Wellness tourism is no longer a niche—it’s a movement. In recent years, travellers have increasingly sought out destinations and experiences that offer more than just a break from routine; they want to return home feeling better physically, mentally, and emotionally. This shift presents a huge opportunity for leisure businesses of all sizes to diversify, grow, and connect with a purpose-driven audience.
Whether you’re running a boutique hotel, spa, adventure park, or family entertainment centre, adapting your offering to tap into the wellness travel trend could help future-proof your venue and set you apart from the competition. In this blog, we’ll explore what wellness tourism really means, what’s driving its growth, and how leisure venues can successfully embrace this evolving market.
What Is Wellness Tourism?
Wellness tourism is defined as travel aimed at promoting health and well-being through physical, psychological, or spiritual activities. This might include spa getaways, fitness retreats, forest bathing, mindfulness sessions, or simply spending quality time in nature.
Importantly, wellness tourism isn’t limited to luxury resorts or yoga retreats. It’s an inclusive and expanding market that embraces all forms of restorative and preventative health practices—meaning leisure venues across the spectrum can get involved.
Why Wellness Tourism Is Booming
The Global Wellness Institute estimates the global wellness tourism market is worth over $800 billion, and it’s expected to continue growing significantly in the coming years.
Key Drivers:
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Post-pandemic priorities: COVID-19 led to a greater emphasis on health, mental wellness, and meaningful experiences.
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Stress and burnout: Modern lifestyles are taking a toll. People are actively seeking spaces and services that help them recharge.
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Digital overload: Guests want to unplug and reconnect with themselves and their environment.
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Preventative health: There’s growing interest in proactive, non-clinical approaches to wellbeing.
As wellness becomes a priority in daily life, travellers now seek it in their leisure experiences too—whether for a weekend escape or a full holiday.
The Wellness Tourist: What Do They Want?
Wellness travellers don’t all look the same. Some are seasoned yogis or spa enthusiasts, but many are everyday people seeking peace, balance, or self-care. They might be solo travellers, couples, families, or corporate groups.
What they’re looking for:
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Calm and restorative environments
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Natural or scenic locations
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Quality sleep and relaxation opportunities
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Nutritious food and drink options
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Physical activities like walking, yoga, or swimming
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Experiences that support mindfulness or mental clarity
The key is intentional design—creating spaces and experiences that prioritise health and wellbeing in some form.
How Leisure Venues Can Tap Into the Wellness Market
Create Wellness Packages or Themed Events
Adding wellness-focused options to your venue doesn’t require a complete overhaul. Begin with short-term or trial events that test the market.
Ideas:
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“Wellness Weekends” with yoga, guided walks, and nutritious menus
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Spa & Swim bundles for relaxation and recovery
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Mindful Mornings: meditation sessions followed by brunch
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Digital Detox Days with device-free zones and quiet spaces
Top Tip: Partner with local practitioners—such as nutritionists, therapists, or fitness instructors—to add authenticity and keep costs manageable.
Offer Holistic Food & Drink Options
Food plays a big role in wellness. Guests are increasingly looking for health-conscious choices that align with their lifestyle.
How to adapt:
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Add plant-based and whole-food menu options
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Highlight allergen-free dishes and nutritional benefits
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Use local, seasonal ingredients and promote your sourcing story
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Offer herbal teas, smoothies, and infused water bars
Bonus: Create an “eat well, feel well” menu section or themed weeks like “Gut Health Month”.
Incorporate Movement and Nature
Physical activity doesn’t have to be strenuous to appeal to wellness travellers. Activities that encourage gentle movement and connection with the environment are particularly attractive.
Offer experiences like:
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Outdoor yoga or tai chi sessions
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Guided forest or coastal walks
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Cycling tours
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Wellness trails or activity maps around your site
Tip: Even small venues can create “moments of movement” with simple additions like a stretching zone, nature nooks, or garden paths.
Improve the Sensory Environment
Guests’ wellbeing is influenced by more than just what they do—how they feel in your space matters too. Focus on improving the sensory environment.
Enhancements include:
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Calming lighting and nature-inspired decor
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Low-volume, ambient background music
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Scented oils or fresh plants to improve air quality
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Comfortable seating and decluttered spaces
A relaxed guest is a repeat guest—investing in these small upgrades can make a big difference to the atmosphere.
Design Retreats or Corporate Wellness Experiences
Many companies are now prioritising employee wellbeing and looking for offsite options that blend team-building with self-care. Leisure venues can design packages tailored to this need.
Corporate wellness retreat ideas:
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Stress reduction and resilience workshops
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Walking meetings and outdoor brainstorming spaces
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Team-building activities with mindfulness elements
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Healthy group lunches and guided meditations
This niche is growing fast and can be a lucrative market if packaged correctly.
Promote Sleep & Rest as a Feature
A good night’s sleep has become a luxury—and many wellness tourists seek rest above all. Positioning your venue as a place to restore energy and reset the mind can be a powerful message.
Options:
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Upgrade bedding and noise control in accommodations
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Offer nap zones or rest pods for day visitors
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Provide sleep-focused packages including herbal teas, aromatherapy kits, and sleep tips
Marketing Angle: “Come to rest. Leave recharged.”
Marketing to the Wellness Traveller
Language That Resonates:
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Use words like nourish, balance, restore, renew, reconnect.
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Focus on benefits, not just features: “feel energised”, “sleep deeper”, “return home refreshed”.
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Avoid hard-selling—authenticity is key.
Channels That Convert:
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Use social media platforms like Instagram and Pinterest to showcase relaxing visuals and guest testimonials.
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Promote on wellness-focused platforms and directories.
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Collaborate with influencers in the wellbeing or lifestyle space.
Include:
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SEO-optimised landing pages for wellness retreats or packages
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Gift vouchers for wellness experiences (great for holidays and birthdays)
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Email marketing featuring seasonal wellness tips and offers
Real-Life Examples
🌿 The Forest Escape Spa
This rural spa introduced weekend nature walks, sound baths, and organic, plant-based afternoon teas. Bookings rose by 38% and the spa developed a loyal audience of repeat visitors, especially from urban areas.
🧘 Urban Leisure Centre
A city-based leisure centre rebranded its off-peak sessions as “Quiet Hours”, adding low-light ambience, soft music, and wellness drinks. These hours attracted a new demographic, including older adults and neuro-divergent guests.
🌊 Seafront Hotel Retreat
A coastal hotel developed a “Wellness by the Sea” package including beach yoga, spa treatments, and sea-to-table dining. By focusing on restorative travel, they boosted occupancy in off-peak months.
Final Thoughts: A Wellness-Driven Future
Wellness tourism represents more than a passing trend—it reflects a cultural shift towards healthier, more meaningful ways of living and travelling. For leisure venues, this presents a golden opportunity to innovate, diversify, and deepen customer loyalty.
By weaving wellness into your experiences, even in small ways, you’ll meet the evolving needs of today’s consumers—while offering something that truly enhances their lives.
And when your business becomes a place where people come to feel better… that’s when they’ll keep coming back.
