The wellness tourism industry is driven by travelers' increased focus on health, relaxation, and overall well-being.
Analysts estimate that Africa's wellness tourism market is worth $89.56 billion. This market is expected to reach $114.24 billion by 2029.
In South Africa, the Western Cape is the leading province for wellness tourism, with 45.2% of visitors actively seeking wellness activities during their stay.
In second place is Mpumalanga, which accounts for 14% of health-seeking visitors to South Africa. KwaZulu-Natal is in third place with 12.9%.
Fastest growing segment in tourism
These activities often include spa holidays or short rejuvenating vacations. Travelers here often take advantage of the diverse natural beauty and serene environment found throughout these states.
The Global Wellness Institute (GWI) recognizes wellness tourism as a rapidly growing sector within the tourism industry.
The sector is growing at 6.5% annually, which is more than double the growth rate of overall tourism.
Adele du Toit of the SA Rooibos Council (SARC) says South Africa's awe-inspiring landscapes, vibrant culture and rich biodiversity have made it Africa's top wellness tourism destination. He says he is.
Rooibos – South Africa’s unique wellness asset
Mr du Toit further said that South Africa has a unique and highly versatile health asset in rooibos. This represents a valuable opportunity for South Africa to differentiate itself in the wellness tourism market.
“One of the standout assets is rooibos, a powerful botanical treasure unique to this country,” she said. “Rooibos tea has long been known around the world for its antioxidant properties and numerous health benefits.”
“By incorporating rooibos tea into spa treatments, wellness vacations and dining experiences, local businesses can offer travelers an authentic taste of our rich wellness heritage.”
Du Toit believes the rooibos industry can use its natural resources to promote wellness tourism and boost the local economy.
One way to do that, she said, is through a wellness retreat located inside a rooibos farm. This includes wellness activities such as spa and wellness packages, rooibos tasting tours, and gourmet experiences.