Thailand - Spa Capital of Asia by Karen Emmons

BANGKOK, December 1 - What many spa clients have thought for years, a jury of industry insiders
and journalists has proclaimed in the 2009 AsiaSpa Awards: Thailand is indeed
Asia's spa capital.

Taking five citations including "Asian Spa Capital of the Year", Thailand
was one of the big winners in the fifth AsiaSpa Awards, presented by AsiaSpa
magazine, the region's most recognized spa and wellness publication, during a
glittering ceremony recently in Hong Kong.

"Thailand deserves this title," says Chami Jotisalikorn, a Bangkok-based
author of books on Asian spas, design, lifestyle and travel, and one of 28
judges for the competition. "Thailand has the most outstanding spa and
wellness offerings in the region in terms of quality, quantity, diversity,
authenticity of treatments, service and design. Thailand also tends to lead
the way when it comes to new and innovative spa concepts, spa design and
service."

In addition to being named Asian Spa Capital of the Year, Thailand
received the top recognition for "Destination Spa of the Year" for Six Senses
Destination Spa Phuket; "Medi-Spa of the Year" for S Medical Spa in Bangkok;
"Spa Personality of the Year" for Karina Stewart, Co-founder, Brand & Concept
Director, Kamalaya Wellness Sanctuary; and "Men's Spa Treatment of the Year"
for "Man Space Healing Balance Massage", i.sawan Residential Spa & Club,
Grand Hyatt, Erawan Bangkok.

While a recipient of many AsiaSpa Awards in the previous four
competitions, this is the first year Thailand has won the Asian Spa Capital
of the Year honour. The award goes to the country perceived by the judges as
providing the best in innovation, variety and quality.

Explains Rebecca Walker, Editor-in-Chief of AsiaSpa, "Among other things,
judges took into consideration the growth of the spa industry in each
nominated country and the quality of services represented in each. Beyond
five-star hotels and spa developments, the judges also took into
consideration the variety of spas and hotels that had opened in the current
year as well as future openings. They also looked at health and wellness
programmes available at various resorts."

Thailand won from a field of eight country contenders.

"What we have is a very special industry," says Andrew Jacka, President
of the Thai Spa Association in Bangkok, enjoying the excitement the awards
have stirred. "Whatever you want in terms of spa, Thailand has it," he adds.
"We have the variety of size, the variety of price and the variety of menu
offerings."

Although the majority of spas in Thailand are uniquely Thai, Jacka is
quick to explain that the variety also covers every type possible, including
urban spas, resort spas in an urban environment, luxurious destination spas,
island wellness centres and holistic medical centres.

The first spa appeared in the kingdom in 1992, and two per cent of all
spas in the world are in Thailand. There are now some 585 spas operating in
Thailand, employing 11,240 people. In 2007, the industry generated revenue of
8.3 billion baht (US$263 million).

According to Intelligent Spas, a Singapore-based research service,
Thailand now has more spas than any other country in the region and is the
leading destination in Asia. Its industry also generates the largest annual
revenue within the region.

"What Thailand has is such a unique culture for spas," says Jacka. The
judges clearly agreed. Says Jotisalikorn, "The range of spa offerings to be
found all over Thailand - from Chiang Mai to Phuket - is spectacular, from
world-famous luxury destination health resorts to high-tech urban medi-spas
to back-to-nature open-air island day spas."

In one of her many articles on the spa industry, Jotisalikorn previously
noted that "visitors to Thailand can experience a plethora of unusual spa
treatments derived from ancient traditions in Thailand, Myanmar (Burma),
Indonesia, China, India and elsewhere. Nowhere else can such a depth and
range of choices be found in a one-stop health and beauty destination."

AsiaSpa established the awards in 2005 to "honour spas, spa
personalities, associations and resorts that have set the benchmarks for
quality and service in the region".

"The year has been a particularly tough one for the spa and wellness
industry, yet some spas, brands and resorts have come out even stronger than
before. The highly respected AsiaSpa Awards are there to recognize the very
best of the best and push forward the whole industry to higher standards,"
says Olivier Burlot, Managing Director of Blu Inc Media, which publishes
AsiaSpa magazine, in a statement.

According to its website, AsiaSpa magazine prides the competition for its
unbiased and accessible standards. Any spa or industry insider can nominate
contenders for any of the 26 categories and at no entry fee. The jury of
independent judges create a shortlist of finalists, then cast the final vote.
Contenders with the most votes per category win.

The accessibility of the AsiaSpa Awards makes them the region's most
objective industry accolades, according to Jacka. He says this also means the
competition is more intense, open to both international brands and single
neighbourhood spas, he adds.

The AsiaSpa Awards cover spas in numerous countries, cities and islands
all over Asia, says Jotisalikorn. "While different destinations tend to enjoy
booms in spa development at different times, (depending on the economic and
tourism climate in different places), and the newest spas tend to garner the
latest awards, Thai spas have consistently dominated the awards in numerous
categories over the years. This is a reflection of the consistently high
quality and range of Thailand's spa offerings."

Jacka believes the Asian spa capital recognition is a "huge stimulus" to
propel the Thai industry forward even more. "Thailand can be a world leader,"
he says. "Yes, we're a relatively mature spa industry, but that's not to say
there's no more opportunity. There are plenty of opportunities to continue to
raise standards, to continue to grow and develop and maintain the world
market position we have."

The Thai Spa Association plans to continue providing the industry with
education support to improve standards. "The Thai Spa industry has been a
demand-driven industry for a long time. We need to look at the 'nuts and
bolts' to move forward again," says Jacka, noting that operators need to be
entrepreneurial and creative.

"We have the right to be proud of what we do," says a beaming Jacka.

    AsiaSpa Awards 2009
    AWARDS WON BY THAILAND
    Award Category                    Winner

    Asian Spa Capital of the Year     Thailand

    Destination Spa of the Year       Six Senses Destination Spa, Phuket,
                                      Thailand

    Medi-Spa of the Year              S Medical Spa, Bangkok

    Spa Personality of the Year       Karina Stewart, Co-founder, Brand &
                                      Concept Director, Kamalaya Wellness
                                      Sanctuary, Samui

    Men's Spa Treatment of the Year   "Man Space Healing Balance Massage",
                                      i.sawan Residential Spa & Club, Grand
                                      Hyatt, Erawan Bangkok

About AsiaSpa

AsiaSpa is Asia's only magazine totally dedicated to the pursuit of
complete wellbeing. From the latest spa destinations and treatments to
health, cuisine, fashion and cosmetics, AsiaSpa provides over 120,000 of
today's wealthiest, brand-conscious urban females with an essential guide to
pampering and inner tranquility. For more information, visit:
www.asiaspa.com.

    Thai Spa Association
    Tel: +66(0)2665-7395
    Fax: +66(0)2665-7396
    E-mail: info@thaispaassociation.com
    Web site: www.thaispaassociation.com

Thai Spa Association, +66(0)2665-7395, Fax: +66(0)2665-7396, or info at thaispaassociation.com