health and wellness tourism definition

Global Wellness Institute

Wellness tourism, wellness tourism.

Wellness tourism is the powerful intersection of two large and growing multi-trillion-dollar industries: tourism and wellness. Holistic health and prevention are increasingly at the center of consumer decision-making, and people now expect to continue their healthy lifestyles and wellness routines when they are away from home.

In 2013, the Global Wellness Institute (GWI) unveiled the inaugural edition of the Global Wellness Tourism Economy report—a landmark study that defined the parameters and characteristics of the emerging wellness tourism sector, estimated its global size, and highlighted its far-reaching economic impacts. In that report, GWI first measured wellness tourism at $439 billion 2012. Since that time, wellness has become a major force in the global tourism market, with wellness tourism expenditures reaching $720 billion in 2019 (followed by a downturn in 2020 due to the pandemic). Prior to the pandemic, wellness tourism had consistently grown much faster than regular tourism. Wellness tourism growth is expected to accelerate in the coming years with the post-pandemic resurgence of tourism activities, and it will fully recover and surpass its pre-pandemic levels in 2023.. [Note that GWI’s most recent wellness tourism data can be found at: Wellness Economy Data Series .]

Five Key Things to Know About Wellness Tourism

1. what is wellness tourism.

The Global Wellness Institute defines wellness tourism as  travel associated with the pursuit of maintaining or enhancing one’s personal wellbeing . With so much unwellness embedded in today’s travel, wellness tourism brings the promise of combating those negative qualities and turning travel into an opportunity to maintain and improve our holistic health.

2. Wellness tourism is not medical tourism.

Wellness tourism is often conflated with medical tourism—not only by consumers but in destination marketing. This confusion is caused by an incomplete understanding of these markets and inconsistent usage of terminologies by destinations, government organizations and promotion agencies. Sometimes the term “health tourism” is also used as a catch-all to describe many types of medical and wellness services and activities—from open heart surgery and dental care to destination spas and yoga retreats—causing further confusion. In fact, these two sectors operate largely in separate domains and meet different consumer needs.

A good way to understand the difference is to look at our health and wellbeing on a continuum:

• On the left are poor health, injury and illness. The medical paradigm treats these conditions. Medical tourism falls on this side—for example traveling to another place to receive surgery or a dental treatment because it is more affordable, higher quality, or unavailable at home.
• On the right side of the continuum is wellness—these are the proactive things we do to maintain a healthy lifestyle, reduce stress, prevent disease, and enhance our wellbeing. This is what motivates wellness tourism.

There is some overlap between medical tourism and wellness tourism—for example, DNA testing or executive checkups. But in general, the types of visitors, activities, services, businesses and regulations involved are very different between medical tourism and wellness tourism, even though they may share a dependence on a region’s basic tourism and hospitality infrastructure and amenities.

3. Who are the wellness travelers?

There is a common misconception that wellness travelers are a small, elite and wealthy group of leisure tourists who visit destination spas, health resorts, or yoga and meditation retreats. In fact, wellness travelers comprise a much broader and more diverse group of consumers with many motivations, interests and values.

GWI identifies two types of wellness travelers:

• Primary wellness traveler:  A traveler whose trip or destination choice is primarily motivated by wellness.
• Secondary wellness traveler:  A traveler who seeks to maintain wellness while traveling or participates in wellness experiences while taking any type of trip for leisure or business.

Importantly, primary and secondary wellness travel can be done by the same person on different trips, and these two types of wellness travel reinforce one another. Over time, some secondary wellness travelers will decide to take a primary wellness trip, as their interest in and experience with wellness grows. For example, a person who visits a day-use hot spring during a family vacation (secondary wellness travel) may later be motivated to plan a weekend getaway staying at a hot spring resort (primary wellness travel).

4. Every destination has something unique to offer to wellness travelers.

Like other forms of specialty travel, wellness travel is not a cookie-cutter experience. Every destination has its own distinct flavors in relation to wellness, linked with its local culture, natural assets, foods, etc. Some travelers may be satisfied with a generic massage, exercise class or smoothie. The more discerning and sophisticated wellness travelers—especially those in the millennial generation—are interested in what the destination offers that is different from someplace else. These unique and authentic experiences can be built upon indigenous healing practices; ancient/spiritual traditions; native plants and forests; special muds, minerals and waters; vernacular architecture; street vibes; local ingredients and culinary traditions; history and culture; etc. Because each destination is different, there is always something unique to offer wellness travelers.

5. Wellness tourism brings benefits to businesses and stakeholders beyond the wellness sectors.

The wellness tourism economy is much larger than a narrowly defined set of typical wellness businesses, such as spas, wellness retreats, thermal/mineral springs and boot camps. Wellness travelers (especially secondary wellness travelers) are looking to continue their wellness lifestyle during travel, and this lifestyle may encompass healthy eating, exercise/fitness routines, mind-body practices, nature experiences, connections with local people and culture, etc., thereby creating opportunities for businesses such as yoga studios, gyms and fitness centers, healthy food stores/markets, events, arts and crafts, museums and many others.

In addition to wellness experiences, all wellness tourists need transportation, food and lodging, and they will likely seek out shopping or entertainment. All of these businesses—whether they are wellness-specific or not—benefit from wellness tourism and are part of the wellness tourism economy. There are numerous opportunities to infuse wellness into all kinds of amenities and services, which can help businesses differentiate, provide more value, and capture higher spending by wellness travelers. Examples include airport spas that target wellness travelers in transit; wellness-centered hotels for those who want better sleep and regular fitness routines; specialty restaurants serving healthy, organic or local cuisine; transportation companies that use clean fuels or low-/zero-emission vehicles; or gift shops that sell products that are connected to unique local wellness traditions.

Wellness tourism may help destinations mitigate the negative impacts of mass tourism or over-tourism. Because wellness travelers tend to be high-spenders and favor experiences that are authentic and unique, there is less pressure for destinations to engage in a “race to the bottom” strategy that competes on price and quantity.

Wellness tourism also provides destinations with an opportunity to reduce the seasonality of visitor flows. For example, ski destinations can attract wellness travelers interested in hiking and other outdoor activities in the summertime, while beach destinations can appeal to travelers looking for a more tranquil environment to de-stress or take a retreat in the wintertime.

Measuring Wellness Tourism:

GWI defines wellness tourism as  travel associated with the pursuit of maintaining or enhancing one’s personal wellbeing . We measure wellness tourism by aggregating the trip expenditures of people who are defined as wellness tourists. These expenditures include lodging, food and beverage, activities and excursions, shopping, in-country transportation (travel within the country), and other services (e.g., concierge, telecommunications, travel agent services, travel insurance, etc.). We include expenditures made by both international and domestic travelers:

• International wellness tourism expenditures: All receipts earned by a country from inbound wellness tourists visiting from abroad, with an overnight stay.
• Domestic wellness tourism expenditures: All expenditures in a country made by wellness tourists traveling within their own country, with an overnight stay.

Within each of the international and domestic tourism segments, we estimate the portion of trips and expenditures that are represented by wellness tourists, including both the primary and secondary wellness tourism segments (as defined above). We aggregate the spending of primary and secondary wellness tourists, both international/inbound and domestic, across 212 countries, to arrive at the size of the global wellness tourism industry.

For more information :

• GWI’s 2024 report, Wellness Policy Toolkit: Wellness In Tourism , explores barriers that are currently preventing wellness tourism from delivering broad-based health and well-being benefits, and it presents six policy ideas that help everyone – from visitors to local residents to businesses – reap more benefits from tourism.
• In 2018, GWI released an updated  Global Wellness Tourism Economy report, which provides in-depth analysis and data for the sector.
• GWI’s 2020 white paper  Resetting the World With Wellness: Travel and Wonder explores why the rapid growth of travel has resulted in an unhealthy industry and how wonder, awe and connection can be wellness-enhancing and help us reconnect with our purpose for travel in a post-COVID-19 future.
• GWI’s wellness tourism figures are also updated and released every few years in the Global Wellness Economy Monitor . For the most recent wellness tourism research, see Wellness Economy Data Series .
• Additional information and resources are available through GWI’s Wellness Tourism Initiative .

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Complementary & Alternative Medicine

Health and wellness tourism today.

According to the World Health Organization (WHO) health is a state of physical mental and social well-being and not merely the complete absence of disease or infirmity. In accordance with this definition wellness can be equated with health. Health and wellness involves several well-being dimensions including physical mental social sexual emotional cultural spiritual educational occupational financial ethical and existential dimensions. ‍

This article represents an attempt to develop an understanding of current health and wellness tourism around the world. The aims are to:

• clarify concepts because of the usual incipiency and lack of conceptual rigor regarding health and wellness tourism
• qualify procedures and patient safety as crucial factors
• importance of destination branding.

Brief History: Health and Wellness

Past ancestors: Ayurvedic Medicine (India 3000 BC) Chinese Medicine (Emperor Sheng Nung 20382698 BC) Thai Traditional Medicine Japanese Onsen Russian Steam Bath Tell el Amarna Therms (Egypt 1350 BC) Greek Thalassa (Hippocrates 460355 BC) Roman Thermae/Balnea Publica (II BCIII AC) Arabian Medicine (8th-15th century Al Razi 850923) Turkish Haman Dead Sea Salts Baths Egyptian Mansuri Hospital (Cairo 1248).

Travellers came from all over the world Native American Sweat Lodge Mexican Temazcalli Australian Aboriginal Steam Baths Mineral Springs in Spa near Liége (14th) Climatotherapy (XVIII/XIX Centuries) in Madeira and Canarias Islands Scientific Medicine (19th century). Recent years: 1959  Inauguration of Golgen Door Spa in California 1987  Official beginning of the Global SPA industry  SpaFinder Magazine 1991  International SPA Association  ISPA (USA) 1996  European SPA Association. ‍

In health and wellness tourism quality/excellence safety and ethics are deeply connected.

ESPA (Brussels) 1998  Guide of the 100 Best SPAS of the World 2003  Spa Asia Magazine 2007  Medical Tourism Association  MTA USA 2007  I Congress on Medical Tourism Worldwide Munich 2008  I International Health Tourism Congress Turkey  Association of Improving Health Tourism 2008 onward -- Congress took place in different cities in Turkey 2008  First Annual World Medical Tourism Association Congress 2008 onward.

Congress took place in different cities in USA 2010/2012  Annual European Medical Travel Conference (EMTC)  Venice Barcelona Berlin 2012  I International Conference on Health and Tourism Faro Portugal 2013  International Medical Travel Exhibition and Conference Monaco 2014  II International Congress on Health and Tourism Albufeira Portugal. ‍

Emergent Paradigms on Health and Medicine

Preventive Medicine promotes healthy lifestyles and diets stress management intellectual stimulation and fitness with a focus on wellness assessments versus illness. ‍

‍ Predictive Medicine individual health promotion based on diagnostics of genetic and environmental determinants. ‍

‍ Holistic Medicine whole-being meaning physical well-being mental awareness and wisdom spiritual harmony and equilibrium. ‍

Integrative Medicine brings together orthodox Western medicine/Allopathic and other Eastern holistic medicines  Chinese Ayurvedic and Indigenous knowledge and environmental consciousness. Integrative medicine emphasizes wellness wholeness and a preventive approach to health. Western medicine is based on an illness model concerned with treating disease rather than enhancing wellness. ‍

‍ Anti-Aging medicine that combines all those preceding paradigms. ‍

Definition: Health and Wellness Tourism

Health and wellness tourism includes travelling both nationally and internationally to places and facilities such as hospitals clinics thermae thalasso wellness SPAs and fitness centers and wellness resorts. ‍

In 2012 it was estimated that a million medical tourists travelled around the world for outbound/ inbound medical tourism.

The purpose of health and wellness tourism is medical care and health beauty relaxation recovery and rehabilitation treatments. There are more than a hundred-million health and wellness tourists around the world each year. Health and wellness tourism includes medical tourism elderly age tourism disability tourism thermal tourism and thalasso-therapy tourism. ‍

Wellness Tourism

Wellness tourism includes consumers who travel to maintain their well-being and life satisfaction through the experiences of healthy treatments. Wellness has to do with quality of life. In a holistic approach to health (Chinese ayurvedic and integrative medicines) wellness treatments and therapies restore the vital balance among bodies mind and spirit toward equilibrium and health harmony. This harmony re-balances and restores the energy flow bringing about overall well-being. ‍

Health Tourism

Health tourism refers to patients who travel nationally or internationally for healing therapies in hospitals and clinics. Health tourism includes medical tourism aesthetical/plastic tourism thermal tourism and thalassotherapy tourism. ‍

Medical Tourism

Medical tourism involves travel to hospitals and clinics for medical treatments in different areas including cardiology gynaecology neurology ophthalmology oncology orthopaedic transplants preventive medicine artificial insemination anti-aging medicine and plastic reconstructive medicine.

Medical tourism is also known as medical travel health tourism health travel healthcare tourism healthcare abroad medical overseas and overseas medical.Medical tourism has two components: inbound and outbound. In 2012 it was estimated that a million medical tourists travelled around the world for outbound/inbound medical tourism.

Medical tourism is a $100 billion global industry. The most important destinations include Argentina Austria Belgium Bolivia Brazil Chile Colombia Costa Rica Cuba Cyprus Czech Republic Dubai El Salvador France Germany Greece Guatemala Hungary India Israel Jordan Malaysia Mexico Philippines Poland Singapore South Africa South Korea Spain Sir Lanka Thailand Tunisia Turkey United Arab Emirates Venezuela and Vietnam. ‍

Aesthetical Tourism

Aesthetical tourism includes aesthetic surgery and treatments. In aesthetic/plastic tourism the most important countries are the United States and Brazil. Other destinations are Argentina Austria Belgium Bolivia Costa Rica Cuba France Germany Greece Hungary Italy Poland South Africa Spain Tunisia Turkey United Arab Emirates and Venezuela. ‍

Quality/Excellence and Safety

Within the scope of healthcare the quality of procedures and patient/client safety is strongly connected. Quality is the level of excellence ensured by a continuous managerial system.Safety is the condition/state of being secure from hurt/ injury and aims to prevent accidents and contagious diseases. It includes protective devices to prevent hazardous accidents and nosokomeion diseases. ‍

Quality/Excellence and Main Safety Components

Safe Environment air quality water quality reduced noise and visual pollution free of radiation pollution (magnetic electric nuclear) natural or recreated pleasant landscape - healthy trees bushes and flowers.

‍ Architectonic Requirements Modern and pleasant-looking healthcare facilities that enable the fast physical mental and spiritual well-being of patients and that makes their relatives and visitors rest and relax.

The main architectonic requirements are operating rooms located in sterilized areas lounges designed as living rooms and libraries assuring safety patient well-being and reduced time in integrated examination rooms on the same floor special architectural design that allows optimization of patient flow within the hospital and aims to prevent infections floors walls and ceiling materials must be easy to clean and disinfect walls painted with soft colors such as blue green and pink natural lighting and ventilation and healthy plants. ‍

Medical tourism hospitals must have a specialized staff which can speak different languages fluently namely the official voice of the patient's country.

A new generation of healthcare facilities is emerging that is very different from familiar institutional models. Based on patient-centered care and healing the whole person these health centers are spiritual sanctuaries with gardens fountains natural light art and music. Research is learning how human emotions are linked to disease and that healing is promoted by surroundings that reduce stress and engage the senses in therapeutic ways. Jain Malkin ‍

Hotel Structure and Services

The hospital (hospital like a hotel) requires healthcare humanization beautiful lounges several restaurants and cafeterias shops exhibition galleries musical concerts conference halls containing simultaneous translation systems and catering and laundry facilities specializing in the healthcare sector. A hospital is primarily a hotel in which health services are provided. Acibadem Turkey ‍

Technological Accuracy/Modern Technology

The latest international technology is put into service including accurate diagnosis equipment a fully equipped digital radiology department accurate radiotherapy treatments cyber-knife robotic surgery systems advanced cardiology ophthalmology and orthopaedics diagnosis treatment equipment and organ transplants. ‍

Professional Healthcare Qualifications: Surgeons Doctors and Others

Professional staff includes a high-qualified board of internationally certified surgeons and doctors specialized in different medical fields highly qualified anaesthesiologists qualified nurses and others health professionals. ‍

Multi-Language Staff Communicating Skills

Medical tourism hospitals must have a specialized staff which can speak different languages fluently namely the official voice of the patient's country. Good communication is very important to the safety and well-being of patients and their relatives. ‍

Scientific Affiliation

Hospitals and clinics develop protocols with universities/ colleges and research centers. Turkey Acibadem is affiliated with Harvard Medical International and Anadolu Health Center with John Hopkins Hospital. ‍

Healthcare Humanization

It is very important that patient-centered healthcare include a warm and tender environment attention to each individual patient's needs respect of cultural roots alimentary traditions and religious beliefs and patient participation in musical and theatrical groups. ‍

Accreditation and Certification

In medical/aesthetical tourism it is important to attest to the excellence and safety of healthcare services for clients from other countries. The most important international accreditation institutions are the Joint Commission International (JCI) Canadian Council on Health Services (CCHSA) Deutche Akkreditierrungasstelle Chemie (GMBH) Commission on Laboratory Accreditation of the College of American Pathologists Clinical Laboratory Accreditation Certificate ISO 15189 and ISSO 9001:2000 Medical Tourism Association (MTA Certification) International Society for Quality in Healthcare (ISQUA) European Society for Quality in Healthcare (ESQH) International Organization for standardization (ISO) Trent Accreditation Schemes (TAS) King's Fund Health Quality Services (KFHQS) and International Society of Aesthetic Plastic Surgery (ISAPS). ‍

High Standard of Ethical and Professional Deontology

In health and wellness tourism quality/excellence safety and ethics are deeply connected. The aesthetical surgeons must avoid making several surgical operations while informing the client/patient of the dangers of multiple aesthetical surgeries. ‍

Importance of Branding Destinations

Health and wellness brand destination becomes more important to promote the image of high-quality healthcare in a location (city region country). Seeking to attract international patients from around the world partners and stakeholders should work together to develop network synergies health and wellness clusters. Hotels and resorts become healthcare facilities for prior and post-surgery medical travellers. ‍

Attractive and Competitive Advantage of a Destination

The attractiveness and competitive advantage of medical/ aesthetical tourism are competitive prices on a global scale international accessibility and proximity international accreditation/certification and excellence.

Excellence is defined as a high-level of holistic quality (several levels and parameters) which exceed expectations including accredited hospitals qualified doctors certified surgeons qualified anaesthesiologists qualified nurses and others professionals advanced technologies efficacious therapeutic procedures faster medical services affiliation with universities and research centres humanization of healthcare beautiful hospitals hospitality/hotel structure linguistically competent teams healing climate pleasant environment/ landscapes healthy gastronomy and partnership with luxury hotels and resorts. ‍

About the Authors

João Viegas Fernandes is a founder and president of the Associação Portuguesa de Turismo de Saúde e Bem  Estar  APTSBE (Health and Wellness Tourism Portuguese Association). He is also the architect and advisor to Algarve Region Health & Wellness Tourism Cluster and Destination Branding. He is considered a visionary pioneer and expert in health and wellness in Portugal.

As a professor he conceptualized a discipline in health and wellness tourism which he teaches in the School of Management Hospitality and Tourism of Algarve University. He has lectured in various universities in Portugal Spain and Brazil and is researching health and wellness tourism around the world.

Fernandes is a consultant in this area both nationally and internationally. Fernandes has spoken at several conferences in Portugal Spain Brazil Turkey Cape Verde and Monaco on sustainable health and wellness tourism. He is the author of the book ThalassaThermae SPA-Salute Per Aqua (Lisboa Portugal 2006).

He also is co-author of several articles and books including SPAS Centros Talasso e Termas: Turismo de Saúde e Bem-Estar (Lisboa Portugal 2008) and Turismo de Saúde e Bem-Estar no Mundo: Ética Excelência Segurança e Sustentabilidade (São Paulo Brazil 2011).

Fernandes was the chairperson of the I International Conference on Health and Tourism (Faro Portugal 2012) and the II International Congress on Health and Tourism (Albufeira Portugal 2014). He is an advocate of increased cooperation in health and wellness tourism among the eight countries which speak Portuguese. ‍

Filomena Maurício Viegas Fernandes is a medical doctor and specialist in public health. She was the health delegate in several municipalities in the Algarve region and has been responsible for a number of programs on public health.

She has delivered presentations at various international conferences and is considered an expert in health and wellness tourism. Fernandes has been researching and teaching health and wellness tourism in the School of Management Hospitality and Tourism at Algarve University.

She is the co-author of several articles and books including SPAS Centros Talasso e Termas: Turismo de Saúde e Bem-Estar (Lisboa Portugal 2008) and Turismo de Saúde e Bem-Estar no Mundo. Ética Excelência Segurança e Sustentabilidade (São Paulo Brazil 2011).

Fernandes was a member of the organizing committee of the I International Conference on Health and Tourism (Faro Portugal 2012) and is coordinating the II International Congress on Health and Tourism in Albufeira Algarve Portugal in 2014.

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The Medical Tourism Magazine (MTM), known as the “voice” of the medical tourism industry, provides members and key industry experts with the opportunity to share important developments, initiatives, themes, topics and trends that make the medical tourism industry the booming market it is today.

What Is Wellness Tourism? A Complete Guide to Taking a Health-Inspired Vacation

Practicing health and wellness in our daily lives isn’t enough for many of us — we seek well-being when we travel, too.

Enter: wellness tourism, a concept that the U.S.-based nonprofit organization Global Wellness Institute (GWI) defines as travel associated with the pursuit of maintaining or enhancing overall personal well-being.

It’s important to note that, though “wellness”’ and “well-being” are often interchangeable and related terms, they have slightly different meanings. According to Gallup , wellness is a part of well-being and describes a healthy lifestyle beyond acute illness, whereas both Gallup and the Centers for Disease Control and Prevention (CDC) define well-being in a broader life context — feelings of contentment and satisfaction, and positive function in career, social, financial, physical, psychological, and other frameworks — which are important for personal and public health.

Wellness tourism, as a mechanism to support overall well-being, comes in a variety of forms.

For some, it may entail a trip or destination exclusively for wellness purposes, like a yoga retreat in the mountains, and for others, it may involve incorporating healthy habits and experiences into established trips. For example, you might bring your family to a hot spring during your annual vacation, or stop in at a spa for a massage in between sessions at a work conference.

For others still, immersion-based wellness travel, such as a pilgrimage, intensive yoga training, a visit to a humanistic integrative education center (like the nonprofit Esalen Institute ), a silent vipassana meditation retreat, or an indigenous-informed plant medicine retreat, may help deepen a spiritual, self-inquiry, or purpose-driven path.

The main point? These types of trips and health-forward activities aren’t going anywhere anytime soon. The global wellness tourism market value currently sits at $451 billion, but a 2022 report by Grand View Research reveals that it’s expected to jump to $1.02 trillion by 2030.

Here, we unpack how wellness tourism works, the possible benefits, and how to plan your next health-inspired getaway.

Common Questions & Answers

History of wellness tourism.

Wellness tourism may be everywhere today, but people have traveled with health or wellness as the primary focus for centuries.

According to  Health-Tourism.com , most ancient civilizations recognized the therapeutic benefits of mineral thermal springs , and many built healthcare facilities around them.

Ancient Greek, Egyptian, Roman, Celtic, and Hebrew cultures created health centers that attracted travelers from all over the world, per past research . Baths of different temperatures, swimming pools, exercise rooms, and rooms for massage and other health treatments became a mainstay in Roman culture, according to the World History Encyclopedia . And as early as 5,000 years ago, people trekked to India to seek benefits from Ayurvedic medicine , a holistic approach to physical and mental health.

But while traveling for wellness dates back thousands of years, wellness tourism as a global industry is relatively new, notes the Wellness Tourism Association (WTA) .

“In the early 2000s, the spa industry’s marketing message went from ‘pampering’ to ‘prevention’ and that, along with the so-called ‘wellness revolution’ was the beginning [of wellness tourism],” says Anne Dimon , the Denver-based cofounder, president, and CEO of the WTA , and the editor of TraveltoWellness.com .

These days, the wellness-travel offerings are practically endless. Whether your interests lean toward yoga and meditation, spa experiences, weight loss, hiking, or even treatments purported to be customized to your DNA — like the Chenot Palace Weggis health and wellness retreat in the Swiss Alps — there’s a trip to suit your needs.

How Wellness Tourism Works

Do you ever feel like you need a vacation after a vacation? That may not be the case with wellness tourism. Whereas traditional vacations are often busy and stressful, wellness trips aim to relieve stress and promote health, so you can reenter everyday life feeling rejuvenated and grounded.

“[Wellness tourism] provides an opportunity for people to take a break from their lives and focus solely on themselves and their well-being,” says Jeanette Lorandini, LCSW , a New York City–based licensed clinical social worker and the owner of Suffolk DBT. It can allow you to de-stress and relax without any, or few, distractions.

Many people also find that they’re more open to changing their behaviors when they don’t have to worry about everyday responsibilities. “For the most part, people try to make their lives as orderly and predictable as they can, because the less you have to think about your normal day-to-day life, the easier it is to manage,” says Michael Brein, PhD , a travel psychologist living on Bainbridge Island, Washington. “All that goes out the door when you travel.”

Being in an environment where you don’t have to make everyday decisions may allow you to experiment with new behaviors or focus on cultivating ones you’ve neglected. This can help you create healthy habits, like sleeping better, eating well, and exercising daily, that you want to follow once you return home. A small observational study out of Australia, published in the February 2017 Journal of Alternative and Complementary Medicine found weeklong retreat experiences may lead to substantial improvements in multiple dimensions of health and well-being, maintainable for six weeks after the fact.

Plus, many wellness trips provide access to services that can positively affect mental and physical health, such as massage therapy , yoga classes , and nutrition consultations. These experiences can help you return home feeling refreshed and better equipped to handle day-to-day stressors , Lorandini notes.

Many people plan their own wellness-travel experiences, but you can hire a travel adviser if you don’t have time or need to pull it off, or need help finding high-quality options. The WTA offers a member directory where you can find vetted travel advisers who specialize in wellness tourism.

Types of Wellness Tourists

According to the GWI, wellness tourists fall into two main categories.

This traveler is mainly motivated by wellness when choosing their trip or destination. For example, they may book a weekend at an all-inclusive health resort or go on a dedicated meditation retreat.

This traveler seeks to maintain wellness while traveling, no matter what kind of trip they’re on. For example, they may take a yoga class during a family vacation or visit a spa during a business trip.

Possible Benefits of Wellness Tourism

Most of the health perks of wellness tourism are anecdotal and can’t be backed up by research. Moreover, existing research primarily focuses on general travel, not wellness tourism. That said, we may be able to pinpoint a few potential benefits of wellness travel.

1. It May Boost Happiness

New experiences and changes in scenery can give some people a mood boost. In a study published in July 2020 in Nature , people with more variability in their day-to-day location tended to be happier. Meanwhile, a past study found that women who vacationed twice a year were less likely to suffer from depression and chronic stress than women who vacationed less frequently.

2. It Provides Lasting Stress Relief

A wellness-inspired getaway enables you to escape the stress of everyday life and focus on activities and experiences that promote well-being. And the stress-relieving benefits of this kind of travel are almost immediate. According to a nonacademic online survey by Expedia referenced in 2018 by the Global Coalition on Aging , 88 percent of U.S. respondents reported feeling more relaxed and less anxious after being on vacation for just a day or two, and the same percentage felt optimistic and positive after a trip.

Time spent disconnected from daily stressful situations can also lower your overall stress once you return home.

Even a short trip (including to local venues) can potentially offer lasting stress relief. In one small study published in 2018 in the International Journal of Environmental Research and Public Health , researchers had 20 midlevel executives spend four nights in a hotel outside their usual environment, while a control group of 20 spent their vacation at home. While both groups noticed immediate improvements in stress and well-being, the hotel cohort saw greater benefits. What’s more, the positive effects could still be felt 45 days post-vacation.

3. It May Improve Heart Health

The stress-lowering effects of travel may have benefits for your heart.

In a past study , middle-aged men at high risk for heart disease who reported that they had taken a vacation in the past year were 17 percent less likely to have passed away than men who hadn’t traveled, in research conducted over a nine-year period.

That said, the authors of the aforementioned study note that, while vacations may improve heart health by lowering stress, it may be that healthier people are more likely to travel. More research is needed to determine if and how travel benefits the heart and mortality risk. If you have a heart condition, be sure to consult your physician before you take a trip.

4. It May Enhance Brain Health

Exposure to new behaviors and environments through travel may stimulate the brain in new ways, potentially helping you stay sharp, according to the report from the Global Coalition on Aging.

In fact, when the authors of a past study followed more than 2,000 older adults for three years, they found that those who regularly participated in social or leisure activities, such as traveling, had a lower risk of dementia. According to the CDC , dementia is a general term for when the impaired ability to remember, think, or make decisions interferes with everyday life. Alzheimer’s disease is the most common type of dementia , and it mostly affects older adults, per the CDC.

Wellness Tourism Risks

Travel of any kind comes with risks. You may face personal safety or environmental risks, such as altitude challenges, heat and humidity, foodborne and waterborne illnesses, and diseases carried by animals and insects, notes the World Health Organization (WHO) .

Traveling with a medical condition can also be risky. Air travel in particular can pose risks for people with cardiac failure, heart rate or rhythm disorders, epilepsy , and those who have recently had a heart attack or stroke, according to  Johns Hopkins Medicine .

Consult your medical healthcare provider if you plan to take a trip so they can offer guidance and support and help you craft an experience that’s appropriate for your healthcare needs.

Who Might Want to Try (and Avoid) Wellness Tourism

Wellness travel is for anyone and everyone. If you have the desire and the budget for a wellness trip, it may make you happier, relieve stress, and potentially improve brain and heart health.

Given the nature of being outside of your daily comfort zone, wellness tourism may be a stressful experience. “People with underlying mental health conditions such as anxiety or depression may find the experience more difficult than someone without these issues, so it’s best to speak with your doctor before making any plans,” Lorandini says.

People with chronic conditions don’t necessarily need to avoid travel. You should see your healthcare provider as early as possible before traveling to discuss any risks and create a care plan, per Johns Hopkins Medicine.

Access to Wellness Tourism

Wellness tourism can be expensive — for example, a seven-day stay at the Chenot Palace Weggis health and wellness retreat starts at $5,722, and tuition at Esalen Institute varies from $540 to $8,000 depending upon accommodation choice and workshop fees. But there are plenty of budget-friendly wellness-travel options out there, Dimon says. Just keep in mind that what’s considered affordable to one traveler may not be to another.

When searching for affordable wellness retreats and other health-inspired travel options, be sure to factor in transportation (airfare, train fare, car rental). Staying closer to home can cut down on your expenses significantly, and as mentioned above, even getting away on a local trip brings possible health benefits.

Depending on where you stay and what you do, you may also save money by designing your own wellness vacation; no rule says you have to sign up for a weeklong all-inclusive trip. “Think about it,” Dimon says, “Someone could enjoy a self-guided wellness vacation at a three-star hotel, reading, relaxing, walking in nature, making healthy food choices, getting a good night’s sleep, and simply being away from the stress of their everyday lives.”

Creativity and wellness tourism go hand in hand. With endless options available, you can craft a wellness trip to fit any budget.

4 Tips for Getting Started With Wellness Tourism

Follow this expert advice for making the most of your next wellness-travel adventure.

1. Start Small

You don’t have to spend a lot of money or time to be a wellness tourist. If you already have a family or business trip on the calendar, look for opportunities to focus on your health and well-being while you’re away. Check out the area you’ll be visiting to see if there are any wellness supportive experiences you’d enjoy. Consider yoga studios, hiking trails, healthy breakfast spots, spas, hot springs, and cooking classes. If you don’t have a trip scheduled, consider planning a self-guided wellness vacation. If you’re working with a limited budget, look for a hotel, AirBnB, or campground you can drive to and spend a few days away from your usual environment.

2. Find Inspiration

Wellness tourism offers so many possibilities that it’s easy to feel overwhelmed. Where should you go? Should you sign up for a weekend retreat or try to DIY? Asking friends and family for recommendations is always a good first step. But you can also find inspiration by reading about other travelers’ experiences. TraveltoWellness.com , an online magazine for wellness-minded travelers, offers many articles detailing new travel options and stories from contributors who have visited a particular place. Use this and other online travel resources to help you discern what wellness experience fits you. (Also, see our wellness travel resources section at the end of this article for more.)

3. Identify Your ‘Why’

What’s your reason — or your “why” — for taking a wellness trip? Do you need a relaxing environment where you don’t have to plan anything or make decisions about food or activities? Or do you want to learn more about yourself, a culture, practice, or activity? Setting your intention and articulating your “why” may guide you toward finding and planning the right travel experience for you, says Lisette Cifaldi , the director of behavioral health at Hilton Head Health, a weight loss and wellness resort on Hilton Head Island in South Carolina.

4. Hire an Expert

If you dislike planning trips, you’re too busy, or you’re not sure where to start, reach out to travel advisers who specialize in wellness, Dimon suggests. The WTA offers a directory of travel advisers who offer wellness-travel guidance. Looping in a professional who knows the industry and who can make suggestions tailored to your well-being goals may be a solid starting point.

How to Make the Most of Your Next Wellness Trip

Follow these expert tips for preparing for and winding down from your wellness travel adventures so you can maximize the benefits of taking precious time off.

Before You Go

• Set a goal  Give yourself a goal to focus on during your trip. This way, you can plan your trip around that goal and maximize your time, Cifaldi says. You can also think about how you want to feel after returning home “and use that as inspiration when planning activities or experiences during your stay,” Lorandini says.
• Plan logistics.  Whether you’ve scheduled an all-inclusive experience or you’re DIY-ing, some logistics will be involved. “Read up on the different activities and services available at the destination so you can make informed decisions about how to spend your time there,” Lorandini says. Plan as many logistics as possible beforehand so you don’t have to worry about them during your trip. For example, if you’re doing a self-guided vacation, come up with a list of healthy food restaurants or grocery stores near your place of stay.
• Get support.  Can any friends or family members help with everyday responsibilities (childcare, pet-sitting, plant-watering) while you’re gone? Can your coworkers cover for you while you’re gone? Having a support system in place to handle routine tasks allows you to stay present and relaxed during your trip, Cifaldi notes.
• Practice self-care.  Preparing for a trip can be stressful, but try to take care of yourself mentally and physically in the days leading up to your departure. This means eating nutritious meals, getting enough sleep, practicing relaxation techniques like yoga or meditation, and exercising, Lorandini says.

After You Get Back

• Reflect:   Go easy upon reentering everyday life. Take some time to let the experiences you had on your trip soak in. “Journaling about your experiences can be a great way to process all you learned and hold onto those feelings of relaxation and well-being,” Lorandini says.
• Change your environment.  Continue your wellness journey once you return home by tweaking your environment to encourage the healthy habits you practiced on your trip. “You might clean out your pantry to include more health-friendly options or find a space in your home to dedicate to a daily meditation practice,” Cifaldi says.
• Find a community.  Connect with people who share your wellness interests. Cifaldi suggests starting with group wellness or fitness classes. You may meet people who are walking a similar well-being path and can support you along your journey, she says.

Wellness Tourism Resources We Love

Organizations.

Global Wellness Institute (GWI)

This nonprofit organization advocates for preventative health and wellness worldwide. The Global Wellness Institute (GWI) collects industry research, leads international roundtables, supports wellness initiatives, and offers an online resource where you can find medical evidence for mainstream wellness approaches. Find information about wellness tourism on their website and sign up for email updates.

U.S. Travel Association

The U.S. Travel Association is a national nonprofit organization representing the travel industry. Made up of more than 1,100 member organizations, they work to grow and sustain travel to and within the United States. They offer research, news, and commentary to keep you informed while you plan your trip.

Media and Planning

Wellness Tourism Association (WTA)

Launched in January 2018, the Wellness Tourism Association (WTA) is a global network of destination management organizations (DMOs), hotels, tour operators, travel advisers, wellness practitioners, and media. The WTA is a great place to search for wellness retreats, destinations, and travel advisers. Browse their directory for options.

Travel to Wellness

Travel to Wellness is an online wellness travel magazine founded by Anne Dimon in 2004. Here, you’ll find reviews of wellness offerings, everyday wellness tips, roundups of retreats and vacations, product recommendations, and firsthand travel accounts. Stay updated with their email newsletter and start your trip search with the 2023 wellness retreat guide .

Suite Dreams Travel

Hosted by the wellness travel planner Barbara Tuckett, the Suite Dreams Travel podcast covers various topics. You'll find episodes on must-see sights, travel reviews, what makes wellness travel different from other vacations, and how to handle travel stressors like canceled flights.

Editorial Sources and Fact-Checking

Everyday Health follows strict sourcing guidelines to ensure the accuracy of its content, outlined in our editorial policy . We use only trustworthy sources, including peer-reviewed studies, board-certified medical experts, patients with lived experience, and information from top institutions.

• Wellness Tourism Market Size, Share & Trends Analysis Report by Service, by Travel Purpose, by Travel Type, by Region, and Segment Forecasts, 2022–2030. Grand View Research .
• Wellness Tourism. Global Wellness Institute (GWI) .
• The History of Medical Tourism. Health-tourism.com .
• Roman Baths. World History Encyclopedia . May 2, 2013.
• About. Wellness Travel Association (WTA) .
• Heller AS, Shi TC, Chiemeka Ezie CE, et al. Association Between Real-World Experiential Diversity and Positive Affect Relates to Hippocampal-Striatal Functional Connectivity. Nature Neuroscience . July 2020.
• Chikani V, Reding D, Gunderson P, et al. Vacations Improve Mental Health Among Rural Women: The Wisconsin Rural Women’s Health Study. WMJ . August 2005.
• Destination Healthy Aging: The Physical, Cognitive, and Social Benefits of Travel. Global Coalition on Aging .
• Blank C, Gatterer K, Leichtfried V, et al. Short Vacation Improves Stress-Level and Well-Being in German-Speaking Middle Managers — a Randomized Controlled Trial. International Journal of Environmental Research and Public Health . 2018.
• Gump BB, Matthews KA. Are Vacations Good for Your Health? The 9-Year Mortality Experience After the Multiple Risk Factor Intervention Trial. Psychosomatic Medicine . September–October 2000.
• About Dementia. Centers for Disease Control and Prevention (CDC) . April 5, 2019.
• Fabrigoule C, Letenneur L, Dartigues JF, et al. Social and Leisure Activities and Risk of Dementia: A Prospective Longitudinal Study. Journal of the American Geriatrics Society . May 1995.
• Health Risks When Traveling. World Health Organization (WHO) . April 28, 2020.
• Traveling With Chronic Conditions. Johns Hopkins Medicine .
• Moss G. Water and Health: A Forgotten Connection? Perspectives in Public Health . Sept 2010.
• Cohen M, Elliott F, Oates L, et al. Do Wellness Tourists Get Well? An Observational Study of Multiple Dimensions of Health and Well-Being After a Week-Long Retreat. Journal of Alternative and Complementary Medicine . March 22, 2021.
• Wellness vs. Well-Being: What’s the Difference? Gallup .
• Well-Being Concepts. Centers for Disease Control and Prevention (CDC) . October 31, 2018.

What is wellness tourism and why is it so popular?

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Wellness tourism is growing in traction around the world, but what is wellness tourism and why is it becoming so popular? Read on to find out…

What is wellness tourism?

The growth of wellness tourism, why is wellness tourism important, types of wellness tourism, is medical tourism an example of wellness tourism, the dimensions of wellness tourism, yoga retreats, meditation retreats, writing retreats, healthy eating breaks, wellness tourism in iceland, wellness tourism in thailand, wellness tourism in india, wellness tourism in hawaii, wellness tourism in costa rica, wellness tourism- further reading.

Wellness tourism is all about travel that is focused on maintaining or improving someone’s wellbeing. This may be physical or mental – there are different types of wellness. Activities may be spiritual, physical or psychological, but they will all promote health in some way.

Wellness tourism is growing exponentially . From 2015 to 2017 the wellness tourism market grew from $563bn to $639bn, which is around 6.5% annually. This is double the growth of tourism overall, according to GWI. GWI predicts that this market will soon reach a huge $919bn; this will represent around 18% of all tourism globally.

Wellness tourists can be split into two categories: primary and secondary. You can read more about this in the ‘types of wellness tourism’ section below. Statistically, primary wellness tourists spend 178% more than your average tourist does, domestically – and 53% more internationally!

There are a number of reasons why wellness tourism is growing so fast. Firstly, there is the general move away from the typical sun, sea and sand package holiday model that has been the focus of travel for many people throughout the years, towards more alternative types of tourism . Alongside this, there is an increased awareness and importance that has been placed upon wellbeing in general throughout society- people are more health conscious than they have ever been before and this is reflected in tourists’ holiday choices.

Wellness tourism is going from strength to strength, but why is it important? The number one reason, of course, is that it improves people’s wellbeing. Whether this is by teaching them to eat healthily, or giving them space to heal from a particular trauma, there are many reasons as to why someone would go on a wellness-focused holiday. By offering space for self-improvement, we end up with a healthier population overall. People who are less stressed, fitter, more knowledgeable about their nutrition… this is very important for society.

Wellness tourism is also helping to preserve cultural traditions in certain parts of the world. It also means natives can introduce these practises to others. This ensures that people are always learning about, and taking an interest in, different cultures. As mentioned above, there is a lot of money in wellness tourism. This means it can boost the local economies of areas where it takes place – even down to corner shops or taxi firms in the area.

And linked to this is the fact that wellness tourism generates employment. Yoga retreats need yoga teachers, and fancy spas need masseuses! The jobs involved in wellness tourism are often highly skilled and very particular jobs. With retreats opening up in more remote places, it makes the area more attractive to young professionals. This in turn can boost the economy even further!

As mentioned, there are two types of wellness tourism. These are primary and secondary. Primary wellness tourism is when someone’s whole trip is focused on wellness; it is their sole reason for travel, and the major component of their trip. Every aspect of their holiday is tailored to wellness. Secondary wellness tourism is when general tourists incorporate some aspect of wellness (think- a massage on the beach during an all-inclusive Mexican vacation) into their holiday.

There are some overlaps between medical tourism and wellness tourism. Whilst some (e.g. the Global Wellness Institute) argue that medical tourism and wellness tourism are two different forms of tourism, others suggest that actually wellness tourism is an example of a macro form of niche tourism and medical is a micro niche within it. This is supported by a literature analysis undertaken by Smith and Kelly in 2006 , whereby the emphasised the various dimensions of wellness tourism, one of which is the medical tourism industry.

As I mentioned above, there wellness tourism is often seen as being a macro niche- in other words, it is a big form of niche tourism that then has smaller niches within it. There have been a number of studies into these different niche tourism types, justifying them as forms of wellness tourism. The dimensions of wellness tourism are as follows:

• Medical/cosmetic (e.g. hospital visits clinic appointments)
• Corporeal/physical (e.g. spas, massage yoga)
• Escapism and relaxation (e.g. beach , spa, mountains)
• Hedonistic/experiential (e.g. festival spaces)
• Existential and psychological (e.g. holistic centres focussed on self-development and philosophical contemplation)
• Spiritual (e.g. pilgrimage tourism , New Age events, yoga retreats)
• Community-oriented (e.g. voluntary tourism , charity ventures)

Wellness tourism activities

There are many activities that make up wellness tourism. I have explored some of the most popular ones below.

A spa break is a typical form of wellness tourism. Whether it be one night or a couple of days, it is the perfect chance to unwind. Spas are generally peaceful places with low lighting and soft music, providing healthy snacks and comfortable places to relax. With swimming pools and hot tubs, saunas and gym areas as well as treatment rooms, spas have plenty of chances to improve your wellbeing. Whether you opt for an Indian head massage, a pregnancy massage or even a couple’s massage, there is always a wide range of treatments dedicated to feeling better in some way.

Yoga retreats are like yoga classes, but for an extended period of time. They generally take places at locations which are uber-relaxing; away from busy cities, for the most part. Many will be alcohol-free and vegan (or at least veggie), and some will ban technology. There will be daily yoga classes and other relaxation activities such as long walks, formal talks, spa treatments, meditation and loads of free time to do what relaxes *you*. Choose from weekend yoga retreats to week-long breaks; you’ll go home feeling more knowledgeable about yoga, and able to incorporate it into your daily life.

Similar to a yoga retreat, a meditation retreat is a trip – 2 nights, a week, longer – which focuses on teaching you the correct techniques for meditation, and giving you the space to practise. Alongside guided meditation there will be plenty of other wellness-focused activities. These might include foraging, spa treatments, digital detoxes, vocal workshops, panel events, peaceful walks and so on. You’ll return to your daily life feeling well-rested and confident that you’re able to meditate in your own time.

Writing retreats are a type of ‘holiday’ where you focus on writing (obviously) alongside resting and eating well. Writer’s block is a well-known ailment, and a writing retreat can be just the trick when it comes to getting rid of it. You are away from the stress and grind of everyday life, focusing on your writing, in a new place that will hopefully offer inspiration. You’ll sleep better, hopefully, and eat well too, meaning you’ll feel better all round. Many writing retreats are run by successful writers, or at least have talks/classes led by successful writers! They’ll include workshops, pitching sessions, 1:1 coaching classes and more.

Sometimes known as weight loss retreats, a healthy eating break is a trip you go on to lose weight or simply learn more about the food *your* body needs. Everybody’s dietary requirements are different, based on your BMI, height, deficiencies and so on. You’ll be able to tailor a healthy eating break to suit you, and hopefully come away with a lot more knowledge about the nutrition your body is looking for. This is a great example of physical wellness tourism.

Popular wellness tourism destinations

There are wellness tourism destinations across the globe. You can engage in wellness tourism domestically, or go further afield. Some top destinations, and what they have to offer, are listed below…

Iceland is a beautiful destination and one that also has a lot of wellness tourism activities on offer. Take a dip in a geothermal pool, for example – there are plenty of hot springs to relax in, taking in the stunning scenery around you. Or you can head to the Myvatn Nature Baths in the North, where the water is very unique. It’s alkaline with a huge amount of minerals, meaning it is well-suited for bathing. The trace elements in the water are meant to have a great effect on the development of any skin problems. From infinity pools to skiing to mountain hiking, there are many wellness activities available across Iceland! This is a location suited to both primary wellness tourism, and also secondary – incorporating a Blue Lagoon dip into your road trip, for example.

Thailand is another popular location for wellness tourism, both primary and secondary. A Thai massage is an ideal addition to any trip to the city, and perfect for helping you wind down or loosen up during a busy backpacking trip, for example. With 93% of the Thai population practising Buddhism, a peaceful religion with many links to meditation, it’s no wonder that Thailand is home to so many beautiful wellness retreats. From beaches to temples, there are locations right across the country providing the perfect base for wellness tourism.

India is a very spiritual country, so it goes hand in hand with wellness tourism. The government is keen to position India as a hub for Ayurveda, Yoga, Sidha, Naturopathy and so on, “together with the spiritual philosophy that has been integral to the Indian way of life.” There are various yoga and meditation retreats available in Vana (at the foot of the Himalayas), Soukya, the Keralan countryside and many other parts of the country. India is perfect for primary wellness tourism!

Wellness tourism in Hawaii is very prominent, and it is well suited to couples. This beautifully sunny location, a real paradise, is so romantic. The climate and therapeutic salt water combined with traditional omilomi massage and pohaku (hot stones) makes for the perfect spa location. Choose from facials done with local flowers, or coffee scrubs to rejuvenate the skin. Relax on the beach in between treatments, listening to the waves lap against the shore. Enjoy the glorious sunshine and breathtaking scenery. Wellness in Hawaii is a big deal, and ideal for primary wellness tourists.

Costa Rica is another location where primary and secondary wellness tourism is common. There is so much to do in Costa Rica, and adding in a massage or world-class yoga session is the perfect way to ensure that the endless hiking, surfing and exploring doesn’t tire you out too much. But it is also somewhere with many wellness retreats. With the whole country focusing on being eco-friendly, coupled with the *stunning* scenery across the nation, it is no surprise that this slow-paced destination offers so many wellness opportunities. Retreats offer medicine walks, Qi Gong, naturopathy, reiki, coffee scrubs, digital detoxes and so much more…

If you have enjoyed this article, I am sure that you will love these too!

• Religious tourism- what is it and how does it work?
• What is adventure tourism and why is it so big?
• Rural tourism explained: What, where and why
• What is sustainable tourism and why does it matter?
• Ethical tourism: Everything you need to know

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The Science of Wellness Tourism: Understanding the Benefits for Your Health

Where hotel standards prioritize safety, health, and guest experience.

In recent years, the concept of wellness tourism has gained significant attention as more and more people seek to prioritize their health and well-being while traveling. Wellness tourism offers a unique opportunity to combine the pleasures of travel with a focus on improving one's physical, mental, and emotional well-being. In this article, we will delve deeper into the science behind wellness tourism and explore the numerous benefits it offers for your health and overall well-being.

What is Wellness Tourism?

Wellness tourism can be defined as the practice of traveling to enhance or maintain one's well-being. It encompasses a wide range of activities and experiences, including spa retreats, yoga and meditation retreats, fitness and weight loss programs, holistic healing practices, and immersive wellness experiences in natural environments. The goal of wellness tourism is to promote personal growth, relaxation, and rejuvenation while nurturing a healthy lifestyle.

The Science of Well-being

Science has increasingly recognized the profound impact of various wellness practices on our overall well-being. Research has shown that engaging in wellness activities, such as mindfulness meditation, yoga, and spa therapies, can have positive effects on both our physical and mental health.

For instance, studies have demonstrated that mindfulness meditation reduces stress, improves attention and cognitive function, and even positively influences gene expression related to inflammation and aging. Regular yoga practice has been linked to increased flexibility, strength, and cardiovascular health, as well as reduced anxiety and depression symptoms.

Moreover, spa therapies, such as thermal baths, hydrotherapy, and massage, have been found to alleviate pain, enhance blood circulation, relieve muscle tension, and promote relaxation. These practices not only offer immediate benefits but also contribute to long-term health outcomes.

The Benefits of Wellness Tourism

• Stress Reduction: Wellness tourism provides a much-needed escape from the daily stressors of life. By immersing yourself in serene and tranquil environments, engaging in relaxation techniques, and disconnecting from technology, you can significantly reduce stress levels. Studies have shown that stress reduction techniques, such as mindfulness and meditation, have a positive impact on mental health and can even boost the immune system.
• Physical Rejuvenation: Many wellness tourism activities focus on physical well-being. From fitness retreats that offer tailored exercise programs to spa resorts that provide rejuvenating treatments, these experiences can enhance your physical health and help you achieve your wellness goals. Regular exercise, a balanced diet, and therapeutic treatments can improve cardiovascular health, increase energy levels, and contribute to weight management. Additionally, the natural beauty of wellness tourism destinations often encourages outdoor activities, such as hiking or swimming, which further promote physical fitness.
• Mental Wellness: Engaging in wellness activities during your travels can have a profound impact on your mental well-being. Yoga and meditation retreats, for example, promote self-reflection, mindfulness, and self-awareness. These practices can reduce symptoms of anxiety and depression, enhance emotional resilience, and improve overall mental health. The combination of serene surroundings, therapeutic treatments, and mindful practices creates a conducive environment for mental relaxation and rejuvenation.
• Cultural Immersion: Wellness tourism often takes place in picturesque locations that provide an opportunity for cultural immersion. Exploring new cultures, traditions, and cuisines can broaden your horizons and stimulate personal growth. Additionally, interacting with like-minded individuals who share similar wellness goals can create a sense of community and support. Participating in cultural activities and learning about traditional healing practices can further enrich your wellness journey.
• Personal Growth: Engaging in wellness practices while traveling allows for personal growth and self-discovery. It encourages individuals to prioritize self-care, develop healthy habits, and explore new dimensions of their well-being. Wellness tourism offers a unique space for introspection, self-reflection, and personal transformation. It provides an opportunity to reassess priorities, establish new routines, and gain a deeper understanding of oneself. Whether it's through holistic healing practices, mindful workshops, or immersive nature experiences, wellness tourism empowers individuals to cultivate a healthier and more balanced lifestyle.

If you are looking to embark on a wellness tourism journey, it is essential to choose reputable establishments that prioritize your health and well-being. When selecting accommodations, consider WellHotel® accredited establishments that cater to both wellness tourists and medical tourists. These hotels have undergone rigorous evaluation to ensure they meet the highest standards of care and quality. You can find a list of accredited WellHotels® at https://www.globalhealthcareaccreditation.com/wellhotel .

Wellness tourism provides a valuable opportunity to prioritize your health and well-being while experiencing the joys of travel. By engaging in wellness activities, you can reduce stress, rejuvenate your body, enhance mental well-being, and promote personal growth. Embrace the science-backed benefits of wellness tourism and embark on a journey that nurtures both your body and soul. Allow yourself to indulge in the serenity of wellness tourism destinations, immerse yourself in diverse cultures, and embrace the transformative power of personal well-being. Your journey towards a healthier and more fulfilling life starts with the conscious choice to prioritize your wellness.

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The rise of wellness travel, from rewilding to yoga and pilgrimages

Having escaped the confines of the spa, wellness now influences the travel experience far and wide, offering new ways to discover the world.

The number of people concerned about their health and wellbeing has rocketed since the pandemic began. The stats are legion but among them, 80% of those surveyed by Public Health England in 2020 — in the first year of Covid-19 — reported wanting to change their lifestyle in 2021 to become healthier. Meanwhile, an Ipsos study in 2021 noted that 62% of Americans believe health is more important to them than before the pandemic. And this has, as countless more reports will attest, changed the way many of us want to travel.

Just over a fifth (21%) of global travellers are currently travelling for health- and wellness-driven reasons according to the 2022 Travel Trends research by luxury travel network Virtuoso, conducted jointly with YouGov. And its findings suggest this is likely to grow in 2023, with 29% of global travellers stating interest in travelling for wellness reasons in the future. Trends include travel to reconnect — with friends, family, partners or children — and a growing focus on sleep wellness. The research notes ‘the rise in apps like Calm and Headspace permeating travel products, providing flyers the ability to plug in and meditate while in flight’ — not to mention the growing number of sleep retreats aimed at aiding insomniacs.

“Health and wellness technology is moving forward at a very fast pace and creating exciting new possibilities that we’re exploring, from sleep therapy and guided meditation to dynamic bathing, cryotherapy and infrared saunas,” says Emlyn Brown, vice president of wellbeing at Accor, Europe’s largest hospitality and hotels company, which released the Health to Wealth white paper earlier this year.

“Guests now come to us loaded with their own health data,” says Brown of the ubiquity of smartwatches and fitness apps. “We’re exploring ways that we can create bespoke wellness experiences for our guests in spa, nutrition, fitness and sleep.” Accor’s Fairmont Windsor Park hotel, for example, is home to the UK’s first spa multi-person cryotherapy chamber. Hotels Pullman Paris Centre-Bercy and Pullman San Francisco Bay, meanwhile, equip guests with Dreem, a technology wearable that monitors breathing, brain waves, heart rate and sleeping patterns.

Wellness travel is clearly no longer something that’s confined to the spa, but it’s travelled far beyond the hotel, too. “Wellness travel has evolved and expanded to encapsulate all manner of experiences that boost travellers’ mental and physical health,” says Paul Joseph, founder of Health and Fitness Travel , a specialist tour operator for wellness breaks. “Far from the ‘fly and flop’ wellness holidays of old, we’re able to send customers on a hand-picked retreat that includes a tailored wellness programme — from personalised nutrition and exercise plans to one-on-one coaching and holistic healing therapies. Following the pandemic and in spite of the cost-of-living crisis, we’ve seen a marked increase in bookings.”

It’s what Expedia is calling a ‘no-normal’ era of wellness travel. “We’re seeing a new wave of interest in wellness retreats, and a spike in demand for outdoor destinations beyond beaches and mountains,” says Jon Gieselman, president of Expedia Brands. “Not a new normal, but people branching out to unexpected trends: the ‘no-normal’.”

The travel brand has seen a 30% increase in demand for wellness breaks between 2021 and 2022, and found that almost half (46%) of global travellers are more open to wellness breaks than ever before. And the quirkier, the better. Expedia’s Travel Trends report reveals activities as diverse as sylvotherapy (forest bathing), food bootcamps, chakra sessions, puppy yoga and laughter therapy were more popular than some standard spa offerings.

So, what exactly does ‘wellness’ mean today? According to the Global Wellness Institute (GWI) — the US-non-profit offshoot of the Global Wellness Summit, which has been driving research and business across the industry since 2007 — the term is varied. It can be associated with fitness holidays and adventure travel focused around improving a sense of wellbeing or life balance, along with the obvious mind and body retreats. And it’s a booming sector. GWI projects a 9.9% average annual growth in the wellness economy between now and 2025, when it will reach nearly $7 trillion (£5.5 trillion).

Meanwhile, US-based non-profit the Wellness Tourism Association (WTA) was founded in 2018 with the aim of bringing standards to the growing wellness sector of the tourism industry, and defines wellness travel as simply that which allows the traveller ‘to maintain, enhance or kick-start a healthy lifestyle, and support or increase one’s sense of wellbeing’.

“What constitutes a wellbeing holiday is subjective,” says Justin Francis, co-founder and CEO of activist holiday company Responsible Travel . “I’d say a painting holiday in the Scottish Highlands or a wild camping experience can be as much about wellness as a vegan Pilates retreat. Wellness holidays simply allow you to rest and revive in your own way, mentally and physically.”

The company has added numerous nature-based holidays to its offering since the pandemic, in response to rising demand. It notes that activities like river kayaking are becoming more popular, and that interest in trips that give customers a chance to really focus on their physical wellbeing has risen almost 100% in the last five years. “We’re all much more attuned to the benefits of switching off our phones and being outdoors,” says Francis.

Active relaxation

It’s clear that well before the pandemic hit, our travel habits were changing. A McKinsey report in 2021 noted that 79% of respondents believed wellness was important, and 42% considered it a top priority, but in the preceding two to three years consumers in every market it researched reported a substantial increase (from 27% to 65%) in the prioritisation of wellness. Within the last decade, yoga mats have become the norm in hip hotels and gym access a hospitality standard, while spa-focused accommodation is ever-expanding.

Sports travel, with its tangible benefits and measurable outcomes — such as the number of miles hiked — is a thriving area of wellness. This boom in so-called ‘endorphin tourism’ attracts travellers seeking trips that give them a natural high — from desert marathons to trail running in the mountains. In Europe, the Alps have become something of an outdoor wellness playground. A 2020 report for France Montagnes, an association promoting French Alpine tourism, states that up to 70% of travellers see the mountains as a synonym for wellness.

“For several years now, and particularly since the post-Covid period, the mountains have been popular with visitors looking for an escape, nature and wellbeing, alongside more sporting activities,” says association president Jean-Luc Boch. The activities on offer range from the expectedly athletic to such specialisms as communing with nature while learning how to herd goats, meditative waterfall bathing, guided foraging for medicinal plants and mindful marathon running.

Cycling holidays have also boomed, with weekend/leisure bikers increasing between 30% and 60% across the UK and Europe between 2019 and 2022, according to European Parliament estimates. And surfing is seeing similar spikes in popularity. The International Surfing Association reported that around 35 million people surf worldwide, a figure it forecast to rise to 50 million by 2020, though it’s yet to release numbers. Whatever that number is, it looks set to increase further if the NHS starts adding to its ‘green prescriptions’ — issued for people to improve their mental and physical health by spending time outdoors in nature — by prescribing surfing as a treatment. A 2022 trial by select NHS trusts in England looked into the benefits of surfing for young adults with mental health issues.

Our increased state of ‘permanxiety’, be it fuelled by the stresses of modern life, lack of access to nature, economic instability, political turmoil or climate change, may be alleviated by travelling to immerse ourselves in the natural world, be it forest bathing, cold water swimming or mindful hiking. Travel, it seems, can be a proposition for salvation, not least among the booming number of people making pilgrimages. Both mainstream walking-tour operators and religious organisations are reporting soaring interest in such popular routes as the Camino de Santiago, with pilgrimages offering the chance for a hike to connect with yourself with others and with nature, even if religious beliefs don’t come into play.

But for some, this is exactly what travel, at its best, has always been about. Wellness was not something you singled out, found in a spa or were prescribed, but was about finding yourself out in the world, making connections with others or spending time in the great outdoors. Wellness was integral to the kind of travel that happened as slowly as time and money allowed, staying local, exploring on foot. Walking, for one, is something British travellers have long seen as vital to their health and wellbeing. Ramblers , a charity founded in the wake of the 1932 mass trespass on the Duke of Devonshire’s Kinder Scout grouse moors in Derbyshire, has received lottery funding in recent years for its Walking for Health initiative. The programme has seen some 70,000 people discover the benefits of a hike.

For many of us, working from home or a hybrid approach to work life has simply allowed more opportunities to do the things we enjoy. And the travel industry has responded with almost limitless options. Wellness has even infiltrated the traditional sand and sea resort-based breaks. Package tour operator On the Beach , for example, has curated a list of ‘dopamine-inducing’ destinations — places that boost the body’s natural feel-good factor with high-contrast colours and all-senses stimulation. Think: blue-and-white Greek island villages fragrant with wild thyme and oregano, or high-colour sights and jasmine-perfumed smells of Morocco.

Even Tui , one of the world’s largest holiday companies, is getting in on the act. It launched curated wellness breaks last year, a programme that partnered with television personality Davina McCall as a spokesperson for its ‘find your happy’ campaign. And in some ways, that’s what travel has always been about: getting away from it all, recharging, taking a break from the norm. But as travel and wellness become ever-more inexorably linked, our choices on exactly how we find our happy have become more nuanced and focused, immersing us in the outside world to soothe our inner one. Whether it’s working with a goat farmer in Morzine or running a marathon in a desert.

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Health Tourism: Exploring the Industry, Types, and Top Destinations

April 23, 2023.

Health tourism, also referred to as medical tourism or wellness tourism, is a rapidly growing sector within the global tourism industry. It encompasses a diverse range of activities and services, all aimed at improving or maintaining an individual's health and well-being. This article presents an overview of the health tourism industry, discusses different types of health tourism, examines the top 100 destinations, and provides insights into the number of travelers engaging in health tourism. ‍

Definition of Health Tourism

Health tourism is broadly defined as the practice of individuals traveling outside their country of residence to seek medical treatments, procedures, or wellness experiences. The motivations behind such travel may vary but often include factors such as cost savings, access to specialized treatments, shorter waiting times, or the opportunity to combine medical procedures with leisure travel. ‍

Types of Health Tourism

• Medical Tourism: This category of health tourism focuses on individuals that travel for medical treatments and procedures abroad. Common medical treatments sought by medical tourists include elective surgeries, dental treatments, fertility treatments, and cosmetic procedures. Often, providers offer medical tourism packages that include treatment costs, physician fees, ground transportation and, in some cases, hotel accommodation.
• Wellness Tourism: Wellness tourism, on the other hand, emphasizes the pursuit of well-being through activities and experiences that promote physical, mental, and spiritual health. Examples include spa treatments, yoga retreats, and mindfulness workshops.
• Preventative Healthcare Tourism: This type of health tourism revolves around the concept of proactive health management. Travelers in this category may seek routine medical check-ups, diagnostic tests, or alternative medical treatments to prevent potential health issues.

Top Destinations for Health Tourism

While it is beyond the scope of this article to provide an exhaustive list of the top health and medical tourism destinations; some notable countries and regions have emerged as leaders in this industry, particularly for combining medical and wellness services. These include:

• Thailand: Renowned for its state-of-the-art medical facilities and cost-effective treatments, Thailand has become a popular destination for medical tourists from around the world.
• India: With its combination of advanced healthcare infrastructure, skilled medical professionals, and affordable treatment options, India has emerged as a prominent player in the health tourism sector.
• Singapore: Known for its high-quality healthcare system, Singapore attracts health tourists seeking top-notch medical treatments and wellness experiences.
• Turkey: Offering high-quality medical care at competitive prices, Turkey has become a preferred destination for health tourists, particularly for cosmetic procedures and dental treatments.
• Hungary: Hungary is well-known for its dental and medical spa tourism, thanks to its high-quality services and natural thermal springs.
• Costa Rica: This Central American country has made a name for itself in the medical tourism industry by providing affordable, high-quality healthcare services in a beautiful natural setting.
• South Korea: Boasting world-class healthcare infrastructure and cutting-edge medical technology, South Korea is a top destination for cosmetic surgery and advanced medical treatments.
• Malaysia: Offering a range of healthcare services at competitive prices, Malaysia has become a popular destination for medical and wellness tourism in     Southeast Asia.
• Brazil: With its expertise in cosmetic surgery and dental treatments, Brazil attracts health tourists from across the globe.
• Spain: Spain's modern healthcare infrastructure and affordable treatment options make it an attractive destination for European health tourists.

Travelers Engaging in Health Tourism

The number of travelers engaging in health tourism has been steadily increasing in recent years. According to the Medical Tourism Association, the global medical tourism industry was valued at $58.6 billion in2020, with an estimated 14 million patients traveling for medical treatments each year. This figure is expected to grow at a compound annual growth rate (CAGR)of 12% through 2025, reaching an estimated market value of $142.2 billion.

Wellness tourism, on the other hand, has also witnessed significant growth in recent years. According to the Global Wellness Institute, the wellness tourism market was worth $639 billion in 2019 and is projected to grow at a CAGR of 7.5%, reaching $919 billion by 2022. This growth is driven by the increasing global demand for health and wellness experiences, as well as the rise in disposable incomes and greater awareness of preventive healthcare measures.

Several factors have contributed to the growth of health tourism. Some of these include:

Cost Savings: One of the main driving forces behind the growth of health tourism is the potential for significant cost savings. The cost of medical treatments and procedures can vary dramatically between countries due to factors such as labor costs, government subsidies, and differences in the cost of living. By traveling to countries with lower healthcare costs, health tourists can save a considerable amount of money. For example, a heart bypass surgery in the United States may cost around $100,000,while the same procedure in India could cost approximately $7,000. These cost savings can be particularly attractive for patients who are uninsured, underinsured, or require elective procedures that are not covered by insurance.

Access to Specialized Treatments: Another factor driving health tourism is the opportunity to access specialized treatments that may not be available or have limited availability in one's home country. This can be due to a lack of cutting-edge medical technology, a shortage of medical professionals with specialized skills, or restrictive regulations on certain treatments. Health tourists may choose to travel abroad to receive state-of-the-art care or treatments that are considered experimental or unapproved in their home country.

Shorter Waiting Times: In some countries, patients may face long waiting times for certain medical treatments or procedures due to factors such as limited healthcare resources or high demand. These waiting times can be particularly challenging for patients with chronic pain, deteriorating conditions, or urgent medical needs. Health tourism offers the opportunity for patients to bypass these waiting times and receive the necessary treatments more quickly. For example, a patient in the United Kingdom may face a waiting period of several months for a hip replacement surgery, while the same procedure could be readily available in countries such as Spain or Turkey.

Higher Quality of Care: Some health tourists perceive that the quality of care in another country may be higher than what is available in their home country. This perception can stem from factors such as the reputation of the destination country's healthcare system, the use of advanced medical technology, or the expertise of the medical professionals. For example, Singapore is renowned for its world-class healthcare system, attracting health tourists seeking top-notch medical treatments and wellness experiences. Additionally, countries like South Korea have gained a reputation for excellence in cosmetic surgery, drawing patients from around the world to receive high-quality care from skilled surgeons.

Combining Medical Procedures with Leisure Travel: Health tourism also offers the unique opportunity for individuals to combine medical treatments or wellness experiences with leisure travel. Many health tourists choose to extend their stay in the destination country to explore the local culture, visit tourist attractions, or simply relax and recuperate in a beautiful setting. This combination of medical and leisure travel can contribute to the overall well-being of the patient and enhance their recovery process. For example, a patient undergoing dental treatment in Costa Rica might also take the time to visit the country's beautiful beaches, rainforests, and national parks during their stay.

Health tourism has emerged as a significant sector within the global tourism industry, fueled by factors such as cost savings, access to specialized treatments, and a growing focus on wellness and preventative healthcare. As the industry continues to expand, more countries are investing in their healthcare infrastructure to attract health tourists, offering a wide range of medical and wellness services to meet the diverse needs of these travelers. With the increasing popularity of health tourism, it is essential for healthcare providers, governments, and tourism organizations to work together to ensure the highest standards of care and services for health tourists while promoting sustainable and responsible practices within the industry.

Image credits: Image by <a href="https://www.freepik.com/free-photo/top-view-glove-with-stethoscope_9469085.htm#query=health%20tourism&position=25&from_view=search&track=ais">Freepik</a>

Gha standards accredited by isqua.

A Global Authority in Medical Tourism Accreditation

Medical travel facilitator certification.

GHA’s Medical Travel Facilitator Certification is conducted online and focuses on validating the capacity of facilitator companies to provide appropriate services to clients that enhance safety and patient experience along the entire Medical Travel Care Continuum (patient journey) as appropriate to the to the particular healthcare provider and the facilitator company’s business model.

The magazine of Glion Institute of Higher Education

• Wellness tourism: your guide to holistic traveling

Travel isn’t just about je­t-setting and collecting passport stamps or even see­king out inspiring nature or wildlife. There­’s another aspect of travel that has the power to nourish the soul through transformative e­xperiences that can re­juvenate mind and body.

Wellness is now a big part of travel, and many hotels and resorts include sumptuous spas where guests can unwind and rejuvenate. Whethe­r you aspire to work in the hospitality industry or start your own wellne­ss venture, it’s esse­ntial to have a deep unde­rstanding of this specific but expanding niche.

Overview of wellness tourism

Wellne­ss tourism is a sector of the hospitality industry which encompasses a blend of he­alth, fitness, spirituality, and travel. It offers various activitie­s and treatments that aim to nourish the human spirit and promote holistic wellbeing and health.

Wellne­ss tourism provides unique e­xperiences that go beyond typical travel. It can combine ancie­nt healing practices with modern the­rapies to offer restorative­ interlude or even entire journeys focused on enhancing physical resilie­nce, managing stress, and adopting healthie­r lifestyle habits like nutritious e­ating and daily meditation. Wellne­ss tourism allows guests to prioritize caring for their physical, mental and even spiritual health.

Wellne­ss-themed trips provide a range of distinctive experience­s, whether it’s indulging in mineral-rich the­rmal waters at Iceland’s Blue Lagoon or re­juvenating mind and body through yoga retreats in Bali’s picture­sque landscapes. These­ journeys are designe­d to create lasting positive change­s within travelers eve­n after their vacations come to an e­nd.

They expand our understanding of travel while establishing a profound connection be­tween health and holiday activities. Wellness businesses can range from treatments in spas to boutique hotels , or to ultra-luxury wellness chains, but all have a focus on helping guests with achieving greater well-being.

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History of wellness tourism

The wellness tourism market could be regarded as dating back thousands of ye­ars, to civilizations that valued healing and balance in their live­s. The Greeks, for e­xample, built one of the first forms of wellness tourism, with the thermal baths at Epidaurus to promote good health. Likewise­, the Romans created luxurious re­sorts focused on bath houses where­ people could indulge in re­storative treatments. These­ ancient civilizations laid the foundation for what we now re­cognize as wellness tourism.

Let’s fast forward to the­ late 19th century, when health retreats and wellness services started gaining popularity in Europe­. These retre­ats focused on encouraging fresh air, nutritious me­als, and activities like hiking, that remain central to mode­rn wellness getaways.

As we moved into the 20th ce­ntury and even the 21st, our concept of health evolve­d to encompass mental wellbeing. In response, resort-style­ wellness centers emerged, prioritizing stre­ss reduction and relaxation alongside conve­ntional physical therapies. Most recently,  advancements in me­dical knowledge and technology encouraged the incorporation of  preventative care­ and a holistic approach into vacation settings.

Contemporary travel offers a wide range­ of guest experience­s that promise fitness, better health or cultivating sere­nity, depending on the guest’s desires. These expe­riences cater to the­ needs of global tourists, providing eve­rything from destination wellbeing bre­aks with hot springs and aromatherapy massages to adventures with a focus on se­lf-development and introspe­ction. The varie­ty of options today stems from the huge growth in wellness tourism.

Types of wellness tourism

There are diffe­rent types of wellne­ss tourism that cater to the unique ne­eds of trave­lers. Whether you are­ seeking physical, emotional, or me­ntal well-being, there­ is a form of holistic travel suited to every prefe­rence.

Spa breaks have­ become incredibly popular worldwide­ as a type of wellness holiday. The­se retreats provide­ a comprehensive re­laxation experience­ that aims to enhance overall he­alth and relaxation. With a range of tre­atments such as aromatherapy and massage, as we­ll as opportunities to enjoy thermal wate­rs and mud baths, spa breaks offer the pe­rfect opportunity to rejuve­nate both mind and body in often lovely surroundings. They are an exce­llent choice for individuals see­king an antidote to daily stress.

Yoga retreats

Yoga retre­ats offer more than just physical stretching e­xercises. They provide­ opportunities for spiritual growth while toning the body. The­se retreats include­ immersive sessions that e­xplore various styles of yoga, along with meditation practice­s and guidance on balanced nutrition. You can choose from locations like India or Costa Rica to enhance your fle­xibility and also deepen your unde­rstanding of yogic philosophy in stunning locations.

Meditation retreats

Meditation re­treats offer a focused and se­rene environme­nt for individuals seeking calm and clarity. Through mindfulness practices in tranquil se­ttings, these retre­ats aim to deepen se­lf-awareness and promote inne­r tranquility. They provide an ideal e­scape from busy routines and offer an opportunity for e­nhanced serenity.

Healthy eating breaks

Then there are  healthy eating breaks to choose from in the wellness re­treat menu. These bre­aks offer a combination of nutritional education and delightful culinary e­xperiences. From ve­gan cooking classes in Bali to ayurvedic diet practice­s in India, these getaways promote­ mindful eating while tantalizing the taste buds. The­y’re an ideal choice for food e­nthusiasts who want to enhance their unde­rstanding of the connection betwe­en food and health.

Popular destinations for wellness tourism

mapodile / E+ Via Getty Images

When it come­s to wellness tourism, there­ are certain destinations that truly captivate­ with their one-of-a-kind charm. These­ places seamlessly ble­nd stunning natural landscapes with specialized e­xperiences tailore­d to the needs and de­sires of the we­llness traveler. Let’s examine five standout de­stinations that have made a lasting impression on the wellness industry.

Iceland’s bre­athtaking landscapes offer more than simply beauty. This Nordic nation is renowned as a hotspot for wellbeing, with holistic health support through geothe­rmal hot springs, such as the popular Blue Lagoon. These­ springs are believe­d to have therapeutic be­nefits and provide a sere­ne ambiance perfe­ct for transformative yoga and meditation sessions.

If you venture­ to Asia, you’ll discover that Thailand has become a popular de­stination for health-conscious travelers se­eking wellness e­xperiences. Thai massage­ techniques have gaine­d global recognition, making it a must-try experie­nce for wellness e­nthusiasts. In addition, there are distinctive retreats that offer de­tox programs and meditation practices, promoting physical and spiritual healing. The­se experie­nces align with the balanced life­style that is the foundation of Thailand’s cultural philosophy.

With its dee­p connection to ancient wisdom and spirituality, India has establishe­d itself as a top destination for wellne­ss. Known as the birthplace of yoga, the country offe­rs immersive yoga retre­ats in tranquil settings like Rishikesh and Ke­rala. Additionally, India’s age-old ayurvedic treatme­nts and flavorful vegetarian cuisine make­ it an irresistible choice for anyone­ seeking a rejuve­nating break.

Costa Rica is a haven for anyone seeking e­co-friendly travel and wellne­ss retreats that promote sustainability. Picture­ vibrant rainforests, where yoga studios ble­nd seamlessly with nature, and days that be­gin with beachside relaxation and e­nd with sunset meditations. Costa Rica’s Blue Zone­ in Nicoya is known for its high number of ce­ntenarians, so Costa Ricans are excellent practitioners of health for longevity.

Benefits of wellness tourism

There are plenty of reasons why the hospitality industry is important , but the wellness tourism sector has additional benefits. It continues to attract a growing numbe­r of individuals who are captivated by its approach to improving physical health, mental we­llbeing, and spiritual growth.

Physical revitalization

Wellne­ss tourism offers a great opportunity for individuals to rejuve­nate their physical wellbe­ing. By immersing yourself in wellness activities like­ yoga sessions, hiking, and massage therapy, you can e­nhance fitness leve­ls, nurture the body and embrace a healthy life­style with lots of beneficial activity.

Mental restoration

Another important be­nefit is mental rejuve­nation. The stresses of daily life can have a negative impact on me­ntal health, and a study conducted by the Me­dical Wellness Association confirms that engaging in we­llness travel helps to re­duce stress and promote re­laxation.

Cultural exchange

Wellne­ss tourism also offers the intriguing prospect of cultural e­xchange. Travelers can relish ­ the opportunity to immerse the­mselves in differe­nt cultures, learning about unique customs and traditions that are­ associated with wellbe­ing in a specific region.

Improved relationships and social engagement

Wellne­ss retreats often prioritize­ social interaction as part of their program. This can be achie­ved through group exercise­ classes, communal meals, and workshops that foster conne­ctions among participants. The goal is to enhance re­lationships and create a strong sense­ of community within the wellness re­treat.

Sustainable practices

Wellne­ss centers that prioritize sustainable­ practices also promote environme­ntal responsibility. By choosing to engage in we­llness tourism, individuals can contribute to reducing the­ir carbon footprint and supporting eco-friendly resorts. This be­nefits personal health and contribute­s to the longevity of our planet by supporting sustainable initiatives.

Long-lasting impact

Finally, many individuals return home­ from wellness vacations with valuable knowledge­ about maintaining a healthier lifestyle­ long after the­ir time away, contributing to a truly meaningful holiday e­xperience.

Challenges of wellness tourism

Wellne­ss tourism has experience­d significant growth in recent years, comple­tely transforming the travel industry. Howe­ver, such rapid expansion, also prese­nts a unique set of challenge­s.

• A major challenge­ in the wellness industry is e­nsuring consistent quality standards. The influx of new players can make it difficult for consume­rs to identify high-quality providers that mee­t expected health and well-being standards.
• Many are growing increasingly concerne­d that certain wellness re­treats may contribute to environmental harm. Balancing the provision of re­juvenating experie­nces for wellness tourists with the prese­rvation of resources and local ecology can be a significant challenge.
• There­ is often confusion surrounding the definition of we­llness tourism. While activities like­ yoga retreats and spa breaks are­ easy to define, te­rms such as “medical tourism” can be open to interpretation.
• Additionally, accurately me­asuring and tracking the experie­nces of wellness trave­lers presents a challe­nge for the industry. Without clear indicators or be­nchmarks that reflect genuine­ wellness outcomes, it be­comes difficult for venues and programs to effectively present and market their offerings with integrity.

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Intro – Whether you want to lead world-class wellness businesses or start your own hospitality company, our degree provides access to industry leaders and sought-after placements to expand your networks and bring ideas into reality.

Trends in wellness tourism

Tourism is constantly evolving, and seve­ral emerging trends demonstrate this. One significant  trend is the­ growing popularity of travel for health and wellbe­ing. Many travelers now see­k both physical and mental healing as they e­xplore new destinations. These trends include the following.

• A notable tre­nd in wellness travel is pe­rsonalization. Today’s travelers see­k unique experie­nces that are tailored to the­ir individual needs and desire­s. As a result, retreats and re­sorts are creating customized tre­atment plans that cater to specific goals re­lated to mental health, we­ight management, detoxification, or spiritual de­velopment.
• As technology continue­s to play a larger role in daily lives, the­re has been a notice­able increase in the­ popularity of digital detox vacations. These re­treats provide individuals with an opportunity to unplug from technology and focus on mindfulne­ss, strengthening human connections without the­ distraction of screens. There are also hotels and resorts that use new hospitality technology to help offer an even better break for their guests.
• A growing trend in global we­llness tourism is the increasing appre­ciation of local traditions and indigenous practices. For example­, you can experience­ Mayan steam bath rituals in Mexico or ayurvedic tre­atments in India, allowing for a deepe­r connection with local culture and history.
• The trave­l industry’s future direction is heavily influe­nced by the incorporation of eco-frie­ndly practices. The growing recognition of sustainable­ travel has resulted in a highe­r demand for organic dining choices, low-emission transportation options, and plastic-fre­e initiatives that minimize e­nvironmental impact.

Wellness tourism is booming, and by opting for wellness retreats, many guests active­ly engage in a transformative journe­y that not only improves their physical health but improves their focus and overall se­renity.

There­ is a significant opportunity for innovation in the wellness tourism industry, as re­cent trends show a growing prefe­rence for personalize­d experience­s and programs that cater to specific needs, whether that is support in nutrition, fitness or even digital detox. Forecasts indicate­ a positive future for this sector within the­ broader tourism industry. At Glion, we offer hospitality de­grees that provide you with the­ skills and knowledge nece­ssary to thrive in the holistic travel se­ctor. Start your journey with Glion today or explore othe­r exciting careers in hospitality .

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UN Tourism | Bringing the world closer

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• 20 Dec 2018

UNWTO/ETC Launch Report on Health Tourism

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PR No. : PR 18100

Madrid, Spain, 27 December 2018 – The World Tourism Organization (UNWTO), together with the European Travel Commission (ETC) launched a new report on health tourism. Part of their joint research programme, the study is the first attempt to set a coherent conceptualization of health tourism and define the motivations behind travellers looking for health-related services.

‘Exploring Health Tourism’ proposes a comprehensive taxonomy with a consistent terminology to define and describe the intricate system of travelling for health purposes and provides a practical toolkit for National Tourism Organizations (NTOs) and Destination Management Organizations (DMOs) wanting to develop health tourism.

As defined in the report, health tourism covers those types of tourism which have as a primary motivation the contribution to physical, mental and/or spiritual health through medical and wellness-based activities.

The report sheds light on the factors shaping health tourism such as technological developments, personal health, data protection and urbanization. It also explores the market, the demand and the supply of health tourism and provides examples of marketing management. Finally, the study proposes a set of recommendations ranging from improved data collection and more accurate measurement to more accessible and sustainable health tourism calling for further partnerships.

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Exploring Health Tourism Report

Exploring Health Tourism Report- Executive Summary

UNWTO Communications Department

Tel: (+34) 91 567 8100 / Fax: +34 91 567 8218 /  [email protected]

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Health and Wellness Tourists’ Motivation and Behavior Intention: The Role of Perceived Value

1 School of Geography and Tourism, Huanggang Normal University, Huanggang 438000, China

2 Faculty of Humanities and Social Sciences, Macao Polytechnic University, Macau 999078, China

Jiansong Zheng

3 Education Department, Huanggang Normal University, Huanggang 438000, China

Junxian Shen

4 Mental Health Counseling Center, Wuhan Sports University, Wuhan 430079, China

Associated Data

Data connected to this research are available from the corresponding author under request.

In recent years, with the rapid change of people’s health concept, health and wellness tourism has shown a vigorous development trend. However, existing literature has been lacking on travelers’ behavioral intentions, influenced by their motivation in health and wellness tourism. To fill in this gap, we designed scales of tourists’ behavioral intention and motivation in health and wellness tourism and investigated the aforementioned effects, with a sample of 493 visitors who have traveled in health and wellness tourism. Factor analysis and structural equation models were applied to explore the relations among motivation, perceived value, and behavioral intention in health and wellness tourism. The results indicate that health and wellness tourists’ motivation significantly positively predicts their behavior intentions. Travelers’ perceived value of health and wellness tourism significantly partially mediates the associations between their behavioral intention and escape motivation, attractive motivation, environmental motivation, as well as interpersonal motivation. No empirical evidence supports the mediating role of perceived value in the correlation between consumption motivation and behavioral intention. Health and wellness tourism industries are encouraged to meet the intrinsic motivation of travelers and make them perceive the value of this kind of tourism, which in turn promotes tourists’ choice, evaluation, and satisfaction of health and wellness tourism.

1. Introduction

Health and wellness tourism has been blooming around the world since the COVID-19 pandemic [ 1 , 2 , 3 ]. COVID-19 has swept the world and the outbreak has had a major impact on public health and tourism as one of the keys to the global economy [ 4 , 5 ]. The impact of this epidemic on health and wellness tourism is diverse, with the heterogeneity of prevention and control measures in different countries or regions [ 6 ]. As a health and economic crisis, the perceived risk of the virus is likely to affect tourists’ intentions to travel [ 2 , 7 ]. The Chinese government has been relaxing a dynamic zero-COVID policy at the end of 2022 [ 8 ]. This means that China’s domestic tourism market has been reopened, but the international tourism market is still limited by the epidemic restriction policies of the destination countries or regions. In this context, tourism industries with acceptable prices and positive health orientations may be more popular among travelers [ 4 , 7 ]. Health and wellness tourism has become a powerful catalyst for regional development in a competitive global tourism economy [ 2 , 3 ]. Therefore, it is necessary to explore the motivation and behavioral intentions of tourists toward health and wellness tourism.

As a new kind of integrated development of tourism and health industry, health and wellness tourism’s advantages are outstanding and well-liked by the public, and it has become an emerging form of tourism economy [ 9 , 10 ]. In terms of China’s data, the market size of health and wellness tourism industry reached 82.9 billion yuan in 2019, and the compound annual growth rate of the market size of health tourism has reached about 20% from 2016 to 2020 [ 11 ].

The World Tourism Organization considered medical tourism as tourism services with the theme of medical care, rehabilitation, and recuperation [ 12 ]. As an advanced concept with medical tourism, health and wellness tourism offers medical and non-medical services to travelers and there are three main definitions of this kind of tourism [ 13 ]. The first one considers health and wellness tourism as a comprehensive form of tourism for the purpose of wellness, to obtain physical as well as spiritual relaxation so that people can consciously and enthusiastically participate in various activities in society [ 13 , 14 ]. The second definition considers health and wellness as a way to achieve mental health and physical health by adjusting the body and mind without the need for medical intervention on vacation [ 15 ]. Scholars who hold this view believe that tourists are traveling for the purpose of health needs and also to find intangible values, such as a healthy balance of body, mind, and spirit [ 16 ]. The third definition is formed through some form of health and wellness tourism and focuses more on the final outcome presented [ 13 , 17 ]. For example, it has been argued that the strength of the visitor’s experience is related to whether the visitor ultimately chooses the destination or not, and this indicator is also effective in predicting the number of visitors in the health and wellness tourism development process [ 18 ].

Health and wellness tourism has received extensive attention and research from all walks of life [ 19 ]. Most scholars have been concerned with the innovation of health and wellness tourism, the evaluation of health and wellness tourism development resources in case sites, and the corresponding development countermeasures [ 1 , 9 , 13 ]. However, systematic studies regarding health and wellness tourism are extremely lacking, especially in the field of tourism psychology. Therefore, this study aims to design scales of motivation, perceived value, and behavioral intention in health and wellness tourism, and investigate their relations. The empirical evidence may help industries of health and wellness tourism to design strategies to attract tourists and provide policy implications to tourism sectors of government.

2. Literature Review and Hypotheses

2.1. health and wellness tourism motivation and behavioral intention.

Tourists’ behavioral intentions in health and wellness tourism are able to predict their actual tourism behaviors and can effectively reflect the number of travelers in the tourism market [ 5 , 20 ]. Behavioral intention in health and wellness tourism refers to tourists’ preferences for this kind of tourism [ 21 , 22 , 23 ]. The high levels of travelers’ behavioral intention represent their preference for health and wellness tourism attractions as destinations, higher satisfaction with the tourism products or services, and willingness to recommend the tour to friends and family [ 5 , 24 , 25 ]. Tourists’ behavioral intentions are influenced by many factors, including demographic information such as age [ 26 ], education level [ 1 , 27 ], health status [ 28 ], and psychological factors including motivation [ 29 ], risk perception [ 30 ], and satisfaction [ 31 ]. Existing studies have noted the negative impact of the threat posed by the COVID-19 virus on the tourism market [ 2 , 30 , 32 ]. However, the COVID-19 epidemic has created a broad market prospect for health and wellness tourism [ 3 , 27 ]. In terms of China, the easing of the containment of the epidemic is a great boon to the domestic tourism industries, especially health and wellness tourism [ 8 , 30 ]. The actual number of the travelers still depends on the behavioral intentions of the individuals, and the motivation to travel is recognized as a determinant of behavioral intentions in health and wellness tourism [ 29 , 33 ].

The push and pull motivation theory can be applied to explain that tourists’ behavioral intentions in health and wellness tourism are driven by motivation [ 34 , 35 , 36 ]. The push motivation is the intrinsic motivation for people to undertake tourism activities while the pull motivation of tourism is the extrinsic motivation for people to choose a destination for their well-being [ 36 , 37 , 38 ]. Push motivation can be divided into two sub-dimensions: escape from individuals’ routines [ 39 , 40 ] and acceptable cost [ 41 ]. When individuals keep repeating their studies or work, they tend to develop a feeling of dullness and show a sullen state, which is harmful to their health and well-being [ 19 , 42 ]. Escaping from the present environment may heal residents and enable them to relax [ 43 ]. Health and wellness tourism with its healing characteristics, is suitable to help working people to relax, when compared to other types of tourism [ 44 , 45 ]. Appropriate spending during tourism can not only be pleasurable, but also satisfy the physical needs of the journey [ 46 , 47 ]. When feeling that the cost of time and money is worthwhile and effective in enhancing their wellness, tourists will show a preference for health and wellness tourism [ 48 ]. In this context, travelers may exhibit a greater likelihood of choice for health and wellness tourism. We use the terms escape motivation and cost motivation to describe these psychological processes to explore the influence of push motivation on behavioral intentions in health and wellness tourism [ 36 , 49 , 50 ]. Based on this, we proposed the hypothesis as follows:

Tourists’ escape motivation positively predicts their behavioral intention in health and wellness tourism.

Tourists’ consumption motivation positively predicts their behavioral intention in health and wellness tourism.

Pull motivations in health and wellness tourism may include the attraction of attractions with wellness features [ 51 ], spiritual cleansing from green natural landscapes [ 52 ], and the hospitality of friends at the destination or the enhancement of relationships with fellow travelers [ 53 , 54 ]. Three terms including attraction motivation, natural environmental motivation, and interpersonal motivation were used as three sub-dimensions of motivation in health and wellness tourism [ 53 ]. Specifically, travelers can be directly healed by purchasing health and wellness tourism products or services including spa, massage, medical product experience, and health care knowledge [ 13 , 26 , 55 ]. Tourists can enjoy the fresh air in green resorts, which is not available in their routines [ 52 ]. Interpersonal interaction has been shown to be a key element in choosing a health and wellness tourism destination [ 56 ]. Based on this, we proposed the hypothesis as follows.

Tourists’ attractive motivation positively predicts their behavioral intention in health and wellness tourism.

Tourists’ natural environmental motivation positively predicts their behavioral intention in health and wellness tourism.

Tourists’ interpersonal motivation positively predicts their behavioral intention in health and wellness tourism.

2.2. Perceived Value as a Mediator

Tourists’ perceived value refers to the result of a comparison between travelers’ costs in their travel process and what they acquire after an actual tour [ 57 , 58 ]. Tourists’ perceived value is a determining factor in their choice, evaluation, and satisfaction with regard to particular attractions [ 24 , 32 , 58 , 59 ]. When travelers perceive the value of health and wellness tourism, they will give extra consideration to the health-enhancing effects brought by this type of tourism [ 54 , 60 ]. In general, perceived value can be subdivided into some dimensions including functional, emotional, and social perceptions, as well as perceived sacrifice [ 24 , 61 , 62 , 63 ]. In terms of health and wellness tourism, tourists’ perceived value can be considered as health perceived value, emotion perceived value, and cost perceived value [ 13 , 64 ]. When travelers perceive high quality of health and wellness products or services, they may show higher behavioral intentions in this kind of tourism [ 24 , 65 ].

Tourists with the push motivation may perceive the high value of health and wellness tourism [ 13 , 42 ]. For instance, individuals desire to escape their routines when perceiving the health and emotional value of health and wellness tourism [ 66 ]. When it is felt that health and wellness tourism cost including time and money is acceptable, travelers may be able to generate a sense of worthiness towards the tourism [ 46 , 47 ]. The pull motivation of travelers also may positively influence their perceived value of health and wellness tourism [ 13 , 37 ]. Individuals may be attracted by health and wellness products or services and a healthy environmental atmosphere, and for the sake of their health status improvement, they likely perceive a high value of health and wellness tourism [ 42 , 54 , 66 ]. Interpersonal motivation is an antecedent to holistic tourism and may also play a role in the choice of health and wellness tourism, especially when there are older adults or chronic disease patients in the tour groups [ 42 , 66 , 67 ]. Based on this, we propose the hypothesis as follows.

Tourists’ escape motivation has a positive impact on their perceived value of health and wellness tourism, which, in tune, positively predicts their behavioral intentions.

Tourists’ consumption motivation has a positive impact on their perceived value of health and wellness tourism, which, in tune, positively predicts their behavioral intentions.

Tourists’ attraction motivation has a positive impact on their perceived value of health and wellness tourism, which, in tune, positively predicts their behavioral intentions.

Tourists’ natural environmental motivation has a positive impact on their perceived value of health and wellness tourism, which, in tune, positively predicts their behavioral intentions.

Tourists’ interpersonal motivation has a positive impact on their perceived value of health and wellness tourism, which, in tune, positively predicts their behavioral intentions.

Based on the theory of push and pull motivation, we explored tourists’ behavioral intention as regards tourism in line with tourism motivation, including escape, consumption, attractive natural environmental, and interpersonal motivation in health and wellness tourism. We focused on the mechanism including the mediating effect of travelers’ perceived value on the aforementioned relations. We designed scales for the variables including behavioral intention, tourism motivation, and perceived value, and methods including Cronbach’s α value, Kaiser–Meyer–Olkin value, Bartlett’s sphericity test, and exploratory factor analysis were used to ensure the reliability and validity of these scales. Confirmatory factor analysis and the structural equation model were used to explore the effects of tourists’ push and pull motivation on their behavioral intentions in health and wellness tourism and the intermediary mechanisms, with perceived value as the mediating variable. The study framework is shown in Figure 1 .

The Framework.

3. Methodology

3.1. data source.

The survey was conducted from June to September 2022 and the respondents were people who have participated in health and wellness tourism in China at least once. With the help of travel agency staff, online questionnaires were distributed to the tourists. We briefed the participants on the purpose of the questionnaire and they were asked to answer voluntarily. A total of 510 questionnaires were distributed, and 493 valid questionnaires were collected, with an effective rate of 96.7%. The samples were obtained from many provinces in China, including Sichuan, Guizhou, Hubei, Hunan, Shandong, Guangdong, Tianjin, Beijing, Jiangsu, Zhejiang, Guanxi, Liaoning, Jilin, Heilongjiang, Anhui, Henan, Shanxi.

3.2. Variables

Behavioral intention Referring to Sthapit, Del Chiappa, Coudounaris, and Björk [ 21 ], six items were utilized to portray tourists’ behavioral intentions in health and wellness tourism, as shown in Table 1 . Respondents were asked to answer how they approved of these items using a 5-point Likert scale and a higher score represents travelers’ higher behavioral intention in health and wellness tourism. In this study, the Cronbach’s α coefficient of behavioral intention was 0.897.

Measurement items and statistical characteristics of the variables.

Notes. “-” represents no dimension of behavioral intention.

Escape motivation Referring to Wong, Musa, and Taha [ 50 ] and Lee and Li [ 53 ], three items were designed to reflect the escape motivation of tourists as shown in Table 1 . The participants filled in the degree of agreement with the items using a 5-point Likert scale, with a higher score representing a higher level of escape motivation. In this study, the Cronbach’s α coefficient of escape motivation was 0.800.

Attractive motivation Referring to Wong, Musa, and Taha [ 50 ] and Lee and Li [ 53 ], three items were used to indicate the attractive motivation of tourists, as shown in Table 1 . The participants filled in the degree of agreement with the items using a 5-point Likert scale, with a higher score representing a higher level of attractive motivation. In this study, the Cronbach’s α coefficient of attractive motivation was 0.812.

Consumption motivation Referring to Wong, Musa, and Taha [ 50 ], three items were used to indicate consumption motivation of tourists, as shown in Table 1 . The participants filled in the degree of agreement with the items using a 5-point Likert scale, with a higher score representing a higher level of consumption motivation. In this study, the Cronbach’s α coefficient of consumption motivation was 0.822.

Natural environmental motivation Referring to Wong, Musa, and Taha [ 50 ] and Lee and Li [ 53 ], three items were used to represent natural environmental motivation of tourists, as shown in Table 1 . The participants filled in the degree of agreement with the items using a 5-point Likert scale, with a higher score representing a higher level of consumption motivation. In this study, the Cronbach’s α coefficient of consumption motivation was 0.812.

Interpersonal motivation Referring to Wong, Musa, and Taha [ 50 ], five items were used to indicate interpersonal motivation of tourists, as shown in Table 1 . The participants filled in the degree of agreement with the items by using a 5-point Likert scale, with a higher score representing a higher level of consumption motivation. In this study, the Cronbach’s α coefficient of consumption motivation was 0.864.

Perceived value Referring to Dai, Zhao, Wang, and Zeng [ 58 ] and Lee and Li [ 53 ], tourists’ perceived value of health and wellness tourism was divided into three sub-dimensions, including emotional value, perceived sacrifice, and health value, and the corresponding items were designed, as shown in Table 1 . Emotional value was measured by four items using a 5-point Likert scale. A higher score represents higher levels of perceived emotional value of tourists. Perceived sacrifice was assessed by three items using a 5-point Likert scale. A higher score means more acceptable monetary aspects, such as price, and non-monetary aspects, such as time, convenience, and physical efforts, that tourists perceived. Health value was estimated by five items using a 5-point Likert scale. A higher score represents higher degrees of perceived health value of tourists. In this study, the Cronbach’s α coefficients of perceived emotion, cost, health, and the total value were 0.873, 0.814, 0.859, and 0.910, respectively.

4.1. Descriptive Statistics

Table 2 shows the demographic information of the respondents. Among them, over half (58.4%) were female. A larger proportion (70%) of the respondents were aged between 18 and 45, meaning that health and wellness tourism tourists are getting younger. Nearly 90% of the participants had a junior college education or above. Over half (59.3%) of the respondents earned 3000 to 10,000 yuan per month. Over half (55.0%) of the participants were company employees. All individuals have traveled for health and wellness tourism at least once.

Demographic Profile of Respondents.

Notes: N = 493.

4.2. Analysis of Validity and Reliability

4.2.1. exploratory factor analysis.

The Cronbach’s α coefficients of behavioral intention, five sub-dimensions of tourism motivation, and perceived value were all above or equal to 0.800, meaning that the validity of these variables was good [ 68 ]. By using SPSS 22.0, the Kaiser–Meyer–Olkin (KMO) value was calculated and Bartlett’s test was applied. The results showed that the KMO values of behavioral intention, tourism motivation, and perceived value were 0.905, 0.869, and 0.919, respectively, while the approximate square card of behavioral intention, tourism motivation, and perceived value were 3057.033 ( df = 66, p < 0.001), 3782.221 ( df = 136, p < 0.001), and 1581.617( df = 15, p < 0.001), respectively. The KMO values were all around 0.900, while Bartlett’s tests were accepted [ 69 ]. The reliability was good. Exploratory factor analysis can be utilized for the collected data. Principle factor analysis was used to perform exploratory factor analysis. If characteristic root values of principal components were greater than 1, the principal components were extracted [ 70 ]. The maximum variance method was used to rotate the factors [ 70 ].

Table 1 and Table 3 showed the results of the exploratory factor analysis (If the factors were not extracted, their factor loadings were not listed. However, the details are available to readers upon request from the authors). The results showed that only one component could be extracted from tourists’ behavioral intentions in health and wellness tourism. The eigenvalue of this factor was 3.964, and the variance explanation rates reached 66.071%. In terms of tourists’ motivation scale, five factors were extracted, and these factors were escape, consumption, attractive, natural environmental, and interpersonal motivation, and the variance explanation rates of these five factors after rotation were 18.985%, 13.255%, 13.009%, 12.945%, and 12.664%, respectively, and the cumulative variance explanation rate after rotation reached 70.857%. Three factors were extracted from the perceived value scale. The three factors of perceived value were emotion, cost, and health value, and the explained variances of these three factors after rotation were 25.656%, 24.262%, and 19.523%, respectively, and the cumulative explained variance after rotation was 69.441%. The results showed that the factor loadings were all greater than 0.5, meaning that they all met the internal consistency reliability requirements [ 70 , 71 ].

Model fitness test results.

We calculated the statistical characteristics of the items, and these characteristics included mean, standard deviation, skewness, and kurtosis, as shown in Table 1 . The mean scores of each variable are between 3 and 5 on 5-point Likert scales, indicating that the level of participants’ tourism motivation, perceived value, and behavioral intention in health and wellness tourism were all above the medium level. Skewness and kurtosis of measurement items were used to ensure the normality of the data. According to the criteria proposed by Kline [ 72 ], if the absolute value of the skewness value is within 3 and the kurtosis value is within 8, the data can be considered to satisfy the requirements of an approximately normal distribution [ 73 ]. The absolute values of skewness and kurtosis coefficients of each measurement question item in this study were within the standard range ( Table 1 ). Therefore, the data conformed to an approximate normal distribution.

4.2.2. Confirmatory Factor Analysis

• (1) Aggregation validity of the measurement model

Confirmatory factor analysis was utilized to verify the validity of the structural equation model. The model fit was good according to the ideal fit criteria ( Table 3 ) [ 74 ]. The standardized loading coefficients for each observed item were significantly greater than 0.5, implying a high level of correlation between each dimension and its constituent latent variables ( Table 1 ) [ 70 ]. The construct reliabilities (CR) of the latent variables were all greater than 0.7 and their average variance extractions (AVE) were all greater than 0.5, indicating high aggregation validity between the variables ( Table 1 ) [ 71 ]. The variance inflation factors (VIFs) of the question items were all less than 3, and there was no significant multicollinearity among the items [ 70 ].

• (2) Discriminant validity of the measurement model

The correlation coefficients between the study variables were compared with the square roots of their AVEs. The discriminant validity was good when the square root of AVE of a variable is smaller than its correlation coefficient with other variables [ 75 ]. There was a higher discriminant validity in this study, and a path analysis of the structural equation model can be applied ( Table 4 ).

Discriminant validity of measurement models.

Note. ***, p < 0.001; The value in parentheses refers to the square root of AVE of the corresponding variable.

4.3. Results of Structural Equation Model

Amos 26.0 was applied to solve the structural equation model. Figure 2 shows the results of the structural equation model. In the structural equation model verification, CMIN was 814.554, CMIN/ df was 1.520, GFI, AGFI, NFI, RFI, IFI, TLI, and CFI were all above 0.9, RMSEA was 0.033, less than 0.08, Standardized RMR was 0.035, less than 0.05 [ 76 ]. Almost all the fitting indexes were in line with the standards of a general structural equation model, and therefore, the model fits well [ 74 ].

Result of structural equation model. Notes. N = 493; * p < 0.05, ** p < 0.01, *** p < 0.001.

Table 5 depicted the influencing paths of the variables. Tourists’ behavioral intentions were significantly positively predicted by tourism motivation, including escape motivation, consumption motivation, attractive motivation, natural environmental motivation, and interpersonal motivation ( β = 0.215, p < 0.001; β = 0.274, p < 0.001; β = 0.149, p = 0.002; β = 0.118, p = 0.004; β = 0.106, p = 0.030, respectively). Tourists’ perceived value was significantly positively predicted by escape motivation, attractive motivation, natural environmental motivation, and interpersonal motivation ( β = 0.376, p < 0.001; β = 0.264, p < 0.001; β = 0.151, p = 0.001; β = 0.241, p < 0.001, respectively). Travelers’ consumption motivation did not have a significant impact on their perceived value in health and wellness tourism ( β = 0.052, p = 0.273). Travelers’ perceived value significantly positively predicted their behavioral intention in health and wellness tourism ( β = 0.249, p = 0.002).

Pathways analysis.

The bias-corrected bootstrap method with 5000 samples was utilized to verify the mediating effect of perceived value on the relations between behavioral intention and tourism motivation, including escape, consumption, attractive, natural environmental, and interpersonal motivation. The results showed that tourists’ perceived value significantly partially mediates the association between behavioral intention and escape, attractive, natural environmental, and interpersonal motivation, and the indirect effects accounted for 30.2%, 30.4%, 24.4%, and 36.4% of the total effect ( p s < 0.05 and the 95% confidence interval includes 0, Table 6 ). H2a, H2c, H2d, and H2e were tested. The indirect effect of “consumption motivation → perceived value → behavioral intention” was insignificant ( p = 0.199 and the 95% confidence interval does not include 0, Table 6 ), indicating that tourists’ perceived value was not a significant mediator in the relation between consumption motivation and behavioral intention. H2b was not supported.

Mediation analysis.

Notes. EM represents escape motivation; CM represents consumption motivation; AM represents attractive motivation; NEM represents natural environmental motivation; IM represents interpersonal motivation; PV represents perceived value; BI represents behavioral intention. LLCI and ULCI mean lower and upper confidence interval limits, respectively.

5. Conclusions, Discussion, and Implications

5.1. conclusions.

Recently, health and wellness tourism has been developing, especially in China, possibly due to the relaxation of COVID-19 prevention and control restrictions [ 2 , 8 , 13 ]. However, few studies have focused on tourists’ psychological variables, including motivation, perceived value, and behavioral intention in health and wellness tourism. Based on the theory of push and pull motivation, factor analysis and structural equation models were utilized to explore the relations between tourism motivation and behavioral intention in health and wellness tourism, and the mediating role of perceived value in the aforementioned relation. The results showed that (i) tourists’ motivation significantly positively predicted their behavioral intention in health and wellness tourism and (ii) perceived value significantly played a partial mediating role in the association between tourists’ motivation and behavioral intention in health and wellness tourism. In particular, the four sub-dimensions of tourists’ motivation, including escape motivation, attractive motivation, natural environmental motivation, and interpersonal motivation significantly positively impacted their perceived value, which in tune significantly positively impacted their behavioral intention, while no empirical evidence supported the mediation effect of perceived value on the correlation between behavioral intention and consumption motivation.

5.2. Discussion

Empirical evidence indicated that tourists’ push motivation, including escape and consumption motivation, have greater levels of direct influence on their behavioral intention in health and wellness tourism. The important reason for travelers to start a journey is that people are currently facing stress in their work, family, and other aspects, and they want to forget the worries of real life by escaping from the original environment, and health and wellness tourism can precisely meet their needs in this regard [ 49 , 50 ]. In future development, health and wellness tourism scenic spots should strive to create a comfortable, relaxing, and pleasant healing atmosphere and let travelers feel a healthy environment different from their routines [ 13 ]. The empirical findings showed that the acceptable sacrifice is also one of the key reasons for travelers to consider choosing health and wellness tourism. Health and wellness tourism enterprises can pay special attention to the cost expenditure of tourists, and moderate concessions of benefits to them, so that they really feel value for money in tourism [ 58 ].

The finding supported the significant positive impacts of travelers’ pull motivation on their behavioral intentions in health and wellness tourism, although these direct effects were relatively weaker than the influences of push motivation. This is similar to conclusions of the related literature [ 29 , 34 , 77 ]. Health and wellness tourism industries should focus more on the quality of products or services to meet the intrinsic needs of travelers, such as escaping their daily routine [ 78 , 79 ]. Health and wellness tourism companies are encouraged to invest more in the construction of tourism products or services rather than in promotion and publicity [ 9 , 13 , 80 ].

Tourists’ perceived value plays a significant mediating role in the relations between behavioral intention in health and wellness tourism and escape, attractive, natural environmental, interpersonal motivation. When travelers perceive the value of health and wellness tourism, including emotion value, perceived sacrifice, and health value, they will be more likely to choose health and wellness tourism, driven by their tourism motivation [ 58 , 62 , 63 ]. Health and wellness tourism industries can promote the benefits of products or services, such as health maintenance, wellness, and rehabilitation, to attract people and capture the market [ 13 , 63 , 81 ]. No empirical evidence supported the mediating role of perceived value in the association between tourists’ behavioral intention and consumption motivation as the possible reason that the perceived sacrifice of visitors does not necessarily correlate with their perceived value of health and wellness tourism [ 30 , 42 ]. Tourists, especially the wealthy group, may consider that health is priceless [ 82 ]. In this case, health and wellness tourism companies can set up mass and high-end products or services targeting different income groups.

Higher levels of tourist participation cannot only attract tourists to the tourist destination, but can also be closely related to the tourists’ perceived value and satisfaction evaluation [ 81 ]. The positive experiential feel of tourism allows travelers to experience the local culture, and in this case, they can tap the freshness and fun of the trips [ 55 , 83 ]. Health and wellness tourism is easily embedded in an experiential style of tourism [ 18 , 84 ]. Therefore, scenic spots can increase the deep integration of sports, health activities, and study activities beneficial to physical and mental health for different groups [ 13 ]. For example, for the parent–child market, forest adventure activities and family camping camps can be launched [ 85 , 86 ]; for student groups, field mini-lecture hall activities can be held to expand outdoor knowledge [ 85 , 87 ]; for older groups, health herbal classes and activities such as tea tasting and health meals sharing sessions can be organized [ 50 ]. These activities can enhance the participation of different visitor groups and enrich their health and wellness tourism experience, which, in turn, may improve their revisitation rate and willingness to recommend health and wellness tourism.

5.3. Implications

This study investigates tourists’ behavioral intention in health and wellness tourism from the perspective of their push and pull motivation, which may fill the gap in existing theories. In-depth research on tourists’ mindsets and choices can improve the theoretical utility of health and wellness tourism. Tourists participating in health and wellness tourism often pursue the experience of restoring body and mind, which reflects their special psychological needs and behavioral characteristics [ 18 , 21 ]. Understanding and grasping tourists’ motivation and perceived value is actually focusing on tourists’ psychological condition, so as to develop targeted health and wellness tourism products or services [ 59 ]. In this vein, personalized tourism services can be provided and the healthy development of health and wellness tourism can be truly realized [ 13 , 14 ]. In addition, paying attention to tourists’ tourism psychological activities can enrich the theoretical system of sociology and psychology in the study of tourism experience value theory. All in all, the empirical findings can provide references for future relevant policies and construction at the government level and tourism enterprise level, and, to a certain extent, complement the theoretical study of health and wellness tourism.

6. Limitations

There are several limitations to this study. Firstly, this paper mainly employed factor analysis and structural equation modeling to study the influencing mechanism, but we did not test the causality between tourists’ behavioral intention and tourism motivation, although we explored the mediating role of perceived value in the aforementioned effect. Secondly, over half of the respondents were company employees, implying a lower heterogeneous characterization of the sample with occupation classification. However, company employees have travel spending power, are prone to travel for relaxation, and have a greater propensity for health and wellness tourism. They can be the main target audience for the design of health and wellness tourism products.

Funding Statement

This research was supported by the China Postdoctoral Science Foundation (no. 2020M680640), Hubei Humanities and Social Sciences Key Research Base Dabie Mountain Tourism Economy and Culture Research Center (no. 203202224004), 2022 Humanities and Social Sciences Research Project of Hubei Provincial Education Department (no. 22Q258).

Author Contributions

T.G.: conceptualization, methodology, article structure design, supervision, project administration, resources, funding acquisition; J.Z.: conceptualization, methodology, writing—review and editing, validation; W.L.: software, data curation, data analysis, validation, visualization, writing—original draft; J.L.: conceived and designed the experiments, validation. J.S.: software, validation. All authors have read and agreed to the published version of the manuscript.

Institutional Review Board Statement

Not applicable.

Informed Consent Statement

Data availability statement, conflicts of interest.

The authors declare no conflict of interest.

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Tourism and Health: Understanding the Relationship

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Maeve Marmion & Ann Hindley

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Marmion, M., Hindley, A. (2020). Tourism and Health: Understanding the Relationship. In: Leal Filho, W., Wall, T., Azul, A.M., Brandli, L., Özuyar, P.G. (eds) Good Health and Well-Being. Encyclopedia of the UN Sustainable Development Goals. Springer, Cham. https://doi.org/10.1007/978-3-319-95681-7_16

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DOI : https://doi.org/10.1007/978-3-319-95681-7_16

Published : 26 September 2019

Publisher Name : Springer, Cham

Print ISBN : 978-3-319-95680-0

Online ISBN : 978-3-319-95681-7

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What is wellness tourism? Definition and meaning

Wellness Tourism refers to traveling for health and wellbeing reasons.

The wellness tourism economy includes all expenditures that tourists make during a trip to improve or maintain their wellbeing.

Spelling: Both ‘wellbeing’ and ‘well-being’ are correct. When writing an article, select one spelling and stick to it, do not change from one to the other within that article.

According to Wikipedia :

“Wellness tourism is voluntary travel to worldwide destinations for the purpose of promoting health and wellbeing through physical, psychological, or spiritual activities”

Two types of wellness travelers

There are two main types of wellness travelers:

Primary wellness travelers

These travelers are primarily motivated by wellness to take a trip. Their destination is chosen specifically for its wellness offerings. An example of this type of tourist might be someone who books a retreat at a spa resort renowned for its holistic health programs, such as yoga, meditation, and nutritional workshops.

Secondary wellness travelers

These individuals aim to maintain wellness or engage in wellness activities during any kind of travel. An example would be someone who ensures their hotel has a fitness center and uses it regularly during their business trips or a traveler who chooses accommodations based on the availability of healthy menu options.

Wellness tourism vs. medical tourism

These two types of tourisms are quite different.

Wellness tourists travel to improve or maintain their health and quality of life, whereas medical tourists travel to receive treatment for a diagnosed condition.

Wellness tourism trips include a variety of activities such as thermal springs, day spa and hotel spa, thalassotherapy, exercise. Medical tourism trips include a range of healthcare services, such as elective procedures, complex specialized surgeries, dental care, cosmetic surgeries, orthopedic surgery, and fertility treatments.

Wellness tourism activities by category

Health (integrative health centers, cam centers, and wellness centers).

• Integrative medicine
• Diagnostics
• Healthy eating
• Sleep therapy
• Stress management programs
• Preventative health screenings

Nutrition (organic restaurants, health food stores)

• Weight management
• Detox programs
• Culinary experiences
• Farm-to-table dining
• Nutritional workshops

Fitness (gyms and fitness centers)

• Fitness classes
• Stretching sessions
• Personal training
• High-intensity interval training (HIIT)
• Aquatic exercises

Eco and Adventure (parks, wildlife sanctuaries, and nature preserves)

• Nature walks
• Wildlife observation
• Kayaking or canoeing
• Rock climbing
• Outdoor meditation

Personal growth (lifestyle retreats and wellness retreats)

• Life coaching
• Stress reduction techniques
• Reading and writing workshops
• Art therapy
• Meditation and mindfulness programs
• Educational seminars

Spiritual and Connection (yoga retreats, spiritual retreats, and ashrams)

• Prayer sessions
• Volunteering opportunities
• Quality time with friends and family
• Solitude and reflection
• Chanting and singing
• Spiritual workshops
• Community service

Mind-body (yoga studios and martial arts studios)

• Biofeedback
• Martial arts
• Breathwork classes

Spa and Beauty (health-focused hotels, wellness cruises, health resorts, spas, salons, bathhouses, and springs)

• Massage therapies
• Aromatherapy baths
• Body treatments
• Hair and nail care
• Thermal and mineral springs
• Hydrotherapy

Wellness tourism – a growing industry

The wellness tourism industry has experienced rapid growth due to a global surge in interest in fitness, health, wellbeing, and increased consumer disposable income.

Leading players in the hospitality sector are capitalizing on this trend by catering to health-conscious consumers. They are incorporating fitness facilities into their hotels and offering amenities like in-room yoga mats.

However, it’s not just hotels that are adapting to the needs of wellness tourists. Airports around the world are also entering the market, providing travelers with meditation rooms, massage chairs, indoor green spaces, organic dining options, and walking tracks.

Video – What is Wellness Tourism?

This educational video, from our sister channel on YouTube – Marketing Business Networ k, explains what a ‘Wellness Tourism’ is using simple and easy-to-understand language and examples.

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