Indonesia Advances Wellness Tourism as Experience Economy Gains Momentum

Jakarta, Indonesia — Indonesia is accelerating the development of globally competitive wellness tourism as part of its strategy to promote higher-quality tourism and respond to the growing global demand for meaningful travel experiences.

Indonesia’s Minister of Tourism, Widiyanti Putri Wardhana, said the ministry would continue supporting activities that combine sports, tourism, and healthy lifestyles, positioning wellness tourism as an important driver of the country’s future tourism economy.

According to the minister, an increasing number of travelers are seeking a break from repetitive daily routines and looking for opportunities to live more consciously, reconnect with themselves, and participate in experiences that provide lasting personal value.

She added that the growing influence of artificial intelligence in everyday life has also encouraged a countertrend in which people increasingly value authentic experiences, genuine human interaction, and destinations capable of creating meaningful memories.

This shift is contributing to the expansion of the experience economy, in which consumers place greater importance on memorable activities and personal transformation rather than products or conventional services alone.

Fitness, wellness, and healthy lifestyle businesses have become some of the fastest-growing sectors within this economy, creating new opportunities for destinations that can integrate cultural traditions, natural environments, physical activity, and preventive health services.

Citing data from the Global Wellness Institute, Wardhana said the global wellness economy reached approximately US$6.8 trillion in 2024 and is projected to grow to US$9.75 trillion by 2029.

Indonesia aims to capture a greater share of this expanding market by developing wellness-focused travel experiences that combine the country’s natural resources, local culture, traditional healing practices, sports activities, and hospitality services.

The initiative forms part of Indonesia’s broader effort to attract travelers seeking healthier, more purposeful, and experience-driven journeys while strengthening the competitiveness and long-term sustainability of its tourism sector.

Source : Xinhua Thai News