Health tourism is growing worldwide, and Asia is no exception. The Global Wellness Institute reported a 26.4 per cent leap in demand between 2022 and 2023, valuing the segment at US$41 billion.

Industry players predict that the medical tourism segment is slated to boom as the world becomes increasingly health conscious amid mounting air pollution and congested urban hubs – and the movement is being driven by Gen Zs in search of authentic and holistic holidays, with Asian countries chasing a slice of the US$63 trillion global pie.

Oluwamodupe Oduyoye, research associate at Deggendorf Institute of Technology, attributed the surge in demand down to the pandemic. “It affected the way Gen Z thinks. We came to realise that life is short; it’s important we enjoy every moment we have and our health.”

According to research by Deggendorf Institute of Technology, Gen Zs are looking for holistic getaways that combine health, sustainability and authentic experiences. Additionally, stress and health prevention and mental health wellness ranked high.

“What emerged as important is prevention. People are looking to be safe and not sick. We also noticed that this generation is looking to avoid burnouts,” noted Anke-Andrea Sponer of the International Competence Centre Health Tourism at Deggendorf Institute of Technology.

Aman Amola, inbound manager at Explore Bharat, noted an uptick in increasingly younger people investing in medical tourism in India.

“They are now seeking healthier lifestyles. They are health conscious, and this health trend is increasingly bringing them to India.”

Interest is strong among travellers from Asia, in particular Singapore, Thailand, Malaysia, Japan and South Korea.

With Gen Z at the forefront, medical and wellness tourism has evolved to become more than a spa retreat or medical check-up. Today, the industry has to deliver a holistic experience, including developing destinations into attractive health hubs.

Vincent Beckmann, international account manager at Outdooractive, said: “The definition of Gen Z health tourism is active tourism. Wellness itself won’t fill every day (in a travel itinerary), maybe one day in the whole week, but it’s not a thing by itself anymore.”

Iztok Altbauer, CEO, Association of Slovenian Natural Spas, noted that the future of the wellness tourism industry needs to see destinations develop into health-oriented hubs. He gave an example of Slovakia, where green cycle routes have been designed to connect health resorts.

“There are a lot of machines in wellness tourism, but Gen Z life is outdoors and we have to think about that. Sustainability is also one of the hot topics, so we need to develop offerings like this and integrate them into products,” he added.

Vy Hoang, a Master’s student in International Tourism Management at Deggendorf Institute of Technology, said for a destination to truly capture the market, public and private stakeholders need to collaborate to create more facilities for the younger generation.

“Be flexible with opening hours, for example, and add more value and entertainment for the younger generation – a thermal spa isn’t enough,” she said.

Hoang said changing the way the industry communicates with Gen Z about health tourism is important.

“Often, when we think of medical tourism, we think of luxury products that are not affordable for Gen Z,” she said, noting that spas often come at a much higher price point than city hotels.

However, Altbauer pointed out that spa-oriented resorts are shifting from all-inclusive to selective models to lower prices, allowing guests to choose which pool, wellness, and medical services they want.

“You can offer different types of accommodation, or self-catering options, or even build camp sites. These are all chances for guests to get cheaper options,” he commented.