Wellness Tourism Market by Service (In-country Transport, Lodging, Food & Beverage, Wellness Activities, Shopping, and Others), Travel Purpose (Primary and Secondary), Travel Type (Domestic and International), and Region (North America, Europe, Asia-Pacific, and LAMEA): Opportunity Analysis and Industry Forecast, 2023-2032

Wellness Tourism Overview

Wellness tourism is defined as travel that allows a person to maintain or enhance their personal well-being. There are primarily two types of travelers who opt for wellness tourism.  Wellness tourism is distinct from medical tourism. In the former, the travel is related to improving or maintaining a person’s health and quality of life while in the latter the travel is primarily to get treatment for a diagnosed medical condition.

Global Wellness Tourism Market Analysis

The global wellness tourism market size was $xx million in xx and is predicted to grow at a CAGR of xx%, by generating a revenue of $xx million by xx.

COVID-19 Impact on Global Wellness Tourism Market

The COVID-19 pandemic led to widespread travel restrictions, lockdowns, and border closures, severely limiting international and domestic travel. This had an immediate and substantial negative impact on the wellness tourism industry, as people were unable to travel for leisure and wellness purposes. The fear of contracting the virus and concerns about health and safety made travelers reluctant to visit wellness destinations, even if they were open. Many wellness facilities, such as spas, yoga retreats, and wellness resorts, had to close temporarily to adhere to health guidelines. The economic impact of the pandemic resulted in financial constraints for many individuals and families, leading to a reduction in discretionary spending, including on wellness travel.

As vaccines became more widely available and travel restrictions eased, there was a gradual recovery in wellness tourism. However, the recovery has been uneven across regions and countries based on their vaccination rates and public health situations. The pandemic heightened awareness of health and well-being, leading to an increased interest in wellness travel. People are now more inclined to prioritize trips that promote relaxation, mental health, and physical wellness.

Growing Awareness Towards Healthier Lifestyles to Drive the Market Growth

A growing awareness of health issues has led to a greater emphasis on preventative and holistic approaches to health. Individuals can adopt healthier lifestyles through wellness tourism. People have more financial capacity to spend on leisure activities, such as wellness-focused travel experiences, as economies grow, and disposable income levels rise. Urban lifestyles often come with high levels of stress and pollution. Many people are drawn to wellness tourism as a way to escape urban pressures and rejuvenate in natural and peaceful environments. Social media platforms have played a significant role in promoting wellness trends and destinations. Pictures and stories shared by influencers and travelers have inspired others to seek similar experiences.

Financial Instability to Restrain Market Growth

The ongoing and evolving health concerns, such as the threat of new variants of COVID-19 or other potential pandemics, can significantly impact travelers’ willingness to engage in wellness tourism. People may continue to be cautious about traveling to crowded destinations or enclosed spaces. Economic downturns, recessions, or financial instability can lead to reduced discretionary spending on travel, including wellness tourism. Economic challenges can impact people’s ability to afford expensive wellness retreats or trips. Changes in government policies, including travel restrictions, quarantine requirements, and border closures, can directly hinder people's ability to travel for wellness purposes. Uncertainty around such regulations can make planning and booking trips difficult.

Technological Advancements in Wellness Tourism to Drive Excellent Opportunities

Technology has enabled virtual wellness experiences, online booking platforms, and wearable health devices. These technologies enhance the convenience and accessibility of wellness tourism offerings. Many travelers now seek eco-friendly and sustainable options in their travel choices. Wellness tourism providers are incorporating environmentally conscious practices to cater to this demand. Technology integration can enhance the wellness travel experience. Virtual wellness offerings, wearable health trackers, AI-powered wellness apps, and immersive virtual reality experiences can provide travelers with tools to maintain their well-being even while traveling. Besides, there is a growing interest in holistic health and well-being, encompassing physical, mental, emotional, and spiritual aspects. Wellness destinations that offer integrated programs catering to these dimensions could attract a wider range of travelers. Combining medical expertise with wellness offerings can attract individuals seeking to address specific health concerns while enjoying a rejuvenating experience. Medical spas, wellness retreats with on-site medical staff, and wellness centers focusing on conditions like stress, obesity, and sleep disorders are examples of this trend. 

Global Wellness Tourism Market Share, by Service, 2022

The lodging sub-segment accounted for the highest market share in 2022. Wellness travelers often seek a holistic experience that encompasses various aspects of well-being, including relaxation, rejuvenation, and personal growth. Lodging establishments in wellness destinations can provide an immersive experience by offering serene and tranquil environments that align with travelers’ wellness goals. Wellness tourists often want to escape their daily routines and surroundings to disconnect from stressors and responsibilities. High-quality lodging provides a comfortable and nurturing environment where they can unwind and focus on self-care. Adequate rest and sleep are essential components of wellness. Premium lodging options can offer comfortable beds, peaceful surroundings, and amenities that promote restful sleep, helping travelers’ recharge and rejuvenate. Wellness-focused lodgings are often designed to provide convenience for guests. This can include on-site wellness facilities, such as spas, yoga studios, fitness centers, and meditation areas, making it easy for travelers to engage in wellness activities without leaving the property.

Global Wellness Tourism Market Share, by Travel Purpose, 2022

The secondary travel purpose sub-segment accounted for the highest market share in 2022. Secondary purposes allow travelers to engage in a variety of activities beyond their primary wellness goals, leading to a more well-rounded and enriching travel experience. Secondary purposes often involve interacting with local cultures, traditions, and communities, providing travelers with insights and a deeper understanding of the destination. Embracing secondary purposes provides flexibility in the travel itinerary, allowing travelers to adapt and explore based on their interests at the moment. Secondary purposes can lead to personal growth by exposing travelers to new challenges, experiences, and perspectives that contribute to their self-development. Engaging in secondary activities creates memorable moments that enhance the overall travel experience, making the trip more impactful and unforgettable. Many secondary activities, such as group tours or workshops, foster social interaction and connection with fellow travelers, enhancing the sense of community. Accomplishing secondary goals, such as learning a new skill or visiting a historic site, provides a sense of achievement and satisfaction beyond the primary purpose.

Global Wellness Tourism Market Share, by Travel Type, 2022

The domestic sub-segment accounted for the highest market share in 2022. International travel restrictions and border closures imposed during the pandemic made it challenging for people to travel abroad. Domestic travel became a more accessible and feasible option for those seeking wellness experiences. Travelers were more comfortable visiting destinations within their own country, where they were familiar with healthcare systems, safety protocols, and COVID-19 regulations. Domestic travel reduced the perceived health risks associated with international travel. Domestic destinations are often closer and more convenient to reach, reducing travel time and logistical challenges. This aligns with the preference for shorter journeys amid uncertainties caused by the pandemic. Many travelers chose domestic wellness tourism to support their local economy and communities, which were struggling due to the decline in international tourism. Domestic destinations often offer wellness retreats, nature-based experiences, and outdoor activities that align with the desire for relaxation, rejuvenation, and health improvement.

Global Wellness Tourism Market Share, by Region, 2022

The North America wellness tourism market generated the largest revenue in 2022. This is mainly because North America boasts a wide range of wellness offerings, including luxury spas, wellness resorts, yoga retreats, and holistic health centers. This diverse array of options caters to various preferences and interests within the wellness niche. There is a wide range of natural landscapes in North America, from beaches to mountain retreats. It allows for a variety of wellness experiences, including outdoor activities and eco-friendly getaways. The region's well-developed infrastructure and transportation networks make wellness destinations easily accessible to both domestic and international travelers. In addition, North America offers numerous high-quality wellness facilities and services, catering to travelers seeking luxury and upscale experiences. Moreover, the region has a longstanding history of spa and wellness tourism, with many iconic wellness destinations that have attracted visitors for generations.

Competitive Scenario in the Global Wellness Tourism Market

There are several major players functioning in the highly competitive global wellness tourism market. In order to increase their market presence and boost their product portfolios companies offer a range of wellness experiences, such as spa treatments, yoga and meditation retreats, fitness programs, healthy cuisine, mindfulness workshops, and holistic therapies. Diversification caters to different customer preferences and interests.

Some of the leading wellness tourism market players are Hilton, Accor, Hyatt Corporation, Rancho La Puerta, Inc., Marriot International, Inc., Rosewood Hotel Group, Niraamaya Wellness Retreat, InterContinental Hotels Group, Omni Hotels & Resorts, Radisson Hospitality, and Four Seasons Hotels Limited.