Wellness Tourism Market

Market Definition

The market focuses on travel aimed at enhancing well-being through various health-related services and activities. It encompasses a wide range of services, including lodging accommodations that cater specifically to wellness needs, in-country transport for convenience during wellness retreats, and food & beverage offerings designed to support a healthy lifestyle. 

The report highlights key drivers influencing the market, along with an in-depth analysis of emerging trends and the evolving regulatory frameworks shaping the industry's trajectory.

Wellness Tourism Market Overview

The global wellness tourism market size was valued at USD 835.12 billion in 2023 and is projected to grow from USD 933.62 billion in 2024 to USD 2183.87 billion by 2031, exhibiting a CAGR of 12.91% during the forecast period. 

Market growth is driven by increasing consumer awareness of health and well-being. Rising disposable incomes and a growing emphasis on self-care are fueling the demand for wellness-focused travel experiences. The global expansion of wellness resorts, spas, and retreats, coupled with the increasing popularity of holistic treatments, yoga, and fitness programs, continues to propel market expansion.

Major companies operating in the wellness tourism industry are Canyon Ranch, Sensei Porcupine Creek, Sanctifly Limited, PoB Hotels, IHHR Hospitality Ananda Pvt. Ltd., OST.travel Inc, WWSG Travel, Inc., Lights on Africa Destinations and Safaris, Niraamaya, Compare Retreats, Carnoustie Ayurveda & Wellness, Project Expedition, G Adventures, Realistic Asia, The Wellness Travel Expert. and others.

Moreover, the increasing availability of wellness tourism packages, as well as advancements in digital platforms for booking and planning, have made wellness travel more accessible and appealing to a broader audience.

• For instance, in September 2024, the Government of India inaugurated the Ayush Medical Value Travel Summit 2024 in Mumbai, themed “Global Synergy in Ayush: Transforming Health and Wellness through Medical Value Travel." Organized by the Ministry of Ayush in collaboration with the Ministry of Tourism and the Government of Maharashtra, the summit highlighted India's leadership in holistic health and wellness tourism.

Key Highlights:

1. The wellness tourism industry size was recorded at USD 835.12 billion in 2023.
2. The market is projected to grow at a CAGR of 12.91% from 2024 to 2031.
3. North America held a share of 38.28% in 2023, valued at USD 319.66 billion.
4. The lodging segment garnered USD 197.49 billion in revenue in 2023.
5. The secondary segment is expected to reach USD 1931.19 billion by 2031.
6. The domestic segment is projected to generate a valuation of USD 1647.95 billion by 2031.
7. Asia Pacific is anticipated to grow at a CAGR of 13.81% over the forecast period.

Market Driver

Expanding Wellness Infrastructure

The market is experiencing significant growth, stimulated by the expansion of global wellness infrastructure. Investments in luxury wellness resorts, spa retreats, and holistic health centers are rising as travelers increasingly seek comprehensive well-being experiences. 

Hotels and resorts are integrating wellness-focused amenities such as organic dining, meditation spaces, thermal baths, and alternative healing therapies, to cater to this demand. Additionally, travel agencies and tour operators are offering specialized wellness travel packages that combine relaxation, fitness, and rejuvenation. 

The continuous development of wellness-focused accommodations, particularly in regions known for natural healing and traditional wellness practices, is further fostering market expansion.

• As of March 2025, according to the Press Information Bureau (PIB), the Indian government offers technical and financial assistance to States/UTs to enhance public healthcare infrastructure. This includes establishing health facilities and recruiting medical personnel based on proposals submitted through Programme Implementation Plans (PIPs) under the National Health Mission.

Market Challenge

Lack of Trust and Standardization

A major challenge hampering the expansion of the wellness tourism market is the lack of standardization and transparency in wellness services, leading to concerns regarding credibility and quality.  The wellness tourism sector offers a wide array of services, from spa retreats and yoga centers to medical wellness clinics. 

However, travelers often face challenges in verifying the authenticity, efficacy, and safety of these services, particularly in unfamiliar locations. The adoption of AI-driven platforms and accreditation systems can enhance transparency and trust. 

By leveraging artificial intelligence, these platforms can curate verified service providers, collect user reviews, and provide personalized recommendations based on credibility and past experiences.

Market Trend

AI-Powered Wellness Tourism

The market is witnessing a notable trend towrd AI-powered medical and wellness tourism platforms, improving access and customer experience. Innovations such as AI-driven medical wellness tourism platform  are enhancing industry credibility by offering data-driven, personalized wellness recommendations based on individual health profiles. 

These platforms match travelers with the most suitable wellness retreats, holistic therapies, and medical treatments, ensuring a seamless and customized experience. As adoption grows , AI is reshaping wellness tourism by making it more accessible, efficient, and aligned with the demand for personalized, technolgoy-integrated solutions.

• For instance, in December 2024, Wipro Limited, a global technology services and consulting leader, partnered with SIAM.AI, an NVIDIA Cloud Partner in Thailand, to develop ‘Sukjai,’ an AI-powered digital assistant for the Tourism Authority of Thailand. Leveraging NVIDIA’s AI technology and Wipro’s WeGA Studio, this initiative supports Thailand’s sovereign AI strategy and enhances traveler experiences.

Wellness Tourism Market Report Snapshot

Segmentation	Details
By Service	Lodging, In-country Transport, Food & Beverage, Wellness Activities, Shopping, Others
By Purpose	Secondary, Primary
By Travel Type	Domestic, International
By Region	North America: U.S., Canada, Mexico
	Europe: France, UK, Spain, Germany, Italy, Russia, Rest of Europe
	Asia-Pacific: China, Japan, India, Australia, ASEAN, South Korea, Rest of Asia-Pacific
	Middle East & Africa: Turkey, UAE, Saudi Arabia, South Africa, Rest of Middle East & Africa
	South America: Brazil, Argentina, Rest of South America

Market Segmentation

• By Service (Lodging, In-country Transport, Food & Beverage, Wellness Activities, and Shopping, and Others): The lodging segment earned USD 197.49 billion in 2023 due to the rising demand for wellness-focused accommodations offering specialized services.
• By Purpose (Secondary and Primary): The secondary held a share of 87.99% in 2023, attributed to travelers incorporating wellness activities into leisure and vacation trips.
• By Travel Type (Domestic and International): The domestic segment is projected to reach USD 1647.95 billion by 2031, fueled by increasing interest in local wellness retreats and short getaways.

Wellness Tourism Market Regional Analysis

Based on region, the global market has been classified into North America, Europe, Asia Pacific, Middle East & Africa, and Latin America.

North America wellness tourism market share stood at around 38.28% in 2023, valued at USD 319.66 billion. This dominance is reinforced by the high consumer disposable income, a robust wellness infrastructure, and the growing popularity of spa retreats, luxury wellness resorts, and holistic wellness programs. 

The regional market further benefits from strong demand for integrative medicine, fitness retreats, and mental well-being programs, particularly in the United States and Canada. Additionally, the presence of leading wellness tourism providers and an increasing emphasis on preventive healthcare and stress management have further fueled regional market expansion.

Asia Pacific wellness tourism industry is poised to grow at a CAGR of 13.81% over the forecast period. This growth is bolstered by the rising awareness of traditional wellness practices such as Ayurveda, yoga, and meditation, particularly in India, Thailand, Indonesia, and China. 

Additionally, increasing disposable incomes, a growing middle-class population, and government initiatives promoting wellness tourism are boosting demand in the region. Asia Pacific also attracts a large number of international tourists seeking authentic wellness experiences in culturally rich destinations, contributing significantly to market expansion.

• In April 2025, Banyan Tree Holdings Limited Introduced Banyan Tree Connections, a private wellbeing experience for two, combining movement and mindfulness practices. Offered as an optional supplement to room reservations, the program is set to launch in May 2025 across Banyan Tree Phuket (Thailand), Banyan Tree Vabbinfaru (Maldives), and Banyan Tree Anji (China).

Regulatory Frameworks

• In India, the Ministry of Tourism regulates and promotes wellness tourism through initiatives such as the National Medical and Wellness Tourism Board (NMWTB), which establishes quality standards for wellness centers.
• In Europe, wellness tourism falls under EU Consumer Protection Laws and Health & Safety Regulations, ensuring that wellness retreats, spas, and hotels meet hygiene, safety, and service quality standards.

Competitive Landscape

Companies operating in the wellness tourism market are investing in luxury wellness retreats, holistic health programs, and destination-based wellness packages to cater to evolving consumer preferences. Numerous industry participants are forming strategic partnerships with hospitality chains, wellness centers, and travel agencies to strengthen their market presence. 

Additionally, businesses are integrating personalized wellness experiences, such as customized spa treatments, fitness programs, and mental wellness retreats, to differentiate themselves in the market.

Sustainable and eco-friendly wellness tourism is gaining traction, with companies emphasizing green initiatives, organic food offerings, and nature-focused retreats. Moreover, the use of AI-driven wellness recommendations, virtual consultations, and mobile booking platforms is enhancing customer engagement and accessibility. 

Expansion into emerging wellness destinations and the incorporation of traditional and alternative healing therapies are further shaping the competitive landscape.

• In February 2025, Hyatt Hotels Corporation announced its plan to acquire all outstanding shares of Playa Hotels & Resorts N.V. for USD 13.50 per share,  valuing the transaction at USD 2.6 billion, including USD 900 million in net debt.

List of Key Companies in Wellness Tourism Market:

• Canyon Ranch
• Sensei Porcupine Creek
• Sanctifly Limited
• PoB Hotels
• IHHR Hospitality Ananda Pvt. Ltd.
• OST.travel Inc
• WWSG Travel, Inc.
• Lights on Africa Destinations and Safaris
• Niraamaya
• Compare Retreats
• Carnoustie Ayurveda & Wellness
• Project Expedition
• G Adventures
• Realistic Asia
• The Wellness Travel Expert

Recent Developments (M&A)

• In September 2024, EaseMyTrip entered the medical tourism sector by a 49% stake in Dubai-based Pflege Home Healthcare and a 30% stake in India-based Rollins International, aligning with its strategy to expand into wellness and healthcare services.