Wellness Tourism Hits $950 Billion in 2025 and Keeps Climbing

Tatiana Morfin
Sep 15
3 min read

Wellness tourism isn’t just a buzzword anymore—it’s a global travel powerhouse. According to a new report from Global Growth Insights, the sector will be worth USD 950 billion in 2025, nearly one-fifth of global tourism spending. What was once a niche for spa lovers has transformed into one of the fastest-growing movements in travel, reshaping how people choose their vacations and how destinations design their offerings.

Person meditating on a wooden deck, facing sunrise. Silhouette framed by palm trees. Warm tones and serene ambiance. A traveler embracing their wellness journey — a moment of personal tourism where yoga, nature, and serenity come together on the deck of a luxury hotel

From Spa Days to Full Lifestyle Journeys

Forget the idea that wellness travel is just massages and thermal baths. Today it’s about longevity clinics in Europe, yoga retreats in Thailand, fitness bootcamps in the U.S., and holistic therapies across Asia. Travelers are looking for destinations that combine rest, discovery, and personal transformation.

By 2025:

Luxury wellness hotels and resorts are leading with USD 320 billion.
Holistic retreats (yoga, meditation, Ayurveda) add USD 210 billion.
Medical and preventive healthcare tourism contributes USD 180 billion.
Fitness and adventure wellness reaches USD 140 billion, while spas and thermal springs continue to draw USD 100 billion.

The numbers tell the story: people are no longer satisfied with a holiday lounge chair—they want to return home healthier, calmer, and inspired.

Europe and Asia Lead the Way

The market is heavily concentrated in two regions:

Europe (USD 430 billion) continues to reign thanks to centuries-old spa traditions, luxury alpine resorts, and cutting-edge medical wellness clinics in countries like Germany, Italy, and Switzerland. From thermal waters to anti-aging programs, the continent has mastered the balance of tradition and innovation.
Asia-Pacific (USD 330 billion) is catching up fast, fueled by demand in China and Japan, and anchored by India’s Ayurveda and Thailand’s yoga and meditation retreats. These destinations are positioning themselves not only as holiday escapes but also as cultural gateways to wellness wisdom.

Together, Europe and Asia capture nearly 80% of the global market, setting the pace for what wellness travel means worldwide.

The U.S. Stands Tall

At USD 120 billion, the United States is the largest single-country market for wellness tourism. Domestic travelers account for 70% of this spending, showing how strong the wellness trend is within U.S. borders.

Well-known brands like Canyon Ranch, Miraval, and Rancho La Puerta are thriving, while new players are emerging with retreats focused on mental health, stress management, and digital detox. California leads with a USD 30 billion market, Florida follows with USD 20 billion, and desert states like Arizona and Colorado are carving out reputations with spa-meets-nature escapes.

Big Brands and Boutique Gems

Hospitality giants—Marriott, Hilton, Hyatt, Accor, IHG, and Four Seasons—are making wellness central to their strategies. Marriott’s Westin brand alone reported USD 4.5 billion in wellness revenue in 2025, while Hilton is expanding its wellness-driven Tempo brand and Hyatt continues to grow Miraval resorts. These groups are investing billions in wellness-focused infrastructure, from mindfulness programs to new spa experiences.

But boutique destinations are keeping the spotlight too. Kamalaya in Thailand, Aro Ha in New Zealand, and Gwinganna in Australia have become iconic names in holistic wellness. Canyon Ranch leads with average guest spends of USD 9,000 per stay, proof that travelers are willing to pay more for depth, personalization, and authenticity.

What’s Next for Wellness Travel

The future of wellness tourism is about integration. Beyond spas and gyms, travelers want personalized health journeys that combine medical services, mental wellbeing, sustainable travel, and digital tools. According to the report, the sector is on track to surpass USD 1.3 trillion by 2030, powered by:

Mental health retreats focused on mindfulness and stress relief.
Eco-wellness escapes in rainforests, deserts, and coastlines.
Longevity programs combining medicine, nutrition, and technology.
Digital wellness platforms that connect travelers with coaches and therapies before, during, and after trips.

Woman's face partially submerged in milky water, surrounded by green leaves. Calm expression, soft lighting, and natural tones. he serene face of a woman immersed in a mineral and botanical bath captures the essence of age-bending tourism — where travel becomes a sanctuary for women’s health, rejuvenation, and timeless beauty.

But the story doesn’t end there. Other research highlights powerful trends that are redefining how, where, and why we travel:

Age Benders – vitality and mindset matter more than chronological age.
Nomadism – wellness-focused residences and sabbatical retreats for a new tribe of health-conscious nomads.
Women’s Health – menopause, fertility, and sexual wellbeing moving to the center of wellness programs.
Sky-High Wellness – airlines and airports making flying part of the wellness journey.
Nourishing Escapes – culinary travel infused with mindful dining and food-as-therapy.
Thermal Springs – ancient bathing rituals driving modern wellness hubs and rural regeneration.
Emerging Wellness Capitals – Japan, South Korea, Saudi Arabia, Iceland, and Italy stepping up as global leaders.
From Sustainable to Regenerative – a shift from “do no harm” to actively restoring ecosystems and communities.

For hoteliers and destinations, the message is clear: wellness is no longer a side offering—it’s becoming the heart of modern travel.