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AUSTRALIA NAMED NO 1. WELLNESS DESTINATION WITH SURGING INTEREST IN WELLNESS TRENDS LIKE WILD SWIMMING, THERMAL SPRINGS AND ICE BATHS

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Media Release - 10 October 2025: Australia has been ranked as the most desirable wellness tourism destination in the Global Wellness Institute (GWI) 2025 Wellness Survey released today. Findings also revealed a 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 the latest wellness trends like wild swimming, bathhouses and ice plunges.

The survey revealed that Australia was the No1. destination for wellness experiences ahead of New Zealand, Bali, Japan and the South Pacific. The research also showed that 56% 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%), followed by nature-based activities (52%) and use of wellness apps (48%) and animal assisted wellness growing at (16%). Other trends gaining momentum include sleep optimisation and gut health.

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 in regards to 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 like Yarrangobilly Caves Thermal Pool in the Snowy Valleys. And of course, ice baths themselves remain a major trend across the country in all different settings,” she said.

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 previous survey in 2022. 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 this number 12% said it’s been more than two years.

Droga said these results revealed 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 www.welltraveller.com.au in 2022 as a dedicated wellness hub to connect people with experiences and travel destinations. Visitors can search by experience or location as usual, but uniquely, the site also allows searches 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.

The results coincide with the launch of Well Traveller TV Season 2, premiering on 10 tomorrow, which will shine a spotlight on NSW as one of Australia’s leading wellness destinations.

Destination NSW has partnered with Well Traveller to showcase wellness-rich experiences across the state, from Byron Bay to the Blue Mountains, the South Coast, the Hunter Valley, Mudgee, Coffs Harbour and Hinterland and Sydney.

Hosted by Layne Beachley, the eight-part series features inspiring everyday Australians alongside well-known personalities like; Turia Pitt, Barry Du Bois, Lisa Messenger, Dr Stacy Sims, Samantha Gash, Shelly Horton and Matilda Brown with parents Bryan Brown and Rachel Ward — each sharing powerful wellbeing rituals and experiences for balance, connection and renewal.

Destination NSW CEO Karen Jones said: “Wellness tourism is one of the fastest-growing segments of global travel and a powerful driver of the NSW visitor economy.

“From thermal springs and coastal retreats to nature-based adventures and Aboriginal-led experiences, NSW has the natural assets and operators that make our state a leader in this market.

“Partnering with Well Traveller enables us to showcase these experiences to new audiences and support the businesses delivering them.”

Dr Preeya Alexander, GP and AIA Health Expert and supporting voice across the series, said Well Traveller TV gives audiences both inspiration and practical tools.

“Health and wellbeing aren’t one-size-fits-all. This series highlights that everyday people can try different approaches when it comes to looking after the body and the brain, from mindfulness to movement, and find what works for them.

It’s about making small, practical choices that set you up for long-term health.”

For more information on wellness travel experiences and the TV series visit www.welltraveller.com.au.

Watch and stream Well Traveller TV Season 2, free on 10, premiering at 3.30pm on Saturday, 11 October 2025.

The show will also give away $30,000 worth of wellness holidays and prizes via www.welltraveller.com.au. ENDS.

FACT SHEET

Supporting information -

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• Images

• Video

• Well Traveller TV Explainer

• Destination NSW media release

VNR from media launch at the Calyx – will be uploaded by 1pm today, 10 October -

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Global Wellness Institute’s Wellness Tourism Survey

Research Methodology

• Conducted by the Global Wellness Institute’s Wellness Tourism Initiative

• Online survey of 1,000 respondents globally – 700+ Australians aged 18+ nationally

• Fieldwork conducted in August– October 2025

• Results released 10 October 2025

Key Findings

1 in 4 Australians haven’t had even a three-day holiday in over a year - 12% of these respondents said it has been more

than two years since their last break of three days or more.

56% of Australians intend to take a holiday that includes a wellness component in the next 12 months.

Average wellbeing score has dropped to 6.5 out of 10 (down from 6.7 in 2022).

78% of Australians named Australia as their number one destination for a future wellness holiday, ahead of New

Zealand, Bali, Japan and the South Pacific.

Wellbeing scores (out of 10):

• Financial wellbeing: 5.9

• Sleep wellbeing: 5.9

• Physical wellbeing: 6.1

• Social wellbeing: 6.2

• Nutrition: 6.4

• Mental wellbeing: 6.4

Top Five Wellness Holiday Destinations

1. Australia

2. New Zealand

3. Bali

4. Japan

5. South Pacific

The Hottest Wellness Trends (2025)

Bathing rituals (wild swimming, thermal springs, bathhouse, ice baths) – 54%

Nature based activities – 52%

Wellness technology use (apps, wearables, sleep trackers) – 48%

• Of those people 42% use them daily

• Most popular is mental health, mindfulness and breathwork style apps - 54%

Spa rituals - 42%

Nutrition/food experiences – 27%

Mindfulness/meditation practices – 25%

Yoga/Pilates - 22%

Fully immersive retreats - 21%

Holistic therapies - 21%

Animal assisted wellness - 16%

Breathwork – 14%

Other trends gaining momentum: sleep optimisation and gut health

Top Wellness Travel Drivers

1. Destress and relax

2. Reset and kickstart wellbeing

3. Support mental health

Additional Supporting Research

The Global Wellness Institute’s – Global Wellness Economy Monitor 2024 and their other major report The Global Wellness Economy Australia 2025.

$29 billion AUD spent on wellness travel annually in Australia.

This is growing at 12.3% average annual cumulative growth re: expenditure until 2028 – so significant!

Of the $29 billion spent on wellness travel in Australia, the bulk is from Australians ($24 billion) and the rest from international visitors ($5 billion) – highlighting the strength and demand from Australians.

There are 14.6 million wellness related trips a year in Australia (94% are Australians taking Aussie wellness trips)

Australia is ranked 8th globally in terms of total wellness travel spend in our country.

Australian wellness travellers spend on average $1,752 per trip.

Globally, an average domestic wellness tourist spends 163% more than a regular domestic traveller

Source: Global Wellness Institute Wellness Economy Monitor and The Global Wellness Economy Australia 2025.

About Well Traveller

Founded by Katherine Droga, Well Traveller is Australia’s leading wellness travel platform, curating experiences that support mind, body and soul. More than a directory, it helps people search not just by destination or activity, but by how they want to feel — whether that’s to “connect,” “heal,” “breathe” or “unplug.”

The platform features retreats, cultural journeys, spas, and nature-based escapes, alongside practical inspiration and the What’s on Wellness Calendar, which lists everything from free local events to luxury offerings. With a focus on mindful tourism and community benefit, Well Traveller highlights operators who prioritise culture, sustainability and wellbeing.

Well Traveller TV extends this mission, bringing wellness travel to life on screen through inspiring journeys with everyday Australians and well-known hosts across the country.

Well Traveller TV Season 2

Premiering on 10 from 11 October 2025, Well Traveller TV returns with an eight-part series hosted by Layne Beachley. The show pairs Everyday Australians with high-profile figures including Turia Pitt, Barry Du Bois, Lisa Messenger, Samantha Gash, Shelly Horton, and Matilda Brown with Bryan Brown and Rachel Ward, as they explore transformative wellness experiences across New South Wales.

Well Traveller TV Season 2 is proudly supported by Destination NSW and AIA Australia.

Connect with us

• https://www.welltraveller.com.au

• FB – welltravelleraustralia @visitnsw

• IG well_traveller @visitnsw

#WellTraveller

#FindYourWellplace

#WellnessTravel

#WellnessTourismAustralia

#FeelNSW

 

 

Contact details:

Gabrielle Leonello - 0425554454 or [email protected]