Tri Vananda, the wellness community operated by Montara Hospitality Group, is rolling out a packed high-season programme in Phuket designed to position the island as a leading wellness destination. The lineup spans culinary showcases, community markets, and a major industry summit, all timed to capitalise on the region's growing appetite for health-focused travel.
The season kicks off on 1 November 2026 with the Farm Festival at Pru Jampa Farm, celebrating the 10th anniversary of PRU, Phuket's only restaurant holding both a one-star MICHELIN distinction and a MICHELIN Green Star. The event will bring together farmers, producers, and chefs to highlight their collaborative efforts, with a centrepiece called Pru x Friends: The Gathering, featuring 12 chefs from across Asia creating special menus.
“This year’s Farm Festival celebrates PRU’s 10th anniversary, and we want people to recognise that good food is the work of many hands,” said Kittisak Pattamasaevi, CEO of Montara Hospitality Group. The festival underscores a broader trend in luxury travel where gastronomy and sustainability converge, a theme explored in recent debates over the Michelin Guide's influence.
Following the festival, the Local Roots Market will run 10 editions from 28 November 2026 to 10 April 2027, with free admission. Each edition will feature a different theme, offering wellness sessions and sustainability workshops. The market aims to engage both locals and international visitors, fostering a sense of community while promoting healthy living.
Phuket will also host the 20th Global Wellness Summit in November 2026, a key event for industry professionals. The summit coincides with the opening of Clinique La Prairie Phuket at Tri Vananda, marking the Swiss wellness brand's first health resort in Southeast Asia. This development aligns with the shift toward longevity science in spa tourism, a trend gaining momentum across Asia.
Strategic push for wellness tourism
These initiatives support Thailand's national strategy to develop wellness tourism, which has become a significant economic driver. Phuket, already a top beach destination, is diversifying its appeal to include health, sustainability, and experiential travel. The island's infrastructure is expanding to accommodate this demand, with new flight connections such as Belavia's nonstops from Minsk enhancing accessibility.
Montara Hospitality Group's investment in Tri Vananda reflects a broader industry movement toward integrated wellness communities. The property combines medical-grade facilities with holistic programmes, catering to travellers seeking more than a typical holiday. This approach is echoed in other regional developments, like the recent holistic retreat launched by BDMS Wellness Clinic and Sri panwa.
The Global Wellness Summit, which attracts delegates from around the world, will provide a platform for discussing innovations in wellness tourism. Topics are expected to include longevity, mental health, and sustainable practices, all of which are increasingly relevant to travel professionals. The summit's presence in Phuket signals the island's growing stature as a hub for wellness thought leadership.
For travel agents and tour operators, the expanded calendar offers new opportunities to package wellness experiences. The free market series, in particular, provides a low-barrier entry point for visitors to sample Phuket's wellness offerings. Meanwhile, the farm festival and summit cater to higher-end travellers and industry insiders, creating a diverse portfolio of events.
As the wellness economy continues to grow, destinations like Phuket are positioning themselves to capture a share of this lucrative market. Tri Vananda's high-season programme is a clear example of how private investment can complement public policy to boost tourism. With the opening of Clinique La Prairie, the island gains a flagship wellness brand that could attract a global clientele.
The success of these initiatives will depend on execution and marketing, but the groundwork is solid. By combining culinary excellence, community engagement, and industry networking, Tri Vananda is not just promoting its own facilities but also elevating Phuket's overall tourism proposition. For travel professionals, the message is clear: Phuket is no longer just a beach destination—it's a wellness destination.
