Fran L.

Wellness Tourism Takes Over: Millennials and Gen Z Drive the Growth

Wellness tourism is on the rise, and it’s no surprise that the millennial and Gen Z generations are leading the charge. In fact, according to the Wellness Tourism Association, millennials and Gen Z travelers are the fastest-growing segment in the wellness tourism market, with an estimated $180 billion spent on wellness travel in 2019 alone. The Deloitte Agency also confirms that millennials and Gen Z are driving the growth of wellness tourism, with 55% of millennial and Gen Z travelers planning to take a wellness trip in the next 12 months. 

Why Are Millennials and Gen Z Choosing Wellness Travel? 

Focus on Self-Care 

Millennials and Gen Z prioritize self-care and wellness to combat stress and anxiety. With many millennials and Gen Zers working longer hours and feeling more stressed than ever before, wellness travel offers a much-needed break and a chance to recharge. According to the Global Wellness Summit, 70% of millennials prioritize wellness as part of their lifestyle, and 60% say they’re willing to pay more for experiences that prioritize wellness. 

Social Media Influence 

Social media also plays a role in the rise of wellness travel among millennials and Gen Z. These generations are highly influenced by social media, and they’re constantly seeking out new experiences to share with their followers. According to the Deloitte Agency, 62% of millennials and Gen Zers use social media to find inspiration for their next trip. 

Authentic Experiences 

Millennials and Gen Z value authenticity and unique experiences over material possessions, and they’re willing to spend their money on experiences that align with their values. Wellness travel offers an opportunity to connect with local cultures and communities, and to experience authentic healing practices that have been passed down through generations. 

Top 5 Wellness Travel Destinations for Millennials and Gen Z 

  1. Bali, Indonesia: Known for its traditional healing practices, including yoga and meditation, Bali is a top destination for millennials and Gen Z seeking spiritual and physical rejuvenation. 
  2. Costa Rica: With its lush rainforests, natural hot springs, and focus on sustainability, Costa Rica offers a peaceful escape and a chance to connect with nature. 
  3. Tulum, Mexico: Tulum is a popular destination for millennials and Gen Z seeking a beach vacation with a wellness twist. From yoga retreats to eco-lodges, Tulum has something for every wellness traveler. 
  4. Iceland: Iceland’s natural hot springs, geysers, and waterfalls make it a top destination for wellness travelers seeking relaxation and rejuvenation in a unique setting. 
  5. Sedona, Arizona: Sedona is a mecca for spiritual and wellness seekers, known for its energy vortexes and natural beauty. From meditation retreats to spa treatments, Sedona offers a wide range of wellness experiences. 

Wellness tourism is not just a trend, but a growing industry, and millennials and Gen Z are driving its growth. As these generations prioritize self-care and authentic experiences, wellness travel offers a perfect opportunity to unplug, recharge, and connect with themselves and the world around them. 


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