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

Australia Health and Wellness Tourism Market Overview

The market is expanding as consumers increasingly seek holistic wellness experiences, including spa retreats, yoga, Ayurveda, and fitness programs. Rising health awareness, stress-related lifestyle disorders, and growing disposable income are driving domestic and international travel. The market benefits from world-class resorts and wellness centers offering customized programs and rejuvenation therapies. Government initiatives promoting medical tourism, coupled with Australia’s reputation for natural scenic destinations, attract global travelers. Market players focus on integrating holistic health, fitness, and anti-aging treatments to meet the evolving wellness-focused travel demand. The market is anticipated to grow at a CAGR of 13.10% during the forecast period of 2026-2035.

Australia Health and Wellness Tourism Market Growth Drivers

Government-Led Initiatives Driving Wellness Tourism Growth

The Adelaide Hills Wellness-led Tourism Resilience Initiative, launched in 2025, aims to position the region as a premier wellness destination. This initiative focuses on experience and accommodation development, marketing, collaboration, business events, and capacity building. It also seeks to transform the region into an incubator for statewide industry development in wellness tourism. The program emerged as a strategic response to challenges like bushfires and the COVID-19 pandemic, emphasizing the importance of wellness as a key area for future development.

Australia Health and Wellness Tourism Market Trends

Major market trends include the rise of government-backed wellness initiatives and the expansion of regionally focused wellness tourism destinations.

Rise of Wellness-Focused Business and Leisure Tourism

In August 2025, the Allan Labor Government of Victoria unveiled "Growing Victoria’s Wellness Tourism Sector", a guide assisting businesses and investors in developing wellness tourism destinations. The initiative promotes health-focused accommodations, retreats, and personalized wellness experiences, reflecting growing demand for leisure and business trips centered on health, fitness, and holistic well-being. By integrating strategic planning and investment support, Victoria is enhancing visitor engagement and positioning itself as a leading wellness tourism hub in Australia.

Expansion of Regional Wellness Tourism Through Government Action Plans to Elevate Australia Health and Wellness Tourism Market Value

South Australia’s Wellness Tourism Action Plan 2025, developed by the South Australian Tourism Commission, aims to make the state a globally recognized wellness destination. The plan, launched in 2025, focuses on partnerships with tourism operators, investors, industry associations, and regional authorities to develop wellness resorts, retreats, and holistic experiences. By promoting cultural, health, and nature-integrated tourism offerings, the initiative strengthens regional wellness infrastructure, encourages sustainable practices, and attracts international wellness travelers.

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Purchase the Regional Overview for USD 1099

If you choose to purchase the full report at a later stage, the amount already paid will be adjusted, and you will only need to pay the remaining balance.

Australia Health and Wellness Tourism Market Share

Primary Wellness Travel Type to Lead the Segment by Travel Purpose

In the market by travel purpose, primary wellness travel is expected to hold the largest share in the forecast period. Travelers increasingly prioritize trips explicitly designed for health, relaxation, and holistic well-being, such as spa retreats, meditation programs, and fitness-focused resorts. The country’s abundant natural landscapes, pristine beaches, and wellness-focused hospitality offerings make it an attractive destination for such purpose-driven journeys. While secondary wellness travel remains significant, the growing global demand for dedicated wellness experiences positions primary wellness travel as the dominant segment in Australia’s market.

Leading Players in the Australia Health and Wellness Tourism Market

Other players in the market include Marriot International, Inc., Vana Retreat, Four Seasons Hotels Limited, InterContinental Hotels Group, Nirvana Naturopathy and Retreat, and Radisson Hospitality.

Australia Health and Wellness Tourism Market Segmentation

Key Questions Answered in the Australia Health and Wellness Tourism Market

• What was the Australia health and wellness tourism market value in 2025?
• What is the Australia health and wellness tourism market forecast outlook for 2026-2035?
• What is the market breakup based on service type?
• What is the market breakup based on travel purpose?
• What is the market breakup based on travel type?
• What are the major factors aiding the Australia health and 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 health and wellness tourism market trends?
• Which service type will lead the market segment?
• Which travel purpose will lead the market segment?
• Which travel type will lead the market segment?
• Who are the key players involved in the Australia health and 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?