Finn Partners has released a new report called The Future of Wellness Tourism 2025, forecasting the top trends set to shape the future of global wellness tourism. The publication spotlights emerging shifts and wellness hotspots that are becoming central to placemaking strategies worldwide.

Unveiled at the 2024 Global Wellness Summit, the 42-page report includes data, specialist insights and on-the-ground examples of innovations conceived to satisfy the growing desire of travellers to experience wellness.

According to Finn Partners, wellness tourism is entering a “golden age,” with global travellers increasingly seeking experiences that enhance personal wellbeing. In a brand new report, the Global Wellness Institute recently estimated the wellness tourism sector’s value at US$830 billion, with projections to reach US$1.4 trillion by 2027.

“There was a time when all a hotel needed was a massage table, a steamroom and a sauna to attract guests. Today, wellness is everywhere, as travellers seek inventive ways to enhance their personal wellbeing,” said Cathy Feliciano-Chon, managing partner of Finn Partners' Global Travel Practice.

Highlighted trends include:
• Age Benders: As perceptions of age shift, the concept of chronological age is less relevant. Older generations are embracing vitality once associated with younger cohorts, while younger people are prioritising health earlier in life. This shift is redefining traditional demographic boundaries.
• Nomadism: The rise of modern nomadism is opening new opportunities for wellness resorts to cater to long-term stays and alternative lifestyles, appealing especially to midlifers and retirees.
• Women’s Health: A renewed focus on women’s wellness needs, from reproductive health to menopause, is prompting wellness providers to create tailored programming.
• Sky-High Wellness: Airlines are enhancing passenger wellbeing with innovations in air quality, lighting and acoustics to make travel experiences healthier and more comfortable.
• Nourishing Escapes: Culinary wellness is booming, blending food with wellness through experiences such as dopamine dining, neural nutrition and sustainable, health-centred menus.
• Thermal Springs: Investments in thermal springs aim to meet the rising demand for nature-based wellness and combat overtourism by directing visitors to lesser-known destinations.

Wellness tourism hot spots of the future
The Future of Wellness Tourism 2025 highlights Japan, South Korea, Saudi Arabia, Iceland and Italy as emerging wellness tourism destinations, citing their substantial infrastructure investments, rich natural landscapes and innovative hospitality offerings.

"These nations are reshaping the concept of rejuvenation with travel experiences that transcend the ordinary,” says Amy Skelding, managing partner and UK travel lead at Finn Partners.

Shifting mindsets
The report’s closing chapter emphasises the need for the wellness tourism sector to adopt a regenerative approach, moving beyond sustainability to actively restore ecosystems and support local communities. “An individual’s pursuit of wellness should not come at the planet’s peril,” the authors state, urging the industry to embrace practices that give back to the environment and society.

To read The Future of Wellness Tourism 2025 report in full, follow this link.