The future of wellbeing

From the grand bathhouses of Ancient Rome to today’s high-tech wellness retreats, the pursuit of wellbeing is woven deeply into the history of leisure and tourism. This drive for self-care has surged in recent years, with a McKinsey survey revealing that consumers are increasingly taking charge of their health, and expect companies to offer effective, science-based solutions. As a result, the wellness market has become a major economic force, growing at an impressive 12 per cent annually since 2020. It reached a record value of $5.6tn in 2023 and is projected to expand by another 52 per cent by 2027, highlighting the sector’s pivotal role in the global economy.

No longer confined to spas or retreats, wellness tourism has come to reflect a more comprehensive approach, fusing luxury with sustainability, technology and quality of life for both residents and travellers. A recent report identifies wellness tourism as a fast-growing market, valued at some $814.6bn worldwide in 2022 and expected to hit $2.1tn by 2030. And some new leaders have emerged in this space. Saudi Arabia saw its demand for tourist activity licences increase by 390 per cent in 2023. It responded by investing heavily in transformative projects that offer not only high-end experiences, but also a blueprint for future wellbeing. The driving force behind this is Saudi Vision 2030, an ambitious economic diversification initiative supported by PIF.

PIF’s growing portfolio ranges from the futuristic landscapes of the country’s new urban giga-project NEOM to the pristine coastlines of the Red Sea, aligning the country’s wellness and tourism sectors with an increased global demand for experiences that foster personal health while respecting the environment. An example is the New Murabba project – a purpose-built “15-minute city” that’s being developed in the northern part of Riyadh. When it is complete, every resident will be within a 15-minute walk of all major amenities, including schools, hospitals, shopping, entertainment, workspaces and more. New Murabba is also committing a full 25 per cent of its 19 sq km to vibrant green spaces, providing a place for residents and tourists to relax, exercise and keep fit. There’s even an 11km vehicle-free urban loop for cyclists, joggers and walkers to enjoy.

“The rise of wellness tourism has made it a focal point in today’s luxury travel industry,” says Michael Dyke, CEO of New Murabba, a Saudi Arabia-based real estate development business. “Globally, travellers are seeking not just comfort but also holistic wellbeing experiences, whether through immersive nature or sustainable urban designs. In line with these trends, New Murabba integrates green spaces, smart city technologies and walkable neighbourhoods that put wellness and sustainability at the heart of urban life.” The development also aligns with the sustainability targets of Vision 2030 and the Saudi Green Initiative.

Driving a wellness revolution

At the core of this wellbeing innovation is PIF, whose investments are reshaping the country’s wellness and tourism offerings. Through projects such as NEOM, and Red Sea Global’s leisure destinations and resorts, this is helping to build a new approach to health-centred tourism. John Pagano, Group CEO of Red Sea Global, explains: “Pre-Covid, wellness was already on a significant growth trajectory. The pandemic underscored how vital it is to invest in our health. We’re creating destinations that cater to all aspects of wellness, in particular establishing AMAALA as the world’s most comprehensive health and wellness destination.” AMAALA, which is set to welcome its first guests in 2025, is attracting world-leading health and wellness operators, making it a distinct destination dedicated to helping people live longer, healthier lives. From medical and integrative wellness programmes to complementary therapies, fitness and sport, the destination’s range of offerings responds to demand from global travellers.

The sector as a whole is evolving towards hyper-personalisation, with trips tailored to each customer's particular desires and behaviours. By using algorithms to analyse datasets, companies can now predict traveller preferences and deliver ultra-bespoke recommendations and services.

Alongside this comes a shift in the way that consumers think about their health goals. As wearable fitness trackers become more commonplace, for instance, tourists interested in physical and mental self-improvement are seeking practices, products and guidance that can give them a measurable boost. As a result, high-end health resorts are offering sleep coaches, hyperbaric chambers and cryotherapy sessions. Technology has become the enabler for those on a quest to recharge, rejuvenate and relieve the stresses of modern life.

NEOM, designed as a “living lab” – a global benchmark in wellbeing through healthcare, research and education – exemplifies this trend. Among its many real-estate megaprojects are the desert oasis developments of Aquellum and Zardun. The former is based along the Gulf of Aqaba coastline and comprises a striking space – much of it subterranean – that has been seamlessly integrated with the natural surroundings. Similarly, the luxury ecotourism coastal resort of Zardun will offer a wealth of wellbeing experiences across its three hotels, from trekking to yoga and rock climbing to mountain biking. By focusing on sustainability while offering immersive natural experiences, these projects aim to create a world in which luxury meets environmental accountability.

Many travellers are now seeking opportunities to give back to local communities or support environmental conservation. At The Red Sea, the first of Red Sea Global’s destinations to open, there are four properties welcoming guests, including the luxurious Nujuma – a secluded and cosmopolitan Ritz-Carlton Reserve hotel on the pristine and uninhabited Ummahat Islands. These resorts combine traditional Saudi hospitality, with the ecological practices that consumers now expect; the design accommodates solar power (the entire destination is fully off-grid), water recycling and conservation of local marine life.

Moving towards holistic wellness

The Global Wellness Institute also identifies wellness tourism as increasingly tailored and personalised, with large hospitality groups addressing issues for specific cohorts, such as families. Among PIF’s wellness projects, the Kayanee brand stands out as a leader in women’s health. Designed for women in Saudi Arabia, it offers a model of wellness that integrates fitness, mental health and community support in an inclusive, culturally sensitive way. “Kayanee is more than a fitness brand,” says CEO Vikram Natarajan. “It’s a movement towards holistic wellness for women in Saudi Arabia. We provide culturally relevant fitness and health solutions that empower women to take control of their wellbeing in a supportive environment.”

By aligning tourism with environmental sustainability and community wellbeing, these initiatives aim to help advance the country’s Vision 2030 quality of life goals and build a more inclusive and vibrant society. And, as wellbeing tourism evolves worldwide, this approach demonstrates that luxury and sustainability can and must coexist. Large-scale tourism projects require a careful balance between development and preservation, involving vigilant and adaptive management.

PIF’s focus on wellbeing as a pillar of tourism seems set to elevate Saudi Arabia’s global appeal, as well as establishing a benchmark for the next phase in global wellness tourism. Through multifaceted projects, bold collaboration and visionary innovation, the path to a healthier, more vibrant society is being built.