People around the world are becoming increasingly health conscious, and their needs are fuelling impressive growth in wellness products and services. According to the Global Wellness Institute, there was a 26.4 per cent leap in demand between 2022 and 2023, valuing the segment at US$41 billion.
Factors driving wellness pursuits include an aging population that is focused on healthspan, increasingly congested urban hubs and hurried pace of life that demand a deliberate deceleration, and improved education around holistic wellness.
It is, therefore, of little surprise that public and private sectors in the travel and tourism industry are responding eagerly to health and wellness trends. From government-led curation to private sector experience development, health and wellness offerings in Asia-Pacific are flourishing.
Indonesia, for example, has been raising the standards of its traditional treatments while working with destinations and private sector players to introduce more modern, science-backed programmes, so as to cater to a wider range of health-focused travellers.
Competition among destinations in Asia-Pacific is burning hot. Singapore is expanding its calendar of high-profile wellness events while Western Australia initiated its Wellness Tourism Strategy last year, with an ambition to use the wellness sector to drive higher value, year-round visitation.
The expansion of health and wellness experiences and products not only benefits overseas visitors, but locals as well.
While tourism leadership may sound the intention to develop a health and wellness specialisation, private sector players must also come to the party with ideas and investments. At the same time, relevant government agencies must step up with systems to facilitate talent acquisition, licensing, and cross-border training because the health and wellness business is labour intensive and continuous innovations demand ongoing education led by experts who may hail from overseas.
