Koh Samui is redefining tourism through wellness, sport, and community, emerging as Asia’s new model for holistic and active travel.
Koh Samui is entering a new era as one of Asia’s most dynamic integrated wellness and sports tourism destinations. Moving beyond its reputation as a luxury island escape, the island is aligning with global trends that merge wellbeing, active living, and performance — redefining how travelers experience health, connection, and personal transformation.
Thailand continues to lead Asia’s wellness economy, with tourism as its driving force. From yoga retreats and spa resorts to medical clinics and longevity centers, the country’s wellness offerings are expanding rapidly. At the center of this growth, Koh Samui is emerging as a destination where tropical serenity meets transformative wellness and sports innovation.
These opportunities were explored during The C9 Sessions – Koh Samui Wellness Tourism “Beyond the Spa”, an event that brought together international experts and investors to discuss how the island can evolve into Asia’s new model for holistic wellbeing and active lifestyle travel.
Ingo Schweder, Founder and CEO of GOCO Hospitality and Managing Director of Horwath HTL Health & Wellness
Ingo Schweder, Founder and CEO of GOCO Hospitality and Managing Director of Health & Wellness, emphasized the importance of integrity in the industry. “In the global wellness economy, we’re now larger than fashion or pharmaceuticals,” he said. “But real success depends on integrity — not wellness washing. Guests today expect authenticity and results. Koh Samui has the opportunity to set new benchmarks by developing properties that deliver measurable outcomes, whether in wellness, longevity, or performance.”
Schweder identified longevity medicine, precision health, and spiritual wellbeing as key growth areas, driven by rising demand for meaningful, results-oriented experiences that integrate health across all aspects of hospitality.
Maraleina Sports Resort – FIFA standard-sized pitches
A major catalyst for this transformation is the Maraleina Sports Resort, one of the island’s most ambitious developments. Spanning more than 140 rai, the project integrates five core pillars — football, swimming, fitness, racquet sports, and family — featuring FIFA-standard pitches, high-performance gyms, and recovery zones tailored for athletes and wellness travelers.
Marcelo Fonseca, Director of Marketing and Business Development at Maraleina Group, explained the resort’s broader vision: “Our vision started with a passion for sport and a belief in Samui’s potential. What began as a dream to create opportunity for local youth through Samui United has grown into a full ecosystem connecting wellness, community, and family. Millennials and Gen Z travelers aren’t just seeking relaxation — they want to move, connect, and take charge of their own wellbeing. Sport is becoming the gateway to their wellness journey.”
Maraleina’s partnership with the Paris Saint-Germain Academy connects Koh Samui to an elite global sports network, enabling young Thai athletes to train to international standards while positioning the island as a destination for health-conscious travelers.
For Mika Chunuonsee, former Thai national footballer and Business Development Manager at Maraleina, the social and community impact of sports is key. “Sports tourism is about people and purpose,” he said. “Through Samui United, we’re building opportunities for local players and inspiring youth across the island. But it’s also about engaging visitors who want more than sightseeing — they want to train, play, and recover in a place that shares their lifestyle values. Samui offers that perfect blend of authenticity and ambition.”
As global travel continues to evolve, the convergence of wellness and sport is reshaping how destinations compete. Hybrid concepts — where recovery meets performance and mindfulness meets movement — are emerging as defining elements of modern tourism.
Thailand’s wellness market valued at THB 1.4 trillion in 2023, driven by strong growth in wellness tourism.
Bill Barnett, Managing Director of C9 Hotelworks, underlined the long-term potential of this evolution.
“The convergence of wellness and sport gives Samui year-round vitality,” he said. “These segments aren’t seasonal. They bring resilience, attract international travelers, and move Samui beyond traditional leisure. With its natural assets and innovative projects, the island is well positioned to become Asia’s next wellness and active lifestyle capital.”
From luxury longevity resorts to grassroots football academies, Koh Samui’s transformation reflects a global travel movement centered on wellness, community, and the pursuit of better living — positioning the island as a model for the future of integrated tourism in Asia.