The traditional concept of wellness tourism is evolving towards an idea of active well-being, which is producing changes in the traveler profile. Mabrian, a firm specialized in tourism intelligence services, has identified five key drivers of demand: sports, gentle hiking (excursions and walks), water activities, well-being and relaxation (Spa, hot springs), and gastronomic experiences.
The Covid-19 pandemic has transformed consumption habits and lifestyle, leading to changes in the tourism sector, especially in experiences related to nature and greater activity. Travelers are changing their relationship with destinations, preferring to combine exploration and recreation for a more balanced and healthy way of life.
The demand drivers that are growing the most are gentle hiking, sports disciplines, and gastronomic experiences, according to a report by Mabrian. The concept of active well-being was presented at the World Congress of Snow, Mountain, and Wellness Tourism, highlighting the increasing importance of experience-based travel.
The European market is leading the way in this segment, with drivers aligned with the concept of active well-being increasing by 8.2% since 2019. European travelers are increasingly choosing destinations based on experiences and active participation in destination dynamics.
According to Carlos Cendra, partner and director of Marketing and Communication of Mabrian, it is necessary to rethink the concept of traveler wellness to include active well-being experiences. Outdoor activities and contact with nature should be at the core of the tourism value proposition.
In conclusion, the tourism industry is seeing a shift towards active well-being experiences, with a focus on nature, outdoor activities, and participation in destination dynamics. Travelers are increasingly seeking experiences that promote a healthy and balanced lifestyle.