Representative ImagePost Covid the trend was revenge travel, people desperate to live life fully again and see all that the world has to offer. Travel revived, soon followed by a trend for value adding experiences.
Then came a time for calm reflection, slow journeys, enriching sleep, mindful holidays, pristine valleys, no crowds, cultural healing traditions, art and nature and sustainable choices.
A holiday that relaxes and calms and charms. Wellness has become paramount in a world where a fast-paced lifestyle, stress and chaos need to be revived with relaxation, rejuvenation and calm.
The wellness market has doubled since 2013, and grew 7.9% from 2023 to 2024, reaching a new peak of $6.8 trillion. The Global Wellness Institute touched upon how wellness not only includes the tourists, also the locals benefit, with the concept of “voluntourism”. Post disasters simple yet impactful infrastructure and attractions emerge to support local community healing while also attracting new travellers.
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Wellness from the brain to the body
There is also a growing recognition of the brain’s integral role in overall wellbeing. As mental health crises rise globally, wellness travel is shifting towards dedicated, bespoke retreats and experiences that combine clinical psychology with holistic therapies. Also, accessibility in spa and wellness resorts has shifted from a “nice-to-have” to an essential expectation.
Besides every mode of transportation is trying to make it calm and comfortable for tourists. Wellness when you fly, wellness when you’re on the train and also on the road. Assisted with hyper personalisation, attempts at decongestion and improving supply and demand to reduce overtourism.
Nutrition as wellness
The 60-year-olds are looking towards longevity, as lifespans increase with better healthspans. Nearly half of Gen Z and Millennials (43%) believe diet culture has significantly influenced their food choices today. For optimal health, science supports following a plant-based diet like the Mediterranean-DASH (Dietary Approaches to Stop Hypertension) diet, and MIND (Mediterranean-DASH Diet Intervention for Neurodegenerative Delay) diet.
Most hotels are offering organic, farm to fork options to cater to the nutrition of guests on holiday.
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Wellness trends 2026
Tech and AI are aiding wellness as well. Even you maybe be wearing the wellness ring to monitor your heartbeat and sleep records or the fitness watch to count your steps. Then again tech-abstinence that impacts different parts of your life is a trend for wellness. In a world of quick fixes dietary supplements as pills and powder are growing. Radiant skin is a sign of good health and that is what people are trying to achieve. Tradition relaxation venues like hammams, spas, massage, tai-chi and yoga continue to be popular.
As global travel continues its post-pandemic evolution, wellness tourism has moved from a niche offering to a core pillar of destination strategy and hospitality planning. What began as revenge travel has matured into a demand for restorative, purpose-driven journeys that prioritise mental health, physical longevity, cultural connection and community impact. For the travel trade, this signals both opportunity and responsibility — from investing in accessible, inclusive wellness infrastructure to embracing hyper-personalised experiences, sustainable food systems and technology that supports wellbeing without overwhelming the guest.
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With the global wellness economy reaching record highs and travellers increasingly seeking calm, longevity and meaning, destinations and operators that embed wellness across transport, accommodation, experiences and local engagement will be best positioned for long-term growth. In an era defined by overstimulation and overtourism, the future of travel lies not in doing more, but in offering travellers the space to feel better — and to leave destinations stronger than they found them.
