Thailand is developing a science-based surf therapy model that combines coastal tourism, wellness experiences and emotional well-being, supporting the country’s strategy to strengthen its position in the regional wellness tourism market.
The Tourism Authority of Thailand (TAT) is advancing the development of Thailand surf therapy as a new science-based wellness tourism product, combining coastal experiences, emotional well-being and structured wellness practices. The initiative was showcased through the “Thailand Surf Therapy Real Experience and Trust Building Journey” held in Phang-nga on 18–19 June ahead of its official presentation at Thailand Health Excellence 2026 on 30 June.
The programme was organised in cooperation with Prince of Songkla University Phuket Campus, La Vita Sana, Memories Surf House and South Africa-based Waves for Change, an international organisation specialising in surf therapy. A total of 36 tourism partners, wellness operators, and media representatives participated in the activities to explore how surf-based wellness can create additional value for Thailand’s coastal tourism sector.
Mr. Nat Kruthasoot, TAT Deputy Governor for Tourism Products and Business, said the initiative combines international expertise with Thailand’s coastal strengths and tourism service standards.
“Thailand Surf Therapy is being developed through co-creation, knowledge exchange, and science-based wellness. By combining international surf therapy knowledge with Thailand’s coastal assets, local identity, and service standards, the model can create meaningful wellness experiences that respond to modern traveller behaviour and generate long-term value for visitors, communities, and tourism businesses.”
The Thailand surf therapy model integrates surf culture, ocean-based activities and structured wellness methodologies into tourism experiences designed to support emotional and mental well-being. The concept focuses on safe, nature-connected experiences while creating new business opportunities for coastal destinations and local tourism operators.
The two-day programme opened with the “Discover Talk: Surf Therapy for Emotional Healing”, led by Mr. Lian Papier from Waves for Change. Participants also received practical introductions to surf therapy preparation, including techniques, safety procedures and participant readiness through sessions conducted by Memories Surf House.
Delegates then took part in a Surf Therapy Experience at Memories Beach, gaining first-hand insight into how surfing can be integrated into a structured wellness programme to support emotional health and resilience.
The second day focused on “Science-Based Wellness and Emotional Healing”. Activities included additional surf therapy sessions at Memories Surf House and a wellness programme at La Solaya Hotel, where participants experienced water-floating exercises and Tibetan singing bowl sound therapy as part of a broader coastal wellness journey.
The model is being further developed through the Rise On Wave network, supported by Span Global, which is adapting the Take 5 approach for the Thai tourism market. The pilot concept targets executives, business owners and travellers seeking emotional well-being and stress-management experiences.
Three programme formats are currently under development: the Wave Reset Program lasting three to five days, the Ocean Balance Program lasting seven to 14 days, and the Surf & Soul Program designed for stays of 14 days or longer.
TAT plans to formally introduce Thailand’s surf therapy at Thailand Health Excellence 2026 as part of its broader strategy to strengthen Thailand’s position as a leading destination for wellness tourism and science-based wellness experiences in Asia. The initiative reflects the growing demand for wellness products that combine physical activity, mental well-being and meaningful connections with nature.