GVR Report cover Wellness Tourism Market Size, Share & Trends Report

Wellness Tourism Market Size, Share & Trends Analysis Report By Service (Lodging, Wellness Activities), By Travel Purpose (Primary, Secondary), By Travel Type (Domestic, International), By Region, And Segment Forecasts, 2022 - 2030

  • Report ID: GVR-3-68038-217-4
  • Number of Pages: 140
  • Format: Electronic (PDF)
  • Historical Range: 2016 - 2020
  • Industry: Healthcare

Report Overview

The global wellness tourism market size was valued at USD 451.0 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 9.93% from 2022 to 2030. Wellness tourism refers to tourism activities aimed at improving and enhancing an individual's physical, mental, and spiritual well-being. The need for a healthy lifestyle and the desire to reduce stress and prevent diseases are the main factors driving the demand for wellness tourism. Tourists indulge in mental, physical, and spiritual activities by visiting spas, practicing yoga, visiting hot spring resorts, and going on meditation retreats. The trend of interacting with the locals of the destination who have visited and experienced different cultures promotes personal well-being, which is driving the market.

U.S. wellness tourism market size, by service, 2020 - 2030 (USD Billion)

The rising number of tourists across the globe has contributed to the demand for various well-being services. In addition, increased expenditure in the tourism sector is expected to have a positive impact on the wellness tourism industry. The service providers are focusing on offering spa therapies and other activities to ensure customer satisfaction. Unlike medical tourism, wellness tourism focuses on the prevention of diseases. It focuses on a healthy lifestyle and improved quality of life. On the other hand, medical tourism involves treating an already diagnosed condition. Wellness is considered to be a precautionary measure to optimize health.

The growing penetration of smart electronic devices such as smartphones, tablets, and laptops, coupled with the increasing internet penetration, is playing a notable role in increasing the number of wellness tourists. In today's digital world, high social media marketing by travel agents and travel purpose providers is contributing significantly to the growth of the market. In addition, the internet is playing an active role in educating consumers/tourists about wellness tourism and its benefits.

Wellness tourism is growing at a rapid rate. The increasing disposable income and spending capacity and growing consumer interest in travel, health, and new experiences are the main factors augmenting the market growth. Psychiatric disorders such as stress, frustration, and anxiety lead to chronic health-related illnesses such as cancer and depression. Due to the increasing awareness regarding mental and physical health, people all over the world want to take measures to prevent the early onset of diseases.

COVID-19 wellness tourism market impact from 2019 to 2021: 37.1% decrease from 2019 to 2021

Pandemic Impact

Post COVID Outlook

The COVID-19 pandemic had a profound impact on the market. Restrictions on international travel, stay-at-home orders, and business closures are primary factors for the decline of the market. Many countries closed their borders to visitors and banned international flights. This resulted in a drastic decline in the number of tourists. According to Global Wellness Institute, the number of wellness trips fell by 35.8% in 2020, globally.

According to the UNWTO, international tourist arrival increased by 4% in 2021, equivalent to 15 million international tourist arrivals (overnight visitors) compared to 2020 (415 million versus 400 million). However, international arrivals are still 72% lower than in the pre-pandemic year of 2019.

The sudden shutdown of economic activities around the world has resulted in business closures, job losses, layoffs, and a decline in the purchasing power of consumers. This, coupled with fear of infection, prevented people from traveling to other countries. 

Vaccination drive across the world, relaxation of travel restrictions, and a decrease in the number of COVID-19 cases are anticipated to favor the market growth. Furthermore, a gradual rise in the number of business travel and the opening of spas and resorts with full capacity is likely to bode well for the market.


Hectic work schedules and sedentary lifestyles along with the lack of physical activities have resulted in the rising cases of various lifestyle-related diseases, such as diabetes, obesity, and high cholesterol levels. According to the data published by the WHO, the global burden of diseases will rise up to 56% by 2030. Therefore, the rising burden of such diseases is expected to result in a growing demand for health-specific travel. 

Service Insights

In terms of service, the lodging segment dominated the global market with a revenue share of over 20.0% in 2021. The increasing penetration of luxury and high-end hotels and resorts in popular tourist destinations is a major contributor to the growth of the lodging segment. The wellness spa has been shaped by the ever-changing needs of its customers. Anti-aging products are getting more popular as clients become more social media savvy. The industry is being driven by the rising demand for anti-aging skin care treatments. The demand for such services is also being boosted by the increased consumer disposable income, particularly in emerging markets.

The wellness activities segment is expected to witness remarkable growth during the forecast period. This is attributed to the increasing consumer spending on spas, body massages, meditation, yoga, Ayurveda therapy, and others. Furthermore, the in-country transport and food and beverage segments will witness significant growth during the projected period due to the increased emphasis and demand for self-care during the pandemic.

Travel Purpose Insights

The secondary segment held the maximum revenue share of over 80.0% in 2021 and is anticipated to maintain its lead throughout the forecast period. Secondary tourism activities involve tourists seeking well-being activities when it is not the primary motivation of the trip. In secondary tourism, healthful activities, spa treatments, and mind and body experiences are added to leisure or business travel.

The primary segment is expected to witness substantial growth in the coming years. Around the world, more people are integrating elements of health, prevention, self-fulfillment, experience, and mindfulness into their daily lives. People nowadays expect to continue a healthy lifestyle and wellness routine even when they leave home. This is boosting the segment growth. According to the Global Wellness Institute (GWI), primary travelers at the domestic level spend about 178% more than the average traveler. At the international level, they spend 53% more. Hence, the government is focusing on attracting primary travelers to increase their revenue. This is anticipated to boost the segment growth.

Travel Type Insights

The domestic segment accounted for the largest revenue share of over 65.0% in 2021. The segment is estimated to maintain its dominance throughout the forecast period. Rising expenditure by domestic travelers for wellness activities is contributing to the segment growth. Furthermore, COVID has helped increase the number of domestic visitors as international borders were closed. As a result, tourists went to destinations within their home countries.

Domestic travelers have less difficulty visiting nearby attractions. Furthermore, due to budgetary constraints, budget-conscious visitors and low and middle-income workers often avoid international travel. This is anticipated to foster the growth of the segment. Domestic and local travel, outdoor activities, and preference for nature-based products are among the key travel trends augmenting the segment growth. 

The international segment is expected to register the fastest CAGR during the forecast period due to increased spending per trip and increased travel to overseas destinations. According to the UNWTO, overall international tourist arrivals in 2022 could increase by 30% to 78% compared to 2021. However, this is 50-63% less than before the pandemic. Furthermore, increasing spending on social and physical well-being, especially due to concerns over a healthy lifestyle, is propelling the segment's growth.

Regional Insights

North America dominated the market with a share of over 35.0% in 2021. This is due to the increasing emphasis on physical and mental health and high disposable income. The active marketing of top players on the importance of physical and mental wellbeing achieved through yoga, rejuvenation therapy, herbal remedies, meditation, agritourism, and spa therapies at exotic destinations is increasing the number of trips to North America. Europe emerged as the second-largest regional market in 2021. The rising need for wellbeing services owing to increasing cases of stress-related health issues is expected to boost the market growth in the region. 

Global wellness tourism market share, by region, 2021 (%)

The market in the Asia Pacific is estimated to witness lucrative growth due to the growing popularity of various exotic destinations such as China, India, Malaysia, Indonesia, Thailand, and Singapore. In addition, the proliferation of hotel chains with centers offering massages, spa treatments, herbal treatments, and rejuvenation programs is projected to positively impact the market growth in the region. 

In February 2019, Aman Spa Amanpuri, a wellness center that also provides medical services, opened in Thailand. Moreover, in July 2018, Evolution Wellness Holdings, a company based in Malaysia, launched a new wellness resort named Fiveelements Pte. Ltd. Entry of new players in the market is likely to intensify competition and contribute significantly to the growth of the market in the Asia Pacific.

Key Companies & Market Share Insights

The market is highly fragmented. Key players are adopting strategies such as partnerships, mergers, and acquisitions to strengthen their presence in the region. For instance, in May 2022, the American hospitality company Hilton Hotel announced that it had signed an agreement with CKR Resort to launch the flagship brand Hilton Hyderabad Resort & Spa in Hyderabad. The company continues to expand its presence in India, currently operating 24 hotels, seven of which are Hilton Hotels & Resorts.

OneSpaWorld, a provider of health and wellbeing services for cruise ships and resorts, announced a partnership with Haymaker Acquisition Corp., an acquisition company, to form a new holding company known as OneSpaWorld Holdings Ltd. in March 2019. Some prominent players in the global wellness tourism market include:

  • Hilton Worldwide

  • Accor Hotels

  • Hyatt Hotels

  • Rancho La Puerta, Inc.

  • Marriot International

  • Rosewood Hotels


  • InterContinental Group

  • Omni Hotels & Resorts

  • Radisson Hospitality

  • Four Seasons Hotels

Wellness Tourism Market Report Scope

Report Attribute


The market size value in 2022

USD 476.1 billion

The revenue forecast in 2030

USD 1.02 trillion

Growth Rate

CAGR of 9.93% from 2022 to 2030

The base year for estimation


Historical data

2016 - 2020

Forecast period

2022 - 2030

Quantitative units

Revenue in USD billion and CAGR from 2022 to 2030

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Service, travel purpose, travel type, region

Regional scope

North America; Europe; Asia Pacific; LATAM; Middle East & Africa

Country scope

U.S.; Canada; Germany; U.K.; Spain; France; Italy; Switzerland; Japan; China; India; Australia; Thailand; South Korea; Malaysia; Brazil; Mexico; Argentina; South Africa; Saudi Arabia; UAE

Key companies profiled

Hilton Worldwide;  Marriot International; Accor Hotels; Hyatt Hotels; Rosewood Hotels;  Radisson Hospitality; InterContinental Group; Rancho La Puerta, Inc.; Omni Hotels & Resorts;  PRAVASSA; Four Seasons Hotels

Customization scope

Free report customization (equivalent to up to 8 analyst’s working days) with purchase. Addition or alteration to country, regional, and segment scope.

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Segments Covered in the Report

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2016 to 2030. For this study, Grand View Research has segmented the global wellness tourism market report based on service, travel purpose, travel type, and region:

  • Service Outlook (Revenue, USD Billion, 2016 - 2030)

    • In-country Transport

    • Lodging

    • Food & Beverage

    • Wellness Activities

    • Shopping

    • Others

  • Travel Purpose Outlook (Revenue, USD Billion, 2016 - 2030)

    • Primary

    • Secondary

  • Travel Type Outlook (Revenue, USD Billion, 2016 - 2030)

    • Domestic

    • International

  • Regional Outlook (Revenue, USD Billion, 2016 - 2030)

    • North America

      • U.S.

      • Canada

    • Europe

      • U.K.

      • Germany

      • France

      • Italy

      • Spain

      • Switzerland

    • Asia Pacific

      • Japan

      • China

      • India

      • Australia

      • Thailand

      • South Korea

      • Malaysia

    • Latin America

      • Brazil

      • Mexico

      • Argentina

    • MEA

      • South Africa

      • Saudi Arabia

      • UAE

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