Since the ‘Healthy China’ initiative was proposed, wellness tourism has become a powerful engine propelling the growth of the tourism industry. Wellness tourism means travelling with the purpose of integrating wellness, health promotion and improving the quality of life. It is an important sector of the wellness economy, which enables consumers to incorporate wellness activities and lifestyles into their regular lives. The goals of wellness include both physiological and psychological health, the improvement of living standards, and the enhancement of happiness.

The appeal of wellness tourism destinations is determined by their natural resources and the service quality they offer. For instance, Yongtai County in Fujian Province is known as the “homeland of thermal/mineral springs in China”. The history, culture, and featured industries could also enhance the attractiveness of a wellness tourism destination. For example, the city of Taizhou in Jiangsu Province vigorously promotes tourism related to traditional Chinese medicine (TCM). In general, there are two major development modes in the domestic wellness tourism industry: 1) medical care + tourism and 2) wellbeing + tourism. The former provides medical services for tourists with healthcare needs as well as leisure tourism activities. In comparison, the latter aims to help tourists adopt a healthy lifestyle, which involves the way of eating, playing, travelling, maintaining vitality, dealing with stress, and responding to the first signs of illness.

The COVID-19 pandemic has raised health consciousness in individuals and increased consumer health-related expenditures. It is predicted that this pandemic will facilitate the expansion of the wellness tourism market. In particular, Chinese consumers show a growing interest in integrating wellness into homes and communities, work, and travel activities. Furthermore, in the face of longer lifespans, rising stress levels, and escalating chronic diseases, individuals have started to re-examine their lifestyle and refocus on wellbeing and longevity. Responding to these trends, the wellness tourism industry in China is expected to grow in the following aspects.

First, rural wellness tourism, a form of wellness tourism that combines with ecological health, will recover quickly in the post-pandemic period. This is because this form of tourism mainly serves tourists from nearby regions in which many tourism activities happen outdoors. This could, to some extent, curtail the spread of COVID-19. Moreover, because of the pandemic, there is a growing recognition of the importance of harmony between people and nature. As consumers have a stronger desire to connect with nature, they tend to prioritise nature-based tourist attractions. For example, forests and beaches could allow tourists to relax and find mental peace. These nature-based wellness tourism destinations will gain in popularity among tourists.

Second, given the growing sophistication of the understanding of wellness in tourists, customer demand in the wellness tourism market will become more diversified. In terms of age, consumers born in the 1960s and 1970s focus more on acquiring medical care and proper medical treatment. Therefore, this consumer segment may require additional medical equipment and personalised physical therapy services in their wellness tourism programmes. In contrast, consumers born in the 1980s and 1990s are more concerned with fitness, dietary balance, and sleep hygiene. Therefore, they might prefer mindfulness training, TCM tourism products, and sports. In terms of gender, women have a greater demand for beauty, anti-ageing, and cosmetic products and services. Moreover, wellness tourism programmes based on traditional Chinese culture, like Zen meditation, acupuncture, and Tai Chi, have aroused growing interest among tourists from various cultural backgrounds.

Third, wellness tourism is no longer a siloed industry. It will increasingly converge and collaborate with other industries to form a wellness ecosystem in tourism destinations. Specifically, the integration of wellness tourism and ecological agriculture cultivates organic healthcare products. Advancements in information technology based on big data and artificial intelligence will make the wellness tourism system smarter. A combination of wellness tourism and the sports industry will mean new business models will emerge such as sports tourism villages, sports resorts, and sports wellness centres. In addition, the collaboration between the hospitality industry and wellness tourism will promote the development of diet restaurants that offer food therapy and medical hotels. These provide healthcare services in a hotel setting by offering medical resources and hospital facilities.

As a result of the active pursuit of holistic health by consumers, the concept of wellness tourism will be enriched and new business models will keep emerging. The growth of wellness tourism could solidify the resilience and sustainability of the tourism industry and the wellness economy. It will also help consumers incorporate wellness activities and lifestyles into their daily lives. It is important that the government, wellness tourism corporations, and organisations that market destinations make concerted efforts to establish ‘exemplary destinations of wellness tourism’. This involves creating attractive core areas of wellness tourism destinations based on unique natural and/or cultural resources, and meanwhile ensuring the quality and variety of infrastructure (e.g., barrier-free design) to support the serviceability of the destination. It is also vital to encourage individual proactive behaviours that could improve personal wellness and environmental health. This will create a powerful force to drive the development of wellness tourism.