Feel like waking up in a luxury hotel to a nutrient-rich meal of local cuisine, before scaling a mountain alongside a veteran fitness trainer? How about a few days of surfing on a private beach, with regular meditations within the tranquil Costa Rican jungle? Or perhaps you’d rather perfect your cycling technique ‐ mindful, of course, that acupuncturists are on hand to ease that post-ride soreness. Welcome to the world of wellness tourism, the latest frontier in living our best lives.
The world of wellness ‐ a global economy of care and workout offerings, nutrients, alternative medicine and more that reached $4.5 trillion in 2018 ‐ has witnessed a triumphant ascension over the past decade. Popular perceptions of the importance of diet, fitness and healthy practices have transformed, powering vibrant new business sectors. And as wellness evolves and expands, auxiliary markets from food and drink to hospitality are starting to provide products that reflect the values of today’s health-conscious consumers.
Major companies broadly focused on the wellness lifestyle like fitness chain Equinox, indoor cycling chain SoulCycle and sports clothing retailer Lululemon are no different. As the lines blur between their products and the lifestyle they’re seeking to promote, these brands are taking steps to cater to all facets of their customers’ identity. Now all are moving into the tourism sector, offering multi-day excursions for members with health and fitness at their core.