
The global wellness tourism market is experiencing extraordinary growth—and Southeast Asia is poised to lead. Even before the COVID-19 pandemic, travelers were seeking vacations that enhanced their well-being. In 2019, the Global Wellness Institute reported wellness tourism expenditures reached a record $720 billion (Global Wellness Institute, 2019). Though the pandemic caused a temporary disruption, the rebound has been swift and decisive: by 2022, global expenditures had surged to $817 billion and are projected to reach $1.3 trillion by 2025 (Global Wellness Institute, 2023).