6 wellness tourism trends that marketers need to be aware of in 2025

As we enter the golden age of wellness tourism, needs in health and longevity are at all time high and products and experienced are being developed to meet this growing demand.

In fact, the global wellness tourism will jump from US$720 billion in 2019 to US$1.4 trillion in 2027, becoming one of the fastest growing sectors in the wellness economy, according to the Global Wellness Institute.

Various global brands have also rolled out wellness-related campaigns to engage with consumers who prioritise wellbeing. Back in July, Hyatt previously unveiled a brand platform “Be more here” in Asia Pacific to invite guests and consumers to lean into the transformative powers of travel and be more present. 

Building upon its global launch earlier this year, the regional launch of the campaign aims to highlight that the World of Hyatt’s people, places, spaces and experiences allow guests to feel more cared for, focus on their own wellbeing and discover sought-after destinations through rewarding benefits, said Tammy Ng, vice president of marketing, APAC, Hyatt during an interview with MARKETING-INTERACTIVE.  

Meanwhile, AIA Group has unveiled its new brand campaign platform “Rethink Healthy”, challenging stereotypes, narrowing depictions of health in Asia and calling for new definitions of health that will encourage more people to live healthier.  

In view of the growing demand in wellness tourism, FINN Partners has unveiled “The Future of Wellness Tourism 2025” report, which offers insights from industry experts and highlighted key innovations aimed at meeting the rising demand for wellness-focused travel experiences.

“There was a time was when all a hotel needed was a massage table, steam and sauna to tempt guests with spa services. Now, the influence of wellness is everywhere in travel and hospitality, as travellers seek inventive ways to enhance their personal wellbeing,” noted Cathy Feliciano-Chon, managing partner of the global travel practice of FINN Partners.  

Let's take a look at the key trends in wellness tourism that marketers need to be aware of in 2025.

1. Age benders

We’re in a time where chronological age matters less than biological age; when 60-years-olds have the vitality of people half their ages; and younger generations are adopting healthier lifestyles much earlier than the generations before them.

Today’s older travellers seek dynamic experiences that challenge both their physical and mental capabilities. Programmes that incorporate brain health training, healthy eating, cognitive activities, and creative workshops, or focus on special interests like art, photography or writing, will become increasingly popular.

As populations in developed economies continue to get older, a profound transformation in how individuals perceive aging is taking place. Baby Boomers, once viewed as the traditional “old” demographic, are now redefining their identities and priorities. Meanwhile, younger generations are increasingly aware of the aging process and its implications for their health and wellbeing.

Younger generations are also rethinking longevity, albeit from a different vantage point. This demographic, characterised by its technological savvy and a heightened sense of personal agency, is more informed than ever about the long-term consequences of everyday behaviours.

2. Nomadism

With people living longer and more countries extending retirement age, midlifers are tapping into another growing trend - nomadism - to reimagine alternative lifestyles which could be a boon for wellness residential communities, health resorts and retreats.

Recognising that retirement is not a hard stop but a series of life changes, this trend bucks the prevailing push to “age in place” and acknowledges the increasingly migratory nature of today’s silver set. Instead, they can view the prospect of retiring as truly rewiring, spending time in various destinations that allow for longer, albeit temporary, stays in pursuit of purpose, longevity and passions while ticking off that proverbial travel bucket list.

The rising tide of new nomads also presents opportunities for wellness resorts to rethink their retreats and programs to encourage longer stays and residences. After all, various research studies have shown that it takes anywhere from three weeks to three months to learn and perfect a new craft or to see meaningful and long-lasting results from a health programme.

While this growth is primarily targeting buyers driven by the desire to have access to nature and wellness amenities, offering shared ownership and rental schemes could have wider appeal for those seeking hybrid nomadic lifestyles, said the report.

3. Women's health

In recent years, sexual wellbeing has also drawn attention, which, according to research from the World Health Organisation, is key to improving overall mental, physical, emotional, social, and spiritual health.

Resorts such as Miraval in Arizona and Six Senses Ibiza hold workshops and retreats and more recently, SHA Wellness in Alicante, Spain, launched a Sexual Health Unit staffed with gynecologists and hormonal experts, and will be bringing this programme to their new SHA Wellness in Mexico next year.

 Women are going to extraordinary lengths to address issues from sexual wellbeing to fertility to menopause, opening the door for travel providers to offer wellness programming to meet their needs. 

4. Sky-high wellness

While airports are already incorporating wellness features – from an oxygen lounge at Tokyo’s Narita Airport and a yoga room at San Francisco Airport, to a spa in Cathay Pacific’s first class lounge at the Hong Kong International Airport - the good news is, providing more optimal environments to reduce stress is increasingly on the radar.

In developing more human-centric experiences, the aviation industry is investing in cutting edge technologies to make the passenger experience through the airport and within the plane a journey of wellbeing. Strategies address a range of factors impacting health and wellness, including air, water, lighting, acoustics, and overall design.

For example, airports are exploring the use of sound-absorbing materials and architectural designs to create quieter spaces for passengers. Ambient soundscapes inspired by nature played in particular frequencies are designed to calm. At the new Singapore Changi 2 expansion, soothing tropical sounds generated from an extensive catalog of recordings are broadcast through an immersive 3D sound system.

5. Nourishing escapes

Culinary travel continues to be a fast-growing segment in tourism as it feeds travellers’ appetite for unique experiences and is a connection to the local culture. Dining experiences in travel are often seen through the lens of indulgence but this is changing with the increasing influence of health and wellness.

As research into the gutbrain axis gains traction, the focus on gut health and emotional well-being has become paramount. Probiotic-rich foods, fiber-dense grains, and anti-inflammatory ingredients are already emerging as staples in wellness-oriented culinary offerings, empowering diners with chef-curated, nutrient-dense menus designed to boost and maintain brain function.

Some aspects of the dining experiences will be hyperpersonalised and datadriven. In the future, DNA tests upon arrival will facilitate fully personalized recipes, powered by AI, allowing diners to enjoy recipes tailored to their specific physiological and psychological needs.

Dining will become a sanctuary for tranquility and self-reflection. Culinary workshops will focus on more than flavors, inviting travellers to cultivate mindful dining habits that extend far beyond their journeys, seen in experiences such as The Westin Singapore’s mindful silent breakfasts or Chef Amninder Sandhu’s immersive safari dinners at Palaash, where local village women slow-cook meals over an open fire.

Consumers should expect more properties to create secluded spaces for meditative meals, such as Soneva Secret’s castaway dining tower situated on the Maldives’ most remote atoll, where guests zipline over to linger longer over their food.

6. Thermal springs

Thermal bathing centres often form the backbone of tourism in their regions. According to the Precedence Research, the global thermal springs tourism market size accounted for USD 57.78 billion in 2024 and is projected to surpass around US$230.11 billion by 2034, growing at a CAGR of 14.82% from 2024 to 2034. 

Seeing the success of the strategy, and the growth of interest from wellness travellers seeking relief from chronic health issues, governments around the world have started pouring money into updating tourism facilities in thermal areas.

The Ministry of Economy and Sustainable Development of Georgia is investing millions of dollars to turn former Soviet thermal spa towns such as Tskaltubo into international level resorts. The UNESCO designated spa town of Vichy, France is currently undergoing a six-year, multimillion dollar modernisation funded in large part by regional and municipal governments. The Japanese government has also been investing in infrastructure projects to enhance the accessibility to hot springs and other natural attractions.

Across the world, governments and developers are investing in thermal springs to satisfy a growing interest in nature-based experiences and combat overtourism by directing travellers to less-visited areas.  

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