Why the U.S. Wellness Tourism is a $1.8T Opportunity You Can’t Ignore
“As global and U.S. wellness economies skyrocket, American businesses have a unique chance to cash in on this health-driven travel revolution.”
In a post-pandemic world where health is top-of-mind, Americans are not just looking for vacations – they’re looking for healing journeys. Wellness tourism is no longer a luxury niche. It is a dominant force reshaping U.S. travel, valued at a massive $1.8 trillion, the largest wellness economy in the world, according to the Global Wellness Institute (GWI, 2023).
The Wellness Revolution Is Here
Globally, the wellness economy reached a peak at $6.3 trillion in 2022 and is expected to hit an astonishing $9 trillion by 2028 (Global Wellness Institute, 2023). This growth opens a massive opportunity for hospitality businesses, entrepreneurs, and investors ready to pivot or expand into this surging market.
Wellness Tourism: America’s Biggest Travel Demand
Wellness tourism combines traditional travel with intentional experiences to improve physical, mental, and spiritual well-being. As stress, burnout, and chronic illness continue to climb, more travelers are actively seeking spaces and experiences that help them reset and rejuvenate.
Unlike typical vacations, wellness travel centers around:
- Mental clarity through mindfulness and meditation
- Physical restoration via fitness, spa, and nature immersion
- Emotional healing through connection and holistic practices
And it’s not just for yogis. Wellness tourism spans a wide spectrum: from luxe spa retreats and forest bathing to fitness boot camps, hiking expeditions, and plant-based culinary adventures.
Paul Joseph, founder of Health and Fitness Travel, observed a 30% rise in wellness breaks between 2021 and 2022 – and demand keeps growing (IGES, 2024).
The Mind-Body-Spirit Approach
Today’s travelers are looking for meaning and connection. Holistic wellness – integrating mind, body, and spirit – is at the core of modern wellness travel. This includes yoga, digital detox retreats, nutritional coaching, sound therapy, and more.
Virtuoso & YouGov’s 2022 Global Travel Trends revealed that 21% of global travelers were already traveling for health reasons (YouGov, 2022). This signals not a fad, but a full-fledged movement toward conscious travel.
More Than Spas: What Wellness Travel Looks Like Now
The industry has evolved from “pampering” to personal transformation. Travelers expect deeper experiences and tailored solutions to stress, fatigue, and disconnection. The new wellness offerings include:
- Yoga and meditation retreats in nature
- Fitness holidays with personal coaching
- Nutrition-focused programs with cooking classes
- Adventure wellness like mountain trekking and forest bathing
- Cultural immersion and traditional healing practices
And it’s not just what you do; it’s where you do it.
U.S. Wellness Destinations Leading the Charge
The U.S. has quickly become a hotspot for wellness tourism, offering something for every kind of wellness traveler – from luxury spa seekers to adventure-driven wellness enthusiasts. In fact, 29% of global travelers plan to take wellness-focused trips soon, with the U.S. among the most sought-after destinations (YouGov, 2022).
Top destinations like Sedona, Arizona, Lanai, Hawaii, and Canyon Point, Utah have redefined what it means to “vacation well,” blending natural beauty, local healing traditions, and innovative wellness programs. Urban wellness hubs like Miami’s Carillon Resort and Aman New York are also meeting the growing demand for integrated fitness, nutrition, and mental wellness offerings in metropolitan settings.
As the nation leads this transformation, U.S. wellness destinations are setting global standards by fusing sustainability, holistic care, and cultural immersion into experiences that prioritize mind, body, and spirit.
What’s Fueling the Future of Wellness Tourism?
The wellness boom is not just about individual health — it’s deeply tied to global trends in sustainability, generational values, and work-life balance.
Eco-Wellness and Regenerative Travel
Sustainability is no longer optional. Travelers want to heal themselves and the planet. Resorts now integrate:
- Renewable energy
- Locally sourced, organic cuisine
- Programs like mangrove planting and coral restoration
Multi-Generational Wellness Travel
Families want wellness experiences together – from grandparents to toddlers (Travel Weekly, 2024). Resorts are responding with:
- Intergenerational zones
- Age-appropriate wellness activities
- Family wellness retreats with bonding rituals
Wellness in Business Travel
With over 30 million business travelers in the U.S., wellness is now entering boardrooms and airport lounges. Companies are adopting travel wellness programs that:
- Reduce stress and burnout
- Boost productivity
- Save on long-term health costs
According to the Harvard Business Review, these programs can yield 200 times more cost savings compared to standard wellness initiatives (Harvard Business Review, 2023).
How Hospitality Businesses Can Capitalize
The question isn’t whether wellness will dominate travel – it’s how your business will respond. Here’s how to ride the wave:
- Assess Your Property’s Potential- is your location near nature? Do you offer privacy? What makes your stay restful?
- Understand Your Guests’ Wellness Needs- are they looking for peace, fitness, digital detox, or healing?
- Partner with Experts- bring in local wellness professionals, yoga instructors, chefs, or mental health experts.
- Integrate Wellness Across the Guest Experience- from room scenting and sleep-focused amenities to guided nature walks and healthy menus.
- Offer Tiered Programs- basic complimentary amenities (like aromatherapy) and premium packages (like customized retreats).
- Measure and Improve- track satisfaction, program participation, and revenue to fine-tune your offerings.
Your Big Business Break?
The surge in wellness tourism isn’t just a travel trend – it’s a cultural shift backed by hard numbers and powerful consumer demand. Whether you’re a hotel owner, campground operator, or vacation rental manager, this could be the big break your business has been waiting for.
Americans aren’t just looking for beds anymore. They’re looking for balance. They want more than a view – they want wellness with a view. So, ask yourself: how will your business capitalize on this $1.8 trillion wellness wave?
References:
Global Wellness Institute. (2023). The Global Wellness Economy: Looking Beyond COVID. https://globalwellnessinstitute.org/wp-content/uploads/2021/11/GWI-WE-Monitor-2021_final-digital.pdf
YouGov. (2022). Travel and Tourism: Trends and insights roundup for 2022 – Part 1. https://business.yougov.com/content/44712-travel-tourism-insights-roundup-2022-part-1
IGES. (2024). Why Wellness Tourism is the Next Big Thing in U.S. Travel. https://iges.us/why-wellness-tourism-is-the-next-big-thing-in-us-travel/
Travel Weekly. (2024). As Multigenerational Travel Increases, So Do the Benefits for All Ages. https://www.travelweekly.com/Thought-Leadership/RIU-Multigenerational-Travel-Benefits/362703
Harvard Business Review. (2023). The Business Case for Travel Wellness Programs. https://hbr.org/2023/07/how-taking-a-vacation-improves-your-well-being
