The newest trend in wellness tourism is called “sauna”

Sauna tourism is experiencing unprecedented growth these days, reflecting a broader shift in global wellness travel toward authentic, culturally rooted experiences.

What was once a localized tradition, most closely associated with Northern and Eastern Europe as well as Japan, has evolved into a mainstream form of wellness tourism that blends ancient practices with modern health consciousness. Travelers increasingly seek immersive experiences that help them disconnect from digital overload, reduce stress and reconnect with time-honored rituals rather than standardized spa treatments.

The rise of sauna tourism is driven by converging cultural, scientific and social factors. Growing scientific recognition of the health benefits of regular sauna use has played a major role. Research has linked sauna bathing to improved cardiovascular health, enhanced circulation, reduced arterial stiffness and better stress management. Mental wellness benefits are equally compelling: heat exposure promotes relaxation, endorphin release, improved sleep quality and emotional reset, all of which resonate strongly with post-pandemic travelers prioritizing preventive health and mental balance.

Additional benefits, such as muscle recovery, respiratory relief and skin health, further broaden sauna tourism’s appeal among active and wellness-oriented travelers.

Europe at the heart of the sauna tourism culture

Europe remains the epicenter of this movement. Finland stands at the forefront, with an estimated 3.2 to 3.3 million saunas for just 5.5 million inhabitants. Sauna is deeply embedded in Finnish identity and is recognized by UNESCO as Intangible Cultural Heritage.

Germany also plays a major role, with extensive sauna and spa infrastructure and tens of millions of regular users each year. Hungarian thermal baths have also tradition, combining warm pools with steam rooms rather than dry heat sauna.

Across the continent, from Baltic and Nordic countries to Central Europe and the UK, public and destination saunas are multiplying as part of broader wellness and nature-based tourism strategies. The website specialized in sauna business, visitsauna.com provides a map identifying all the saunas around the world.

Asia emerging as a sauna tourism continent

Around the world, sauna traditions are being carefully adapted for international visitors. Japanese sentō bathing culture and indigenous sweat lodge experiences are now presented with educational context, guided rituals and flexible formats that preserve authenticity while remaining accessible. This emphasis on cultural storytelling transforms sauna visits into meaningful experiences rather than simple leisure activities. In Asia, new countries are indeed stepping into the sauna tourism market such as Mongolia, South Korea and China.

Sustainability has also become central to sauna tourism’s evolution. Operators increasingly rely on energy-efficient designs, renewable heating sources, sustainably sourced timber and water-conservation systems. These practices align closely with the natural origins of sauna culture and appeal to environmentally conscious travelers.

Valued at more than USD 4 billion globally, with Europe accounting for nearly half, sauna tourism is no longer a niche. Europe’s sauna tourism is expected to grow at a steady ~6–7% annual rate through the next decade as travelers seek wellness experiences tied to local traditions.

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