Portugal strengthens position as global wellness tourism leader, tells GWI

Fast-developing sector

“Portugal’s wellness economy is showing remarkable momentum, particularly in wellness tourism, where the country’s natural assets, rich cultural traditions, and growing commitment to wellbeing are resonating strongly with international travelers,” said Susie Ellis, chair and CEO of the Global Wellness Institute. “These new findings highlight Portugal as an increasingly important player in the global wellness market, and they point to significant opportunities for the country to further develop wellness experiences.”

The country’s largest wellness sectors include:

Wellness Tourism: $5.1 billion

Personal Care & Beauty: $4.2 billion

Physical Activity: $3.7 billion

Together, these sectors reflect the growing role of wellness in Portugal’s economy and its appeal to both residents and international visitors.

“As the APEE, our mission is to promote sustainable development guided by ethical principles and values, and we see the wellness economy as a natural convergence point between wellbeing, sustainability, and responsible business practice,” said Mário Parra da Silva, president of APEE.

“Sponsoring Portugal’s Geography of Wellness data enables us to move the national conversation from intuition to measurement: it supports better benchmarking, clearer prioritization across wellness sectors, and more transparent, accountable strategies aligned with ESG and the Sustainable Development Goals. Wider access to this data can strengthen the entire ecosystem by helping stakeholders identify high-potential segments and communicate Portugal’s distinct wellness assets more effectively in international markets,” he concluded.

The new dedicated Global Wellness Economy: Portugal report is available for download from the GWI site, and shows the fastest growing wellness sectors in Portugal are Wellness Real Estate (20.6% CAGR), Mental Wellness (13.4%), Public Health, Prevention, & Personalized Medicine (10.2%), and Wellness Tourism (7.4%).

Living well in Portugal

Wellness in Portugal has deep historical roots dating back to Roman times, when thermal baths were developed around natural hot springs for therapeutic and social purposes.

Portugal is endowed with exceptional natural assets, including a long Atlantic coastline, mineral-rich thermal waters, forests, mountains, and protected natural parks, as well as the archipelagos of the Azores and Madeira. Over centuries, monastic traditions, maritime exploration, and rural lifestyles have reinforced a strong connection between health, nature, and balance.

Today, Portugal blends these ancient traditions with modern wellness concepts that integrate spa culture, preventive health, mental well-being, and sustainable living. Food, culture, and connection also contribute to the Portuguese wellness lifestyle.