THAILAND AS HEALTH TOURISM HUB OF ASIA

Thailand's strategic location at the crossroads of Asia and its proximity to the region's developing economies has presented the country with a unique opportunity to serve as a regional centre for healthcare, medical care and advances in medical research and development.

Thailand's track record on the medical frontier has frequently won international acclaim, particularly in areas in which it has considerable expertise such as in the realm of tropical and infectious diseases, cardiac surgery and post-operative care, cosmetic and reconstructive surgery, dentistry, the treatment of bone-related ailments and cataracts, and pharmacology to name a few. It comes as no surprise that Thailand is home to Asia's first internationally-accredited hospital and also enjoys an established reputation as 'Spa capital of Asia'.

In 2002, the number of foreign patients seeking treatment in Thailand grew by 13% over the previous year with some 632,300 foreigners visiting 33 private hospitals. Of this total, expatriate residents in Thailand (189,000), staff of international organisations and their family members and other visitors from the neighbouring countries and Asia, (378,000), and 'visiting patients' from Europe (63,000), represented 60% of the total. Tourists in need of medical attention or treatment during their stay in the country accounted for another 30%, and individuals who specifically travelled to Thailand for medical treatment or health services accounted for another 10%.

Through participation in medical research, international symposiums, congresses, and other forums for exchange, Thai doctors, surgeons, dentists and orthodontists, pharmacologists, therapists and technical staff have contributed to the global wealth of knowledge in medicine, healthcare, healing techniques and traditions (conventional and traditional). This transfer of know-how has raised the country's profile as an up and coming health and medical centre.

The Kingdom's legendary tradition of superior service and gracious hospitality is working its magic in a new sector. Timeless Thai values and traditions are very much alive in places where it is least expected - in hospitals and clinics around the country. Patients are welcomed as 'guests' and made to feel at home in unfamiliar surroundings. The reception is gracious and courteous. Medical staff consistently provide superior service, often surpassing expectations.

Spa operators likewise report that guests are charmed by the traditional 'wai' - a courteous greeting gesture that conveys profound respect, infinite warmth, hospitality and friendliness. The 'wai' is perceived by visitors to be uniquely and distinctively Thai. The magic is taking hold. As news gets around that Thailand offers superior healthcare and medical services at highly affordable rates, the destination is attracting an ever-increasing numbers of 'visiting patients'.

Health tourism, a novel concept, is a 'rising star' and offers great promise in generating foreign exchange earnings for the country. According to the 2003 forecast projected by Thailand's Ministry of Public Health (MPH), hospitals in Thailand will be treating a total of 730,000 foreign patients generating an estimated 19.826 billion baht in foreign exchange earnings for Thailand.

The Royal Thai Government sees vast potential in fast-tracking the development of Thailand's healthcare and health-related services. The mission spearheaded by the Ministry of Public Health and the Ministry of Commerce aims to firmly establish Thailand's leadership position on three fronts - as 'Health Tourism Hub of Asia', the 'Wellness Capital of Asia' and 'Thai herbs for health'. Destinations targeted for the health and well-being 'blitz' plan are Bangkok, Chiang Mai, Phuket and Samui.

As 'Health Tourism Hub of Asia', the priority for medical services is to ensure that the destination is perceived as being a Quality Destination in the delivery of superior medical and health-related services with medical care, dental care, and medical check-ups being the core products offered.