At year’s end, we at the Global Wellness Summit and its sister organization, the non-profit Global Wellness Institute (GWI), prepare to unveil our top 10 wellness trends for the coming year. To do so, we draw on a wealth of insights, including the latest Global Wellness Economy Monitor figures, released in November 2024. These valued the global wellness economy at an impressive USD 6.3 trillion, projected to reach USD 9 trillion by 2028. Within this dynamic industry, wellness tourism stands out as a true powerhouse. Valued at USD 830 billion worldwide, it achieved a 30-percent growth rate from 2022 to 2023 – a testament to the surging global appetite for transformative, health-focused travel experiences.
MENA leading the way in wellness tourism
GWI’s latest wellness economy research reveals that the Middle East and North Africa (MENA) region ranks top for recent growth in wellness tourism among all global regions. MENA was the world’s fastest-growing region for both wellness tourism trips and expenditures from 2019 to 2023. Wellness trips in MENA grew 8.1 percent annually, with wellness tourism expenditure by travelers rising 11.6 percent annually. MENA also achieved the highest post-pandemic recovery, with wellness trips at 137 percent and expenditures at 155 percent of 2019 levels, fueled by booming inbound tourism in countries like the UAE, Saudi Arabia, Egypt, Morocco and Bahrain.
To find out what’s driving this extraordinary growth, we need to delve into the key trends fueling the rise of wellness tourism and explore some innovative examples emerging in the Middle East.
1. Longevity has longevity
The Middle East will see a wave of luxury longevity clinics entering the market. Fountain Life from the US, whose focus is AI-powered diagnostics to identify and predict illnesses such as cancer, heart disease, metabolic disorders and neurodegenerative diseases at the earliest stages, is coming soon to Dubai. Clinique La Prairie, the famed Swiss medical-wellness longevity resort, is creating new ‘Urban Longevity Hubs’ and recently opened in Doha (St. Regis Marsa Arabia Island) and Dubai (One&Only One Za’abeel). It will soon also be in Saudi Arabia at the Amaala development. SHA Wellness, the medical-wellness longevity resort from Spain, is opening SHA Emirates, a dedicated ‘wellness island’ in AlJurf in 2026. Saudi Arabia’s planned smart, sustainable city NEOM, meanwhile, is essentially an entire city programmed as a longevity clinic.
2. Sports finds its footing in hospitality
We also see sports programming becoming far more important in hospitality. In contrast to solo sessions at the gym, more people are embracing social, empowering sports, from pickleball to padel. More people also want to train like near-elite athletes, while real athletes want hospitality destinations that deliver the most advanced wellness and recovery solutions, and gym equipment.
Hospitality destinations are answering the call, with everything from pro trainers to pro-level facilities. New hospitality brands are squarely aimed at elite athletes, offering pioneering wellness, fitness and recovery programming. Equinox Hotels is slated to open in Saudi Arabia’s NEOM wellness destination, with a pro-level gym, personal trainers, brain-stimulating tech to boost performance and a full recovery menu. SIRO, the new fitness and recovery hotel concept, opened its first property, SIRO One Za’abeel from Kerzner International, in Dubai last year.
A global example also comes from Aman, which has elevated its global wellness offerings by collaborating with tennis legends Novak Djokovic and Maria Sharapova, who share their personal training and wellness expertise with guests.
With the Middle East attracting massive sports events, such as the FIFA World Cup, and premier tennis events, combined with a surge of inbound tourists, destinations here have the opportunity to get traveling fans actively participating in sports and wellness on their trips.
3. Communal celebrations
Traveling with a community to live events fosters shared experiences and a profound sense of belonging. In the hyper-connected yet fragmented modern world, this concept, dubbed ‘Live Tourism’ by Skift, is becoming a cornerstone of meaningful, modern-day travel.
Traveling with one’s ‘tribe’ – be it fans of a music artist, sports team or a cultural movement – transforms the experience from mere attendance to a communal celebration. The act of exploring new destinations with others enhances emotional bonds, reduces feelings of isolation and provides a sense of purpose, all of which are essential for mental well-being.
The Middle East is rapidly becoming a hub for wellness-focused experiences, seamlessly combining world-class events with unique opportunities for rejuvenation. Saudi Arabia, for example, is redefining its global appeal through its Vision 2030 initiative, hosting marquee events like Formula 1, the Riyadh Season and the recently awarded 2034 FIFA World Cup. These events blend entertainment with wellness-driven tourism, offering attendees holistic travel experiences, such as spa retreats, desert safaris and cultural explorations.
Qatar’s 2022 FIFA World Cup showcased how wellness could intertwine with community. Fans explored souks, practiced yoga in scenic parks and enjoyed Arabian hospitality, enriching their well-being beyond the stadiums.
4. The rise and rise of remote working
The Middle East is well positioned to cater to digital nomads, those who work online from virtually anywhere in the world, seeking a wellness ‘sabbatical.’ Supported by strategic initiatives, modern infrastructure and a focus on improving quality of life, the Middle East’s offerings, be it a wellness real estate community for long-term stays or a resort for shorter stays, align with the interests of a growing segment of nomadic workers. These professionals value health-conscious living and the flexibility of remote work.
Cities such as Dubai have introduced remote work visas, allowing professionals to seamlessly blend work with travel, cultural exploration and wellness activities. With a wealth of co-working spaces, excellent connectivity and outstanding leisure options, places like Abu Dhabi, Doha and Oman are emerging as prime destinations for remote workers seeking a mix of modern amenities and cultural richness. This creates ample opportunities for hospitality destinations and wellness real estate communities to attract and engage a diverse range of guests.
5. Sober travel takes off
The sober-curious movement continues to gain momentum globally, with younger generations, especially, giving up or dialing down the alcohol. And the Middle East, with its unique cultural and religious attitudes toward alcohol, has, of course, already embraced this trend. The region would benefit from promoting the advantages of its unique culture of no/low alcohol to the growing number of travelers seeking such experiences. Wellness resorts and destinations that emphasize alcohol-free experiences, such as Zulal in Qatar – the Middle East’s first wellness retreat developed by Thailand’s Chiva-Som – highlight their zero-alcohol approach as a key feature for genuine detoxification. Similarly, The Retreat Palm Dubai from Sofitel exemplifies this focus, showcasing the appeal of sober travel in the region.
As can be seen from these trends, the outlook for the Middle East in this segment is bright, with the region well positioned to further its lead as a wellness tourism destination.
Susie Ellis,
chair and CEO of the Global Wellness
globalwellnesssummit.com
@global_wellness_institute
