A new report by Australian experience network Big Red Group shows a strong desire for enrichment among domestic and international travellers over winter – as wellness tourism evolves to focus on immersive, mind-enriching experiences.

The Seasonal Experiences Index: Winter 2025 report shows demand for wellness experience bookings grew by more than a third (34 per cent), alongside a rise in courses and classes (11.2 per cent).

The report, which analysed booking data from close to 200,000 experiences taken between 1 June and 10 August, supports third-party insights showing more than one in five travellers planned to get away for self-discovery this year.

According to Big Red Group data, inbound experience bookings were up by 47 per cent year-on-year during the period, on top of the 89 per cent growth seen in 2024.

The influx of international travellers created significant ripple effects for operators across the country, as visitors sought to experience offerings synonymous with Australia, such theme parks, zoos or whale and dolphin watching, as well as ecological and agricultural attractions.

Beyond experiences, the surge in travellers also led to considerable growth in the transportation and services category.

Closer to home, the domestic tourism sector remained strong over winter, with demand for getaways increasing by 15 per cent as Aussies were attracted to the predictability of staying local.

Whale and dolphin watching surged into the experience hotlist – animal experiences, including zoos and aquariums, also entered the hotlist, accounting for 12.4 per cent of bookings for winter.

According to Big Red Group the top regional destinations in NSW were Lake Macquarie (up 124 per cent) and the Southern Highlands (up 36.7 per cent).

In Sydney, demand for attractions, eating out, and aquarium and zoos remained strong.

CEO & Co-Founder at Big Red Group David Anderson said: “We’re witnessing a pivotal shift in the Australian wellness tourism landscape, where the traditional pursuit of relaxation is evolving as travellers seek experiences that deliver personal growth and enrichment.

"This season suggests that people are no longer content with ‘passive’ experiences, rather they are searching for opportunities for self-discovery.

“As we look ahead to the rest of the year, this ‘era of enrichment’ will continue to redefine our industry – particularly as the wellness market grows, anticipated to reach $45.7 million in revenue by 2030, according to Horizon Grand View Research.

"This presents both a challenge and an opportunity for tourism and experience operators to move beyond conventional offerings and curate more meaningful experiences that truly resonate for seasons to come.”

View the report here.

Destination NSW supports wellness tourism growth

Destination NSW offers a range of resources through its NSW First program to support accommodation, visitor attractions and tour providers to create wellness experiences.

While wellness travel is often associated with spas, health resorts and yoga retreats, NSW accommodation and experience providers can also add wellness elements into their visitor experiences.

Watch an on-demand webinar here on Creating Wellness Experiences featuring wellness expert Katherine Droga from Droga & Co., along with guest speakers from Currajong Retreat and Watersports Guru.

Destination NSW has also created a Quick Tips for Creating Wellness Experiences guide. View it here.

The Destination NSW Media Centre has produced a guide to NSW wellness stays. View it here.

The 2025 Wellness Tourism Summit will be held in Byron Bay from 4-5 September 2025, supported proudly by Destination NSW.

The summit will bring together leaders in the wellness tourism space from around the globe, alongside operators and suppliers looking to grow their businesses or step into this industry. Learn more here.