Imagine traveling to a lush tropical island for a week of indulgent wellness pursuits, invigorating body scrubs, and facials with organic botanicals. Or camping in the desert, under the stars, with an uber-personalized plan incorporating natural therapies, advanced aesthetics, cognitive and emotional health, well-being, and inner balance over a week. Part of wellness tourism, travel for exhilarating resets has carved its niche well beyond annual resolutions. 

Due to stress, sedentary lifestyles, and a renewed focus on holistic health, wellness has shifted from the backburner to a front-and-center priority for many travelers today. As society becomes more aware of the importance of maintaining a balanced lifestyle, individuals try incorporating wellness routines into their daily lives, even if it means taking a trip to a faraway location with stunning scenery and spas.

The big push for self-care and healthier, more balanced lifestyles in travel offerings has led to increased demand for wellness travel options, and the Middle East is becoming a hub for it.

The Middle East is distinct in catering to the latest consumer demands, says Lindsay Madden-Nadeau, Senior Director – Wellness Strategy and Development at Red Sea Global (RSG). Citing an example of Saudi Arabia, particularly at luxury tourism destination AMAALA, and the focus on leveraging natural landscapes to attract leaders in the wellness industry, Madden-Nadeau adds wellness tourism offers travelers a chance to connect with the destination, serving as a primary motivation for many tourists when choosing a location.

According to the Global Wellness Institute, wellness tourism is projected to grow by about 20.9% in 2025, making it a $1.1 billion industry.

The Middle East’s hospitality industry must take note. But does it have what it takes to become a major player for growing wellness tourism?

“Just as individuals continually seek to improve through conscious, self-directed effort, the wellness industry is also constantly advancing. To meet the specific health goals of visitors, hotel operators must stay in touch with their evolving needs and preferences,” says Sara Codner – Area Director of Spa & Wellness Mandarin Oriental Middle East.

According to Artem Avanesov, CEO of Banya Forrest, a Dubai-based Slavic spa, the interest in wellness tourism presents resorts in the Middle East with an opportunity to cap on demand. “Resorts can cater to specific health objectives by combining traditional and contemporary wellness practices.” 

He adds that Banya Forrest has merged Slavic wellness traditions with modern luxury, delivering a transformative experience. Their offerings include personalized wellness programs tailored to guests’ needs, ranging from stress relief to detoxification to physical rejuvenation. 

WHAT ARE TRAVELERS LOOKING FOR?

Understanding consumer demand is equally crucial to understanding the projected demand for wellness tourism. What do travelers search for in the wellness space? Experts say it’s about experiences that enable relaxation, but that’s a simplistic understanding. 

“Whether traveling to the Middle East as locals or visitors, travelers seek unique transformative experiences. They want to understand the culture and explore the distinct landscapes, immersing themselves in the destination’s spirit,” says Madden-Nadeau. Today’s travelers are more conscious and drawn to destinations prioritizing sustainable and regenerative tourism practices, she adds. 

Furthermore, Madden-Nadeau adds that travelers want to engage in meaningful conversations that inspire transformative shifts in mindset, improving their lives and those of others. 

“Travel has become more intentional than ever,” says Codner.  She notes how the Middle East is renowned for luxury products, great service, and aesthetically pleasing spa environments. “Now, travelers are also looking for hotels to offer experiences rather than treatments, where emotions play a part in creating memories. This entails a holistic approach to well-being, focusing on unique offerings such as post-natal retreats, cryotherapy, and sleep programs.” 

In addition, Codner sees sustainability driving the wellness industry globally as people become increasingly aware of how their decisions impact their environment and mental health. 

“We are seeing increased awareness and expectations from our guests regarding more mindful initiatives and alternative therapies. From energy exchange and mind training to sound healing, we regularly work with wellness masters worldwide to bring something different,” adds Codner. “It’s important always to find new ways to target physical, mental, and emotional wellbeing.” 

While catering to emotions is crucial, channeling the luxury aspect of mindful experiences is also essential. 

Avanesov says, “Travelers to the Middle East are increasingly seeking wellness experiences that combine luxury, culture, and sustainability.” 

A few key trends within the region’s wellness tourism space include wellness holidays for families to bond and relax together, the integration of local art and cultural experiences with wellness practices to provide a richer, more immersive experience, and the offering of advanced diagnostic tools alongside traditional wellness treatments to create personalized and effective health programs.

Besides the destination’s natural settings, flexibility and personalization are key to meeting customers’ needs. 

“The goal is to get guests to achieve their goals in a positive, nurturing, and caring environment,” Codner says.

An example of tailored spa offerings is Mandarin Oriental Jumeira Dubai’s “intelligent movement” treatment, designed to help guests improve posture and mobility through trigger-point release work, deep muscle manipulation, and stretching—helping to overcome the effects of sedentary lifestyles. 

MIDDLE EAST NEXT HUB FOR WELLNESS TOURISM?

According to Madden-Nadeau, the global trend of wellness tourism, which is experiencing rapid growth, driven by increased awareness of health and well-being, the integration of wellness into daily life, and a rise in holistic and preventive health practices, is trickling down to the Middle East. 

She cites data stating that one-fifth of global tourists travel for health and wellness reasons. The Global Wellness Institute estimates the market will grow at 15% annually through 2027. 

“Recognizing this opportunity, Saudi Arabia has made wellness a key driver of its Vision 2030 plan to diversify the economy and create new opportunities for its young, energetic population,” adds Madden Nadeau.

Additionally, Codner sees wellness tourism as the industry’s fastest-growing sector, an intersection between rejuvenation and exploration. “As health and wellness continue to be at the top of peoples’ minds across the globe and tourists look to make their travel experiences more purposeful, the Middle East is in the perfect position to pave the way for meaningful wellness experiences.” 

“The region boasts a unique combination of cutting-edge technologies and world-class spa facilities, as well as age-old traditions and therapies which allow travelers to connect with Middle Eastern heritage,” Codner adds. 

Agreeing with her, Avanesov says wellness tourism will skyrocket by 2025, with the Middle East becoming a central hub. “The region’s rich cultural heritage, luxurious hospitality, and commitment to sustainable practices create a compelling draw for wellness tourists.”