Wellness tourism is booming . Think yoga retreats in Bali, digital detox weekends in a rainforest, or a break on a luxury island to " find yourself ".
Authors
- Rawan Nimri
Lecturer in Tourism and Hospitality, Griffith University
- Leonie Lockstone-Binney
Professor, Griffith University
- Liz Simmons
Assistant researcher, Griffith University
- Tom Baum
Professor of Work, Employment and Organisation, University of Strathclyde
It's no longer just about taking selfies at the beach or in front of Instagrammable landmarks. Travellers today want to invest in activities aimed at improving their mental, spiritual and physical wellbeing . And, they're willing to pay for these experiences.
Global spending on wellness tourism is projected to hit US$8.5 trillion by 2027. Rather than being a passing fad , spending in this sector is forecast to nearly triple by 2035 . This is big business.
The Wellness Tourism Association says 90% of travellers report wellness activities are an essential part of their travel itineraries.
Behind the luxe retreat
But, while holidaymakers pursue their zen, the workforce is largely overlooked. The massage therapists, spa staff, yoga instructors and retreat hosts - often women, migrants and workers from the Global South - frequently experience substandard, undignified working conditions.
Our new report, In Decent or Dirty Work?, examines an often overlooked part of the wellness industry. We propose a model to shift the industry from "dirty to decent" in line with the United Nations' sustainable development goal eight supporting "decent work and economic growth" .
The 17 sustainable development goals (SDGs) were adopted by all UN member states in 2015. They support ending poverty and other deprivations as part of improving health and education, reducing inequality and encouraging economic growth - while tackling climate change and protecting the environment. These goals are designed to help businesses and governments develop sustainable and inclusive economies.
Progress towards decent work in wellness tourism is undermined by workers in some cases facing low pay, insecure employment and poor working conditions .
Wellness is often viewed as feminised work , rather than skilled or professional. Workers are expected to be calm, warm and nurturing, as well as emotionally available while juggling demanding workloads and unpredictable hours.
Weak regulation
Gaps in standards and regulation leave workers vulnerable. For example, Massage and Myotherapy Australia has raised concerns about exploitative contracting and loose employment arrangements. Without regulated certification, enforcement of fair contracts, and professional recognition, many workers experience underemployment or unsafe conditions.
Research shows workers at some spas even describe their roles as feeling uncomfortably close to sex work , especially in settings where the boundaries are blurred and expectations can cross a moral line.
The case of the Melbourne business penalised for underpaying migrant workers and reports of Asian massage therapists being asked regularly for "happy endings" reflect the devaluation and gendered risks for this workforce.
Sociologists call this "dirty work" - jobs that are not physically messy but carry an emotional or moral burden. And while these roles are pivotal to customers' experiences, the people doing them are often invisible. This makes it even harder to push for better training or fairer conditions .
Proposed changes
To improve the wellness industry's sustainability and fairness, our research proposes three key changes.
On an individual level, workers need to be empowered. Workers who have a connection with their job will gain personal fulfilment from helping clients with their health and relaxation. Satisfied workers means happier customers and superior work quality .
However, workers should also receive external support to help improve job satisfaction.
For example, management regularly reinforcing the value of staff to a business can enhance a worker's sense of dignity. Additionally, protecting workers from such threats as immoral requests by customers, is key to cultivating the sense of a safe and dignified workplace.
At the macro-level, policies, social structures and public perceptions shape how wellness work is valued. Without professional accreditation or recognition, these jobs will remain undervalued. Broader changes, like government reforms and public campaigns, would lift professional recognition and support dignity.
Employees' working conditions should be examined. Decent work - as per the UN sustainable development goals - means providing fair pay, safe environments, recognition and genuine opportunities for employees to develop and thrive at work.
Also, investing in better training and standards benefits everyone, whether workers, businesses or customers.
As Andrew Gibson, co-founder of the Wellness Tourism Association , said: "I don't think wellness is a fad, but rather it's a change in society, and what society now expects".
Leonie Lockstone-Binney receives funding from the Australian Research Council.
Liz Simmons, Rawan Nimri, and Tom Baum do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.
