What are the opportunities on the European wellness tourism market?

Wellness tourism is a fast-growing segment of the global tourism industry. It offers significant opportunities for tourism businesses in low- and middle-income countries. European wellness travellers prioritise holidays that improve their physical, mental and emotional wellbeing through nature, healthy lifestyles, relaxation and authentic cultural experiences. To succeed in this market, European tour operators expect sustainability credentials, a consistent online presence and a track record of delivering wellbeing experiences. Getting these foundations right means specialist operators will be more likely to sell your offer.