The implications of the pandemic have created a number of new trends in the tourism industry. One trend that looks set to stay is an increased interest from travellers in health and wellbeing.

According to GlobalData’s Covid-19 Recovery Consumer Survey (2-6 December), 56% of respondents globally said how a product / service impacts health and wellbeing influences their choices of products / services in the current situation.

These figures clearly highlight that a large proportion of travellers will take health and wellness into account when they are planning a trip. This gives both international and domestic tourism companies a potential market to target across the coming months.

Wellness tourism is travel-associated with the pursuit of maintaining or enhancing one’s personal wellbeing. Health and wellness tourism industry boasts diverse offerings such as nature immersion getaways and transformative tourism, two areas that are expected to grow as the pandemic has made tourists yearn for nature.

The future of wellness tourism is moving towards authenticity and personalisation due to evolving travel trends and traveller demands. Motivations for travel are changing, emphasising why this niche tourism trend is becoming a rising star.

Luxury companies and brands are taking advantage of this popular niche tourism trend by opening resorts in idyllic destinations. This means many existing hoteliers can easily diversify their offerings to focus on the growing health and wellness market.

GlobalData forecasts that health and wellness tourism will experience a positive increase in terms of visitation between 2019 and 2023. Total medical tourism trips are expected to increase at a CAGR of 1.5% to 5.8 million tourists. However, growth will be closely monitored due to the ongoing impact of Covid-19.

New trends such as nature immersion getaways and transformative tourism will drive awareness of health and wellness, adding to the popularity of this form of niche tourism. Companies that have a focus on health and wellness could find recovery easier in the aftermath of Covid-19, especially the ones with a low price point that can offer value for money to more financially conscious travellers.