Chiva-Som International Health Resort, situated in Hua Hin, Thailand, has set the standard for luxury wellness retreats since it opened in 1995. The resort, founded by Boonchu Rojanastien, a former Deputy Prime Minister of Thailand, was born from his vision to provide a holistic sanctuary where guests could find balance and tranquility. Now led by his son, Khun Krip Rojanastien, as Group Chairman and CEO, Chiva-Som has grown into one of the world’s most esteemed wellness destinations. Translated from Thai as "Haven of Life," Chiva-Som has earned international acclaim for its unique approach to integrating health, fitness, and mindfulness, attracting wellness enthusiasts from across the globe.
In 2022, Chiva-Som extended its philosophy of holistic health and wellbeing to the Middle East with the launch of Zulal Wellness Resort by Chiva-Som in Qatar. This landmark project in the Qatari desert is the first of its kind in the region, focusing on Traditional Arabic and Islamic Medicine (TAIM) while simultaneously bringing Chiva-Som’s globally recognized approach to wellness to a new cultural landscape.
"Zulal Wellness Resort carries Chiva-Som’s core wellness value of ‘the wellbeing of mind, body, and spirit,’” Rojanastien explains, emphasizing that the resort “pays homage to the indigenous wellness traditions of the region.” Zulal has quickly become a pioneer by merging Chiva-Som's holistic practices with TAIM, offering guests a culturally resonant, wellness-focused experience.
The philosophy at Zulal focuses on creating a balanced and comprehensive approach to health, encapsulating mental, physical, emotional, and spiritual wellbeing. Rojanastien underscores that TAIM is a fundamental component of this journey. He says, “TAIM focuses on the interconnectedness of mind, body, and spirit," which aligns seamlessly with Chiva-Som's principles. According to him, Zulal thoughtfully incorporates Qatari heritage, drawing from ancient Islamic wellness practices to create an environment that reflects the cultural identity of the region.
"Zulal builds upon Chiva-Som's foundation of holistic wellness, thoughtfully integrating Qatari culture into our architecture, design, and cuisine," Rojanastien notes. This cultural integration is evident in everything from Zulal’s décor, which features local elements and motifs, to its wellness cuisine that utilizes traditional herbs and ingredients with nutrient-dense properties.
TAIM, the foundation of Zulal’s wellness programs, is a holistic system rooted in Islamic wellness practices that have been preserved for centuries. It emphasizes herbal medicine, balanced nutrition, and mindfulness, blending these ancient approaches with modern therapeutic practices. For example, Zulal’s wellness cuisine is inspired by TAIM principles, focusing on locally-sourced ingredients like dates, spices, and herbs that have both culinary and medicinal uses. The resort also incorporates traditional fasting practices, which are interwoven into Islamic culture as a means to cleanse and reset the body. These practices are carefully adapted to modern wellness standards, allowing guests to experience the benefits of TAIM in a way that aligns with contemporary health goals.
Distinct from its Thai counterpart, Zulal Wellness Resort takes a unique approach with its dedication to family wellness, which Rojanastien sees as a key differentiator. "Wellness is a journey that should encompass the whole family," he emphasizes. Zulal’s Family Wellness programs were designed with multi-generational engagement in mind, promoting bonding and wellbeing across age groups. Rojanastien explains, “Family wellness fosters strong connections while promoting healthy habits for the entire family.”
Through activities like digital detoxes, family fitness sessions, cooking classes, and cultural storytelling, the resort encourages families to participate together, creating lasting memories while instilling a sense of balance and wellness. Rojanastien believes that family wellness can create lifelong healthy habits, adding, "Well-balanced children grow into well-balanced adults. Empowered children become empowered adults."
At the heart of Zulal’s family-focused offerings is the idea that wellness should be sustainable and lasting, not only for the individual but also for society as a whole. The resort provides a range of activities and programs specifically crafted for different age groups, ensuring that each family member, from young children to grandparents, finds purpose and enjoyment. Through educational workshops and hands-on activities, children learn the importance of mindfulness, healthy eating, and self-care, while adults and seniors receive tailored wellness therapies aimed at reducing stress and promoting longevity.
Zulal has already begun making an impact on the wellness landscape in the Middle East. As Rojanastien describes it, "We are the region’s first immersive wellness destination, redefining the concept of holistic wellness." Zulal’s programs are meticulously crafted to offer personalized wellness journeys that support each guest in achieving optimal physical, mental, and emotional health. Rojanastien firmly believes that wellness is “a lifelong journey, not a destination,” emphasizing that Zulal’s approach goes beyond quick fixes to foster long-term, sustainable health habits.
Sustainability plays a significant role in Zulal's philosophy, aligning with Chiva-Som's commitment to minimizing its environmental footprint. The resort has incorporated energy-efficient architecture, waste reduction practices, and a water conservation system that collectively reduce its ecological impact. "Sustainability is no longer a luxury; it’s a necessity," Rojanastien asserts. Zulal’s eco-friendly initiatives include banning single-use plastics and implementing waste management systems that align with Qatar’s National Vision 2030 for environmental stewardship.
One of Zulal's unique offerings is its Mangrove Conservation Programme, which invites guests to participate in planting trees and conserving the mangrove ecosystems surrounding the resort. This initiative is aimed at fostering a deeper connection between guests and the environment, while also contributing to Qatar’s national goals for biodiversity and ecological protection. “The health of the planet is a collective effort, but individuals can initiate change and inspire others,” Rojanastien says, highlighting the importance of sustainability in wellness tourism.
Zulal’s integration of TAIM and family wellness has also strengthened its connections within the local Qatari community. Collaborating with organizations like the Dadu Children’s Museum of Qatar, Zulal promotes wellness education for younger generations, encouraging children to adopt healthy habits from an early age. Rojanastien believes this focus on education offers broader societal benefits, stating, “Educating a generation about wellbeing is an investment in long-term health and sustainability.” Zulal hopes that by instilling these values early on, it can foster a healthier, more resilient society in the years to come.
Looking to the future, Rojanastien is optimistic about Zulal’s potential to continue innovating within the wellness industry. His team at Zulal stays attuned to emerging wellness trends and integrates them thoughtfully, ensuring that Zulal remains at the forefront of wellness tourism while preserving the cultural authenticity of TAIM. Plans are already underway to expand Zulal’s outreach by collaborating with local schools to promote sustainable, healthy practices among children. "Family wellness holds the key to personal, societal, and planetary wellbeing,” Rojanastien emphasizes. He envisions a future where wellness is a fundamental part of the home environment, empowering families to live healthier lives.
