Australia Tops Global Wellness Tourism with Multi- Billion Market: What You Need to Know

Published on October 14, 2025

Australia has been recognized as the most desirable destination worldwide for wellness tourism, outpacing competitors like New Zealand, Bali, Japan, and the South Pacific, according to the latest 2025 survey by Well Traveller and the Global Wellness Institute (GWI). With an annual dollar twenty-nine billion spent on wellness travel, Australia’s market is booming, fueled by growing domestic interest in holistic health retreats, nature-based activities, and innovative wellness experiences.

More than half of Australians (fifty-six percent) plan to take a wellness-focused trip within the year, reflecting a broader national shift towards travel that supports both physical and mental wellbeing.

Trends Driving Australia’s Wellness Tourism Boom

The survey reveals Australians increasingly embrace diverse wellness activities such as wild swimming, traditional bathhouses, thermal springs, and ice plunges, with over half of respondents keen to engage in these bathing rituals. Nature-based experiences remain a cornerstone, attracting fifty-two percent of wellness travelers, while emerging niches like equine therapy and animal-assisted wellbeing appeal to sixteen percent.

Cutting-edge wellness technologies including health tech solutions, sleep optimization programs, and personalized gut health therapies also see rising adoption, aligning with global wellness innovation trends and positioning Australia as a leading market for integrated wellness tourism.

Domestic Travel Dominates, Revealing Untapped Potential for Travel Advisors

Despite global travel reopening, ninety-four percent of Australia’s wellness trips are domestic, underscoring the abundant opportunities present within the country’s vast landscape, from coastal retreats to outback sanctuaries, offering diverse wellness environments. This domestic preference highlights a strategic opportunity for travel advisors to develop and promote tailored wellness tourism packages that cater to Australians’ evolving priorities.

By integrating experiences that merge cultural authenticity, nature, and modern health science, advisors can position themselves as key facilitators in this burgeoning market, driving both client satisfaction and business growth.

Increasing Need for Breaks Fuels Wellness Travel Uptick

Survey findings suggest Australians are experiencing a decline in overall wellbeing, with a national average score dropping from 6.7 in 2022 to 6.5 in 2025. This correlates with workplace exhaustion, financial stress, and emotional disconnect made worse by annual leave stockpiling and postponed vacations.

Shorter, more frequent breaks that prioritize rest and health improvement emerge as a key behavioral shift, signaling that wellness tourism is not merely a trend but a social imperative. Regions offering easy access to restorative escapes stand to benefit most from this changing traveler mindset.

Economic and Industry Impact: Growth Opportunities While Enhancing Public Health

Wellness tourism’s scale in Australia represents a significant economic force, contributing billions to local communities, hospitality sectors, and ancillary services. The integration of traditional cultural practices with modern wellness opens pathways for sustainable community development and cultural preservation.

As the government and private sectors continue to invest in wellness infrastructure, training, and marketing, Australia strengthens its role as a global benchmark in responsible tourism aligned with health, environmental, and social goals.

How Travel Advisors Can Capitalize on the Wellness Wave

With over 14.6 million wellbeing-related trips taken annually, travel professionals are encouraged to hone expertise in wellness offerings and actively engage with clients’ health goals. Building packages combining nature immersion, spa therapy, fitness, nutrition, and mindfulness elements can attract a wider client base.

Advisors can benefit from partnering with wellness resorts, local artisans, health practitioners, and technology providers to craft holistic itineraries that resonate with modern travelers who seek more than traditional vacations.

Future Outlook: Sustained Growth in Wellness Tourism

As wellness continues to reshape travel priorities, Australia’s market is poised for sustained expansion. Its diversity of environments, from pristine beaches to rugged mountains, offers unmatched opportunities for wellness tourism innovation.

Governmental and industry support, coupled with increasing consumer awareness, will further embed wellness into mainstream travel, ensuring Australia maintains its position as a global leader attractive to both domestic and international wellness tourists.