Jane Cunningham, director of European Engagement at Destinations International, shares her insights in this blog on how wellness tourism is reshaping destination management strategies in the events industry. With 74% of UK adults reporting significant stress levels in 2025, it is no surprise that corporations are increasingly turning to wellness retreats to boost their employees’ wellbeing.
Indeed, the global wellness tourism industry is projected to reach $1.35tn by 2028, an increase of over 100% from 2022. From mindfulness sessions and wellness workshops to digital detox zones and nature-based breaks, visitors are seeking restorative experiences within their business travel and event itineraries.
To adapt to these shifting expectations, destination organisations are integrating wellness into their business and professional event strategies – maximising the value of a destination through new business opportunities while fostering a more responsible, community-focused ecosystem.
For example, Visit Squamish is a Canadian destination committed to wellness. With an emphasis on restoring mind, body and spirit, the destination offers a wide range of wellness-led retreats and experiences, from horse therapy to forest-based workshops.
Such experiences also deliver meaningful benefits to the local community. For instance, Visit Squamish’s horse-therapy programme works with Second Chance Cheekye Ranch, which rehomes and rehabilitates mistreated horses.
Blue Ridge, Georgia (USA), also leans into the healing power of nature. Indeed, visitors have long been drawn to the destination for its natural beauty and abundant outdoor recreation, ideal for rejuvenating escapes that support physical and mental wellbeing.
To help visitors experience the Blue Ridge Mountains, the destination launched its #LovingLocal campaign, encouraging travellers and residents to care for the area. As part of this campaign, visitors and residents adopted simple yet effective conservation practices, including the “Lights Off, Fireflies On!” initiative. This is where people switched off unnecessary outdoor lighting to reduce light pollution and help protect the natural habitat of the area’s declining firefly population.
By hosting events in wellness-focused destinations, organisations can harness this growing trend to create enriching, restorative experiences for visitors while delivering tangible benefits to the local community and natural environment. This synergistic approach allows wellness-driven demand to be met in a way that is both authentic and collaborative, strengthening the destination ecosystem for all stakeholders.