Indian visitors are among the top five nationalities at Chiva-Som
Vaipanya Kongkwanyuen
How did the Indian market perform for Chiva-Som in 2024 and what are your expectations for 2025?
India is a very important market for us, and you may be interested to know that Indian visitors are among the top five nationalities at Chiva-Som. Since the reopening after Covid-19, starting in 2022, Indian tourism to Thailand has seen significant growth. In 2022, around 900,000 Indian tourists visited Thailand. This number increased to 1.6 million in 2023 and reached approximately 2.1 million in 2024, making India the third-largest source market for Thailand and surpassing pre-pandemic levels.
This steady growth in the Indian market can be attributed to several factors: Thailand offers resources that appeal to Indian travellers, such as excellent cuisine, renowned hospitality, friendly people and high-quality services.
Which of your properties is most popular among Indian travellers?
We have only two properties, Chiva-Som Hua Hin, which is our flagship and original resort and Zulal Wellness Resort, operated by Chiva-Som in Qatar. Indian guests visit both properties. They come to Zulal for the experience and often rebook. However, their choice depends on their available time. When guests have more time-such as seven or 10 nights-they tend to choose Chiva-Som Hua Hin. They are drawn by the ambience, serenity, hospitality and cuisine that suits their palate. While Arabic cuisine at Zulal may be familiar, Thai dishes like Tom Yum Goong and Pad Thai often impress guests. Our curries are lighter, offering a different experience for those who enjoy variety.
The beachfront setting, warm hospitality, attentive care and family-like atmosphere are part of the Thai spirit at Chiva-Som Hua Hin. At Zulal, guests will find the same high standards in wellness modalities, as our team there has been thoroughly trained from the very beginning to reflect Chiva-Som’s legacy.
Also Read: Chiva-Som lines up celebrity retreat for September
What promotional activities are you planning in India to attract visitors?
To celebrate our 30th anniversary, we are offering special promotions throughout the year. For the Indian market, we have a ‘stay five, pay four’ offer, which provides excellent value and helps guests save on their stay. The package includes round-trip limousine transportation from Bangkok to Hua Hin in a Mercedes Benz. The journey takes approximately three hours, ensuring a comfortable and luxurious experience.
Guests also benefit from VIP fast track service upon arrival, so you would not have to walk long distances at the airport. For guests with mobility needs, we provide buggies for convenient transportation within the premises. Additionally, we host the ‘Taste of Chiva-Som’ events every year in India, allowing guests to experience a preview of what we offer at the resort. These activities, along with our exclusive offers, are designed especially for our guests from the Indian market. We are engaging media, we are engaging direct consumers, we are engaging travel agents by creating a mini Chiva-Som experience here in Delhi and Mumbai, which we do every year.
Which Indian cities are your top source markets?
This year, we visited Mumbai and New Delhi. Our next targets are Kolkata, Chennai and Bengaluru. I already have my client database established there.
Are there specific services or experiences you offer that particularly appeal to Indian travellers?
Thailand is famous for its warm hospitality and that genuine, family-like feeling you get everywhere. For Indian guests, we go the extra mile-services are tailored to each person because everyone’s needs are different. Indians especially love trying new things, like Thai massages or unique wellness therapies and we make sure those experiences are memorable. Food is a big deal too, we always check dietary preferences and train our staff to listen carefully. Every guest fills out a pre-consultation form, so we personalise everything-from meals to wellness programs-making sure everyone feels right at home.
Also Read: 5 top wellness destinations for long weekend getaways
What is the average stay for Indian travellers?
Honestly, it really depends on what you are interested in. Most people talk about wellness-they think it is just about hygiene, eating well, sleeping well and exercising. While those are important, true wellness is about balancing your mind, body and spirit. That is why we recommend a minimum stay of three nights when you start your wellness journey. Those first few days give you a chance to experience our facilities, try the nutrition plans, join exercise routines and really get a feel for what we offer. After that, about 98 pc of guests return with specific goals-maybe detox, weight loss, or improving performance-choosing from our 16 different retreats. When they come back, we help them design a personalised programme, usually five to seven nights, based on their goals and schedule. Some programs, like detox, require at least five nights because they are more intensive. Most guests stay about a week, but some even stay a month.
What is the goal of ‘Taste of Chiva-Som’?
Throughout the presentation, our goal is to help people quickly understand that time is limited. However, the interactions we have before the event-during the available time-contribute to a deeper understanding. When we present or speak, we aim to help people gain a little more insight, just as we are having this conversation now. We want them to understand more about who we are and what we strive for. We are here to support people. Of course, this is a business and there are always targets to meet-that is the reality. But more importantly, we see ourselves as part of a transformation in lifestyle. We educate people. Our aim is to help you maximise and optimise your physical well-being, as well as your mind and spirit. We want you to understand yourself, to be present with yourself, and to connect with nature-for your longevity and overall well-being.
For most hotels, a presentation is effective because you are mainly discussing the facilities. But with Chiva-Som, wellness must be experienced-it is all about the experience itself.
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