Big Red Group data shows 200% increase in demand for wellness tourism

July 16, 2024

New data from Australia’s largest experience network, Big Red Group, has revealed that the demand for wellness tourism has surged year-on-year, with some experiences up by over 200%.

The findings come after a recent study from Mental Health Index TELUS showed that over three in five employees in Australia are reportedly feeling burnt out - and have indicated particularly strong uptake in Victoria and Northern Territory.

According to David Anderson, co-founder and Chief Executive at Big Red Group, the rising demand could indicate that Australians are trying to prioritise their mental health and wellbeing at the moment.

Spa experiences are up by a fifth (19%) on last year, while demand for hot pools, springs and wellness centres has grown significantly too. This signals a move away from traditional massage and facial packages that have previously proven popular across the nation.

Key takeaways from the data include:

Prioritising health and wellbeing: Year-on-year, the ‘Wellness’ category for experiences has seen a 228.4% increase in bookings, with Victoria and Northern Territory seeing particular growth
Australians warm up to hot springs: Spas are in high-demand, with the Peninsula Hot Springs in Fingal (+132%), Wellness Studio in Belmont (+400%) and the Polynesian Spa in Brisbane (+855%) all seeing significantly higher bookings this year

The global wellness tourism market has recently been valued at almost $950 billion according to the Global Wellness Institute (GWI) - and now accounts for a significant proportion of the wider industry.

More information on Big Red Group and its consumer brands - including RedBalloon, Adrenaline and Experience Oz - can be found here.

Image top: Mornington Peninsula Spa Credit: Visit Melbourne

26th June 2024 - Big Red Group appoints new Head of Brand and Marketing

27th May 2024 - Big Red Group encourages tourism operators to connect with Gen Z via TikTok

6th May 2024 - Big Red Group announced as major sponsor for 2024 Global Sustainable Tourism Summit

5th April 2024 - Big Red Group completes acquisition of Experience Oz North Queensland

28th February 2024 - Big Red Group’s new report identifies emerging and optimistic trends for Australia’s tourism and experience industry

1st December 2023 - Global Wellness Institute forecasts wellness tourism to reach US$1 trillion in 2024

21st October 2022 - Australia ranked as most desirable wellness tourism destination in the world

5th July 2022 - Australia’s Wellness Tourism Summit to be held in October

26th May 2021 - New Wellness Tourism Unearthed event to be held in the Adelaide Hills

8th October 2020 - Plans approved for $350 million sport, health and wellness tourism destination on Victoria’s Surf Coast

23rd March 2020 - Spa Vision and Spa Guru Consulting collaborate on New Zealand wellness tourism project

19th February 2020 - Noosa to host Australia’s inaugural Wellness Tourism Industry Summit

14th November 2018 - New study reveals strong ongoing growth in wellness tourism

29th January 2017 - Significant growth in international wellness tourism

20th October 2016 - Mornington Peninsula hot springs to be exploited for wellness tourism

11th April 2016 - Wellness tourism on the rise

29th October 2013 - Wellness tourism and spa sectors urged to unite

4th August 2013 - Global Spa & Wellness Summit expands with new Global Wellness Tourism Congress

19th August 2010 - Tapping Into Health and Wellness Tourism

16th September 2008 - ATEC acts on wellness tourism

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