Australia Wellness Tourism Market Size, Share and Outlook: Forecast Trends and Growth Analysis Report (2026-2035)

Key Market Trends and Insights

• By service type, wellness tourism activities are projected to dominate the market during the forecast period.
• Based on purpose, secondary travel segment captured the highest market share during the historical period.
• Australia contributes nearly 1.5% of the global wellness tourism revenue share.

Market Size and Forecast

• Market Size (2025): AUD 14.73 billion

• Projected Market Size (2035): AUD 38.55 billion

• CAGR (2026-2035): 10.10%

Australia Wellness Tourism Market Overview

Wellness tourism has rapidly gained traction as travelers increasingly seek experiences that enhance physical, mental, and emotional well-being. Destinations offering holistic therapies, spa retreats, yoga, meditation, and nature-based experiences are attracting a growing number of health-conscious tourists worldwide. In Australia, the market is expanding steadily, driven by rising domestic and international demand for luxury wellness retreats and holistic health experiences. With state-of-the-art facilities and scenic locations, the market is poised to reach AUD 38.55 billion by 2035, reflecting the country’s commitment to integrating health, relaxation, and recreation for a superior travel experience.

Australia Wellness Tourism Market Growth Drivers

Expanding Wellness Economy to Drive Growth in the Market

The robust expansion of Australia’s wellness economy, reflecting a rising consumer focus on health and well-being, is a significant driver of market growth. According to the Global Wellness Institute in August 2025, the wellness economy grew at an annual rate of 7.5% between 2019 and 2023, reaching USD 126.7 billion, with wellness tourism increasing 32.9% from 2022 to 2023. Supported by strategic investments in fitness, wellness real estate, mental health services, and holistic therapies, this growth underscores strong demand for wellness-focused travel, reinforcing the market’s potential for sustained development and value creation across domestic and international sectors.

Australia Wellness Tourism Market Trends

Some of the key trends in the market include the rise of short-stay wellness retreats and the implementation of strategic global marketing campaigns.

Short-Stay Wellness Retreats to Drive the Market Expansion

The rising popularity of short-stay wellness retreats that provide immersive, restorative experiences within limited timeframes is a prominent trend shaping the market. For example, in 2025, Eden Health Retreat on the Gold Coast launched its Weekend Wellness two-night package, offering yoga, mindfulness sessions, and world-class dining, catering to busy travelers seeking quick resets. This approach aligns with growing consumer demand for accessible, high-quality wellness experiences. By adapting to evolving preferences, short-stay wellness offerings are boosting market value, enhancing participation, and supporting sustained growth in the broader wellness tourism sector.

Strategic Marketing Campaigns to Boost Australia Wellness Tourism Market Expansion

The market is witnessing an increasing focus on global marketing campaigns to attract wellness-focused travelers. For instance, in August 2025, Tourism Australia launched a USD 130 million campaign targeting markets including the United States, the United Kingdom, India, and Japan, highlighting Australia’s unique experiences. By promoting wellness destinations and immersive travel offerings to international audiences, such strategic campaigns enhance visibility and appeal. This trend is expected to stimulate arrivals, increase spending on wellness tourism, and support sustained growth in the market by positioning Australia as a premier destination for health and well-being experiences.

Australia Wellness Tourism Market Share

Spa and Wellness Services Segment to Witness Growth in the Market

The market encompasses a diverse range of services, including beauty and anti-ageing, health and nutrition, fitness and weight management, preventive and personalized medicine, complementary and alternative medicine, spa, workplace wellness tourism, and others. Among these, spa services are expected to lead, driven by rising demand for holistic therapies, luxury wellness experiences, and immersive relaxation offerings sought by both domestic and international travelers.

Leading Players in the Australia Wellness Tourism Market

The key features of the market report comprise funding and investment analysis, and strategic initiatives by the leading players. The major companies in the market are as follows:

Omni Hotels & Resorts

Omni Hotels & Resorts is a luxury hospitality company known for providing personalized and immersive travel experiences. Their offerings include award-winning spas, signature dining, golf courses, and curated wellness programs designed to promote relaxation and well-being. Through its Select Guest loyalty program, Omni enhances wellness tourism by rewarding stays that feature spa treatments and holistic experiences, making the brand a notable contributor to the global wellness tourism market. Although primarily focused on the United States and Canada, Omni’s approach highlights the integration of health, leisure, and luxury, aligning with growing trends in wellness-focused travel experiences.

Rosewood Hotel Group

Rosewood Hotel Group is a luxury hospitality company specializing in wellness-focused experiences. Their wellness offerings include Asaya, a personalized holistic program, and Sense, A Rosewood Spa, which provides rejuvenating therapies and signature treatments. By integrating tailored wellness services within luxurious settings, Rosewood actively contributes to the global wellness tourism market, catering to travelers seeking relaxation, mind-body balance, and transformative well-being experiences.

New World Development Co Ltd.

New World Development Co Ltd is a diversified conglomerate actively involved in healthcare and wellness initiatives. In partnership with China Taiping, the company is expanding medical tourism and wellness services across the Greater Bay Area, leveraging its Gleneagles Hospital Hong Kong and luxury hotel properties. Their offerings include integrated wellness programs, healthcare services, and curated medical tourism experiences, positioning the company as a key player in the regional wellness tourism market. By combining hospitality, medical care, and elite customer services, New World Development enhances holistic travel experiences, catering to both domestic and international wellness-focused travelers.

Accor SA

Accor SA is a global hospitality leader operating over 5,700 hotels across 45+ brands, including properties in Australia such as Hotel Morris Sydney, Handwritten Collection. The company offers wellness-focused experiences through luxury accommodations, spa services, and curated guest programs. By integrating personalized well-being services with premium hospitality, Accor strengthens its presence in the wellness tourism market, catering to travelers seeking relaxation, holistic experiences, and rejuvenation within Australia and internationally.

Other key players in the market include Radisson Hotel Group, InterContinental Hotels Group PLC ADR, Hilton Worldwide Holdings Inc., Four Seasons Hotels and Resorts, Hyatt Corporation, and Eden Health Retreat.

Key Questions Answered in the Australia Wellness Tourism Market Report

• What was the Australia wellness tourism market value in 2025?
• What is the Australia wellness tourism market forecast outlook for 2026-2035?
• What are the major factors aiding the Australia wellness tourism market demand?
• How has the market performed so far, and how is it anticipated to perform in the coming years?
• What are the market's major drivers, opportunities, and restraints?
• What are the major Australia wellness tourism market trends?
• Which service type is expected to dominate the market segment?
• Which travel type is projected to lead the market segment?
• Which purpose is anticipated to drive the market segment?
• Who are the key players involved in the Australia wellness tourism market?
• What are the current unmet needs and challenges in the market?
• How are partnerships, collaborations, mergers, and acquisitions among the key market players shaping the market dynamics?