DOI: 10.14457/tu.the.2024.233
title: Sustainable wellness retreat: an eco-friendly tourism initiative in Southern Thailand

description: The business plan for the "Balanced Bliss Wellness Retreat Platform" outlines a sustainable wellness tourism project in the charming village of Kiriwong, Nakhon Si Thammarat. This approach addresses the rising global demand for wellness-oriented travel experiences and ecotourism throughout the world, driven by lifestyle changes following the COVID-19 pandemic. Balanced Bliss Wellness Retreat aims to become a leading eco- friendly tourism platform for both domestic and international visitors, catering to growing interest in mental health, stress relief, and immersive cultural experiences. Through specially designed programs like yoga, meditation, traditional Thai health therapies, and locally produced farm-to-table eating, the retreat offers a comprehensive experience. Its unique appeal lies in its integration of community involvement, sustainability initiatives, and wellness activities. By collaborating with local farmers and artisans, the retreat supports the local economy, while maintaining an environmentally friendly atmosphere. Its closeness to unspoiled natural settings also provides visitors with a serene escape from the stress of the city. Two main target markets are identified in this plan: Thai professionals aged 25–44 from major cities looking for immersive yet reasonably priced wellness experiences will be the main target market in Year 1 and overseas travelers aged 25–44 from high-income locations including Europe, the US, and Singapore will be including in target market starting from Year 2. These markets fit well with worldwide health and ecotourism trends. The business needs a THB 1,200,000 as initial investment, which will come from bank loans (40%), government grants (40%), and angel investors (20%). According to the forecasts, strategic pricing adjustments, increased participation in add-on services, and better cost efficiency will enable breaking even by the end of Year 4. Operational tactics include using creative marketing initiatives to boost visitor reservations and utilising alliances with regional suppliers to lower variable costs. A thorough PESTEL analysis is incorporated into the feasibility study, emphasizing the benefits of government regulations that promote wellness tourism, the opportunities arising from Thailand’s growing middle class, and the increasing importance of environmentally friendly travel. It also identifies potential risks such as political instability, bureaucratic challenges, and vulnerability to environmental disturbances. The business’s commitment to sustainable practices, such as composting, waste reduction, and organic farming, aligns with global initiatives to lessen the impact of tourism on the environment. What sets the retreat apart from competitors in popular destinations like Phuket or Koh Samui is its incorporation of traditional Thai cultural elements, including guided temple visits and art and crafts workshops. By using this comprehensive strategy, the Balanced Bliss Wellness Retreat Platform aspires to become a leader in wellness and ecotourism in Southern Thailand while building a sustainable and profitable business model. This proposal demonstrates the potential to attract eco-conscious tourists, address market gaps, and support local economic growth.