BANGKOK, 27 May 2025 – Almost 80 representatives from nine ASEAN countries—including SME policymakers, members of the ASEAN Coordinating Committee on Micro, Small and Medium Enterprises (ACCMSME), National Tourism Organizations, and medical and spa industry leaders—convened in Bangkok for the “Regional Policy Consultation on Health and Wellness Tourism in ASEAN” from 27 to 28 May 2025. The consultation was supported by the Government of Japan through the Japan-ASEAN Integration Fund (JAIF) and was co-organized by the Office of SMEs Promotion (OSMEP), ACCMSME, and Kenan Foundation Asia.
The regional consultation is part of the project “Resilience, Adaptability and Competitiveness: A Roadmap for the Health and Wellness Tourism Sector ASEAN SMEs in a Post-Crisis Age.” The initiative aims to strengthen ASEAN’s position as a collaborative, high-potential region for health and wellness tourism while advancing inclusive and sustainable regional growth through enhanced cooperation among public, private, and development partners.
Over the course of two days, representatives from ASEAN countries—including SME agencies, tourism and health ministries, industry associations, hospitals, and digital health innovators—participated in policy dialogue and shared experiences. The consultation focused on fostering regional cooperation through policy alignment, knowledge sharing, and coordinated action. Participants explored strategies to enhance service innovation, improve cross-border collaboration, and develop a collective ASEAN identity in the global wellness tourism market.
Discussions highlighted the importance of regional frameworks to support MSMEs’ integration, including enabling environments for formalization, access to finance, quality assurance, and digital transformation. Participants also recognized the value of cultural and traditional wellness practices in positioning ASEAN as a unique and competitive destination for wellness-oriented travelers.
This initiative demonstrates JAIF’s ongoing commitment to advancing ASEAN’s inclusive development agenda. Support from the JAIF Management Team (JMT) was instrumental in enabling the consultation, reinforcing the value of regional dialogue and collaboration. The JMT also emphasizes the need for clearly defined policy objectives to guide coordinated action and ensure alignment with ASEAN’s long-term strategic vision.
This consultation contributes to ASEAN’s broader objective of achieving a cohesive and resilient community under the ASEAN Community Vision 2045 and builds on ongoing efforts to foster recovery, collaboration, and integration in the post-pandemic era.
(From left) Ms. Vania Karima, ASEAN Secretariat; Mr. Piyabutr Cholvijarn, President, Kenan Foundation Asia; Mr. Witawat Lamsam, Director of International Cooperation, Office of Small and Medium Enterprises Promotion (OSMEP); and Dr. Wimonkan Kosumas, Executive Committee, Kenan Foundation Asia
Representatives from ASEAN Member States
