Cooperation in health and wellness tourism connectivity between Thailand and Malaysia

ABSTRACT Thailand and Malaysia are in a Southeast Asia Region that builds cooperative tourism promotion under the ASEAN Tourism Connectivity framework. The two countries must utilize their unique identities to build differentiation in their sales and promotion schemes but keep their coherence and co-promotion. While Thailand has paid attention to Thai herbs for physical and mind therapy, Malaysia has put its emphasis on the spa industry. Moreover, the two have introduced integration between Phuket and Langkawi to provide effective health and wellness connectivity destinations. Such cooperation will help to boost tourism connectivity within Southeast Asian countries. This paper aims to reach a clear understanding of how each country uses health and wellness tourism to attract tourists both domestically and internationally so that such cooperation and connectivity will help to promote the industry. The study identified health and wellness tourism connectivity between Thailand and Malaysia. http://travel.earth/wellness-tourism-southeast-asia