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Vietnam joins the Maldives and more nations as culture becomes a powerful driver of sustainable and responsible tourism, reshaping how destinations attract travellers while protecting heritage.
Vietnam joins the Maldives and more nations in a major tourism shift. Destinations are connecting culture with sustainable and responsible tourism to attract travellers without weakening the heritage that makes places distinctive. Meanwhile, visitors increasingly want authentic experiences, local traditions and meaningful journeys. As a result, governments and hospitality businesses are rethinking how tourism creates value.
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Vietnam is strengthening this approach through wellness, nature, cultural heritage and community-focused experiences. Similarly, the Maldives is linking its luxury tourism model with environmental responsibility. Together, these developments show why culture is becoming central to responsible travel. The change could reshape Asia’s tourism future.
From Thailand and Vietnam to Japan, India, Nepal and the Maldives, Asian destinations are increasingly connecting wellness with nature, culture, community and responsible tourism
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Wellness tourism across Asia is entering a more sophisticated phase. Destinations are no longer relying only on spas, massages and luxury retreats to attract health-conscious travellers. Instead, tourism authorities and hospitality businesses are increasingly connecting wellness with nature, traditional culture, local communities, food, environmental protection and sustainable destination management.
The shift is significant for the wider hospitality industry because it changes what a wellness holiday can mean. A guest may now expect a forest walk, traditional healing treatment, healthy local cuisine, meditation, cultural immersion or a low-impact resort experience to form part of the same journey.
The trend is also supported by traveller sentiment. Agoda’s 2026 Sustainable Travel Survey found that 77% of Asian travellers consider sustainability important when choosing travel options, compared with 68% the previous year. Thailand ranked highest at 95%, followed by Indonesia at 93%, India and Malaysia at 88%, and Taiwan at 83%.
Against that backdrop, countries across Asia are developing distinctly different versions of sustainable wellness tourism.
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Vietnam is developing a compelling combination of wellness, nature and sustainable hospitality.
The country’s official tourism platform describes wellness as a broad travel experience encompassing resorts, yoga, meditation, healthy food, herbal bathing and nature-based retreats. Destinations including Da Nang, Nha Trang, Hoi An, Da Lat and Phu Quoc offer different versions of that experience.
The sustainability side is becoming increasingly visible at destination level. In Quang Ninh, for example, tourism businesses are adopting environmentally responsible practices while protecting cultural resources. Legacy Yen Tu – MGallery received the 2026 ASEAN Green Hotel Award, with its sustainability practices including environmental management, energy saving and conservation of local natural and cultural resources.
Vietnam therefore has the potential to build wellness products around mountains, beaches, forests, cultural heritage and traditional healing rather than concentrating exclusively on hotel spas.
HORECFEX Vietnam interview highlights how hotels can turn sustainability into business value while responding to changing guest expectations
Vietnam’s hospitality industry is entering a period of significant opportunity, with wellness, artificial intelligence, talent engagement and sustainability emerging as important areas for hotels and tourism businesses, according to Gabriel Tan, Director of Guava.
Speaking exclusively to Travel and Tour World at HORECFEX Vietnam, Tan discussed the trends shaping the hospitality sector and the opportunities he sees across the Vietnamese market.
Tan said Guava works with the United Nations, governments, hotel chains, airlines and cruise companies, with a focus on helping organisations turn sustainability into tangible business value.
That value, he explained, can include increased revenue, stronger differentiation, talent management and greater recognition.
One of Tan’s central messages was that sustainability should not be treated simply as a compliance exercise or a route to certification.
“Sustainability is becoming more and more important,” Tan said, while emphasising that the key question is how organisations can turn sustainability initiatives into actual value and outcomes.
He argued that businesses are unlikely to maintain meaningful sustainability efforts if the initiatives exist only to obtain certification.
For hospitality companies, this means connecting sustainability programmes with the guest experience, employees and wider business objectives rather than treating individual initiatives as isolated activities.
Wellness was identified as one of the significant opportunities within Vietnam’s hospitality market.
Tan said the opportunity extends beyond traditional spa services and hotel facilities. Hotels can incorporate wellness into different parts of the guest journey, including rooms and meetings.
The shift reflects what Tan believes guests are increasingly seeking in 2026.
“A lot of the guests are looking at well-being and wellness,” he said, adding that major hotel chains are increasingly introducing wellness programmes that go beyond conventional spa offerings and facilities.
For Vietnam’s hospitality sector, this could create opportunities to develop broader wellness experiences rather than relying exclusively on dedicated spa products.
Technology is also changing how hospitality businesses approach personalisation.
Tan pointed to artificial intelligence as an important enabler, particularly because it allows hotels to tailor communications to guests more quickly.
For example, a hotel expecting visitors from a particular country could use AI to create messages suited to those guests.
The significance, according to Tan, is not simply the introduction of AI itself, but its ability to help hospitality businesses personalise experiences at greater speed.
As hotels collect and use more guest information, AI could therefore become increasingly relevant to communication and experience design.
Another major trend identified by Tan concerns hospitality workers.
He said businesses are increasingly considering sustainability as a way to attract talent and engage employees.
This gives sustainability a role beyond environmental performance. When employees understand how their work contributes to a broader purpose, sustainability initiatives can potentially strengthen engagement.
Tan also stressed that hotels should communicate that connection internally, helping employees see how their everyday work contributes to something meaningful.
Tan described Vietnam’s hospitality market as offering opportunities across both corporate and leisure segments.
Among the areas he highlighted was the development of wellness experiences and the possibility of integrating them into different elements of hospitality operations.
Rather than restricting wellness to a spa or dedicated facility, hotels could consider how well-being can become part of the room experience, meetings and other guest touchpoints.
This approach could give properties another way to differentiate themselves as traveller expectations evolve.
For Tan, the next step for hotels is not necessarily to introduce more individual sustainability initiatives.
Instead, businesses should connect the initiatives they already have into a coherent story that guests can understand and relate to.
He said many hotels are already undertaking some form of sustainability activity. The challenge is to bring those efforts together in a way that becomes relevant and compelling to guests.
A connected approach could also give hotel employees a clearer role in communicating the property’s sustainability efforts.
Tan’s argument is that sustainability becomes more commercially meaningful when guests understand it, employees can explain it and the different initiatives work together rather than existing separately.
Looking ahead, Tan said Guava wants to help showcase Vietnam on the global stage.
He noted that the organisation is partnering with the United Nations in connection with the International Year for Sustainable and Resilient Tourism next year, and said Guava wants Vietnam to be prominently represented.
Tan, who is from Singapore, also pointed to Singapore’s upcoming ASEAN chairmanship and expressed an interest in working with Vietnam to feature the country prominently during the year ahead.
The comments underline the potential importance of regional cooperation as Southeast Asian destinations seek to strengthen their positioning around sustainable and resilient tourism.
Tan’s message to hotels is ultimately about integration.
Rather than simply adding more sustainability programmes, he believes hospitality businesses should connect existing initiatives and communicate them through a story that guests can understand.
That story should also involve employees, giving staff a clear sense of how their work contributes to a meaningful objective.
According to Tan, this holistic approach can allow sustainability to support several business priorities at once, including guest engagement, employee engagement, differentiation and revenue growth.
For Vietnam’s rapidly developing hospitality market, the combination of wellness, AI-driven personalisation, talent engagement and commercially focused sustainability could become increasingly important as hotels respond to changing traveller expectations.
The interview does not suggest that these trends guarantee growth or that every hotel is already implementing them. Rather, Tan’s comments highlight where he sees opportunities for the industry and how hospitality businesses can think about turning sustainability and emerging guest expectations into practical business value.
Thailand is one of the clearest examples of a destination deliberately combining wellness and sustainability.
The Tourism Authority of Thailand’s 2026 strategy places wellness, meaningful travel and sustainability within its wider move towards quality-led tourism. Its “Healing is the New Luxury” positioning presents wellness as something connected with personal restoration, nature and local culture, rather than simply a spa treatment.
Thailand’s 2026 travel trade programme also promoted “Travel with Care”, incorporating nature care, self-care and culture care. Initiatives highlighted during Thailand Travel Mart Plus included regenerative marine activities, Thai wellness traditions, waste reduction and food-waste programmes.
This gives Thailand a particularly broad proposition: wellness can be delivered through traditional therapies, gastronomy, coastal experiences, nature and community-based tourism.
Indonesia has a natural advantage in the sustainable wellness market because health, spirituality, traditional knowledge and nature are already deeply connected to its tourism identity.
The country’s tourism and health authorities are also placing greater emphasis on health tourism. In June 2026, Indonesia’s food and drug regulator and Ministry of Tourism agreed to strengthen national health tourism, including both wellness and medical tourism.
Indonesia’s wellness proposition can include traditional practices, healthy food, nature-based experiences and cultural activities. This creates opportunities to involve local practitioners and communities rather than importing a standardised international spa model.
The sustainability opportunity is equally important. With 93% of Indonesian respondents in Agoda’s 2026 survey saying sustainability matters in travel decisions, the market has strong consumer support for responsible tourism.
India’s wellness tourism proposition is closely associated with Ayurveda, yoga, meditation and traditional systems of health.
The Indian government has developed a National Strategy and Roadmap for Medical and Wellness Tourism, while the country has also introduced dedicated Ayush visa categories for international visitors seeking qualifying traditional treatments. The government launched an Ayush Quality Mark in 2025 as part of efforts to strengthen quality standards.
India’s opportunity extends beyond treatment centres. Sustainable wellness can connect Ayurveda and yoga with rural tourism, local food, biodiversity, cultural heritage and community-based accommodation.
The country’s 88% sustainability response in Agoda’s 2026 survey also indicates strong traveller interest in responsible tourism.
For India, the strongest future proposition may therefore be traditional wellness delivered through environmentally and socially responsible tourism.
Japan has perhaps one of Asia’s most established cultural foundations for wellness travel.
The Japan National Tourism Organization highlights onsen, forest bathing, Zen meditation, tea culture, nature and traditional cuisine as elements of Japanese wellbeing. Its 2026 wellness promotion has also highlighted premium retreat destinations in Yamanashi and Hyogo.
At the same time, JNTO’s sustainability framework covers environmental protection, cultural preservation and regional economic development. It promotes tourism experiences that protect natural resources while helping preserve local traditions and strengthen regional economies.
Japan’s model demonstrates how wellness does not have to be separated from everyday culture. An onsen visit, forest experience or temple stay can simultaneously support wellbeing and a deeper connection with the destination.
South Korea is taking a highly structured approach to wellness tourism.
In April 2026, the country’s Healing Tourism Industry Act came into force, creating an institutional foundation for developing the sector. The Ministry of Culture, Sports and Tourism is supporting 20 wellness tourism destinations specialised in attracting international visitors.
South Korea already promotes 88 recognised wellness destinations covering nature and forest healing, beauty and spa experiences, meditation, Korean medicine, accommodation and food.
The country is also developing regional wellness clusters. In 2026, six regions received support to develop wellness tourism, with concepts ranging from medical tourism and hot springs to eco-tourism and nature-based recovery.
This makes South Korea an important example of wellness being treated as a national tourism industry rather than a niche hotel product.
Singapore presents a different model.
Rather than depending on remote retreats, the city-state is developing sustainable tourism within an urban environment. The Singapore Tourism Board’s strategy is built around the vision of a “City in Nature”, where large visitor experiences are delivered with smaller environmental footprints.
Its Tourism 2040 roadmap also places sustainable development at the centre of long-term tourism growth.
That creates space for wellness through premium hotels, healthy food, urban nature, medical services, fitness, spas and restorative experiences.
Singapore’s approach is particularly relevant to city hotels seeking to incorporate sustainability and wellbeing without having access to mountains, beaches or large natural landscapes.
Malaysia is strengthening its position as a medical and wellness destination.
Tourism Malaysia and the Malaysia Healthcare Travel Council established a strategic partnership ahead of Visit Malaysia 2026 and the Malaysia Year of Medical Tourism 2026, with the aim of positioning the country as a global medical and wellness destination.
Malaysia can combine healthcare infrastructure with traditional and contemporary wellness, while its multicultural heritage provides additional opportunities for food, massage and cultural experiences.
The country’s 88% sustainability result in Agoda’s survey also places it among Asia’s leading markets for traveller interest in sustainable choices.
Bhutan occupies a distinctive position because its tourism model has long placed emphasis on high-value, lower-volume travel and environmental protection.
Its appeal is strongly connected to spirituality, nature and cultural heritage. Those same assets can support meditation, yoga, traditional therapies and slow travel.
Bhutan’s cooperation with Thailand in 2026 also specifically focused on high-value wellness and sustainable travel, linking culture, nature and communities.
For the wider Asian market, Bhutan demonstrates that sustainability can be part of a destination’s core tourism identity rather than an additional feature added to an existing mass-tourism model.
Nepal is moving rapidly to formalise its wellness tourism sector.
In April 2026, the Nepal Tourism Board and Ministry of Culture, Tourism and Civil Aviation launched a Wellness Tourism Strategy and announced Nepal Wellness Year 2027.
Nepal’s natural assets provide an obvious foundation: Himalayan landscapes, spirituality, yoga, meditation and cultural heritage.
The country’s strategy could help turn these individual experiences into a more coordinated international tourism proposition.
Nepal’s challenge will be ensuring that increasing visitor demand does not undermine the very natural and cultural resources that make its wellness offer attractive.
Sri Lanka has strong potential to combine Ayurveda, yoga, meditation, beaches, forests and nature-based retreats.
Its sustainability agenda is increasingly focused on making tourism environmentally responsible while supporting communities and protecting cultural resources.
That combination gives Sri Lanka an opportunity to develop an island wellness proposition that goes beyond resort-based spa tourism.
The emphasis can instead be placed on longer stays, local food, traditional therapies, nature experiences and community-linked tourism.
The Maldives illustrates both the opportunity and the challenge of sustainable wellness tourism.
Its tourism economy depends heavily on a fragile island environment, making environmental responsibility particularly important. The Ministry of Tourism describes its vision as an economically profitable tourism industry operating in harmony with the natural environment, cultural resources and the values of its people.
At the same time, wellness remains central to the luxury resort proposition. In 2026, ELE|NA achieved Gold Sustainable Wellness Accreditation across its Maldives sanctuaries, covering environmental stewardship, community wellbeing and responsible wellness operations.
This is an important indication of how luxury wellness can increasingly be assessed through sustainability standards.
The Philippines is developing sustainable tourism around natural and cultural resources, while its tourism authority explicitly connects nature-based travel with wellbeing. It promotes sustainable destinations intended to protect resources and support local communities.
Taiwan, meanwhile, is benefiting from strong interest in sustainable travel, with 83% of Taiwanese respondents in Agoda’s 2026 survey saying sustainability matters to their travel choices.
Hot springs, mountains, cycling, food, tea culture and slower regional travel give Taiwan a strong platform for combining wellbeing with responsible tourism.
The country-by-country picture points to a broader change across Asian tourism.
Wellness is no longer simply about a massage, spa or luxury treatment. Sustainability is also no longer limited to recycling programmes or energy-saving measures.
The two are increasingly being connected with nature, local culture, healthy food, community participation, traditional knowledge and meaningful experiences.
Thailand is pursuing wellness-led, responsible growth. Vietnam is connecting wellness with nature and greener accommodation. Japan is combining traditional wellbeing with sustainable regional tourism. South Korea is building a formal healing-tourism industry. Nepal is preparing a dedicated Wellness Year, while the Maldives is showing how sustainability accreditation can enter the luxury wellness sector.
The commercial opportunity for hotels and destinations is clear, but so is the responsibility. Wellness tourism can only remain attractive if the landscapes, communities, cultures and resources supporting it remain healthy.
For Asia’s hospitality industry, the next stage is therefore unlikely to be about simply offering more wellness products. The stronger proposition is to create tourism experiences where guest wellbeing and destination wellbeing are part of the same story.
The cause is clear: travellers increasingly seek experiences that feel authentic, while destinations face pressure to protect natural and cultural resources. The answer is to connect culture with sustainable and responsible tourism rather than treating heritage as a separate attraction. Vietnam, the Maldives and other nations are exploring this approach through local experiences, wellness, nature, conservation and community participation. The reason is practical. Strong cultural connections can differentiate destinations, support local economies and encourage visitors to value the places they explore. Therefore, tourism growth can become more responsible when culture, sustainability and commercial opportunity work together instead of operating independently.
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Tuesday, September 1, 2026
Tuesday, September 1, 2026
Tuesday, September 1, 2026
Tuesday, September 1, 2026
Tuesday, September 1, 2026
Tuesday, September 1, 2026
Tuesday, September 1, 2026
Tuesday, September 1, 2026
