Australia tops global list of wellness destinations

Australia has been ranked the most desirable wellness tourism destination in the Global Wellness Institute (GWI) 2025 Wellness Survey.

Findings revealed strong demand for wellness experiences and travel, with more than half the adult population planning a wellness break in the next 12 months — and surging interest in trends like wild swimming, bathhouses and ice plunges.

The survey found that Australia was the No. 1 destination for wellness experiences, ahead of New Zealand, Bali, Japan and the South Pacific. It also showed that 56 percent of Australians intend to take a holiday that includes a wellness component in the next year, reflecting a growing appetite for travel that supports wellbeing.

When it comes to what’s hot right now, bathing rituals such as wild swimming, bathhouses, thermal springs and ice baths and plunges topped the trend list (54 percent), followed by nature-based activities (52 percent), wellness apps (48 percent), and animal-assisted wellness (16 percent). Other growing trends include sleep optimisation and gut health.

The latest edition of AccomNews is out now! Read it HERE

Katherine Droga, Founder of Well Traveller and Chair of the Global Wellness Institute’s Wellness Tourism Initiative, said the appetite Australians are showing to explore different experiences for their wellbeing locally, rather than overseas, speaks volumes about the abundance of wellness offerings on our doorstep.

“Take bathing rituals for example. These range from wild swimming in our rivers and oceans, outdoor tubs in nature at farm stays, through to urban and regional bathhouses.

“Social bathing is also flourishing — from magnesium pools at places like Billabong Retreat in Sydney to Moroccan-inspired hammams in Parramatta. Natural mineral pools are also popular, such as Yarrangobilly Caves Thermal Pool in the Snowy Valleys. And of course, ice baths remain a major trend across the country in all different settings,” she said.

READ MORE: What are sleep retreats? A sleep scientist explains the latest wellness trend

Despite this increased appetite for wellness, the research showed a decline in Australians’ overall wellbeing — with the national average now sitting at 6.5 out of 10, down from 6.7 in the 2022 survey. The lowest scores were in financial wellbeing (5.9) and sleep wellbeing (5.9), followed by physical wellbeing (6.1), social wellbeing (6.2), and nutrition and mental wellbeing (both 6.4). One in four Australians reported they haven’t had a three-day holiday in over a year — and of these, 12 percent said it’s been more than two years.

Droga said these results show Australians are in urgent need of a wellness break.

“Balance is slipping for Australians — financially, physically and emotionally,” she said.

“Annual leave stockpiling is leaving people exhausted and disconnected. Too many people are postponing their rest, when in reality shorter, more frequent breaks are proven to have a greater positive impact on wellbeing.”

To help Australians improve their wellbeing, Droga launched WellTraveller.com.au in 2022 as a dedicated wellness hub connecting people with experiences and destinations. Visitors can search by experience or location — but uniquely, also by wellbeing need state, for example “I want to unplug” or “I want to feel more connected.”

Earlier this year, Well Traveller also introduced Australia’s first What’s On Wellness Calendar, featuring everything from free local farmers markets through to luxury wellness retreats.