Global Thermal Wellness Market - Focused Insights 2025-2030

THERMAL WELLNESS MARKET SIZE

The global thermal wellness market was valued at USD 61.36 billion in 2024 and is expected to reach USD 78.32 billion by 2030, growing at a CAGR of 4.15%. Key drivers include rising health awareness, growth in wellness tourism, and an aging population. Increased demand for natural therapies, stress relief, and skin treatments, and the popularity of saunas—supported by both government and private initiatives—are also fueling market expansion.

MARKET TRENDS & DRIVERS

Increasing Interest in Saunas

The growing popularity of saunas is a key trend in the global thermal wellness market. This rise is fueled by greater accessibility, cultural and social influences, and their integration into broader wellness programs. Saunas are valued for their detoxification benefits through sweating, as well as for promoting better sleep, muscle relaxation, pain relief, and improved circulation. Their calming, heat-based environment offers an effective way to reduce stress and enhance overall well-being.

Rising Demand for Wellness-Focused Travel

The rise in wellness tourism is a major driver of the global thermal wellness market, driven by shifting consumer preferences, a stronger focus on self-care, higher disposable income, and growing demand from emerging markets. Travelers are seeking more experiential and rejuvenating vacations, often combining wellness with travel. Thermal wellness services are increasingly included in travel plans, reflecting a broader emphasis on personal well-being and relaxation. This trend supports the market’s growth as more people prioritize health-focused getaways.

THERMAL WELLNESS MARKET SEGMENT INSIGHTS

• By Service: In 2024, the massage therapy segment held over 40% of the global thermal wellness market share. It is popular for alleviating chronic pain and stress while offering benefits like pain relief, improved circulation, and enhanced immunity. Athletes use it for recovery, and older adults seek it for healthy aging. With a long history and broad acceptance, especially in Europe and the APAC region, massage therapy is easily integrated into daily routines. The growing preference for natural remedies continues to drive global demand.
• By Facility: The thermal spas segment is experiencing significant growth, with the fastest-growing CAGR of 4.44% during the forecast period. Known for using thermal and mineral-rich waters, thermal spas treat conditions like skin disorders and musculoskeletal issues. The demand for thermal spas is rising due to growing tourism, increased awareness of their therapeutic benefits, and strong cultural traditions. Their health benefits attract those seeking natural treatments for chronic conditions. As mental well-being gains focus, thermal spas are also sought for stress relief and relaxation. Located in scenic, historically rich areas, they appeal to both international and domestic travelers, further boosting demand.
• By Gender: The women’s segment leads the gender breakdown in the global thermal wellness market, driven by rising health and wellness awareness, a focus on weight management, skin health, and aging concerns, as well as a strong emphasis on beauty and self-care. Women prefer personalized services, and high-quality products, and are particularly interested in anti-aging treatments. With a focus on relaxation, cultural experiences, and rejuvenation, they are attracted to destinations offering stunning landscapes and opportunities for mental relaxation. Popular treatments for women include body wraps, aromatherapy, facials, and other spa services, with thermal waters known for their beauty-enhancing benefits driving global demand.
• By Age Group: The 35 to 64 age group holds the largest share of the global thermal wellness market. This segment, which includes older adults, is increasingly focused on overall health, stress management, and preventive wellness, often due to demanding careers and family responsibilities. With greater financial capacity, individuals in this group are more willing to invest in premium wellness services. Driven by a preference for relaxation, rejuvenation, and disease prevention, they often travel with family or friends for wellness experiences. This age group, being more health-conscious and active, seeks treatments like thermal waters that provide relief from conditions such as arthritis and musculoskeletal pain.

GEOGRAPHICAL ANALYSIS

Europe leads the global thermal wellness market, holding over 41% of the total share. This strong position is supported by the region’s deep-rooted spa culture, rising health awareness, and growing wellness tourism. Increasing stress-related health concerns and a focus on preventive care have further fueled demand. The cultural acceptance of thermal wellness practices and steady growth in wellness-focused travel continue to drive market expansion across Europe.

VENDOR LANDSCAPE

The global thermal wellness market report features exclusive data on 25 vendors. The market is highly competitive, with a mix of local and international players. Companies are enhancing consumer experience through personalized services, while larger firms invest in new hotels and resorts to grow their footprint and attract a broader customer base. Competition centers around amenities, luxury, and brand reputation. Regional and local operators cater to specific cultural and demographic needs, focusing on service quality and customer experience. To attract budget-conscious travelers, many companies offer bundled packages, promotions, and competitive pricing.

RECENT VENDOR ACTIVITIES

• In 2024, Hilton started a wellness center for the guests at Signia by Hilton Atlanta which includes a spa, beauty bar, fitness center, and outdoor pool. It gives restorative bliss from detoxifying massages and recovery treatments to percussing therapy, a cryo facial lift that combines cold therapy and gua sha, and more.
• In 2024, Peninsula Hot Springs Pty Ltd unveiled the next phase in its accommodation offering with a trio of rest-focused Eco Lodges, each with its own hot spring and outdoor mineral baths. It has been thoughtfully designed for restoration and sleep, which inspires deep rest.