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."
