Europe Wellness Tourism Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)

The European Wellness Tourism Market Report is Segmented by Travel Type (Domestic and International), Activity (In-Country Transport, Lodging, Food & Beverage, Shopping, Activities and Excursions, And Other Activity Types), Purpose (Primary and Secondary), And Country (Germany, France, United Kingdom, Spain, Italy, Switzerland, And Rest of Europe). The Market Sizes and Forecasts for the Above Segments are Provided in Value (USD Billion).

Europe Wellness Tourism Market Size

Europe Wellness Tourism Market Summary
Study Period 2020 - 2029
Base Year For Estimation 2023
Market Size (2024) USD 285.31 Billion
Market Size (2029) USD 360.51 Billion
CAGR (2024 - 2029) 4.79 %
Market Concentration Medium

Major Players

Europe Wellness Tourism Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Europe Wellness Tourism Market Analysis

The Europe Wellness Tourism Market size is estimated at USD 285.31 billion in 2024, and is expected to reach USD 360.51 billion by 2029, growing at a CAGR of 4.79% during the forecast period (2024-2029).

Wellness tourism is on the rise. Consumer spending is rising, and people are looking for ways to travel, improve their health, and try new things. The industry has also seen increased tourism spending by the government and private vendors. This may have a positive effect on the wellness tourism industry. Europe is the world's most significant wellness tourism market, according to the Centre for the Promotion of Imports from Developing Countries.

In addition, there will be a rise in wellness trips, many of which will be for the first time. Moreover, non-wellness travelers will spend more time in spas, get massages, or follow day programs as a part of their holiday. In recent years, wellness tourism has become increasingly popular in Europe. People want to unwind and concentrate on their health and well-being. European wellness tourism offers a variety of options.

The wellness tourism market has been growing for several reasons, but one of the most important is that people are becoming more aware of how important it is to be healthy and well-balanced. In Europe, health, fitness, and wellness are top priorities. People constantly look for ways to incorporate wellness into their daily lives and travel experiences. This has led to an increase in the demand for wellness tourism. The rise in stress levels and a greater awareness of health issues also contribute to the popularity of wellness tourism.

One of the most popular and fastest-growing types of wellness tourism, spa tourism is a critical player in the European wellness tourism industry and is growing daily.

Europe Wellness Tourism Market Trends

Increasing Awareness Regarding Healthcare to Influence the European Wellness Tourism Market

In recent years, due to busy working schedules and poor eating habits, people have experienced various lifestyle-related issues, such as stress, anxiety, obesity, and high blood pressure. Therefore, the wellness tourism market is being stimulated by these factors. Due to its health benefits and increasing government investments to attract more tourists, awareness of wellness tourism is rising worldwide. In the first instance, hotels have promoted wellness services with only wealthy clients in mind. Service providers have been encouraged to focus on a popular middle-class group with attractive, economical packages by changing demand patterns and growing competition among hotel groups. The rapid growth of the wellness industry has resulted from this trend.

Europe Wellness Tourism Market: Market Size of the Spa Services Industry, In USD Billion, Europe, 2021-2022

Rising Popularity of Yoga in Germany is Dominating the European Wellness Tourism Market

Wellness trips are currently the seventh most popular holiday type for German holidaymakers on their main holiday of the year. Germany has always been at the forefront of health and wellness trends. Germany has embraced many health and wellness activities that have become popular worldwide as a country committed to healthy living. One of the most famous German pastimes is yoga, which is becoming more and more popular in Germany. Germany continues to be one of Europe’s leading wellness holiday destinations, drawing in people who want to prioritize their health and balance their lives.

The number of yoga centers in Germany now stands at around 4,500 nationwide. In addition to yoga, meditation is becoming increasingly popular to relieve stress and improve health. In fact, according to a survey by the German Ministry of Education and Research, only 23% of Germans claim to practice meditation regularly. There are also more and more meditation apps and programs available online.

Europe Wellness Tourism Market: Frequency of People Doing Yoga in Germany, In Millions, 2023

Europe Wellness Tourism Industry Overview

The European wellness tourism industry is moderately fragmented. Various key players are adopting creative and innovative strategies to expand their market shares and increase their regional presence in the market. By embracing new methods, companies attract more customers and offer better value. Some of the key players in the market are Intercontinental Hotel Group, Marriott International, Hilton Worldwide, Hyatt Hotels, and Radisson Hospitality.

Europe Wellness Tourism Market Leaders

  1. Intercontinental Hotel Group

  2. Marriott International

  3. Hilton Worldwide

  4. Hyatt Hotels

  5. Radisson Hospitality

*Disclaimer: Major Players sorted in no particular order

Europe Wellness Tourism Market Concentration
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Europe Wellness Tourism Market News

  • In January 2024, Hotel Group (IHG), one of the largest hotel brands in the world, announced nine new signings in the UK & Ireland, bringing its total UK signings to over 1,000 rooms – as it continues to expand rapidly across all market segments. The new signings, spread across five brands – Hotel Indigo, Voco Hotels, Holiday Inn, and Holiday Inn Express – complement IHG's existing footprint of over 350 open hotels across the UK and Ireland.
  • In January 2024, Hotel Group IHG signed the contract for its first hotel in Europe, a 170-room holiday inn and suite property in the capital city of Budapest, Hungary. The property will be in the capital’s XIV district, a stone’s throw from Budapest’s most congested metro station, and close to the country’s intermodal transportation hubs.

Europe Wellness Tourism Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Overview

    2. 4.2 Market Drivers

      1. 4.2.1 Rise in the Number of Domestic & International Tourists Arrivals in Europe

      2. 4.2.2 Increasing Corporate Workplace Wellness Tourism is Driving the Growth of the Market

    3. 4.3 Market Restraints

      1. 4.3.1 Lack of Skilled and Trained Staff

      2. 4.3.2 Lack of Awareness and Understanding the Benefits of Wellness

    4. 4.4 Market Opportunities

      1. 4.4.1 Providing Specialized Programs and Facilities for the Promotion of Healthy Ageing and Wellbeing

      2. 4.4.2 Holiday Packages including Spa Treatments, Yoga, Meditation Will Boost the Wellness Tourism Market

    5. 4.5 Industry Attractiveness - Porter's Five Forces Analysis

      1. 4.5.1 Threat of New Entrants

      2. 4.5.2 Bargaining Power of Buyers

      3. 4.5.3 Bargaining Power of Suppliers

      4. 4.5.4 Threat of Substitute Products

      5. 4.5.5 Intensity of Competitive Rivalry

    6. 4.6 Impact of COVID-19 on the Market


    1. 5.1 By Travel Type

      1. 5.1.1 Domestic

      2. 5.1.2 International

    2. 5.2 By Activity

      1. 5.2.1 In-country Transport

      2. 5.2.2 Lodging

      3. 5.2.3 Food & Beverage

      4. 5.2.4 Shopping

      5. 5.2.5 Activities and Excursions

      6. 5.2.6 Other Activity Types

    3. 5.3 By Purpose

      1. 5.3.1 Primary

      2. 5.3.2 Secondary

    4. 5.4 By Country

      1. 5.4.1 Germany

      2. 5.4.2 France

      3. 5.4.3 United Kingdom

      4. 5.4.4 Spain

      5. 5.4.5 Italy

      6. 5.4.6 Switzerland

      7. 5.4.7 Rest of Europe


    1. 6.1 Company Profiles

      1. 6.1.1 Intercontinental Hotel Group

      2. 6.1.2 Marriott International

      3. 6.1.3 Hilton Worldwide

      4. 6.1.4 Accor SA

      5. 6.1.5 Hyatt Hotels

      6. 6.1.6 Red Carnation Hotels

      7. 6.1.7 Radisson Hospitality

      8. 6.1.8 Choice Hotels International

      9. 6.1.9 Wyndham Hotels & Resorts

      10. 6.1.10 Canyon Ranch*

    2. *List Not Exhaustive


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Europe Wellness Tourism Industry Segmentation

Wellness tourism refers to a way of traveling that puts the traveler's well-being at the center of the itinerary. It can refer to any aspect of health, including physical, mental, emotional, and spiritual health. The European wellness tourism market is segmented by travel type, activity, purpose, and country. By travel type, the market is segmented into domestic and international. The market is segmented by activity into in-country transport, lodging, food and beverage, shopping, activities, and excursions. By purpose, the market is segmented into primary and secondary, and by country, the market is segmented into Germany, France, United Kingdom, Spain, Italy, Switzerland, and Rest of Europe. The report offers market sizes and forecasts for the European wellness tourism market in value (USD) for all the above segments.

By Travel Type
By Activity
In-country Transport
Food & Beverage
Activities and Excursions
Other Activity Types
By Purpose
By Country
United Kingdom
Rest of Europe
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Europe Wellness Tourism Market Research FAQs

The Europe Wellness Tourism Market size is expected to reach USD 285.31 billion in 2024 and grow at a CAGR of 4.79% to reach USD 360.51 billion by 2029.

In 2024, the Europe Wellness Tourism Market size is expected to reach USD 285.31 billion.

Intercontinental Hotel Group, Marriott International, Hilton Worldwide, Hyatt Hotels and Radisson Hospitality are the major companies operating in the Europe Wellness Tourism Market.

In 2023, the Europe Wellness Tourism Market size was estimated at USD 271.64 billion. The report covers the Europe Wellness Tourism Market historical market size for years: 2020, 2021, 2022 and 2023. The report also forecasts the Europe Wellness Tourism Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

Europe Wellness Tourism Industry Report

Statistics for the 2024 Europe Wellness Tourism market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Europe Wellness Tourism analysis includes a market forecast outlook to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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Europe Wellness Tourism Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)