Global Wellness Summit Adds Joe Pine Keynote

The Global Wellness Summit will hold its 20th annual event at Angsana Laguna Phuket in Thailand from November 10 to 13, 2026. The gathering will feature a prerecorded keynote conversation with B. Joseph Pine II, author of The Experience Economy and The Transformation Economy. Pine will discuss his framework for what he calls the transformation economy and its relevance to wellness businesses. The event marks 20 years of the Summit.

A New Economic Framework

Pine and James H. Gilmore introduced the experience economy framework in their 1999 book, which examined a shift from goods and services toward memorable experiences. Pine’s new book sets out a further shift toward offerings designed around customers’ aspirations.

B. Joseph Pine II, co-founder of Strategic Horizons, said:

“The wellness industry is uniquely positioned to lead in the transformation economy because its very purpose is helping people become healthier, fitter and more fully themselves.”

Three Phases Of Change

During his conversation with Susie Ellis, chair and CEO of the Global Wellness Summit, Pine will discuss three phases he identifies in the process: diagnosis, encapsulated experiences and follow-through. The discussion will address wellness tourism, medical and longevity, beauty, fitness, spa and real estate.

Susie Ellis, chair and CEO at Global Wellness Summit, said:

“We’re thrilled to have Joe, who co-wrote the book on the experience—and now the transformation—economy share with delegates why shifting to a transformation paradigm will be a game changer for the wellness industry.”

Summit Plans

The Summit will take place at Angsana Laguna Phuket. Applications to attend are open, with rates scheduled to increase October 1.