Global Wellness Tourism Market - Focused Insights 2025-2030

The global wellness tourism market is expected to grow at a CAGR of 9.90% from 2024 to 2030.

KEY TAKEAWAYS

• By Service Offerings: The lodging segment accounted for the largest market share of over 23%.
• By Travel Purpose: The secondary purpose segment shows the highest growth of 10.03% during the forecast period.
• By Travel Type: The domestic segment holds the largest share of the global wellness tourism market.
• By Geography: North America is the largest market, accounting for over 42% of the global wellness tourism industry in 2024, and the APAC region is the fastest-growing globally, with a CAGR of 13.32 during the forecast period.
• Growth Factor: The global wellness tourism market is set to grow due to growing health and well-being consciousness, and the evolution of traveler preferences and expectations.

WELLNESS TOURISM MARKET TRENDS & DRIVERS

Growth of Nature-Based and Eco-Wellness Travel

There is a rising demand for wellness experiences that connect travelers with nature, driven by modern stress and the desire to escape urban settings. Popular activities include hiking, forest bathing, and eco-tours in natural landscapes. Travelers increasingly prioritize sustainability and eco-friendly practices, seeking accommodations that use locally sourced organic ingredients. This trend encourages destinations to utilize natural assets, promote travel to less crowded areas, and push hospitality businesses towards sustainable design.

Demand for Personalized and Holistic Wellness

Wellness tourism is evolving into a proactive approach to enhance overall well-being across multiple dimensions. Travelers are prioritizing health, stress reduction, and longevity, leading to a demand for personalized wellness journeys. The market is expanding beyond traditional spa services to include mental wellness, specialized dietary programs, and fitness activities, often overlapping with medical tourism. This shift compels providers to diversify offerings and invest in professional expertise while developing adaptable programs for various interests.

Growing Awareness of Health and Well-Being

The COVID-19 pandemic has accelerated global awareness of health and well-being, driving growth in wellness tourism. Consumers now prioritize self-care, health maintenance, and sickness prevention, seeking rejuvenation and holistic wellness to manage stress and fast-paced lifestyles. The focus on both physical and mental health is prompting travelers to seek experiences that promote stress reduction, mindfulness, and emotional balance.

Shifts in Traveler Preferences and Expectations

Traveler preferences are shifting from traditional leisure activities to experiences that promote well-being and healthier lifestyles. There is an increasing demand for authentic, culturally immersive experiences linked to local traditions and natural assets. Personalization is essential, with travelers seeking customized itineraries and diverse offerings, including mental wellness retreats and fitness activities, transforming wellness travel into journeys of self-discovery.

WELLNESS TOURISM MARKET SEGMENTATION INSIGHTS

INSIGHTS BY SERVICE OFFERINGS

The global wellness tourism market by service offerings is segmented into lodging, food & beverage, wellness activities, in-country travel, shopping, and other. The lodging segment accounted for the largest market share of over 23%. Lodging serves a crucial and significant function within the wellness tourism industry, especially from an economic standpoint. Lodging facilities are increasingly adapting to the growing demand from wellness travelers by offering a wide range of health-focused experiences. Destination spas and health resorts provide immersive programs that blend relaxation with professional wellness and medical guidance. Wellness hotels and resorts integrate features like healthy cuisine, fitness centers, and spa services. Ashrams and retreats, especially in India, focus on spiritual practices such as yoga and meditation. Even traditional accommodations are incorporating wellness elements to enhance guest experience and stand out in a competitive market.

INSIGHTS BY TRAVEL PURPOSE

Based on the travel purpose, the secondary purpose segment shows significant growth, with the fastest-growing CAGR of 10.03% during the forecast period. A secondary wellness traveler is someone whose main reason for travel isn't wellness, but who still engages in wellness-related activities during their trip. This includes choosing health-conscious accommodations, seeking nutritious dining options, or getting a massage while traveling for leisure or business. They represent a much larger and more diverse consumer base compared to primary wellness travelers. While primary wellness travelers spend more per trip, the sheer volume of secondary wellness travelers makes their overall contribution to the wellness tourism market the largest. On average, secondary wellness travelers also tend to spend more than regular tourists.

INSIGHTS BY TRAVEL TYPE

The global wellness tourism market by travel type is categorized into domestic and international. The domestic segment holds the largest market share in 2024. Domestic wellness tourism expenditure encompasses all spending incurred by wellness tourists travelling within their own country for an overnight stay. By 2023, domestic wellness trips had surpassed their pre-pandemic levels, with full recovery observed across all six regions. In North America, domestic wellness trips made up the vast majority of total travel, while international trips represented a smaller portion. Similarly, in the APAC region, domestic travel dominated wellness tourism, as it did in Europe. The growth of wellness tourism, encompassing domestic travel, is driven by an increased awareness of health and wellness, a rising consciousness regarding health, and a heightened demand for opportunities to improve mental, physical, and emotional well-being. Travelers are pursuing experiences that extend beyond mere relaxation, with a focus on achieving physical and mental rejuvenation.

WELLNESS TOURISM MARKET GEOGRAPHICAL ANALYSIS

North America is the largest market, accounting for over 42% of the global wellness tourism industry in 2024. North America continues to lead the market due to the average spending per trip in the region is significantly higher than in other regions. North Americans tend to invest significantly more in wellness travel compared to other regions. Wellness tourists in North America consistently spend more per trip than typical travelers, with average expenditures notably higher than those in Europe or APAC. This trend highlights the region's strong inclination toward premium wellness experiences. Recognizing this potential, several government entities are actively promoting wellness tourism. Over a third of U.S. states, especially in the western region, highlight offerings such as natural hot springs and spas on their official tourism websites. Similarly, a majority of Canadian provinces are also embracing wellness tourism in their promotional strategies.

The APAC region is the fastest-growing globally, with a CAGR of 13.32% during the forecast period. Increased health and wellness awareness, intensified by COVID-19, elevated stress, and fast-paced lifestyles, prompted a demand for rejuvenation and holistic well-being. APAC's rich cultural heritage, including ancient healing practices like Ayurveda, Traditional Chinese Medicine, and Thai massage, attracts wellness tourists. Deep-rooted spiritual practices such as meditation and mindfulness enhance the region's global appeal. Governments are actively promoting wellness tourism as a vital economic sector, with a notable increase in countries highlighting wellness tourism platforms and offering economic incentives for related investments. Hospitality businesses can leverage the trend by creating comprehensive wellness programs that include spa treatments, fitness activities, healthy cuisines, and mindfulness practices. Personalization is essential, and mental wellness is prioritized. Nature-based wellness activities such as hiking, forest bathing, and eco-tours are gaining traction.

WELLNESS TOURISM MARKET COMPETITIVE LANDSCAPE

The global wellness tourism market report contains exclusive data on 42 vendors. The wellness tourism market is rapidly evolving, necessitating companies to differentiate their offerings to remain competitive. Generic services, such as standard spa resorts, pose significant risks. Differentiation strategies include utilizing traditional healing practices, natural resources, integrating wellness with other tourism types, and prioritizing authenticity and personalization. Key vendors in the global wellness tourism market include Accor S.A., Hilton Worldwide Holdings, Hyatt Hotels Corporation, Marriott International, and Radisson Hotel Group. Additionally, other notable companies include Four Seasons, InterContinental Hotels Group, Omni Hotels & Resorts, and wellness-focused entities like Ananda in the Himalayas and Canyon Ranch. The market analysis indicates highly competitive rivalry through a Five Forces Analysis.

Key Vendors

• Accor S.A.
• Four Seasons Hotels and Resorts
• Hilton Worldwide Holdings
• Hyatt Hotels Corporation
• InterContinental Hotels Group (IHG)
• Marriott International
• Radisson Hotel Group

Other Prominent Vendors

• Alba Wellness Valley by Fusion
• Aman Group S.a.r.l.
• Ananda In The Himalayas
• Aro Ha
• Bhutan Spirit Sanctuary
• Blue Lagoon Iceland
• Brenner's Park-Hotel & Spa
• Canyon Ranch
• Chiva-Som
• Clinique La Prairie
• COMO Shambhala
• Euphoria Retreat (Greece)
• Gaia Retreat & Spa (Australia)
• Golden Door
• Kamalaya Wellness Sanctuary (Thailand)
• Lake Austin Spa Resort (Texas, USA)
• Lanserhof Group (Germany)
• Mandarin Oriental Hotel Group
• Mekosha Ayurveda Spasuites Retreats
• Niraamaya Wellness Retreats
• Omni Hotels & Resorts
• Palazzo Fiuggi (Italy)
• Preidlhof Luxury Dolce Vita Resort (Italy)
• Rancho La Puerta
• Red Carnation Hotels
• Red Mountain Resort
• Rosewood Hotels and Resorts
• Santani Wellness Resort (Sri Lanka)
• SHA Wellness Clinic
• Soneva Resorts (Maldives & Thailand)
• Thanyapura Sports & Health Resort (Thailand)
• The Asclepius Wellness Pvt. Ltd.
• The Body Holiday (Saint Lucia)
• The Ranch Malibu
• Vana Retreats (India)
• Vilalara Longevity Thalassa & Medical Spa (Portugal)
• Wellness Retreats Thailand
• Y01 Health Resort (New York, USA)

SEGMENTATION & FORECASTS

• By Service Offerings
  • Lodging
  • Food & Beverage
  • Wellness Activities
  • In-country Travel
  • Shopping
  • Other Services (Including Concierge, Telecommunications, Travel Agent Services, Insurance, Etc.)
• By Travel Purpose
  • Secondary Wellness Traveler
  • Primary Wellness Traveler
• By Travel Type
  • Domestic
  • International
• By Geography
• North America
  • US
  • Canada
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Switzerland
• APAC
  • China
  • Japan
  • India
  • South Korea
  • Australia
• Latin America
  • Brazil
  • Mexico
  • Argentina
• Middle East & Africa
  • Turkey
  • UAE
  • Saudi Arabia

KEY QUESTIONS ANSWERED:

1. How big is the global wellness tourism market?

2. What is the growth rate of the global wellness tourism market?

3. Who are the major players in the global wellness tourism market?

4. What are the key drivers of the global wellness tourism market?

5. Which region shows the highest growth in the global wellness tourism market?