Wellness Travel Moves Beyond the Spa as Community, Sports and Nature Reshape the Category, New FINN Partners and GSIQ Report

New research reveals 75% of engaged international travelers have taken an active wellness trip abroad in the past two years, with nature, sport and social connection emerging as major drivers.

NEW YORK, Nov. 10, 2026 /PRNewswire/ -- FINN Partners, in collaboration with GSIQ Tourism Insights, has officially launched its latest research report, Wellness Travel on the Move: The Communities, Experiences and New Purposes Reshaping Wellness Travel Around Sports, Nature and Retreats, exploring how travelers are redefining wellness through active experiences, community and personal development rather than traditional spa-focused offerings.

Initial findings from the report were previewed last week at FINN Partners' Global Lifestyle Voices Summit at News UK and at World Travel Market London during the panel discussion, "Women Are Questioning Travel Norms." The research was formally unveiled at the Global Wellness Summit, by Cathy Feliciano-Chon, board member and Co-Chair of this year's Global Wellness Summit and Managing Partner at FINN Partners.

Based on insights from more than 7,000 engaged international travelers across nine markets, the report finds that wellness travel is expanding far beyond spas and traditional retreats, increasingly encompassing nature-based escapes, sports participation, community-led experiences and personal growth journeys.

Among the report's key findings:

• 75% of engaged international travelers have taken an active wellness-focused trip abroad in the past two years.
• Nature-based travel leads participation at 65%, followed by sports-focused travel (46%) and wellness retreats (41%).
• Connection is emerging as one of wellness travel's most powerful outcomes, with 51% of travelers reporting a sense of connection after their trip, compared with just 35% who initially set out seeking it.
• Confidence showed the largest gain among traveler outcomes, rising from 38% who hoped to achieve it to 55% who ultimately experienced it.
• Wellness retreats are diversifying rapidly, expanding beyond yoga and spa experiences into areas such as recovery, performance, women's health, burnout prevention and personal development.

According to Feliciano-Chon, "the findings suggest the most interesting wellness trips today may be those that travelers don't actually call 'wellness'. Across the research, running clubs, hiking communities, destination sporting events, outdoor adventures and immersive retreats are delivering many of the same outcomes as conventional wellness trips, including improved mental well-being, connection, confidence, recovery and personal growth."

The report also points to a growing desire among travelers to combine self-improvement with social connection. Whether participating in a destination race, joining a guided hiking expedition, attending a wellness retreat, or connecting through a shared passion, travelers are increasingly seeking experiences that deliver both personal benefits and a sense of belonging.

"One of the most interesting findings in this research is the growing role community plays in wellness travel. We've seen strong growth in solo travel, particularly among women, but solo doesn't necessarily mean wanting to be alone. More and more travelers are choosing to embark on these journeys independently while seeking opportunities to connect with like-minded people along the way, helping people build confidence, foster connection and find a sense of belonging," adds Global Travel Practice Leader, Debbie Flynn.

The research further highlights significant differences across global markets and identifies new opportunities for destinations and brands seeking to attract wellness-minded travelers. The report argues that the industry's next phase of growth will be driven not simply by wellness amenities, but by the ability to create experiences that help travelers feel healthier, more connected and more fulfilled.

"Wellness travel is no longer only about slowing down. Sport is merging with culture and lifestyle, women's sport is surging, and the experience economy keeps growing, and together they are changing not just how we travel, but why. We wanted to look at wellbeing through an active lens and give destinations and brands the evidence to build for what people are travelling more for," said Eva Stewart, Co-Founder & Managing Partner, GSIQ.

The report concludes that as wellness continues to influence mainstream travel behavior, destinations and brands will need to broaden their definition of wellness, build experiences around passions and communities, and communicate the outcomes travelers seek rather than simply the activities on offer.

The full report, Wellness Travel on the Move: The Communities, Experiences and New Purposes Reshaping Wellness Travel Around Sports, Nature and Retreats, is available for download at: https://www.finnpartners.com/news-insights/wellness-travel-on-the-move/.

About FINN Partners' Global Travel Practice
FINN Partners' global travel practice provides integrated marketing communications, brand strategies and PR for destinations, hospitality brands, tourism boards and travel businesses worldwide. Supported by the firm's Global Intelligence Lab, a specialist research and insights division with expertise in quantitative and qualitative research, data analytics and measurement, FINN combines industry expertise with data-driven intelligence to help clients understand evolving traveler behaviors, uncover emerging trends and create more effective communications strategies. It is part of FINN Partners, one of the world's largest independent marketing and communications agencies with more than 1,300 professionals across 39 offices worldwide.

Learn more about our latest insights here: https://www.finnpartners.com/uk/sector/travel-tourism/

SOURCE FINN Partners, Inc.