Greece is positioning itself to capture a larger share of the global wellness tourism market, projected to surpass $1.3 trillion by 2028, as demand for health-focused travel accelerates worldwide.
Against this backdrop, tourism authorities and industry stakeholders increasingly view wellness as a strategic growth pillar. With its Mediterranean climate, extensive coastline, cultural heritage, and established thermal resources, Greece is aligning its tourism model with global shifts toward preventive health, mental well-being, and lifestyle-driven travel.
The scale of the opportunity is significant. According to the Global Wellness Institute, the global wellness tourism market reached approximately $894 billion last year and is expected to exceed $1.3 trillion in the coming years, outpacing the broader tourism sector. The segment forms part of the wider “wellness economy,” now valued at an estimated $6.8 trillion worldwide.
How Greece responds to shifting wellness tourism trends
The expansion of wellness tourism reflects structural changes in traveler priorities. Since the pandemic, visitors have placed greater emphasis on physical health, stress management, and mental resilience. Meanwhile, remote work and flexible schedules allow longer stays that combine leisure with structured wellness programs.
These trends create new opportunities for Greece to diversify beyond its traditional seasonal sun-and-sea model. Retreats, spa programs, nutrition-focused experiences, nature-based activities, yoga, and mindfulness increasingly shape destination offerings. At the same time, longevity-focused travel, combining holidays with preventive screenings and personalized therapies, continues to gain momentum.
Greece’s competitive advantages
Greece enters this market with distinct structural strengths. The Mediterranean diet enjoys global recognition for its health benefits. The country’s mild climate supports year-round outdoor activity, while its landscapes and coastline provide natural settings suited to holistic experiences.
In addition, Greece maintains a long-standing thermal tradition, with 85 certified thermal springs that could anchor expanded health tourism initiatives. With targeted investment and modern service models, these assets can support integrated wellness offerings that combine relaxation, prevention, and lifestyle enhancement.
Economic potential and season extension
Wellness travelers typically spend more per trip than the average tourist, directing larger budgets toward accommodation, specialized treatments, and curated experiences. As a result, this segment supports efforts to upgrade Greece’s tourism product and attract higher-value visitors.
Importantly, wellness activities operate year-round. Thermal therapies, structured retreats, and preventive health programs do not depend solely on peak summer demand. Consequently, expanding this sector could extend the tourism season and stabilize revenue streams.
Strategic priorities for Greece’s wellness tourism development
Globally, major hotel groups and investors increasingly integrate wellness services into their hospitality portfolios, recognizing that health considerations now influence destination choice for a growing share of travelers.
To fully capitalize on the projected $1.3 trillion market, Greece will need sustained investment in infrastructure, quality certification, and coordinated international promotion. Clear positioning and alignment with global standards will strengthen competitiveness.
As travel decisions increasingly reflect lifestyle priorities, wellness tourism is set to become a central pillar of Greece’s long-term tourism strategy.