Trainees will complete theoretical coursework online before undertaking practical training at public hospitals nationwide to ensure standardised competencies. The programme also links graduates directly with local businesses to help them secure employment immediately after certification.
According to Mr Somsak, the department has classified service providers into three tiers: health promotion practitioners with at least 150 hours of training; specialty practitioners; and licensed professionals with at least four years of training.
Speciality practitioners covering seven symptom groups will see their service rates increase from around B250 to about B450 per hour. The adjustment, agreed upon with the National Health Security Office (NHSO), reflects higher skill levels under a “pay by skill and quality” principle designed to encourage upskilling and strengthen public confidence.
Another key reform is the development of digital IDs for Thai massage practitioners, along with a centralised database for verifying identity and qualifications. The system will connect with agencies responsible for health-related benefits to support transparent auditing and reimbursement.
Mr Somsak said Thailand will host the Global Wellness Summit 2026 in Phuket in November. It is expected to attract wellness industry leaders from more than 70 countries and showcase Thai traditional medicine, massage, herbal products and health tourism on a global stage.
Separately, the Department of Health Service Support is promoting medical & wellness tourism routes across all 77 provinces, integrating certified healthcare facilities, spas, herbal product shops, wellness restaurants and natural therapy activities, aimed at leveraging Thai herbs and massage as a health-related soft power.