Australia has officially taken the lead as the most desirable wellness tourism destination globally, according to the Global Wellness Institute’s (GWI) 2025 Wellness Survey
Surpassing New Zealand, Bali, Japan and the South Pacific, the country has cemented its status as a powerhouse of wellness experiences, drawing not only travellers from afar but also Aussies seeking ways to recharge closer to home.
The findings paint a picture of surging demand: more than half of all adults surveyed intend to take a holiday that includes a wellness component in the next 12 months.
And it’s not just yoga retreats and health spas — hot trends include wild swimming, urban bathhouses, natural thermal springs, and the increasingly popular ice baths and plunges.
The Rise of Bathing Rituals
Bathing rituals are topping the wellness trend list, with 54% of respondents placing them front and centre in their plans. Katherine Droga, Founder of Well Traveller and Chair of GWI’s Wellness Tourism Initiative, said this shift reflects both the abundance of options locally and a growing acceptance that wellbeing doesn’t always require international travel.
From river swims in pristine wilderness to Moroccan-inspired hammams in suburban Sydney, Australia’s bathing culture is evolving rapidly. Magnesium pools, such as those at Billabong Retreat in Sydney, offer mineral-rich relaxation, while Yarrangobilly Caves Thermal Pool in the Snowy Valleys delivers a natural geothermal oasis for travellers willing to venture into the high country. “Ice baths themselves remain a major trend across the country, in all different settings,” Droga added.
Globally, bathhouse culture is also experiencing revival — think Japanese onsens, Icelandic geothermal pools and Finland’s long-standing sauna traditions. But Australia’s unique edge lies in its diversity of landscapes — coastal, desert, rainforest — meaning travellers can find their perfect bathing environment in one country.
Nature, Tech and Animals Reimagining Wellness
Closely following bathing rituals, nature-based activities captured 52% of survey preferences. Taking time outdoors — hiking coastal trails, forest bathing or kayaking on glassy lakes — is not only restorative but can also be more affordable than luxury spa days. For those watching their budget, national parks, local walking groups and wild swimming clubs offer low-cost routes to high-impact wellness.
Wellness technology is also on the rise, with 48% of Australians making use of wellness apps to track habits, practice meditation or improve sleep.
Pocket-friendly yet powerful, apps like Insight Timer, Calm and Sleep Cycle offer everyday tools for self-care that don’t require long travel commitments.
Emerging more gently but gaining traction is animal-assisted wellness, scoring 16% in the survey. This includes experiences like horse therapy, goat yoga or simply time spent with rescue animals in rural retreats — all of which combine emotional grounding with joy-inducing connection.
The Wellness Paradox
Despite the enthusiasm for wellness experiences, the research revealed Australians’ overall wellbeing has dipped — averaging 6.5 out of 10, down from 6.7 in 2022.
Financial wellbeing and sleep emerged as the lowest-scoring indicators (both at 5.9), signalling not just stressed wallets but tired minds.
One in four Australians hasn’t had even a three-day holiday in over a year, with 12% reporting it’s been more than two years since their last short break. Droga emphasised that shorter, regular breaks are more beneficial than deferring annual leave for a single long holiday:
“Balance is slipping for Australians — financially, physically, emotionally. Shorter, more frequent breaks have a greater positive impact on wellbeing than stockpiling leave.”
Money-Saving Wellness Tips
The survey’s findings offer a timely opportunity to rethink how wellness can be achieved without breaking the bank:
- Wild swimming or ocean dips provide a no-cost mood lift and fitness boost, with studies showing just minutes in cold water can trigger endorphin release.
- Regional wellness escapes can be more budget-friendly than urban luxury retreats; farm stays often include outdoor tubs, nature immersion and home-cooked meals for less.
- Skill-swapping at retreats, where you offer photography or social media skills in exchange for discounted stays, is an emerging hack for budget-conscious travellers.
- Community wellness classes, from yoga in the park to guided meditation, often operate on donation-based funding.
- Leveraging wellness calendars, like Well Traveller’s “What’s On Wellness Calendar,” to hunt out free experiences — from farmers markets to sunrise group swims — saves on costs while connecting you with like-minded communities.
Tourism Meets Wellbeing in NSW
The results align with the launch of Well Traveller TV Season 2, premiering tomorrow on 10, shining a light on New South Wales’ standout role in wellness tourism. Hosted by surfer and champion Layne Beachley, the series explores thermal springs, coastal sanctuaries, nature adventures and Indigenous-led experiences across NSW regions, from Byron Bay and the Blue Mountains to the Hunter Valley and Mudgee.
The eight-part show blends practical advice and personal storytelling, featuring guests such as Turia Pitt, Barry Du Bois, Lisa Messenger, Dr Stacy Sims, Samantha Gash, Shelly Horton and Matilda Brown alongside parents Bryan Brown and Rachel Ward. Each brings their own rituals for balance, connection and renewal, offering viewers inspiration to trial approaches ranging from mindfulness practices to time-efficient fitness routines.
Destination NSW CEO Karen Jones called wellness tourism “one of the fastest-growing segments of global travel and a powerful driver of the visitor economy,” stating that NSW’s natural riches and entrepreneurial operators make it a market leader.
Practical Wellness that Lasts
Dr Preeya Alexander, GP and AIA Health Expert, notes that lasting health comes from incremental changes rather than grand gestures: “Health and wellbeing aren’t one-size-fits-all. Small, practical choices set you up for long-term health.” In practice, this could mean swapping a morning scroll on your phone for a short meditation, or choosing one nature-based activity per weekend to foster consistent mental restoration.
Looking Forward
Australia’s crowning as the world’s leading wellness tourism destination is more than a headline — it is an invitation to reimagine the ways we approach travel, self-care and community connection. Whether that means plunging into a winter river, sweating it out in a magnesium pool, spending time with horses in quiet rural paddocks, or exploring apps that help optimise sleep, the country’s wellness offerings span both luxurious and accessible experiences.
In a climate where finances and fatigue weigh heavy for many, the blend of affordability and abundance has never been more relevant. And as survey data shows, Australians are ready for it — ready to trade some annual leave for shorter, revitalising breaks; ready to embrace both ancient wellness rituals and modern digital tools; and ready to tap into the assets on their doorstep that prove travel and wellbeing can go hand in hand without jetting off overseas.
