The second edition of BEING 2026, Southeast Asia’s exclusive business-to-business wellness conference, is set to convene in Phuket, Thailand, on September 2, 2026. This significant event returns amidst a burgeoning global wellness tourism sector, a trend that is profoundly reshaping the travel and hospitality landscape across Asia. The conference aims to bring together key stakeholders, including operators, investors, and entrepreneurs, who are instrumental in driving the expansion of the wellness economy.
The Ascendancy of Wellness Tourism
Wellness tourism has emerged as a dominant force within the global travel industry. Projections indicate that this sector will reach a staggering US$1.35 trillion by 2028, more than doubling its valuation from 2022. Thailand, with its unique fusion of sophisticated hospitality, cutting-edge wellness innovations, and deeply rooted traditional practices, is positioned as a leader in this growth. The allure for wellness seekers lies in the country’s ability to offer an integrated experience that nurtures both physical and mental well-being.
BEING 2026: A Hub for Wellness Professionals
Organized by C9 Hotelworks, Mrs B Group, and Delivering Asia, with the backing of the Phuket Hotels Association, BEING 2026 is designed as a comprehensive, full-day forum. The event is free to attend for professionals in the travel, hospitality, and wellness sectors, underscoring its commitment to fostering industry growth and collaboration. Unlike traditional conferences that often adopt a passive observational approach, BEING 2026 emphasizes an experiential format. The agenda is deliberately structured to be interactive, featuring dynamic conversations, practical workshops, and engaging debates rather than solely relying on keynote speeches. This active approach mirrors the very nature of wellness itself, encouraging participants to immerse themselves in the disciplines and ideas being explored.
The inaugural BEING event in 2025 was a notable success, attracting 600 attendees. Building on this momentum, the 2026 edition promises another exceptional day dedicated to advancing the wellness community’s collective knowledge and fostering new connections.
A Deep Dive into Wellness Trends and Practices
The conference program is meticulously crafted to cover a wide spectrum of topics crucial to the evolving wellness industry. It is segmented into three main “Conversations” that will explore how wellness is redefining hospitality standards, stimulating demand for destinations, and influencing the development of healthcare ecosystems. Complementing these discussions will be 12 “Workshops” offering practical insights and actionable strategies. These workshops will delve into diverse areas such as the application of Artificial Intelligence in wellness, advanced nutritional science, the principles of longevity, recovery science, and effective brand building within the wellness space.
A unique feature of BEING 2026 will be the “Movement Sessions.” These sessions are designed to provide delegates with a hands-on opportunity to experience various wellness disciplines firsthand, offering a refreshing contrast to purely theoretical discussions. This experiential component ensures that attendees not only learn about wellness but also actively engage with it.
Industry Leaders and Expert Insights
BEING 2026 will host a distinguished roster of speakers, comprising respected global and regional leaders in the wellness field. Their collective expertise will provide invaluable perspectives on the industry’s trajectory. Notable participants include:
- Ingo Schweder, Founder & CEO of GOCO Hospitality and Managing Director of Horwath HTL
- Matthew Brennan, Chief Financial Officer of Kamalaya Wellness Sanctuary
- Jael Fischer, Head of Development – Asia Pacific at Six Senses
- Andrew Giles, Executive Director of Bumrungrad International Hospital Phuket
- Helen Clarke, General Manager at Clinique La Prairie
- Patcharavalai Ruangkritya, CEO & Executive Director of Mira Valley Phuket
- Christian Noret, Managing Director of Blue Tree Phuket
- Kosta Miachin, Founder of Vikasa
- Rakesh Patel, CEO & Founder of Alta Capital
- Bobby Duchowny, Founder of Lemongrass House
Sumi Soorian, Founder of Mrs B Group and a moderator at the event, highlighted the paradigm shift in travel motivations. “Wellness is no longer an add-on or an afterthought – it is becoming the primary travel motivation for a huge number of people,” she stated. “In our session ‘Wellness as Demand: The Destination Health Imperative,’ I will be talking to four industry leaders who have built their businesses around wellness and are now reaping the benefits. As more people travel specifically for health and wellbeing, specialist operators will create long-term benefits for their destination.”
Networking and Marketplace Opportunities
Beyond the educational and experiential sessions, BEING 2026 offers significant opportunities for business development and networking. The “Wellness Exchange” will feature 27 B2B exhibitors showcasing a diverse range of products and services from across the wellness supply chain, creating a dynamic live marketplace. This provides a platform for attendees to discover new offerings and forge valuable partnerships.
For those seeking structured interactions, “The BEING Table: Open Connections” offers a dedicated roundtable networking event. This initiative is designed to facilitate meaningful conversations by bringing together the right individuals for targeted discussions, ensuring efficient and productive networking.
Event Details and Registration
BEING 2026 will take place at the Angsana Laguna Phuket on Wednesday, September 2, 2026, from 09:00 to 16:30 hrs. While entry to the conference is free, attendance is limited, and advance registration is mandatory. Interested professionals are encouraged to secure their spot early to participate in this pivotal event for the Asian wellness travel sector.
