{"id":215699,"date":"2026-02-19T14:59:07","date_gmt":"2026-02-19T13:59:07","guid":{"rendered":"https:\/\/www.fulltravel.it\/trade\/wellness-tourism-italy-fourth-wellness-economy-europe"},"modified":"2026-02-19T14:59:07","modified_gmt":"2026-02-19T13:59:07","slug":"wellness-tourism-italy-fourth-wellness-economy-europe","status":"publish","type":"post","link":"https:\/\/www.fulltravel.it\/trade\/en\/wellness-tourism-italy-fourth-wellness-economy-europe","title":{"rendered":"Wellness Tourism in Italy: Fourth Wellness Economy in Europe and New Opportunities for the Tourism System"},"content":{"rendered":"<p>Wellness tourism Italy, wellness economy, spas and thermal baths, tourism investments, wellness destinations: Italy is among the leading European markets for wellness. According to the Global Wellness Institute (GWI), the country ranks fourth in the wellness economy in Europe and is in the top 10 worldwide, with an estimated value of $140.6 billion (2019\u20132024 data). <a href=\"https:\/\/globalwellnessinstitute.org\/press-room\/press-releases\/new-research-from-the-global-wellness-institute-ranks-italy-among-the-worlds-top-10-wellness-economies-valued-at-140-6-billion\/\" target=\"_blank\" rel=\"noopener\">Source: Global Wellness Institute<\/a><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Sommario<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ab3340a4e655\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab3340a4e655\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/wellness-tourism-italy-fourth-wellness-economy-europe\/#Why_does_this_data_matter_for_tourism_in_Italy\" >Why does this data matter for tourism in Italy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/wellness-tourism-italy-fourth-wellness-economy-europe\/#What_is_the_wellness_economy_and_what_does_it_truly_include\" >What is the wellness economy and what does it truly include<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/wellness-tourism-italy-fourth-wellness-economy-europe\/#Wellness_tourism_from_%E2%80%9Cservice%E2%80%9D_to_tourist_product\" >Wellness tourism: from &#8220;service&#8221; to tourist product<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/wellness-tourism-italy-fourth-wellness-economy-europe\/#Where_Italy_can_grow_the_most\" >Where Italy can grow the most<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/wellness-tourism-italy-fourth-wellness-economy-europe\/#Global_Wellness_Economy_Italys_numbers_in_2024\" >Global Wellness Economy: Italy\u2019s numbers in 2024<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/wellness-tourism-italy-fourth-wellness-economy-europe\/#The_five_largest_wellness_sectors_in_Italy\" >The five largest wellness sectors in Italy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/wellness-tourism-italy-fourth-wellness-economy-europe\/#Fastest_growing_sectors_2019%E2%80%932024\" >Fastest growing sectors (2019\u20132024)<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/wellness-tourism-italy-fourth-wellness-economy-europe\/#Italys_positioning_on_the_global_stage\" >Italy\u2019s positioning on the global stage<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/wellness-tourism-italy-fourth-wellness-economy-europe\/#FullTravel_Lab_Analysis\" >FullTravel Lab Analysis<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/wellness-tourism-italy-fourth-wellness-economy-europe\/#FAQs\" >FAQs<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/wellness-tourism-italy-fourth-wellness-economy-europe\/#Is_Italy_really_the_fourth_largest_wellness_economy_in_Europe\" >Is Italy really the fourth largest wellness economy in Europe?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/wellness-tourism-italy-fourth-wellness-economy-europe\/#What_is_the_value_of_Italys_wellness_economy_according_to_GWI\" >What is the value of Italy\u2019s wellness economy according to GWI?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/wellness-tourism-italy-fourth-wellness-economy-europe\/#Whats_the_difference_between_wellness_tourism_and_the_wellness_economy\" >What\u2019s the difference between wellness tourism and the wellness economy?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Why_does_this_data_matter_for_tourism_in_Italy\"><\/span>Why does this data matter for tourism in Italy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>GWI&#8217;s ranking is not just a &#8220;list&#8221;. It is an economic indicator measuring the overall size of the wellness economy: a scope that includes wellness tourism, spa and thermal baths, physical activities, healthy eating, preventive health, personal care, real estate oriented towards wellness, and other areas connected to quality of life.<\/p>\n<p>For the Italian tourism system, the news is relevant for three reasons:<\/p>\n<ul>\n<li><strong>International positioning<\/strong>: being among the top European markets enhances the country&#8217;s credibility in the wellness segment.<\/li>\n<li><strong>Average value<\/strong>: wellness tends to generate higher spending and more &#8220;premium&#8221; products, with interesting impacts on hospitality and services.<\/li>\n<li><strong>Territorial distribution<\/strong>: many wellness destinations are outside major hubs (and this can aid widespread growth).<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"What_is_the_wellness_economy_and_what_does_it_truly_include\"><\/span>What is the wellness economy and what does it truly include<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When talking about the &#8220;economy of wellbeing,&#8221; people often think only of spas and thermal baths. In reality, the <strong>Global Wellness Institute<\/strong>&#8216;s approach is broader: wellbeing is an ecosystem traversing lifestyles, consumption choices, and travel modes.<\/p>\n<p>In tourism, this translates into demand for:<\/p>\n<ul>\n<li>rejuvenating experiences (thermal, spa, medical wellness);<\/li>\n<li>nature and outdoor activities (hiking, parks, retreats, &#8220;soft&#8221; sports);<\/li>\n<li>quality nutrition and food culture (also in a healthy way);<\/li>\n<li>authentic places and slower-paced times;<\/li>\n<li>services that enhance comfort, sleep, balance, and prevention.<\/li>\n<\/ul>\n<p>It\u2019s not just about &#8220;adding a spa&#8221; to a hotel but designing a coherent, measurable, and sellable offer that combines territory, accommodation, and services.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Wellness_tourism_from_%E2%80%9Cservice%E2%80%9D_to_tourist_product\"><\/span>Wellness tourism: from &#8220;service&#8221; to tourist product<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The key transition for many Italian destinations is to turn wellness from a simple &#8220;plus&#8221; to a <strong>product<\/strong>. This involves working on:<\/p>\n<ul>\n<li><strong>Positioning<\/strong> (whom are we speaking to, what need are we solving);<\/li>\n<li><strong>Experiences<\/strong> (clear packages: 2-3-5 days, seasonal, pricing);<\/li>\n<li><strong>Local network<\/strong> (thermal\/spa + hotel + outdoor + catering + culture);<\/li>\n<li><strong>Distribution<\/strong> (channels, partnerships, international marketing);<\/li>\n<li><strong>Quality and standards<\/strong> (training, protocols, reputation).<\/li>\n<\/ul>\n<p>This is where GWI data becomes operational: if Italy is already a major market, there is a solid foundation to build offers and investments on. The difference lies in the ability to &#8220;systematize&#8221; assets.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Where_Italy_can_grow_the_most\"><\/span>Where Italy can grow the most<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Wellness in Italy has a natural advantage (territory, culture, historic thermalism), but also some recurring fragilities: fragmentation, inconsistent standards, lack of clear product and often generic communication.<\/p>\n<p>The areas with the greatest potential, from a tourism perspective, are:<\/p>\n<ul>\n<li><strong>Thermal and thermal destination repositions<\/strong> (not just care but prevention and lifestyle);<\/li>\n<li><strong>Medical wellness<\/strong> and evidence-based programs, where international demand is strong;<\/li>\n<li><strong>Outdoor wellness<\/strong> (hiking, parks, soft sports, nature and silence);<\/li>\n<li><strong>&#8220;Smart&#8221; enogastronomy<\/strong> (quality, typicality, and wellbeing together, without moralism);<\/li>\n<li><strong>Cities and wellness<\/strong> (city breaks + urban spas\/thermal baths, growing formats).<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Global_Wellness_Economy_Italys_numbers_in_2024\"><\/span>Global Wellness Economy: Italy\u2019s numbers in 2024<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_214446\" aria-describedby=\"caption-attachment-214446\" style=\"width: 1536px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-214446\" src=\"https:\/\/www.fulltravel.it\/trade\/wp-content\/uploads\/sites\/2\/2026\/02\/Italia-e-benessere-i-dati-FTRAI.png\" alt=\"Italy and wellness, data - FTRAI Photo\" width=\"1536\" height=\"1024\" \/><figcaption id=\"caption-attachment-214446\" class=\"wp-caption-text\"><br \/>\nItaly and wellness, data<\/figcaption><\/figure>\n<p>Italy continues to be one of the most significant wellness markets in Europe, with a diverse and cross-sectoral economic structure involving tourism, health, nutrition, real estate, and personal services.<\/p>\n<div style=\"background: #f5f7fa; padding: 24px; border-radius: 12px; margin: 20px 0;\">\n<h3 style=\"margin-top: 0;\"><span class=\"ez-toc-section\" id=\"The_five_largest_wellness_sectors_in_Italy\"><\/span>The five largest wellness sectors in Italy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li><strong>Personal care and beauty:<\/strong> 38.43 billion dollars ($35.4 billion \u20ac)<\/li>\n<li><strong>Healthy eating, nutrition, and weight loss:<\/strong> 25.93 billion dollars ($23.9 billion \u20ac)<\/li>\n<li><strong>Physical activity:<\/strong> 21.25 billion dollars ($19.6 billion \u20ac)<\/li>\n<li><strong>Wellness tourism:<\/strong> 19.99 billion dollars ($18.4 billion \u20ac)<\/li>\n<li><strong>Public health, prevention, and personalized medicine:<\/strong> 12.4 billion dollars ($11.4 billion \u20ac)<\/li>\n<\/ul>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Fastest_growing_sectors_2019%E2%80%932024\"><\/span>Fastest growing sectors (2019\u20132024)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Two segments stand out for dynamism and development prospects:<\/p>\n<ul>\n<li><strong>Wellness real estate:<\/strong> +22.9% growth, reaching $3.61 billion in 2024<\/li>\n<li><strong>Mental wellness:<\/strong> +11% growth, reaching $5.65 billion in 2024<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Italys_positioning_on_the_global_stage\"><\/span>Italy\u2019s positioning on the global stage<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<blockquote style=\"border-left: 4px solid #2c4f73; padding-left: 16px; margin: 20px 0; font-style: italic;\"><p>&#8220;Italy represents one of the most mature and integrated wellness markets in the world. Its deep tradition in thermalism and preventive medicine, combined with solid public-private collaboration and a world-class natural and medical heritage, positions Italy not only as a wellness destination but as a global model for health and longevity.&#8221;<\/p>\n<p><strong>\u2014 Susie Ellis, President and CEO of the Global Wellness Institute<\/strong><\/p><\/blockquote>\n<h2><span class=\"ez-toc-section\" id=\"FullTravel_Lab_Analysis\"><\/span>FullTravel Lab Analysis<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Global Wellness Economy data confirms that wellness tourism is not an isolated segment but part of an integrated economic ecosystem.<\/p>\n<p>For Italian operators, this means:<\/p>\n<ul>\n<li>Integrating hospitality, nutrition, and prevention into a coherent offer<\/li>\n<li>Developing public-private partnerships in thermal and medical areas<\/li>\n<li>Investing in infrastructure and properties oriented towards wellness<\/li>\n<li>Building tourism products focused on longevity and preventive health<\/li>\n<\/ul>\n<p>The most strategic data is not only the overall value of the sector but the rapid growth of segments like wellness real estate and mental health: two key indicators of structural market transformation.<\/p>\n<p>In this scenario, Italy is not just a destination: it is a wellness economic platform.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"FAQs\"><\/span>FAQs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Is_Italy_really_the_fourth_largest_wellness_economy_in_Europe\"><\/span>Is Italy really the fourth largest wellness economy in Europe?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Yes. According to <strong>Global Wellness Institute<\/strong>, Italy ranks fourth in Europe and tenth worldwide in the size of the wellness economy. <a href=\"https:\/\/globalwellnessinstitute.org\/press-room\/press-releases\/new-research-from-the-global-wellness-institute-ranks-italy-among-the-worlds-top-10-wellness-economies-valued-at-140-6-billion\/\" target=\"_blank\" rel=\"noopener\">GWI source<\/a><\/p>\n<h3><span class=\"ez-toc-section\" id=\"What_is_the_value_of_Italys_wellness_economy_according_to_GWI\"><\/span>What is the value of Italy\u2019s wellness economy according to GWI?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>GWI estimates a value of <strong>140.6 billion dollars<\/strong> (2019\u20132024 data). <a href=\"https:\/\/globalwellnessinstitute.org\/press-room\/press-releases\/new-research-from-the-global-wellness-institute-ranks-italy-among-the-worlds-top-10-wellness-economies-valued-at-140-6-billion\/\" target=\"_blank\" rel=\"noopener\">GWI Source<\/a><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Whats_the_difference_between_wellness_tourism_and_the_wellness_economy\"><\/span>What\u2019s the difference between wellness tourism and the wellness economy?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Wellness tourism is a part of the wellness economy. The wellness economy includes many sectors (from spa to prevention, from fitness to healthy eating), while tourism specifically concerns consumption and services related to travel and stays focused on wellbeing.<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"mh-excerpt\">Wellness tourism Italy, European wellness economy, spa and thermal baths, tourism investments, territorial development: Italy positions itself as the fourth wellness economy in Europe. A factor that strengthens the strategic role of the wellness segment for the national tourism system and opens new prospects for destinations, operators, and investors.<\/div>\n<p> <a class=\"mh-excerpt-more\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/wellness-tourism-italy-fourth-wellness-economy-europe\" title=\"Wellness Tourism in Italy: Fourth Wellness Economy in Europe and New Opportunities for the Tourism System\">[&#8230;]<\/a><\/p>\n","protected":false},"author":20,"featured_media":214444,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[300],"tags":[1502],"class_list":["post-215699","post","type-post","status-publish","format-standard","has-post-thumbnail","category-hospitality-en","tag-wellness"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/posts\/215699","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/users\/20"}],"replies":[{"embeddable":true,"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/comments?post=215699"}],"version-history":[{"count":0,"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/posts\/215699\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/media\/214444"}],"wp:attachment":[{"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/media?parent=215699"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/categories?post=215699"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/tags?post=215699"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}