Wellness Travel
Wellness tourism: Booming travel trend will soon be worth $1.35 trillion – and it’s changing the way we holiday
Twenty years ago, two Aussie brothers established a small thermal bath on a patch of land in Victoria’s Mornington Peninsula.
It wasn’t anything extravagant, just a humble celebration of outdoor bathing in a grassy paddock.
But now, thanks in part to the phenomenon of ‘wellness travel’, Peninsula Hot Springs has turned into one of the world’s most acclaimed wellness destinations.
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The way we’re travelling has changed. Instead of typical “flop and drop” holidays or city breaks with a packed itinerary, travellers are gravitating toward a more mindful way of taking a trip.
Wellness tourism has seen a huge surge in search interest in the last few years, in part thanks to a post-COVID mindset shift toward prioritising our health.
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The numbers don’t lie: the global wellness tourism industry is predicted to be worth around $1.35 trillion in 2028. That’s more than double what it was just two years ago.
Hotels are jumping on board: offering guided yoga and meditation classes on in-room TVs, sleep tracking, custom dining menus, and a variety of dedicated wellness itineraries.
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Tour company G Adventures has a ‘wellness’ tour category and one hotel in Phuket even offers wellness packages for children, with gentle spa treatments, kid-friendly Muay Thai, junior cooking classes, and sustainability activities.
Wellness travel on a budget
Though ‘wellness tourism’ might conjure images of $1000-a-night retreats and bougie spa experiences, it doesn’t have to be a luxury holiday. DIY digital detoxes, camping trips, and alcohol-free holidays all fall under the wide umbrella of wellness travel.
Gen Z and Millennial travellers in particular are driving demand for mental and emotional reset holidays – the type of trip where you come home feeling refreshed and like you’ve actually had a break.
Holidays are no longer just about checking off tourist destinations: 73 per cent of Gen Z say they plan trips specifically for wellness benefits like relaxation or self-care activities.
Destinations like Bali, Thailand, and Mexico are known for more affordable retreats focusing on yoga, meditation, and detox.
Female-focused wellness retreats
Female-focused retreats are also having a moment, as part of the wider wellness travel trend.
For example: CNN labelled menopause retreats as “the next big thing in wellness”; South Korea’s sanhujoriwon are hotels specifically for postpartum mothers; and there is a retreat in the Philippines designed to boost and nurture fertility.
Closer to home, Aussie wellness leaders are creating their own retreats.
“We all know how easy it is to put our own self-care on the back burner, but a female-focused wellness retreat is your chance to prioritise you,” Sarah Percy, a women’s health physiotherapist who is hosting a wellness retreat on the Gold Coast from August 1, tells 9Travel.
“Wellness travel is a great way to step out of your comfort zone… When we stop and step away from the daily grind, we truly get the chance to tune back in with ourselves.”
ClubMed is also gearing up to host an all-inclusive ‘mumcation’, for new mums to reconnect with themselves mentally, physically, and emotionally postpartum.
The future of wellness travel
Peninsula Hot Springs is perhaps the perfect example of how wellness travel has exploded. What was once just a single pool and café has evolved into a sprawling complex with spa treatment, onsite accommodation, eco-lodges, and cultural experiences for guests.
Experts predict the wellness industry will just keep on growing, as we seek out more experiences to relax and restore ourselves while travelling, and have tapped five destinations set to become leaders in the space.
These five countries are South Korea, Italy, Japan, Saudi Arabia, and Iceland.
“These countries are redefining relaxation and rejuvenation, setting the stage for a transformative travel experience that goes beyond the ordinary,” said Amy Skelding, FINN’s Managing Partner and UK Travel Lead.
Market Overview
Wellness Tourism Market is transforming global travel, as more individuals seek not just leisure but rejuvenation, healing, and holistic health experiences. Unlike traditional tourism, wellness tourism is deeply rooted in purpose-offering experiences that focus on mental, physical, and spiritual well-being. From luxury spa retreats and yoga camps to detox resorts and fitness cruises, the market caters to a diverse audience keen on improving their quality of life while traveling. This trend reflects a broader societal shift toward preventive healthcare and stress management, driven by rising awareness of self-care and mental health.
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Market Size, Share & Demand Analysis
Valued at $814.6 billion in 2024, the Wellness Tourism Market is projected to reach $1.66 trillion by 2034, growing at a CAGR of 7.3%. The market welcomed around 935 million travelers in 2024 and is expected to surpass 1.2 billion by 2028. This surge in demand highlights the market’s resilience and adaptability across both primary wellness tourism-where health is the main reason for travel-and secondary wellness tourism, where travelers integrate wellness into their broader itinerary. With primary wellness tourism accounting for 55% of the market, it is evident that travelers are prioritizing well-being as a central part of their journeys.
Market Dynamics
Several factors are propelling the Wellness Tourism Market forward. First and foremost is the rising consumer inclination toward health-conscious lifestyles. Travelers are increasingly choosing destinations that offer wellness amenities such as meditation, fitness programs, nutritional counseling, and holistic treatments. The demand for personalized wellness experiences is also on the rise, with consumers expecting customized programs that align with their unique health goals. Technology is another major influencer, with apps, wearables, and virtual health consultations enhancing the wellness journey.
On the flip side, challenges persist. High service costs often make wellness travel inaccessible to broader populations, especially in emerging economies. The lack of standardization and quality control in services further complicates consumer trust. Moreover, global economic uncertainties and travel hesitations can temporarily curb growth.
Key Players Analysis
Leading players in the Wellness Tourism Market include renowned names such as Canyon Ranch, Six Senses Hotels Resorts Spas, and the Miraval Group. These pioneers are recognized for their holistic programs, luxurious offerings, and customized health packages. Other prominent players like Ananda in the Himalayas, Lanserhof Tegernsee, and SHA Wellness Clinic contribute to market development through traditional healing practices blended with modern wellness science.
Emerging brands such as Serenity Escapes, Vitality Ventures, and Zenith Wellness are rapidly making a mark by targeting niche demographics with budget-friendly, eco-conscious, or culturally immersive wellness packages. Their innovation lies in crafting unique experiences that combine local traditions with global wellness trends.
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Regional Analysis
North America continues to dominate the Wellness Tourism Market, with the United States leading due to its advanced infrastructure, high disposable incomes, and growing interest in preventive care. Europe is close behind, leveraging its historic spa culture and an increasing focus on stress management. Countries like Germany, France, and the UK offer a compelling mix of traditional and modern wellness services.
The Asia-Pacific region is a rising star, with Thailand, India, and Indonesia offering deeply rooted healing traditions and affordable wellness solutions. Latin America is catching up quickly, as Brazil and Costa Rica gain popularity for their biodiverse, nature-infused wellness experiences. Meanwhile, the Middle East and Africa are investing in wellness infrastructure, with the UAE and South Africa emerging as promising destinations.
Recent News & Developments
The Wellness Tourism Market is seeing significant developments, especially in personalization and digital innovation. Providers are integrating AI to develop tailor-made health programs, while virtual reality is enhancing meditative and relaxation experiences. Collaborations between tech firms and wellness retreats are yielding smart wellness packages that track health metrics and provide real-time feedback.
There’s also a shift toward sustainable and eco-friendly travel, with consumers demanding responsible tourism that respects nature and local communities. Regulatory frameworks are tightening, with governments setting standards to ensure safety, quality, and ethical practices in wellness tourism offerings.
Scope of the Report
This report offers a comprehensive analysis of the Wellness Tourism Market, covering key segments such as domestic and international travel, wellness resorts, spa treatments, digital wellness tools, and traveler types-from solo adventurers to corporate groups. It explores critical factors including market growth patterns, competitive strategies, regional dynamics, and emerging opportunities.
With detailed insights into market drivers, restraints, and trends, stakeholders can make informed decisions to capitalize on this expanding sector. The report also assesses the competitive landscape, forecasting tools, and potential regulatory impacts to guide businesses in aligning with the evolving wellness travel ecosystem.
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Wellness Travel
Australia, Japan, Iceland, Italy, Thailand, Mexico, South Korea, Saudi Arabia And More Supercharge A Wellness Travel Explosion Now Worth Over One Trillion Dollars
Monday, July 28, 2025
Australia, Italy, Japan, Thailand, Mexico, South Korea, Saudi Arabia, and Iceland are at the forefront of a global travel transformation, spearheading an explosive rise in wellness tourism that’s redefining the way the world experiences holidays. What was once a niche has become a megatrend, with travelers now seeking mindfulness, rejuvenation, and holistic well-being over traditional sightseeing. This unstoppable momentum is propelling the wellness travel industry toward an astonishing value of one point three five trillion dollars, as nations across the globe compete to craft soul-nourishing escapes and immersive healing journeys unlike anything seen before.
Australia’s Peninsula Hot Springs and the Global Rise of Wellness Travel
Two brothers in Australia set out with a modest vision 20 years ago—creating a thermal bathing experience on a quiet patch of land in Victoria’s Mornington Peninsula. Surrounded by grassy paddocks, the concept was simple: an outdoor bathing retreat where people could unwind and connect with nature.
Fast forward two decades, and that humble project has evolved into Peninsula Hot Springs, one of the most revered wellness destinations in the world. This transformation mirrors the dramatic global shift toward wellness tourism—a fast-growing movement where travel meets self-care, balance, and mental restoration.
Why Wellness Travel Is Booming
The way people travel has fundamentally changed. Rather than chasing packed itineraries or lounging aimlessly on beach holidays, modern travelers are looking for depth, rejuvenation, and intention. Wellness travel responds to this need by offering holistic experiences that refresh both body and mind.
Post-pandemic consciousness has further fueled this trend. The global health crisis underscored the importance of physical and emotional well-being, creating lasting shifts in travel behavior. As a result, wellness tourism has seen massive growth. The industry is forecasted to reach USD 1.35 trillion by 2028, more than double its size in recent years.
Travel is no longer seen as a luxury—it’s increasingly viewed as a way to reset, recharge, and build resilience.
Wellness Is the New Standard
As interest grows, the hospitality industry is reimagining what a vacation can offer. Wellness is becoming a core part of the travel experience, not just an optional add-on. Hotels are integrating guided meditation and yoga into in-room TV systems, offering custom sleep and nutrition programs, and curating entire wellness itineraries.
Tour operators are adapting too. G Adventures, for instance, has developed wellness-focused tour categories that combine mindful movement, cultural exploration, and relaxation. Even family travel is embracing the trend. In Phuket, a hotel now offers child-friendly wellness programs—complete with spa experiences, Muay Thai training, healthy cooking classes, and eco-learning activities.
These efforts reflect a larger industry pivot: today’s traveler values experiences that support long-term health and inner peace.
Wellness Without the High Price Tag
Wellness tourism may conjure images of luxury spa resorts or high-end yoga retreats, but it doesn’t have to be expensive. In fact, younger travelers—especially Millennials and Gen Z—are proving that meaningful wellness experiences can be accessible and affordable.
Digital detox getaways, sober retreats, camping escapes, forest therapy walks, and mindfulness weekends all fall under the wellness travel umbrella. They may not come with marble floors and gourmet cuisine, but they offer the real essence of restoration.
A growing majority of Gen Z travelers (about 73%) now say they prioritize wellness benefits like relaxation and self-care when planning holidays. These travelers are more interested in how a trip makes them feel than what they can post on social media afterward.
Destinations such as Bali, Thailand, and Mexico have embraced this shift by offering affordable wellness retreats that blend yoga, meditation, detox, and cultural immersion.
From Local Retreat to Global Leader
Peninsula Hot Springs stands as a symbol of wellness travel’s evolution. What began as a single pool and café now spans a large property with spa facilities, hot springs, wellness classes, eco-lodges, and cultural experiences. The focus remains on harmony with nature and healing through simplicity.
This Australian success story is just one example of how wellness tourism is becoming an essential part of how people experience the world. More than just vacations, these journeys offer transformation.
The Next Wellness Hotspots
As the wellness wave spreads, several destinations are emerging as global leaders in the space:
- South Korea: Known for temple stays, herbal medicine, skincare rituals, and forest therapy, South Korea blends ancient traditions with modern wellness innovation.
- Italy: Beyond its food and history, Italy offers agritourism stays, natural hot springs, and wellness experiences focused on balance, nutrition, and the joy of slow living.
- Japan: With its famous onsen culture, Zen retreats, tea ceremonies, and forest bathing, Japan delivers peace and introspection in every region.
- Saudi Arabia: As tourism opens up, Saudi Arabia is investing in wellness resorts near the Red Sea, desert meditation experiences, and sustainable, eco-driven luxury.
- Iceland: A sanctuary of geothermal pools, clean air, and dramatic landscapes, Iceland is ideal for cold plunges, natural detox, and mental clarity.
Looking Ahead
The future of travel is not just about where you go, but how you feel when you get there—and how you feel when you return. Wellness tourism isn’t a passing trend; it’s a reflection of global values shifting toward health, mindfulness, and meaningful connection.
Australia, Italy, Japan, Thailand, Mexico, South Korea, Saudi Arabia, and Iceland are igniting a global shift in tourism as wellness travel surges toward a monumental one point three five trillion dollar valuation. This megatrend is redefining vacations into transformative journeys of healing, purpose, and rejuvenation.
Whether it’s soaking in thermal waters in Australia, meditating in a Japanese forest, or walking barefoot on a Mexican beach, wellness travel is guiding the world into a more balanced way to explore.
Wellness travel is no longer just a trend—it’s a lifeline. For women over 40, navigating the layered demands of career, caregiving, and personal transformation, the urge to step away and reset has never felt more essential. Whether it’s managing hormonal shifts, recalibrating energy levels, or simply carving out time for silence, the wellness journey in midlife is no longer about indulgence. It’s about restoration with intention.
More and more women in this chapter of life are seeking experiences that offer not just pampering, but healing. The rise in women-only retreats, holistic sanctuaries, and destination detoxes speaks to a desire for deeper nourishment: physically, emotionally, and spiritually.
From forest sanctuaries in Japan to mineral-rich springs in France, these destination getaways blend science, tradition, and soul—helping women restore energy, clarity, and confidence from within.
Soulful stillness in Ubud, Bali
In the quiet heart of Bali, Ubud remains a powerful destination for soul seekers. At Como Shambhala Estate, the approach is deeply holistic with plant-based cuisine, water healing ceremonies, and traditional Balinese energy work that form the rhythm of each day.
Como Shambhala’s signature retreat offers a deeply nurturing path to lasting wellbeing by using the wisdom of Ayurveda to bring the body back into balance. Through gentle, personalized care, the program helps restore energy, support hormonal harmony, and spark natural renewal from within. Ideal for those recovering from stress or illness, or simply looking to age with more ease and vitality, it encourages a more grounded, sustainable way of living—one rooted in clarity, balance, and feeling your best at every stage of life.
Forest-bathing in Nagano, Japan
Tucked in the forested mountains of Nagano, Hoshinoya Karuizawa is a tranquil retreat where refined hospitality meets the healing rhythm of nature. Designed to blend seamlessly with its lush surroundings, the resort invites guests to experience shinrin-yoku—or forest bathing—through slow walks beneath towering trees, meditative stillness, and open-air hot spring baths drawn from the region’s natural volcanic waters.
Tailored for rest and renewal, the Karuizawa Wellness Stay program offers a structured yet gentle reset—combining nutritious, seasonal meals, outdoor movement, guided breathing, and restorative spa therapies. For women over 40 seeking hormonal balance, relief from fatigue, or simply space to reconnect with themselves, this immersive nature-led experience offers a thoughtful, grounding path back to clarity and calm.
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Aesthetic wellness in Bangkok, Thailand
Tucked within the peaceful greenery of Bang Krachao, RAKxa Integrative Wellness offers a refined approach to beauty and balance with its aesthetic program—a science-meets-self-care retreat designed to restore glow from the inside out. Spanning over five or seven nights, guests receive comprehensive diagnostics—from skin mapping and nutritional assessments to doctor-led consultations—before diving into a tailored series of treatments like facial acupuncture, lymphatic massages, and Beauty Refresh IV therapy.
The experience is rounded out with nourishing cuisine, hydrotherapy circuits, and movement sessions designed to boost circulation and calm the nervous system. Ideal for women navigating skin changes, hormonal shifts, or the aftereffects of stress, this deeply restorative stay focuses on lasting radiance and not just surface beauty.
A return to balance in rural France
At the serene Les Prés d’Eugénie in southwest France, the hot spring healing week offers a luxurious reset that’s rooted in the restorative power of natural thermal waters. This week-long escape blends heritage charm with therapeutic ritual—think 24 individually tailored hydrotherapy treatments across your stay (three per day), including herbal soaks, thermal mud wraps, and hydromassage jets, each selected according to your therapeutic goals. Set within the estate’s storybook 19th-century grounds, the program also includes aquabiking, morning yoga, and daily movement.
Created by three-Michelin-star chef Michel Guérard, the experience also includes light, gourmet “slimming cuisine”—designed to nourish without deprivation. Tailored for women returning to a healthy lifestyle and well-balanced diet, the program can be customized to support specific goals such as initiating weight loss, alleviating joint and muscle pain, restoring serenity and emotional balance, or simply gaining vitality. And for women looking to rest, rebalance, and gently renew, it’s an elegant immersion into French wellness at its most refined.
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Cellular healing by Lake Geneva
Set against the stunning backdrop of Lake Geneva, Clinique La Prairie offers a highly personalized path to long-term wellness with its signature longevity program. Grounded in nearly a century of longevity science, the retreat combines expert-led medical care with tailored movement, nutrition, and wellbeing plans—all delivered in the calm, restorative setting of the Swiss Riviera.
For those seeking deeper renewal, the revitalization premium program builds on this foundation with a carefully designed approach to support the body’s key systems, including brain, heart, skin, immunity, and metabolism. Using science-backed therapies and innovative treatments, the experience is designed to help guests feel more energized, focused, and balanced inside and out. Ideal for women looking to invest in their future health, this is where luxury meets longevity in the most sophisticated way.
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