Wellness Tourism Market

How big is the Wellness Tourism Market in 2026?

The Wellness Tourism Market is projected to expand at a CAGR of 10.4% between 2026 and 2036. Market value rises from USD 1,213.8 billion in 2025 to USD 1,340.0 billion in 2026 and USD 3,617.3 billion by 2036.

The wellness tourism market was valued at USD 1,213.8 billion in 2025. It is estimated at USD 1,340.0 billion in 2026 and forecast to reach USD 3,617.3 billion by 2036, expanding at 10.4% CAGR. Thermal-water experiences and yoga retreats remain central to the tourism-type outlook. The market brings together accommodation, travel and activities purchased by visitors seeking to maintain or improve personal wellbeing during a trip.

Wellness can determine the destination and purpose of a journey, or become part of a holiday or business trip organized for another reason. The Global Wellness Institute distinguishes these primary and secondary travel occasions. That distinction matters commercially: a dedicated retreat sells a planned programme, while a conventional hotel may sell wellness through its rooms, food, spa or activity schedule. The visitor still needs transport and accommodation, making the category wider than the price of a treatment. [2] A retreat organized around wellbeing also sits within special interest tourism, where the traveller chooses a trip for a defined purpose.

The offer ranges from accessible bathing destinations to residential programmes with consultations and a structured daily schedule. Westin builds wellness into ordinary hotel stays through sleep, food and movement, while Chiva-Som offers named retreats that combine different activities and services. These formats serve different time commitments and guest expectations. A traveller comparing them needs to know the programme included in the booking, the pace of participation and the services available at an additional charge. [3, 4]

Key Market Trends & Insights

• Growth is forecast at 10.4% CAGR over 2026 to 2036.
• Thermal-water experiences and yoga retreats are prominent tourism types. 
• Direct suppliers and travel intermediaries have distinct roles in delivering and distributing a trip.
• Retreats and hotel stays offer different programs, schedules and included services. [3, 4, 7, 8]

Regional Highlights

• The European Union has a 10.7% regional CAGR outlook, while South Korea is forecast at 10.3% through 2036. 
• The United States has a 10.1% CAGR outlook, with the United Kingdom at 9.8% and Japan at 9.6%. 
• Hot-spring destinations and residential retreats offer different combinations of bathing access, accommodation and programmed activities. [5, 6, 7, 8]

Market Size & Forecast

Table 1: Market Size and Forecast for the Wellness Tourism Market (USD billion and percentage), 2025 to 2036

Metric	Value
2025 Market Size	USD 1,213.8 billion
Estimated Market Size in 2026	USD 1,340.0 billion
Projected Market Size by 2036	USD 3,617.3 billion
CAGR, 2026 to 2036	10.4%
Added Revenue, 2026 to 2036	USD 2277.3 billion
Market Expansion Multiple	2.7x

The market is forecast to expand at 10.4% CAGR over 2026 to 2036. Wellness can determine the destination and purpose of a journey, or become part of a holiday or business trip organized for another reason. The Global Wellness Institute distinguishes these primary and secondary travel occasions. That distinction matters commercially: a dedicated retreat sells a planned programme, while a conventional hotel may sell wellness through its rooms, food, spa or activity schedule. The visitor still needs transport and accommodation, making the category wider than the price of a treatment. [2] A retreat organized around wellbeing also sits within special interest tourism, where the traveller chooses a trip for a defined purpose.

Wellness Tourism Market Industry and Operating Indicators

Published product, supplier and service developments describe the operating choices within this market.

Table 2: Industry Indicators for the Wellness Tourism Market, 2025 to 2026

Indicator	Data Point	Why It Matters	Source
International retreat opening	On June 9, 2026, Hyatt announced the opening of Miraval The Red Sea on Shura Island in Saudi Arabia, the first Miraval destination outside the United States.	Adds a Miraval destination outside the United States with a residential wellness offer.	[12]
Scheduled retreat program	Six Senses Vana scheduled The Living Kitchen culinary retreat for October 14 to 18, 2026, with practical chef-led sessions on ingredients and food preparation.	Describes a dated program visitors can assess alongside the accommodation and participation schedule.	[9]
Scheduled U.S. destination opening	Canyon Ranch listed its Austin wellness resort for an October 2026 opening, adding a Texas Hill Country destination to its accommodation and programme offer.	Identifies planned wellness capacity without treating a scheduled opening as completed.	[13]

Analyst Perspective

A wellness booking needs a clear promise about the time the guest will spend and the activities provided. A quiet hotel stay, a guided yoga retreat and a programme with individual consultations require different staffing and facilities. Operators can strengthen the offer by explaining that schedule before purchase and connecting it with the accommodation and arrival arrangements. The experience has to work as a complete trip, from the first transfer to the final session.

- Ronak Shah, Principal Consultant, Future Market Insights.

How is the Wellness Tourism Market segmented?

The market covers Direct Suppliers, Indirect Suppliers, Age, Tourism Type, Demographic, Nationality and Booking Channel, with regional and country analysis. 

By Direct Suppliers: Airlines, Hotel Companies, Tour Operators.

By Indirect Suppliers: Online Travel Agencies (OTAs), Traditional Travel Agencies, Travel Management Companies (TMCs), Corporate Buyers, Aggregators.

By Age: Under 15, 16 to 25, 26 to 35, 36 to 45, 46 to 55, Over 55.

By Tourism Type: Thermal Water or Hot Spring Therapy, Yoga and Pilates Retreats, Culinary Wellness Retreats, Meditation Retreats, Wellness Cruises, Eco-tourism Retreats.

By Demographic: Male, Female, Children.

By Nationality: Domestic, International.

By Booking Channel: Phone Booking, Online Booking, In Person Booking.

By Region: North America, Latin America, Western Europe, Eastern Europe, East Asia, South Asia and Pacific, Middle East and Africa.

Direct suppliers include airlines, hotel companies and tour operators. Indirect suppliers comprise online travel agencies, traditional travel agencies, travel management companies, corporate buyers and aggregators. Tourism types include thermal-water or hot-spring therapy, yoga and Pilates retreats, culinary wellness, meditation, wellness cruises and ecotourism retreats. Age, demographic, nationality and booking categories describe the visitor and purchasing route. These categories can intersect within the same booking; they are separate ways of examining demand rather than mutually exclusive types of traveller. 

Why do thermal-water experiences remain important?

Thermal-water experiences organize a stay around a place-based attraction. Public bathing access, private facilities and hotel treatments create different visitor packages. [5, 6] 

Table 3: Tourism Type Focus and Market Growth for the Wellness Tourism Market, 2026 to 2036

Metric	Value
Global CAGR (2026 to 2036)	10.4%
Featured Category	Thermal Water or Hot Spring Therapy

A natural hot spring gives a destination a physical attraction around which accommodation and other services can be organized. Japan’s tourism organization describes onsen bathing and hot-spring inns as part of the visitor experience, while Baden-Baden presents thermal baths within an established spa town. The attraction is tied to a place, so capacity, opening times and transport matter alongside the facilities. Travellers comparing destinations need to distinguish access to a public bathing area from a private facility or a treatment included in their hotel package. [5, 6] Related spa services can complement the visit through treatments offered separately from bathing access or accommodation.

• Thermal Water or Hot Spring Therapy is a prominent tourism type.
• The destination, bathing facilities and accommodation arrangement shape the visitor’s purchase. [5, 6]

What supports yoga and Pilates retreats?

Yoga and Pilates retreats organize participation around instructors and a timetable. Programs differ in individual attention, expected experience and the accommodation and services included. [7, 8] 

A guided retreat organizes practice around a timetable, instructors and a setting where the guest can participate over several days. Ananda’s yoga and meditation programmes combine practice with consultations, meals and other services. COMO Shambhala Estate also offers structured wellness programmes, including movement and mindfulness options. The buyer needs to compare session format, individual attention and the level of experience expected. A suitable itinerary gives enough time for practice without assuming every guest wants the same intensity or a fully scheduled day. [7, 8]

• Yoga and Pilates Retreats form part of the tourism-type taxonomy. 
• Programme duration and the mix of guided and individual sessions help distinguish retreats. [7, 8]

How do culinary and meditation programmes differ?

Culinary wellness centres on the guest’s relationship with food through meals, demonstrations or practical cooking sessions. Six Senses Vana’s Living Kitchen retreat, scheduled for October 14 to 18, 2026, includes hands-on work with ingredients and preparation. Meditation programmes organize time around contemplative practice and instruction. The distinction is useful when travellers choose a goal for the visit: cooking knowledge and a meditation routine need different facilities, staff and daily schedules. Operators can describe both without promising a particular medical result. [9] Culinary tourism programmes provide a related setting for learning about ingredients and food preparation during travel.

Why do supplier roles and booking channels matter?

The company selling a trip may differ from the hotel or practitioner delivering the programme. A travel agent can coordinate flights and transfers, while a resort manages accommodation, activities and session availability. Corporate buyers may arrange a group visit with a shared itinerary. Phone and in-person bookings allow a detailed discussion of requirements; online booking gives the guest a direct way to compare dates and inclusions. Whatever the route, the reservation needs to carry relevant guest information to the team delivering the stay.

What are the drivers, restraints and opportunities in wellness tourism?

Wellbeing-oriented trips support demand; access, programme suitability and operating requirements constrain delivery; varied retreat formats and integrated hospitality create opportunities.

• Driver: Travellers can make wellbeing the purpose of a trip or include it within an existing itinerary.
• Restraint: Staffing, guest suitability, facility capacity and travel logistics affect the experience.
• Opportunity: Hotels and retreat operators can offer clearly defined programmes for different time commitments.

Driver. Hospitality providers can make wellbeing available through several parts of a stay. Westin’s offer covers sleep, food and movement, while Accor’s wellness portfolio includes spas and thalassotherapy. A visitor can therefore choose a destination retreat or add wellness activities to a conventional hotel booking. These approaches create different sales opportunities: one packages a programme around a purpose, and the other makes selected services available during a broader journey. Clear inclusions help the guest decide how much of the trip to devote to those activities. [3, 10]

Restraint. A retreat is a service that depends on the people and facilities available at the time of the visit. Consultation appointments, instructor capacity, treatment rooms and dietary preparation need to fit the guest schedule. Access restrictions also affect the buyer: Thermae Bath Spa identifies itself as an adults-only spa, and Miraval The Red Sea is an adults-only retreat. Family participation cannot be assumed from the market’s demographic categories. Operators need to explain the age policy and suitability of the individual programme before the guest commits to travel. [11, 12]

Opportunity. New residential formats and shorter programmes can serve different travel occasions. COMO Shambhala Estate offers two-day programmes that can be booked without accommodation or added to a stay. Hyatt’s June 2026 opening of Miraval The Red Sea extends a dedicated wellness brand beyond the United States. The commercial opportunity is to match a defined programme with the guest’s available time and destination choice. Operators can compare demand for a complete retreat with demand for individual services, planning room inventory and practitioner schedules together. [8, 12] For nature-based retreats, sustainable tourism practices also affect the destination and local services that form part of the guest experience.

Which country and regional CAGRs are profiled?

The outlook covers 2026 to 2036 and includes the EU as a regional comparison. 

Country or Region	CAGR 2026 to 2036
United States	10.1%
United Kingdom	9.8%
European Union	10.7%
Japan	9.6%
South Korea	10.3%

How do the country and regional outlooks compare?

The EU and South Korea have the fastest expansion among the five profiled outlooks, followed by the United States, United Kingdom and Japan. Their destination offers vary from thermal bathing and hot-spring accommodation to residential retreats and wellness activities within ordinary hotel stays. That variety affects the programme purchased, the length of visit and the role of local transport. The country or regional forecast is a demand outlook; an individual property still needs a programme and service arrangement that fits its location. 

In the United States, residential retreats combine accommodation with scheduled activities. In the United Kingdom, thermal bathing can form part of a city visit. In the European Union, spa towns connect bathing facilities with wider destination services. In Japan, onsen inns link hot-spring access with accommodation. In South Korea, destination promotion covers several forms of wellness travel.

Country-wise Analysis

United States

The United States is forecast at 10.1% CAGR through 2036. Canyon Ranch’s Austin offer combines accommodation with wellness activities and services in the Texas Hill Country, with its website listing an October 2026 opening. The Ranch’s Malibu programmes provide another residential format built around hiking, fitness, yoga and food. Buyers can compare the programme’s pace and group arrangement alongside the destination. A domestic retreat also needs workable arrival times, transfer information and a clear account of what happens on the first and last days. [1, 13, 14]

United Kingdom

The UK outlook is 9.8% CAGR through 2036. Thermae Bath Spa illustrates a thermal attraction that visitors can use within a wider city itinerary. Its adult age policy and timed spa access affect planning, while accommodation and travel can be purchased separately. This creates a different buying process from a residential retreat: the visitor needs to coordinate the bathing session with the rest of the trip. Hotels and intermediaries can help by providing accurate information about access, appointment requirements and the distance between services. [1, 11]

European Union

The EU outlook is 10.7% CAGR through 2036. Baden-Baden’s thermal-bath offer provides a destination example within Germany, where visitors can combine bathing with accommodation and other local activities. The EU comparison spans multiple national markets and different visitor arrangements. Operators therefore need to examine the individual destination’s accessibility and services when designing a package. A thermal facility may attract day visitors as well as overnight guests, making the connection between admission, hotel inventory and local travel relevant to the commercial offer. [1, 6]

Japan

Japan is forecast at 9.6% CAGR through 2036. The Japan National Tourism Organization presents hot-spring inns and bathing destinations as ways to experience the country. Accommodation can make bathing part of a longer visit, while day access gives another route into the activity. International guests need understandable information about local bathing etiquette, facilities and travel connections. Providers can make those arrangements part of the booking information, helping the visitor select a destination and room that fit the itinerary and personal preferences. [1, 5]

South Korea

South Korea’s outlook is 10.3% CAGR through 2036. The Korea Tourism Organization’s Wellness Korea guide brings together destinations across nature, spa, traditional practices and other visitor experiences. That diversity lets a traveller combine wellness with a broader journey rather than requiring every visit to follow a residential programme. The practical task for intermediaries is to connect the chosen activity with transport, accommodation and the visitor’s available time. Providers need clear programme descriptions so that different experiences can be compared on a consistent basis. [1, 15]

Who participates in the Wellness Tourism Market?

Accor, Marriott, Hyatt, Six Senses, Canyon Ranch, COMO Shambhala, SHA, The Ranch, Ananda and Chiva-Som supply hotel wellness experiences or dedicated retreats.

Hotel groups can distribute wellness through broad accommodation portfolios, while specialist retreats organize the visit around a named programme. Six Senses is an IHG brand, so its role belongs within that group’s hospitality portfolio. SHA’s offer includes health and medical programmes; the wellness-travel comparison concerns the relevant hospitality and wellbeing services, with clinical care assessed separately. Buyers need to identify both the operator of the property and the services included in the programme they purchase. [3, 4, 7, 8, 10, 12, 13, 14, 16, 17]

Competitive Benchmarking: Wellness Tourism Market

Participant	Representative Offer	Format	Guest Requirement	Comparison Point
Accor	Spa and thalassotherapy portfolio	Hotel wellness	Activities within a stay	Property and service inclusions
Marriott	Westin	Hotel wellness	Sleep, food and movement	Daily guest facilities
Hyatt	Miraval	Destination retreat	Structured wellbeing visit	Programme and setting
Six Senses / IHG	Vana and resort retreats	Residential wellness	Guided activities	Itinerary and consultations
Canyon Ranch	Austin and resort programmes	Wellness resort	Organized activities	Schedule and availability
COMO Shambhala	Estate wellness programmes	Retreat and add-on	Shorter or residential visit	Programme and accommodation
SHA	Spain and Mexico destinations	Health and wellness	Individual programme	Hospitality and clinical scope
The Ranch	Malibu retreat	Fitness retreat	Guided movement	Intensity and duration
Ananda	Yoga and meditation programmes	Residential retreat	Guided practice	Session mix and meals
Chiva-Som	Hua Hin retreats	Destination wellness	Tailored visit	Activities and consultations

The offers differ in how much of the guest’s day is organized and which facilities form part of the accommodation price. A programme comparison should connect those inclusions with the visitor’s goals, available time and willingness to participate in a shared schedule.

Key Developments in the Wellness Tourism Market

• On June 9, 2026, Hyatt announced the opening of Miraval The Red Sea on Shura Island in Saudi Arabia, the first Miraval destination outside the United States. [12]
• Six Senses Vana scheduled The Living Kitchen culinary retreat for October 14 to 18, 2026, with practical chef-led sessions on ingredients and food preparation. [9]
• Canyon Ranch listed its Austin wellness resort for an October 2026 opening, adding a Texas Hill Country destination to its accommodation and programme offer. [13]

Key Participants in the Wellness Tourism Market

• Accor
• Marriott International
• Hyatt Hotels Corporation
• Six Senses Hotels Resorts Spas / IHG
• Canyon Ranch
• COMO Shambhala
• SHA
• The Ranch
• Ananda in the Himalayas
• Chiva-Som

Wellness Tourism Market - Report Scope

Coverage Field	Report Scope
Market Breakdown	Direct Suppliers; Indirect Suppliers; Age; Tourism Type; Demographic; Nationality; Booking Channel
Quantitative Units	Wellness-related travel expenditure in USD billion
Market Definition	Travel associated with maintaining or improving personal wellbeing, including relevant accommodation, transport, food and wellness activities. Covers primary wellness trips and wellness participation within other journeys. Excludes routine wellness consumption without travel and separately purchased clinical treatment revenue.
Regions Covered	North America; Latin America; Western Europe; Eastern Europe; East Asia; South Asia and Pacific; Middle East and Africa
Country and Regional Outlooks	United States; United Kingdom; European Union; Japan; South Korea
Participants Analyzed	Accor; Marriott; Hyatt; Six Senses/IHG; Canyon Ranch; COMO Shambhala; SHA; The Ranch; Ananda; Chiva-Som
2025 Market Value	USD 1,213.8 billion
2026 Market Value	USD 1,340.0 billion
2036 Forecast Value	USD 3,617.3 billion
CAGR	10.4%
Forecast Period	2026 to 2036

Wellness Tourism Market - Research Methodology

Research Area	Coverage
Market Coverage	Wellness travel and relevant hospitality, activities and transport.
Industry Evidence	Market outlooks, official tourism guides, property offers and company announcements.
Segment Analysis	Supplier role, programme type, guest characteristics and booking route.
Country Analysis	Destination formats and current visitor arrangements.
Participant Analysis	Programme content, accommodation format and corporate identity.

Wellness Tourism Market by Segments

Wellness Tourism Market segmented by Direct Suppliers:

• Airlines
  • Hotel Companies
  • Tour Operators

Wellness Tourism Market segmented by Indirect Suppliers:

• Online Travel Agencies (OTAs)
  • Traditional Travel Agencies
  • Travel Management Companies (TMCs)
  • Corporate Buyers
  • Aggregators

Wellness Tourism Market segmented by Age:

• Under 15
  • 16 to 25
  • 26 to 35
  • 36 to 45
  • 46 to 55
  • Over 55

Wellness Tourism Market segmented by Tourism Type:

• Thermal Water or Hot Spring Therapy
  • Yoga and Pilates Retreats
  • Culinary Wellness Retreats
  • Meditation Retreats
  • Wellness Cruises
  • Eco-tourism Retreats

Wellness Tourism Market segmented by Demographic:

• Male
  • Female
  • Children

Wellness Tourism Market segmented by Nationality:

• Domestic
  • International

Wellness Tourism Market segmented by Booking Channel:

• Phone Booking
  • Online Booking
  • In Person Booking

Wellness Tourism Market by Region

• North America
  • United States
  • Canada
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• Western Europe
  • Germany
  • United Kingdom
  • France
  • Spain
  • Italy
  • Rest of Western Europe
• Eastern Europe
  • Russia
  • Rest of Eastern Europe
• East Asia
  • China
  • Japan
  • South Korea
  • Rest of East Asia
• South Asia and Pacific
  • India
  • Malaysia
  • Singapore
  • Australia
  • Rest of South Asia and Pacific
• Middle East and Africa
  • United Arab Emirates
  • Saudi Arabia
  • Qatar
  • Oman
  • Rest of Middle East and Africa

Research Sources and Bibliography

1. Global Wellness Institute. What Is Wellness Tourism?
2. Marriott International. Westin Wellness Hotels.
3. Chiva-Som. Hua Hin Wellness Retreats.
4. Japan National Tourism Organization. Hot Springs in Japan.
5. Baden-Baden Tourism. Thermal Baths.
6. Ananda. Yoga and Meditation Retreats.
7. COMO Hotels. Shambhala Estate Wellness Programmes.
8. Six Senses Vana. The Living Kitchen, October 14–18, 2026.
9. Accor. Wellness and Spa Portfolio.
10. Thermae Bath Spa. Thermal Spa and Visitor Information.
11. Hyatt (2026, June 9). Miraval The Red Sea Opens.
12. Canyon Ranch. Austin Wellness Resort.
13. The Ranch. Malibu Wellness Retreats.
14. Korea Tourism Organization. Wellness Korea 88.
15. SHA. Wellness Destinations and Programmes.
16. IHG. Six Senses Hotels Resorts Spas.

This Report Answers

• What was the wellness tourism market value in 2025?
• What are the 2026 estimate and 2036 forecast?
• How do thermal-water and yoga experiences differ?
• What roles do suppliers and intermediaries perform?
• How do guest suitability and booking inclusions affect delivery?
• Which country and regional outlooks are profiled?
• Which hotel groups and specialist retreats participate?
• How do current openings and planned retreats shape the offer?