Wellness tourism is having a moment. The global industry has reached $651 billion in revenue annually and is projected to grow by an additional 16.6% by 2027.
Defined as travel associated with maintaining or enhancing one's personal well-being, wellness tourism is centered around delivering services and amenities focused on reducing stress levels and improving mental health.
A 2023 global survey found that a majority of respondents report vacations having a "very positive" or "quite positive" impact on their mental well-being. This trend is particularly pronounced among Gen Z. 18-to 24-year-olds report the highest percentage of "very positive effects" from travel.
New data from Booking.com's Travel Trends shows a generation prioritizing mental well-being. According to their 2024 report, relaxation reigns supreme for Gen Z travelers, with 50% citing it as their top travel motivator. Deepening their "connection within themselves" is the second most popular reason to hit the road.
The trend doesn't stop there - 15% of Gen Z respondents say they would likely embark on a dedicated wellness or retreat trip in 2024.
There is a growing demand for travel experiences designed to promote mental and emotional well-being; a trend that shows no signs of slowing down. After all, what's better than returning from a trip feeling energized, centered, and ready to conquer the world -- or at least your inbox?
The Power of Wanderlust
Traveling to new places can offer significant mental health benefits. A 2013 study found that travel can enhance empathy, attention, energy, and focus, which are crucial for mental well-being.
Additionally, adapting to foreign cultures can stimulate creativity and problem-solving skills, helping individuals to develop resilience and adaptability.
For Gen Z and younger millennials, who have grown up in a digital age characterized by constant connectivity and social media pressures, travel can provide a much-needed escape from the constant stimulation and comparison.
"As a registered dietitian, I'm always focused on the physical aspects of health. But I realized that my mental health was taking a toll, too," says Whitney English, founder of Plant-Based Juniors.
She booked a week-long yoga retreat with The Sacred Fig company this July. "As a busy parent and professional, booking a yoga retreat seemed like the perfect way to disconnect and recharge."
This age group reports the highest levels of anxiety compared to other age groups, with an average stress level of six out of 10 for those aged 18 to 34 compared to only 3.4 for those 65 and older.
Travel, especially wellness tourism, allows burned-out travelers to disconnect from daily routines and reduce stress.
In Search of Healing
Mental wellness tourism has gained traction in recent years, mirroring a broader societal shift toward prioritizing mental health and self-care. This trend includes travel experiences designed to promote emotional, psychological, and spiritual well-being.
Influenced by our fast-paced modern lifestyles and a desire for authenticity, retreat centers cater to travelers seeking inner peace and personal growth.
Located on the white-sand beaches of Mexico's Caribbean coast, Palmaïa - The House of AïA embodies the growing trend of wellness tourism. Its focus on sustainability, personal growth, and deep connection with nature aligns with modern travelers' desire for meaningful experiences.
"The Purpose of Palmaïa is to create a unique gathering space where people come to heal," says founder Alex Ferri.
"Palmaïa is a non-intrusive, non-restrictive wellness retreat that meets you where you are, so you can learn and grow at your own rhythm. Palmaïa holds space for everyone who is ready to listen and learn," Ferri adds.
Upon arrival, guests match with a Nomadic Guide concierge who helps plan each traveler's wellness itinerary. "There is no correct way of doing the work, and no calendar," says Ferri.
Palmaïa invites guests to various wellness experiences, like yoga, meditation, breathwork, cacao ceremonies, sound baths, and meditative concerts.
With an emphasis on supporting the "whole-person," many wellness retreats and resorts prioritize locally sourced, organic ingredients and offer a variety of healthy dining options, from plant-based cuisine to farm-to-table menus.
"Palmaïa has just about ruined all other vacations for us! A never-ending array of nourishing five-star plant-based food and wellness activities from sun up to sun down," says New York Times bestselling cookbook author Carleigh Bodrug. "This was a trip we actually went home from feeling relaxed and rejuvenated."
Wellness Tourism is a Booming Business
Destination wellness is also good for business. International wellness tourists, on average, spent $1,764 per trip in 2022, 41% more than the typical international tourist. Domestically, wellness tourists spent $668 per trip, 175% more than the average domestic tourist.
For the tourism industry, wellness meant including a gym or spa on the property. Now, those offerings are just the beginning.
Enhanced wellness amenities include sleep programs, wellness retreats, nutritional seminars, essential oils for relaxation, and guided meditations.
Hotels also use artificial intelligence to analyze guest preferences and tailor their wellness programs, providing personalized wellness recommendations and apps that allow guests to track wellness metrics during their stay.
At Sensei Lāna'i and Sensei Porcupine Creek in Rancho Cordova, guests receive wearable devices that track sleep data and other key metrics. Once they arrive on the property, they engage with the integrated team of expert Sensei Guides -- nutritionists, exercise physiologists, and mindfulness coaches -- who curate personalized itineraries to help them meet their goals.
"Technology has the potential to allow wellness brands to more deeply personalize a guest's experience, but it can sometimes come across as sterile or is incorporated as an afterthought," says Dr. Vishal Patel, Sensei's Co-President and Chief Medical Officer.
As the wellness tourism industry grows, properties increasingly leverage technology to personalize stays and enhance guest experiences.