This study’s aim is to propose a strategic approach for spiritual tourism destination branding development. The main topics covered include: an analysis of tourism destination; identifying new trends; and the tourist behaviour motivation of travellers among the Millennial tourist market segment. Spiritual tourism is an important area under the umbrella of wellness tourism. It is in a challenging position nowadays as many tourist groups are more sophisticated and care about selecting tourism products and services to get greater experience, fulfilling their quality of life for wellness living. The Millennial tourist belongs to one of the big spending groups, has unique characteristics, and likes to explore new things to gain great experience. Developing a new product at a destination, especially spiritual tourism, will offer new experience activity to the Millennial tourist group. A qualitative approach was adopted using face-to-face interviews for the data collection process, and a meditation place in Thailand was chosen as the study area. Then a content analysis technique was used to analyse data. As a result, it was found that there are three components for a strategic approach towards spiritual tourism destination branding development: firstly, spiritual functional attributes; secondly, spiritual psychology attributes; and finally, a unique spiritual experience. The implication of the study is also provided in this chapter.