Australians are keen on cosy, opting for cooking classes, craft and calm experiences in record numbers with new data showing wellness tourism bookings are up by 34 per cent year-on-year.
Big Red Group’s Seasonal Experiences Index: Winter 2025 highlighted a clear interest among Aussies in hygge, wellness and self-discovery based on 200,000 bookings this season.
Travel advisors can tap into this fast-emerging market segment where enrichment and self-improvement are the ultimate souvenir.
It comes as wellness tourism is expected to generate $45.7 million in revenue within the Australian market by 2030 and Hilton’s 2025 Trends Report reveals that more than one in five travellers plan self-discovery getaways this year.
Building on the foundation of wellness tourism, this focus moves beyond traditional wellness to experiences that offer mind and soul enrichment through meaningful, immersive activities.
For tourism and experience operators, it’s an exciting opportunity to reposition their offerings towards self-discovery and equip travellers with wellness tourism moments that last long after the experience is over.
The Big Red Group report, comprising the company’s bookings across RedBalloon, Adrenaline and Experience Oz, shows this evolution in the experience industry, propelled by wellness (+34.1%), getaways (+15.1%) and classes and courses (+11.2%).
Arts and crafts interest surged by 26.9 per cent and cooking classes were up 14.2 per cent compared to winter 2024.
Domestic travel also benefited from the wellness tourism wave trend – inbound experience bookings were up by 47 per cent, reflecting a shift to more intentional experiences.
The fastest growing categories for winter 2025 are skiing and snow experiences (more than doubling YOY at +109.8%), luxury getaways (+70.6%) and spas (+42.6%).
Meanwhile, the top five best-selling experience categories by volume are theme parks, whale- and dolphin-watching, zoos, reef and island cruises and eating out.
Read the full report here.
