Wellness tourism across the UK is experiencing a boom with areas of natural beauty such as the Cotswolds and Lake District receiving up to a 25% growth in visitors.
Wellness tourism is defined as travel specifically for the purpose of promoting well-being through physical, psychological and spiritual activities and can involve visiting scenic locations, according to Expedia.
According to research by travel trade organisation Abta two million UK holidaymakers plan to take a wellness trip over the next 12 months.
Throughout 2022 wellness tourism is forecast to grow 7.5%, faster than the 6.4% growth predicted for overall tourism, according to the non-profit organisation Global Wellness Institute.
Additionally, Expedia's data reveals that in 2019 areas of outstanding natural beauty in the UK, including the Cotswolds, Lake District and Scottish Highlands, recorded an increase in tourists of almost 25%.
Its data also revealed an increase in demand for locations appreciated for scenic walks in picturesque countryside and spa retreats and activities. Accommodation providers in the south west of England saw growth of almost 20% and the historic city of Bath saw an increase in demand of almost 15%, compared to 2018.
Cornwall, Devon, Dorset, Yorkshire all experienced double-digit year-on-year growth.
Expedia Group director of market management, Daniel Scharbert, said: “Wellness tourism has become increasingly popular with the UK ranking in the top 10 wellness tourism markets globally. As travellers prioritise wellness in their everyday lives and even while travelling, this market is set to become more valuable.”