MIAMI—The Global Wellness Institute (GWI) recently reported that global wellness tourism revenues grew 14 percent from 2013 to 2015 (to $563 billion), more than twice as fast as overall tourism (6.9 percent)—while also projecting that this “unstoppable” travel category would grow another 37.5 percent, to $808 billion, by year 2020.
The GWI just released new data, revealing that international wellness tourism revenues have been growing at a significantly faster clip (20 percent from 2013 to 2015) than domestic wellness travel (11 percent). And that secondary wellness tourism (wellness services sought during travel, but where wellness is not the main purpose of the trip) is growing slightly faster than primary wellness tourism (where the main purpose of the trip is wellness).
The top 20 national wellness travel markets (inbound and domestic combined) were also released, and the United States remains the global powerhouse, with $202 billion in revenues, or more than three times more than the No. 2 market, Germany. But China showed the biggest growth: jumping from the 9th largest market in 2013, to 4th in 2015, with revenues growing more than 300 percent, from $12.3 billion to $29.5 billion.
Wellness Travel Symposium This Week
This new data is being presented at the World Travel Market in London, which tapped the GWI to create the program for this year’s Wellness Travel Symposium. The Symposium, being held this week, includes panels on topics like “Creating a Winning Wellness Strategy for Your Destination” and how “Medical Wellness Concepts Are on the Rise,” featuring numerous global experts and executives, from Vinod Zutshi, Secretary of Tourism, India, to Joshua Luckow, Executive Director, Canyon Ranch. The GWI’s full report on global wellness and wellness tourism markets will be released in early 2017.
Domestic wellness tourism represents the majority of wellness trips (83 percent) and revenues (67 percent). But international/inbound wellness travel grew at a much faster rate than its domestic equivalent from 2013 to 2015: 22 percent growth in trips and 20 percent growth in revenues for international, compared to 17 percent and 11 percent for domestic. While international revenues grew more than twice as fast as domestic, both categories saw strong growth from 2013 to 2015: international trips grew from 95.3 million to 116 million, while domestic trips jumped from 491 million to 575 million.
The bulk of wellness travel is done by secondary wellness tourists, those who seek wellness experiences during travel, but where wellness is not the primary motivation for the trip. Secondary wellness tourists accounted for 89 percent of wellness tourism trips and 86 percent of expenditures in 2015—up from 87 percent of trips and 84 percent expenditures in 2013. While the travel and hospitality industry tends to focus on the primary wellness traveler (where wellness is the main motivation for the trip) they need to pay keen attention to mainstream travelers who are increasingly incorporating more healthy experiences (whether spa treatments, fitness or food) into their overall leisure and business travel.
Top Five Countries Represent 61 Percent of Market
The United States remains the overwhelming world leader, representing over one-third of global wellness tourism revenues, while the top five countries (United States, Germany, France, China, Japan) represent 61 percent of the world market. A key story from 2013 to 2015: China gaining significantly in the rankings (from # 9 to #4) for revenues, which jumped from $12.3 billion to $29.5 billion—more than 300% growth. Additionally, Brazil entered the top 20 for the first time (supplanting Portugal).
“The Chinese consumer’s appetite for wellness-focused travel is huge and growing, but the current infrastructure for delivering these services and experiences in China at an international standard is still limited,” noted Katherine Johnston, Senior Research Fellow, GWI. “But given the country’s unique wellness ‘assets’—from TCM and herbal medicine, to energy work and martial arts—there is enormous potential for China to become both an international and domestic wellness tourism destination.”
Most European countries, Japan, and Canada actually show a decline in wellness tourism revenues since 2013—and many fell slightly in the rankings—due to significant depreciation of the Euro and other major currencies against the U.S. dollar during this period. But the currency factors seriously mask the very robust growth in wellness tourism throughout these countries, made plain by their strong growth in wellness tourism trip numbers.
Go to the Global Wellness Institute.
