Koh Samui is entering a new era as one of Asia’s most dynamic integrated wellness and sports tourism destinations. Moving beyond its identity as a luxury island escape, Samui is embracing global trends that merge wellbeing, active living, and performance — redefining how travelers experience health and connection.
Thailand continues to lead Asia’s wellness economy, with tourism as its driving force. From yoga retreats and spa resorts to medical clinics and longevity centers, the country’s wellness offerings are expanding rapidly. At the center of this growth, Koh Samui is emerging as a destination where tropical serenity meets transformative wellness and sports innovation.
These opportunities were at the forefront of The C9 Sessions – Koh Samui Wellness Tourism “Beyond the Spa”, which brought together global experts and investors to explore how the island can evolve into Asia’s new model for holistic wellbeing and active lifestyle travel.
In the global wellness economy, we’re now larger than fashion or pharmaceuticals. But real success depends on integrity — not wellness washing. Guests today expect authenticity and results. Koh Samui has the opportunity to set new benchmarks by developing properties that deliver measurable outcomes, whether in wellness, longevity, or performance. Ingo Schweder, Founder and CEO of GOCO Hospitality and Managing Director of Horwath HTL Health & Wellness
Schweder identified longevity medicine, precision health, and spiritual wellbeing as key growth areas, supported by a rising demand for meaningful, results-oriented experiences that integrate health across all aspects of hospitality.
A driving force behind this evolution is the Maraleina Sports Resort, one of the island’s most ambitious projects. Spanning more than 140 rai, the development combines five pillars — football, swimming, fitness, racquet sports, and family — with world-class facilities including FIFA-standard pitches, high-performance gyms, and recovery zones designed for athletes and wellness travelers alike.
Our vision started with a passion for sport and a belief in Samui’s potential. What began as a dream to create opportunity for local youth through Samui United has grown into a full ecosystem connecting wellness, community, and family. Millennials and Gen Z travelers aren’t just seeking relaxation — they want to move, connect, and take charge of their own wellbeing. Sport is becoming the gateway to their wellness journey. Marcelo Fonseca, Director of Marketing and Business Development at Maraleina Group
Maraleina’s partnership with the Paris Saint-Germain Academy positions Koh Samui within an elite international sports network, offering young Thai athletes the chance to train at global standards while elevating the island’s profile as a destination for health-minded visitors.
For Mika Chunuonsee, former Thai national footballer and Business Development Manager at Maraleina, sport’s community impact is central to Samui’s story.
Sports tourism is about people and purpose,
said Mika Chunuonsee. Through Samui United, we’re building opportunities for local players and inspiring youth across the island. But it’s also about engaging visitors who want more than sightseeing — they want to train, play, and recover in a place that shares their lifestyle values. Samui offers that perfect blend of authenticity and ambition.
As global travel continues to evolve, the convergence of wellness and sport is reshaping how destinations compete. Hybrid concepts — where recovery meets performance, and mindfulness meets movement — are becoming powerful differentiators.
The convergence of wellness and sport gives Samui year-round vitality. These segments aren’t seasonal. They bring resilience, attract international travelers, and move Samui beyond traditional leisure. With its natural assets and innovative projects, the island is well positioned to become Asia’s next wellness and active lifestyle capital. Bill Barnett, Managing Director of C9 Hotelworks
From luxury longevity resorts to grassroots football academies, Koh Samui’s transformation reflects a global shift in travel — one driven by wellness, community, and the pursuit of better living.
About C9 Hotelworks
C9 Hotelworks is led by founder and Managing Director Bill Barnett, who brings over 30 years’ experience in the Asian hospitality and real estate sectors. Prior to founding C9 in 2003, Bill held senior executive roles in hotel operations, development and asset management. He is considered to be a leading global authority on hotel residences, and has sat at almost every seat around the hospitality and real estate table. Bill promotes industry insight through regular conference presentations at key events and contributes to numerous industry publications. For more information contact www.c9hotelworks.com.
Bill Barnett
Managing Director, C9 Hotelworks
+66 (0)8 1956 1802
C9 Hotelworks Ltd.
