Latest consumer research from Expedia has found domestic and international visitors are seeking UK locations known for relaxation and their national beauty.
Wellness tourism is on the rise with more than two million UK holidaymakers planning to take a wellness trip over the next 12 months, according to a UK lodging demand study by trade association Abta.
The industry expects wellness tourism to grow annually by 7.5% through 2022, notably faster than the 6.4% growth estimated for overall tourism.
According to industry statistics, 1.2 billion wellness trips will be taken annually by that date.
Expedia Group data from 2019 shows significant growth of almost 25% for tourism demand for outstanding natural destinations including the Cotswolds, Lake District and Scottish Highlands.
The data also highlighted high growth in demand for additional destinations appreciated by travellers for scenic walks through the countryside, spa retreats and a range of leisure activities.
Accommodation providers in the south west of England reportedly saw an almost 20% year-on-year increase with hotels across the region running Expedia Group promotions including discounts to spa facilities.
The city of Bath also reported a 15% increase in demand compared to 2018.
Daniel Scharbert, director or market management at Expedia Group, said: “Wellness tourism has become increasingly popular with the UK ranking in the top 10 wellness tourism markets globally.
“As travellers prioritise wellness in their everyday lives and even while travelling, this market is set to become more valuable.”
Counties including Yorkshire, Devon, Cornwall and Dorset all experienced double-digit year-on-year growth as holidaymakers sought relaxing locations.
Scharbert added: “This data shows how Expedia Group is helping to attract both domestic and international visitors to destinations right across the UK through our marketing and technology tools, enabling hoteliers to successfully reach travellers looking to enjoying a break that benefits their mental and physical wellbeing.”