Selkie Wellness, Bicheno
Fiona Vail Photography
Wellness
Nelson Falls, Franklin-Gordon Wild Rivers National Park
Emilie Ristevski
What the data shows
A major research study shows Tasmania is well positioned to capture the growing wellness travel market.
The market is large and ready. 22% of Australian travellers are strongly motivated by wellness, with another 73% open to wellness experiences. Most travellers (88%) plan to visit with others, making this about shared experiences rather than solitary retreats. Interest spans from low cost nature experiences to premium offerings, with strong engagement for activities under $100.
Tasmania's natural strengths align well. Nature (81%), clean air (75%) and tranquillity (60%) are Tasmania's strongest associations, and they're exactly what wellness travellers seek. Top wellness drawcards include stargazing (34%), sunrises and sunsets (29%), bushwalking (29%) and nocturnal wildlife tours (26%). Tasmania ranks as the most associated wellness destination in Australia.
Dunalley Bay Sauna, Murdunna
Ian Tyley Photography
The opportunity is actionable
The shift from "escape" to "connection" positions Tasmania as an authentic alternative to crowded, commercialised wellness destinations.
Consider how your product (or your surroundings) offers space for reconnection, whether that's with nature, with people or with personal wellbeing.
Build in wellness elements including calm environments, healthy food, mindfulness activities and nature immersion where possible.
Design experiences that feel purposeful, activities that contribute to positive impact including sustainability, connection and community.
For more informtation on how you can benefit from this market, download our toolkit.