Portugal among countries leading the way in health and wellness tourism
Portugal joins countries like Namibia, South Africa and Thailand when it comes to health and wellness tourism where visitors can connect with nature in ecological hotels offering immersive retreats.
According to Mastercard’s latest Economy Experience report, travel, outdoor activities and dining are at the top of Europeans’ spending priorities list in 2025, highlighting a shift towards experience and value-based travel. More than two-thirds (70%) of Europeans say that ticking off bucket list activities is a top priority.
In this sense, the data indicates that wellness tourism has grown significantly in recent years in Portugal, with hotel groups marketing themselves as escapes from the stress of everyday life.
These trips favor relaxation, healing and a certain degree of indulgence, rather than busy schedules or adrenaline-filled adventures. While traditional yoga retreats and luxury spas remain popular, the wellness landscape is evolving to now include offerings such as longevity clubs and sleep-focused retreats.
Portugal has emerged as a destination of choice for travellers worldwide looking for an authentic health and wellness experience – Health Tourism. This tourist niche, which is growing yearly, is ideal for those wishing to harmonize body, mind, and spirit.
Portugal’s mild climate, rich gastronomy, natural forest sanctuaries and cultural heritage create the perfect setting for a Wellness & Healing destination. ABC Sustainable Luxury Hospitality has led the way as one such company in creating a differentiated and efficient offer, both in new projects and in reevaluating existing offer.
According to data from Turismo de Portugal, Health and Wellness Tourism has shown significant growth in Portugal. There are around 3,000 hotel developments, of which approximately 230 are equipped with spas.
Thermal spa hotels and thalassotherapy centers are key infrastructures in this segment, offering innovative and holistic treatments.
Globally, according to data provided by the Global Wellness Institute, wellness tourism grew by 36% between 2020 and 2022 and is estimated to double in value by 2027, reaching US$1.4 trillion.
Image: Vila Baleira Porto Santo Wellness Resort & Thalasso Spa is one of the many growing options that offer health and wellness treatments for its guests.
