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Published on August 18, 2007

Association vice president Naparat Srilaphan said that foreigners account for 80 per cent of spa visits.

In 2006 alone, the spa industry generated Bt8.5 billion in earnings: Bt7.5 billion from services and Bt1 billion from product purchases. It has been forecast that earnings in 2007 will reach more than Bt10 billion.

"The spa industry is highly competitive," Naparat said. "Operators must emphasise innovative services and use effective business

strategies to succeed. Most spas in local tourist attractions have expanded their businesses by cooperating with travel agencies to draw customers. Additionally, each spa tries to entice customers with the lowest possible prices while bearing the cost of higher overheads.

The more well-known spas are not likely to face this problem because they already have a good customer base. If people are fully satisfied with a particular spa, they are not likely to visit another establishment."

She said that the latest trend is resort spas, established in tourist attractions throughout the country, was to serve both local and foreign customers with a focus on good health and Eastern therapeutic sciences.

Spa resorts and spas located in luxury hotels also continue to flourish because of the tourism industry, offering an extensive range of services and products.