2025年养生旅游的未来报告（英文版）-FINNPartners

TheFutureof

WellnessTourism2025

Trendsdefiningwellnesstourismin2025andbeyond

Introduction

Weareenteringthegoldenageofwellnesstourism,where

awarenessandappreciationforhealthandlongevityareatalltime

highandproductsandexperiencesarebeingdevelopedtomeetthisgrowingdemand.

AccordingtotheGlobalWellnessInstitute(GWI),wellnesstourismwilljumpfrom$720billionin2019to$1.4trillionin2027.Whilethepandemicwasasetbackforthetourismindustry,itgalvanizedthewellnessmovement.

“Today,wellness’sinfluencecanbeseeninallaspectsoftravel,

tourismandhospitalityanditwillcontinuetohaveaprofoundeffectonhowoursectorsmovetowardgreatersustainability,”saidDebbieFlynn,FINNPartners’GlobalTravelPracticeLeader.

Thisreportidentifiesthetrendsshapingitsfuture,fromnew

generationalcohortschanginghowproductswillbemadeand

marketed,totechnologyradicallychangingguestexperiences,andemerginghotspotswherewellnessistakingcenterstagein

placemakingstrategies.

2

THEFUTURE

OFWELLNESSTOURISM2025

TableofContents

04AgeBenders

BlurringGenerationalCohorts

09Nomadism

ANewSegmentforWellnessTourismandRealEstate

12Women’sHealth

AMainstayofWellnessPrograms

17Sky-HighWellness

FlyingWillHelpYourWellnessJourney.Really.

20NourishingEscapes

WellnessInfluencesCulinaryTravel

23ThermalSprings

HeatUpFutureWellnessDestinations

28WhereYou’llGoNext:EmergingWellnessTourismHotSpots

Japan|SouthKorea|SaudiArabia|Iceland|Italy

35FromSustainabletoRegenerative

WellnessTourismWill[NeedTo]BeMoreRegenerative

39NowtoNext

3

THEFUTURE

OFWELLNESSTOURISM2025

AgeBenders

BlurringGenerationalCohorts

4S

TOURISM2025

AgeBenders

BlurringGenerationalCohorts

We’reinatimewherehealthspanisconsideredhandinhandwithlifespan;wherechronologicalagematterslessthanbiologicalage;

when60yearsoldshavethevitalityofpeoplehalftheirages;andyoungergenerationsareadoptinghealthierlifestylesmuchearlierthanthegenerationsbeforethem.Whatwillthismeanfor

marketersandbrands?

Heedthis:Aparadigmshiftistakingplacewheregenerational

demographicsnolongerapply.“Babyboomersmaybecredited

withdrivingthemodern-daywellnessmovementandmillennialswithamplifyingit,butthefutureofwellnessisinthehandsofAgeBenders”,saysCathyFeliciano-Chon,managingpartner,FINN

PartnersAPAC.

They’reage-agnosticanddefinedbyasetofbehaviorsandmindsetthatregardagingasaprocessthatcanbetamed.They’restraddlingseveraldemographicsegmentsandwillhaveaprofound

implicationinproductdevelopmentandmarketingstrategies.

5

THEFUTURE

OFWELLNESSTOURISM2025

Paradigm

Shift

Aspopulationsin

developedeconomies

continuetogetolder,aprofoundtransformationinhowindividuals

perceiveagingistakingplace.BabyBoomers,onceviewedasthe

traditional“old”

demographic,arenow

redefiningtheiridentitiesandpriorities.Meanwhile,youngergenerationsareincreasinglyawareoftheagingprocessandits

implicationsfortheirhealthandwell-being.

6

THEFUTURE

OFWELLNESSTOURISM2025

ANewPerspective

onAging

By2033,oneinsixpeoplegloballywillbeaged60orolder,highlightingtherapiddemographicchangesweface.Thenumberofindividuals

aged50andaboveisprojectedtonearlydoubleto3.2billionby2050,withAsiaexperiencingthe

mostsignificantincrease.Amidstthese

statistics,thelandscapeofagingisevolvingdramatically.

BabyBoomers,nolongercontenttobe

sidelinedbytraditionalnarrativesofdecline,arerecontextualizingwhatitmeanstoage.They’reprioritizinghealthandlongevitytonavigate

agingasself-empoweredindividualsratherthanpassivepatients.

DavidHarryStewart,founderofAgeist,notes

thattheconceptof"agedysmorphia"isrelevanthere.“TheaveragedeltabetweenaBoomer’sactualageandperceivedageis20years.”

Therefore,hesays,toalignwiththatmindset,

whensellingaproductorservice,itisimportant

nottofocusontheprocessofagingperse,butratheronaspectsofalongevitylifestyle,suchasfitness,nutrition,orcreativity.That’savitallessonforthewellnesstourismindustry.

Today’soldertravelersseekdynamicexperiencesthatchallengeboththeirphysicalandmental

capabilities.Programsthatincorporatebrain

healthtraining,healthyeating,cognitiveactivities,andcreativeworkshops,orfocusonspecial

interestslikeart,photographyorwriting,willbecomeincreasinglypopular.

ModernElderAcademy(MEA),withcampusesinSantaFe,NewMexicoandBaja,Mexicoisa

pioneerinredefiningaging.MEAstudentslearnfromexpertsaboutnavigatinglifetransitions,andworkshopsaddresscultivatingpurposeand

owningwisdom.Butit’snotallseriousstuff.

Activitiesincludehorsebackriding,collaborativebreadbakingandimprov.

TheYoungerGeneration:

AProactiveApproachto

Longevity

Youngergenerationsarealsorethinkinglongevity,albeitfromadifferentvantagepoint.Thisdemographic,characterizedbyitstechnologicalsavvyandaheightenedsenseofpersonal

agency,ismoreinformedthaneveraboutthelong-term

consequencesofeverydaybehaviors.AccordingtoStewart,

“GenZisacutelyawareofageatanearlyage.Theyareveryawarethattheiractionsintheworldhaveconsequencesontheworldandontheirownbiology.So,theyarethinking

aboutlongevityintheirearly20s;thatwasn’tthecasewithgenerationsbefore.”Asaresult,health-conscioushabitsarebeingingrainedearly.Thisproactiveapproachcanbeseeninthereductioninsubstanceuseandtheriseofthe"sober-

curious"movement.

Youngerconsumersareincreasinglyengagingwith

biohackingtools,whichempowerthemtomonitortheir

healthactively,andepigenetictestingtounderstandtheir

geneticpredispositions,sotheycanmakeinformedhealth

decisions.Theyoungergenerationsarelikelytobetheprimarybeneficiariesofadvancementsinlongevityscience.

7

THEFUTURE

OFWELLNESSTOURISM2025

LongerLifeCycles

forBrands

Withyoungadultsstartingtheirwellnessjourneys

youngerthanthegenerationsbeforethem,brandsandproducts,too,haveanopportunitytoexpand

theirlifecyclesfromtheseincreasinglyblurring

demographiccohorts.Wellnessdestinationscan

createlifelongloyaltywithmembershipprograms

“There’sbeenashiftinthevernacularinthe

thatresonatewithyoungergenerations’aspirations.Productslikewearabledevices,whichcountGenZasitsfastest-growinggeneration,cancounton

agingspace–

extendedlifetimeusage.Theindustrycancultivateacustomerbasethatremainsengagedthroughout

recognizingthegoalis

theirlifespan.

increasing’healthspan’tomatchextended‘lifespan.’Chronologicalagehaslesssignificancethanone’sfunctionalability.”

MichaelHodin

PhD,CEO,

GlobalCoalitiononAging

8

THEFUTURE

OFWELLNESSTOURISM2025

Nomadism

ANewSeg

mentforWellnessTourism

andRealEstate

9

THEFUTURE

OFWELLNESSTOURISM2025

Nomadism

ANewSegmentfor

WellnessTourismandRealEstate

AccordingtotheWorldHealthOrganization,around1.2billion

peoplewillturn60in2025,afigureexpectedtonearlydoubleto2.1billionby2050.Withpeoplelivinglongerandmorecountries

extendingretirementage,midlifersaretappingintoanother

growingtrend--nomadism---toreimaginealternativelifestyles

whichcouldbeaboonforwellnessresidentialcommunities,healthresortsandretreats.

Recognizingthatretirementisnotahardstopbutaseriesoflife

changes,thistrendbuckstheprevailingpushto“ageinplace”andacknowledgestheincreasinglymigratorynatureoftoday’ssilverset.Instead,theycanviewtheprospectofretiringastrulyrewiring,

spendingtimeinvariousdestinationsthatallowforlonger,albeit

temporary,staysinpursuitofpurpose,longevityandpassionswhiletickingoffthatproverbialtravelbucketlist.

Thewellnessrealestatemarketiswell-positionedforthis.AccordingtotherecentvaluationbytheGlobalWellnessInstitute(GWI),the

wellnessrealestatemarketisprojectedtogrowfrom$438billionin2023to$912billionby2028.Whilethisgrowthisprimarilytargetingbuyersdrivenbythedesiretohaveaccesstonatureandwellness

amenities,offeringsharedownershipandrentalschemescouldhavewiderappealforthoseseekinghybridnomadiclifestyles.

10S

TOURISM2025

Recognizingthatretirementisnotahardstopbutaseriesoflifechanges,thistrendbucksthe

prevailingpushto“ageinplace”and

acknowledgestheincreasinglymigratorynatureoftoday’ssilverset.

ResidentNomads

Therisingtideofnewnomadsalsopresents

opportunitiesforwellnessresortstorethinktheirretreatsandprogramstoencouragelongerstaysandresidences.Afterall,variousresearchstudieshaveshownthatittakesanywherefromthree

weekstothreemonthstolearnandperfectanewcraftortoseemeaningfulandlong-lastingresultsfromahealthprogram.

GWI,inits2020trendreport,firstspottedthe

trendof“wellnesssabbaticals”–describingpeople“takingthreeweeks(orlonger)tofocusontheir

healthandwellness”whilestayingconnectedwithworkthroughtheirsmartdevices.Thetrendcame

ontheheelsofremoteworkanddigitalnomadism.

Thedifferencetodayiswellnesssabbaticals,at

leastforthisgrowingsegment,willbeamore

permanentwayoflife,albeitonespentindifferentlocations.

11

THEFUTURE

OFWELLNESSTOURISM2025

Upcomingdevelopments

tolookforwardto:

AtTriVananada,ahealthresortandresidentialcommunityinPhuket,anew

CliniqueLaPrairiewillanchorthedevelopmentprovidingcomprehensivemedicalandwellnessfacilitiestoguestsandresidents.Ownerswhobuyintothe70

residentialvillascanrentouttheirproperties,whileresortaccommodationswillalsobeavailable.

ClosertoBangkok,SixSensesTheForestiasislocated,asthenamewould

suggest,inwoodlands.Settoopenin2025,thedevelopmentincludesahotel,residences,andstate-of-the-arthealthandwellnessfacilities,builtontheethosthatlivingaroundnaturehasatherapeuticandcalmingeffect.

Whenitopensin2026,SHAEmiratesIsland,locatedbetweenAbuDhabiandDubai,willincludeawellnessresidencerosterof97villasand62apartments.SimilartoasmallercomplexofresidencesatSHAMexico,ownerswillhave

preferentialaccesstotheSHAWellnessClinic.

IntheUnitedStates,TheResidencesofVelvaereParkCitywillhavedirect

accesstotheDeerValleyResort.ClubVelvaere,exclusivetoownersandrenters,includesawellnesscenterwithahealthclub,spa,andcutting-edgemodalities,andanAdventureCenterforskiservices,hikingandbiking.ThedevelopmentwillbepartneringwithFountainLifeCenter,anintegrativehealthfacilityfocusedonlongevityhealthcaresettoopenin2026.

InNewZealand,NorthbrookArrowtown,aluxuryretirementcommunitynear

Queenstown,willopenin2027.Thedevelopmentincludes168residences,and

amenitieslikealibrary,cinema,healthclub,poolandhydrotherapyspa.Therewillalsobeafacilityforcareofdementiapatients.

Women’sHealth

AMainstayofWellnessPrograms

12S

TOURISM2025

Women’sHealth

AMainstayof

WellnessPrograms

Whenreportsfirstsurfacedseveralyearsagoabout

China’sunmarriedwomengoingoneggfreezingtripstoescaperestrictionspreventingthemfrom

undergoingtheprocedure,itillustratedthe

extraordinarylengthssomewomenaretakingtodaytoaddresshealthissues.Italsopointedtoawell-knownfactthatwomen’shealthhaslongbeenunderservedandunderfunded.

Butthetideisslowlyturningandthewellnessindustryisintherightpositiontogainfromthistrend.

13

THEFUTURE

OFWELLNESSTOURISM2025

MenopauseMoment

Recentlymenopauseretreatshavebeen

heraldedas“thenextbigthinginwellness”andpodcasts,books,products,conferencesandthenewdocumentary“TheMFactor:ShreddingtheSilenceonMenopause”arecatalysingthismovementevenmore.Withagrowingnumberofwomenapproachingtheageofhormonalchanges—by2025,

approximately1.1billionwomenworldwidewillhaveexperiencedmenopause—

women’shealthissueswillcontinuetobeamainstayofwellnessprograms.

ThePleasurePrinciple

Inrecentyears,sexualwellbeinghasalso

drawnattention,which,accordingtoresearchfromtheWorldHealthOrganization,iskeytoimprovingoverallmental,physical,emotional,social,andspiritualhealth.ResortslikeMiravalinArizonaandSixSensesIbizahold

workshopsandretreatsandmorerecently,SHAWellnessinAlicante,Spain,launchedaSexualHealthUnitstaffedwithgynecologistsandhormonalexperts,andwillbebringingthisprogramtotheirnewSHAWellnessin

Mexiconextyear.

14

THEFUTURE

OFWELLNESSTOURISM2025

OnFertileGround

Anotherreasonwhywomen’shealthcouldbebringingdisparateforcestothecollectivetable?Decliningbirthratesandaging

populationsareraisingconcernsaboutfutureeconomicstability,workforceshortagesandthesustainabilityofsocialwelfare

systems.Inresponse,manygovernments,particularlyinAsia,areexploringinnovativestrategiestoreversethistrend.Those

includemoregenerousparentalleavepolicies,supportforchildcareandfinancialincentivesforthoseseekinginvitrofertilization(IVF)treatments.

Whiletheconceptofsubsidizingthecostsoffertilitytourismbygovernmentsandinsurancecompanieshasyettotakeroot,itisn’tfarfetchedtoimagineseismicmeasuresatapublicpolicylevelbeingdeployedinthefuturetoavertaloomingcrisis.

WellnesscentersaresteppinginthegapbydevelopingholisticprogramsforwomenhopingtoconceivethroughIVFornaturalmeans.TheFarmatSanBenitohasbeenofferingsuchfertilityprogramsformorethan15years,takingaholisticapproach

combiningnatureandtraditionalfertilitypracticeswithmodernscience.AnandaintheHimalayasoffersasimilarprogram

combiningtheancientwisdomofAyurveda,yoga,orientalmedicineandtranspersonalpsychology.

15

THEFUTURE

OFWELLNESSTOURISM2025

PostpartumHotels

Addressingwomen’sspecialneedspostpartum,couldSouthKorea’ssanhujoriwonbeasignofthingsto

come?Sanhujoriwonarepostpartumcarecenters,

providingaround-the-clockcareforwomenasthey

recuperateafterchildbirth.Thoseservicesinclude

helpwithbreastfeeding,babycarelessons,yoga,

massagesandcounselingforthoseexperiencing

mentalhealthissues.It’scustomaryfornewmothersinKoreatotakeadvantageoftheseservices.This

practiceisbeginningtotakerootelsewhere.BoraminNewYorkCity’sThompsonCentralParkHoteland

SanuinTheWatermarkHotelinthesuburbsof

Washington,DCarepostpartumretreatcenters

perhapsnotcoincidentallyoperatedbyownersofKoreandescent.Suchfacilitiescombinedwiththeluxuriousamenitiesofhotelsarelikelytopopupinmoreurbancentersworldwide.

16

THEFUTURE

OFWELLNESSTOURISM2025

Sky-HighWellness

YourWellbeing.Really.

FlyingWillEnhance

17S

TOURISM2025

18S

TOURISM2025

Sky-HighWellness

FlyingWillEnhanceYourWellbeing.Really.

Ingeneral,flyingisthemoststressfulpartofanyjourney.Crowdedairports,uncomfortable

airplaneseating,andchangesintimezonescandrainthebodyandimpactapassenger’shealth.

Whileairportsarealreadyincorporating

wellnessfeatures–fromanoxygenloungeatTokyo’sNaritaAirportandayogaroomatSanFranciscoAirport,toaspainCathayPacific’sfirstclassloungeattheHongKong

InternationalAirportandasaunainFinnair’sloungeinHelsinkiAirport--thegoodnewsis,providingmoreoptimalenvironmentsto

reducestressisincreasinglyontheradar.

Indevelopingmorehuman-centricexperiences,theaviationindustryisinvestingincutting-

edgetechnologiestomakethepassenger

experiencethroughtheairportandwithintheplaneajourneyofwellbeing.Strategiesaddressarangeoffactorsimpactinghealthand

wellness,includingair,water,lighting,acoustics,andoveralldesign.

Forexample,airportsareexploringtheuseof

sound-absorbingmaterialsandarchitectural

designstocreatequieterspacesforpassengers.Ambientsoundscapesinspiredbynature

playedinparticularfrequenciesaredesignedto

calm.AtthenewSingaporeChangi2expansion,soothingtropicalsoundsgeneratedfroman

extensivecatalogofrecordingsarebroadcastthroughanimmersive3Dsoundsystem.

Biophilicreferencesarealsobecomingincreasinglyimportantinairportdesign.

AccordingtoMarineBessoles,seniorassociateintheAviation,TravelandTourismdivisionofICF,

“Airportsaretryingtoincorporatenatural

elementslikeplants,water,anddaylightintheirdesign(inorder)toreducestressandimproveoverallwell-being.”

Changiistheleaderinthisarea,butother

airportsarestartingtofollowsuit.Bengaluru

InternationalAirporttakescuesfromBangaloreasthe“gardencityofIndia”tocreatean“airportterminalinagarden”conceptwithlushindoorgreeneryandwaterelements,transformingthestressfulexperienceofnavigatingarounda

bustlingairportintoacalmingone.InChangi’supdatedTerminal2,anLEDceilingreplicates

externalweatherconditionsinrealtime.“Futureairportsmaypushthisfurtherwithsmart

lightingsystemsthatmimicnaturalrhythmsandhelpreducejetlag,”Bessolessaid.

WellnessontheFly

Jetlagisthebaneoftravel.Toovercomethetyrannyofdistance,QantasintroduceditsProjectSunriseplanes,whichwillflyfromAustraliato

LondonandNewYorknon-stopstartingin2025.

Thedesignisbasedonstate-of-the-artmodelingofcircadianrhythmsattheCharlesPerkinsCentreinAustralia.Theresultisaspecificlighting

sequencetailoredtohelppassengersadjusttotheirdestinationtime

zonebeforetheysetfootontheground.SixenclosedFirstSuiteswillofferafullycustomizablelightingsequenceallowingpassengerstochoosethetimezonetheywanttobeonforthedurationoftheflight.

OtherwellnesselementsofProjectSunriseincludespecializedmeal

planningandapurpose-builtWellbeingZone,availabletoallpassengers,featuringsculptedwallpanelsandintegratedstretchhandles,guidedon-screenexerciseprograms,ahydrationstationandhealthyrefreshments.

Theideaofairplaneseatsthatactuallypromotewellnessmayseema

fantasy.Butinnovativedesignfirmsareintroducingproductstomake

seatinghealthy.AccordingtoBessoles,“Aircraftinteriordesignismovingbeyondcomforttoactivelypromotewellness,withanemphasison

reducingthephysicalstressoflongflights.Asanexample,RECARO

introducedapremiumseatwithan‘activeexercisemode’atthe2023AircraftInteriorsExpo,whichallowspassengerstodosimpleexercises

whileseated.”Inthefuture,amoreadvancedsystemmightdeliveron-demandguidedexercisesthroughseatsensors,promotingbloodflowandreducingmusclestiffness.

Inthemeantime,SwissaerospacecompanyCaynovaispartneringwithseatmanufacturerstoembedtechnologydesignedforindividually

controlledseatclimateandmoisturecontrol.ThesystemiscurrentlybeingintegratedintoLufthansa’snewAllegrispremiumcabins.

There’splentyofpotentialforfurtherinnovationinseatdesign.Imagine,forexample,hydrationsensorsembeddedinarmrests,customizable

lumbarsupportfeatures,orseatbackscreensdoublingasindividualizedprogrammablecircadianlightingmonitors.

Thenextfiveyearswillusherinaneraofsmartaviation,whereafullydigitalexperience,onairplanesandinairports,willanticipateguestbehaviorsandwellnessneeds.

Bessolessuggestsinnovationsmayinclude“AI-guidedwayfindingsystemsthatadaptinreal-timetohelppassengersavoidcrowds,

minimizetraveltimebetweengates,andreducetheanxietyofnavigatingbusyairports.ButAI-basedappscouldgofurtherandprovide

personalizedwellnessrecommendationsattheairportorin-flight.”

19

THEFUTURE

OFWELLNESSTOURISM2025

NourishingEscapes

WellnessInfluencesCulinaryTravel

20

THEFUTURE

OFWELLNESSTOURISM2025

NourishingEscapes

WellnessInfluencesCulinaryTravel

Culinarytravelcontinuestobeafast-growingsegmentintourismasitfeedstravelers’appetiteforuniqueexperiencesandisa

connectiontothelocalculture.Diningexperiencesintravelareoftenseenthroughthelensofindulgencebutthisischangingwiththeincreasinginfluenceofhealthandwellness.

AccordingtoMarriott’srecentFutureofFoodreport,aholistic

approachisemerging,whichincludesbiodynamicmenusthat

supportregenerativefarmingpractices,plant-centricdishesthathighlightsplantproteins,theuseofclosed-loopingredients,andtheincreaseofmicro-certificationstargetingspecificsustainabilitygoals.

“Wellnessandsustainabilityareinextricablylinkedtothefutureofculinarytravelandthey’reshapingthefoodanddining

experienceswecanexpect,”saidJenniferHawkins,FINN’sNewYorkTravelPracticeLeaderandManagingPartner.

Therearemorewaysthatwellnessisplayingoutindiningas

travelerscanbeassuredthateatingcanbebothindulgentandnourishing.

21

THEFUTURE

OFWELLNESSTOURISM2025

NeuralNutrition

Asresearchintothegut-

brainaxisgainstraction,thefocusonguthealthand

emotionalwell-beinghasbecomeparamount.

Probiotic-richfoods,fiber-densegrains,andanti-

inflammatoryingredientsarealreadyemergingas

staplesinwellness-orientedculinaryofferings,

empoweringdinerswithchef-curated,nutrient-

densemenusdesignedtoboostandmaintainbrainfunction.

MadeforMe

Someaspectsofthediningexperienceswillbehyper-personalizedanddata-

driven.Inthefuture,DNAtestsuponarrivalwill

facilitatefullypersonalizedrecipes,poweredbyAI,

allowingdinerstoenjoyrecipestailoredtotheirspecificphysiologicalandpsychologicalneeds.

CulinaryMeditations

Diningwillbecomea

sanctuaryfortranquilityandself-reflection.Culinary

workshopswillfocuson

morethanflavors,inviting

travelerstocultivatemindfuldininghabitsthatextendfarbeyondtheirjourneys,seeninexperienceslikeThe

WestinSingapore’smindfulsilentbreakfastsorChef

AmninderSandhu’s

immersivesafaridinnersatPalaash,wherelocalvillagewomenslow-cookmealsoveranopenfire.Expect

morepropertiestocreatesecludedspacesfor

meditativemeals,like

SonevaSecret’scastaway

diningtowersituatedontheMaldives’mostremoteatoll,whereguestsziplineovertolingerlongerovertheirfood.

DopamineDining

Withthe"joyconomy"fullyin

play,diningoutwillbeseenasaformoftherapy.Playful,community-drivendiningeventswillproliferateas

dinersfullyembracemealsthatelevateserotoninlevelsandfosteremotional

healing.Functional"moodfoods"packedwith

adaptogens,nootropics,anddopamine-enhancing

flavorswillbecomestandardfare,aseateriescurate

experiencesthatnourishbothbodyandmind.

FoodasSelf-Care

Mealswilldomorethan

satisfyhunger;theywillbeessentialtoself-care.

Empathyandinclusivitywillserveasthecornerstonesofeverydiningexperience.

Solodining,once

stigmatised,willbe

celebratedasavitalpractice,withrestaurantsuniversallyofferingindividual-portionedmenustailoredtopersonalwellnessneeds.Calming

roomsandsensory-friendlyhoursforneurodiverse

dinerswillbecomethe

norm,ensuringeveryguestfeelsvaluedandatease.

22

THEFUTURE

OFWELLNESSTOURISM2025

ThermalSprings

HeatUpFutureWellnessDestinations

23

THEFUTURE

OFWELLNESSTOURISM2025

ThermalSprings

HeatUpFuture

WellnessDestinations

Sinceancienttimes,thermalspringshaveservedasa

catalystforthedevelopmentofsmallsettlements.Today,governmentsandprivatedevelopersarepouringmoneybackintothermalareas,giventheirpositioninthenexusofwellnessandhealthtourism,agrowinginterestin

nature-basedexperiencesandtheneedtocombatovertourismbydirectingtouriststoless-visitedareas.

AccordingtothelatestestimatesfromtheGlobal

WellnessInstitute,thethermal/mineralspringssectorisgrowingrapidly.Asof2022,therewere31,290

thermal/mineralspringsestablishmentsoperatingin130countries.However,through2027,GWIprojectsaglobalindustrygrowthrateofacompoundannualgrowthrateof14.3percentayear–comparedto4.7percentannualgrowthinglobalGDP.

24

THEFUTURE

OFWELLNESSTOURISM2025

25

THEFUTURE

OFWELLNESSTOURISM2025

ThermalWaters

WillPlayaKeyRolein

GovernmentalTourismStrategies

Thermalbathingcentersoftenformthe

backboneoftourismintheirregions.PlaceslikeGrindavík,IcelandandKyushu,Japanhave

madethermalspringsasignificantpartoftheirtourismbranding.

Seeingthesuccessofthestrategy,andthe

growthofinterestfromwellnesstravelers

seekingrelieffromchronichealthissues,

governmentsaroundtheworldhavestarted

pouringmoneyintoupdatingtourismfacilitiesinthermalareas.

TheMinistryofEconomyandSustainable

DevelopmentofGeorgiaisinvestingmillionsofdollarstoturnformerSovietthermalspatownslikeTskaltubointointernationallevelresorts.

TheUNESCOdesignatedspatownofVichy,

Franceiscurrentlyundergoingasix-year,multi-milliondollarmodernizationfundedinlargepartbyregionalandmunicipalgovernments.

Afterhealthtourismwasidentifiedasakey

growthareaforCroatia,thecountry’sMinistryofTourismandSport,withsupportfromEUfunds,allocatedapproximately120millioneurosfor

investmentsinthermaltourism.Accordingto

IvanaKolar,presidentofCroatianHealthTourismAssociation,“Thisfundingispartofabroader

strategicplanaimedatenhancingtourism

infrastructure,promotingsustainablepractices,andimprovingtheoverallqualityofservice.”

NottomentionitmayhelpdiverttravelersawayfromalreadycrowdedDubrovnik.

RuralEconomicDevelopment

Becausethey’reoftenlocatedinnaturalandruralsettings,

thermalspringsareredirectingtouristsawayfromoftentravelledurbancenters.Moreover,theyhavethepotentialtodeliverswifteconomicdevelopmenttoruralcommunities.Sinceitwas

inauguratedse