The global wellness tourism market size was valued at $814.6 billion in 2022 and is expected to expand at a compound annual growth rate (CAGR) of 12.42% from 2023 to 2030, according to Grand View Research. The African continent, which is rich in natural beauty and cultural heritage, is experiencing a burgeoning demand for experiential travel and wellness retreats, and is expected to be of key contribution to this worldwide boom. According to Brookings, consumer spending on tourism, hospitality, and recreation in Africa is projected to reach about $261.77 billion in 2030, $137.87 billion more than in 2015.
This gear towards wellness tourism is not just a fleeting trend but also represents a profound transformation in how travelers perceive and experience luxury. Today, Africa's luxury spa resorts are not only becoming sought-after destinations but are also setting standards in holistic wellness. African countries like Algeria, Egypt, South Africa, Morocco, Tunisia, and Tanzania are very tourism heavy, and attract tourists seeking to experience wildlife and nature, history, islands, and local cultures. This industry is therefore also presenting unique opportunities for the beauty and hospitality sectors, paving the way for substantial economic growth and investment prospects.
The Rise of Wellness and Experiential Travel
In recent years, there has been a notable shift in the preferences of global travelers. They are seeking more than just picturesque locations, also yearning for transformative experiences that nurture the body, mind, and soul, like immersing themselves in the culture of the visited countries. According to Bloomberg, 86% of millennials want to travel for experience and culture, with 60% ranking authentic culture as the essential part of their trip.
Africa, with its diverse landscapes and rich cultures, is perfectly poised to cater to this market. Although reports by the United Nations Tourism show that tourism in the continent is still at its early stage of development (with regions like North Africa experiencing an 8% rise than the pre-pandemic levels of 2019 in Jan-July 2023) and strongly connected with more general and longstanding developmental challenges like infrastructure and security, African countries like Seychelles and Mauritius have positioned themselves as wellness and experiential travel destination countries in the continent. From the tranquil beaches of the Indian Ocean to the majestic mountains and expansive savannas, the continent offers an array of environments conducive to relaxation and rejuvenation. This, coupled with the unique blend of traditional African healing practices and modern wellness techniques, creates an unparalleled experience for wellness seekers.
Economic Potential and Investment Prospects
The wellness and tourism sector in Africa is not only enhancing the continent's global image but is also a significant economic driver for some countries. In 2023, Mauritius received a loan of $184 million from The World Bank and a €16 million ($17.3 million) grant from the European Union to improve access to air transport and safety, bolster tourism potential, enhance its climate resilience, and improve its economic prospects.
Another shining example is the Republic of Seychelles, which is Sub-Saharan Africa’s most prosperous nation. The economy remains highly dependent on tourism, accounting for 31% of GDP. In lieu of this, The World Bank approved a $30 million credit for the Government of Seychelles. Investment in wellness tourism infrastructure, such as luxury spa resorts, eco-lodges, and holistic wellness centers, is on the rise. According to the Global Wellness Institute, wellness tourism is growing at a faster rate than the overall tourism industry, with Africa showing a particularly strong growth trajectory.
Governments and private investors are recognizing the potential for high returns in this sector, leading to increased funding and development projects. For example, the African Union endorsed the continent’s Tourism Action Plan (TAP), which was developed by the New Partnership for Africa’s Development (NEPAD), now called African Union Development Agency (AUDA). Also, 15 members of the Economic Community of West African States (ECOWAS) have introduced a visa policy that enables free movement of people across member states, offering a larger market to international travelers. “The [African] continent is united in its determination to use the power of tourism to drive development and opportunity for all. And with coordination and targeted investments, African tourism can finally fulfill its unique potential,” Secretary-General of World Tourism Organization, Zurab Pololikashvili, says.
African Luxury Spas: Setting New Standards
African luxury spas are distinguishing themselves by integrating sustainability and holistic wellness into their core operations. These spas are committed to preserving the natural environment and promoting the well-being of local communities. Here are five leading resorts that exemplify the fusion of luxury and nature in African spa experiences:
1. Six Senses Zil Pasyon (Seychelles)
Located on the private island of Félicité, Six Senses Zil Pasyon offers an idyllic retreat surrounded by the Indian Ocean's turquoise waters. This resort is renowned for its sustainability initiatives, including the use of solar power and organic farming. The spa offers bespoke wellness programs that combine traditional African healing techniques like reflexology and the use of body scrubs from African brands like Terres d’Afrique, with modern therapies providing a holistic approach to well-being.
2. Royal Malewane (South Africa)
Situated in the Greater Kruger National Park, Royal Malewane is a luxury safari lodge that seamlessly blends wildlife adventures with opulent spa treatments. The Waters of Royal Malewane Bush Spa offers a unique combination of indigenous African rituals like the use of locally sourced marula and neroli healing earth balm for deep tissue massages, and cutting-edge wellness therapies, all set against the backdrop of the African bush. The resort's commitment to conservation and community support further enhances its appeal. Royal Malewana has special programs in place like the Counter Poaching Dog Unit, which is a highly specialized unit dedicated to preserving our precious wildlife through strategic counter poaching operations, or the Sigagule Creche, which was essentially built to be an environment that provides growth and upliftment to children through education.
3. Karkloof Safari Villas & Spa (South Africa)
Nestled in the KwaZulu-Natal Midlands, Karkloof Safari Villas & Spa is an exclusive wellness retreat offering an unparalleled blend of luxury and nature. The spa is known for its extensive treatment menu, which includes hydrotherapy, traditional Thai massages, and African-inspired therapies like sage burnings and indigenous burning massages. The resort's emphasis on eco-friendly practices and sustainable living is evident throughout the property, including electric power supply, usage of water, wildlife conservation, and many more.
4. Zanzibar White Sand Luxury Villas & Spa (Tanzania)
Located on the pristine shores of Paje Beach, Zanzibar White Sand Luxury Villas & Spa is a sanctuary for relaxation and rejuvenation. The resort's spa focuses on natural and organic treatments, utilizing local ingredients such as coconut oil and seaweed. Guests can enjoy a range of wellness activities, from yoga sessions on the beach to guided meditation in its lush gardens.
5. GocheGanas Nature Reserve & Wellness Village (Namibia)
Situated just outside Windhoek, GocheGanas offers a unique combination of wildlife experiences and holistic wellness. The Wellness Village features state-of-the-art facilities, including a heated indoor pool, a cave sauna, and a variety of treatment rooms. The resort's focus on integrating nature with wellness is evident in its outdoor yoga sessions and guided nature walks.
6. Nyungwe House by One & Only (Rwanda)
Located on a working tea plantation on the edge of Nyungwe Forest National Park, Nyungwe House offers an immersive wellness experience in the heart of nature. The resort's spa treatments are inspired by African traditions and use locally sourced ingredients. The spa collaborates with the African eco-friendly skin and bodycare brand, Africology, for their facial therapy. Further wellness therapy is carried out through their Fire Ritual practice, which essentially releases tight and tired legs with a muscle melting essential oil massage, or the use of special scented Rwandan coffee to invigorate blood flow. Guests can partake in activities such as chimpanzee tracking and tea plantation tours, which enrich their overall wellness journey.
The wellness and tourism landscape in Africa is evolving rapidly, presenting vast economic potential and investment opportunities. Luxury spa resorts across the continent are redefining the standards of holistic wellness, and using tourist attractions to attract a growing number of wellness travellers. As Africa continues to leverage its natural beauty and cultural heritage, the continent is poised to become a leading destination in the global wellness tourism market. For investors and stakeholders in the beauty and hospitality sectors, this represents a unique opportunity to be part of a transformative and lucrative industry.
