Africa’s Wellness Travel Boom in 2025: Data, Trends, and What Hotels Should Build Next

Wellness travel in Africa is not a trend. It is a data-backed growth story that rewards operators who design authentic, nature-anchored experiences. Mastercard’s 2025 travel analysis highlights wellness, nature, and food as key motivations across the region, with Namibia, South Africa and Botswana singled out for spa-style, nature-based retreats and Kenya appearing in the global top 20 on the Wellness Travel Index.

Two numbers show why this matters for revenue. In 2024, South Africa and Zambia recorded the highest shares of cross-border tourist spending in national park areas worldwide at 23.3% and 15.5%. That means wilderness access and park-adjacent programming are not just nice to have, they are spend drivers.

Food is part of the wellness pull. Mastercard’s report places Marrakech and Cape Town among the most globalized culinary cities for visitors, which pairs naturally with nutrition-forward menus and low- or no-alcohol pairings.

Zooming out, the Global Wellness Institute reports the global wellness economy at 6.3 trillion dollars in 2023, with a projected 7.3% annual growth through 2028 to nearly 9 trillion dollars. Wellness tourism spending reached about 830 billion dollars in 2023 and is projected to approach 1.35 trillion dollars by 2028. These are durable tailwinds for hospitality.

The signals operators should track

• Who is leading on wellness travel. Namibia and South Africa lead the Wellness Travel Index, with Botswana close behind; Kenya features in the global top 20. This is your proof point when positioning African wellness itineraries to international markets.

• Nature converts to spend. Park-area commerce correlates with higher visitor expenditure in South Africa and Zambia, indicating strong potential for wellness safaris, recovery walks, sleep-under-the-stars nights, and ranger-led breathwork or mobility sessions.

• Culinary as part of wellbeing. Destinations with diverse culinary scenes see broader draw. Marrakech and Cape Town are named standouts, which supports terroir-to-table concepts and alcohol-free tasting menus that fit wellness goals.

• Industry echo. Trade coverage is reinforcing the same findings, which helps PR and sales narratives.

Why Africa stands out right now

GWI’s Africa Wellness Initiative describes a shift from “safari only” to deeply rooted, place-based wellness. Think star bathing in Namibia, plant-medicine retreats in parts of Southern and Central Africa, spiritual routes in Egypt, and community-led healing models that align with Ubuntu and Sawubona. It is wellness with cultural meaning, not just amenities.

What to build next: 7 design moves that convert

1. Sleep-first suites
   Dark, quiet rooms, circadian lighting, high-TOG bedding, breath-friendly materials, and star-gazing or vineyard night walks before turndown.

2. Thermal and contrast therapy with a view
   Sauna and cold plunge decks oriented toward fynbos, desert, savanna or vineyard vistas. Add guided breathing and recovery protocols for novices.

3. Movement in nature
   Sunrise yoga lawns, mobility circuits among vines, trail-running skills with a coach, and gentle “recovery walks” for less active guests.

4. Terroir-to-table wellness
   Seasonal menus with local ferments, olive-oil tastings, rooibos hydration bars, and low- or no-alcohol pairings to match circadian dining.

5. Respectful indigenous therapies
   Partner with local practitioners to co-design bodywork and rituals that honor place. Build fair compensation and training into the offer.

6. Digital-light retreats
   Create partial device-free windows, stargazing hours, and journaling corners that help guests downshift without feeling restricted.

7. Nature-anchored spa architecture
   Outdoor treatment salas, biophilic materials, thermal paths that move from sun into shade, simple wayfinding that reduces cognitive load.

Packages that sell internationally

• 3-night “Rest & Reset”
  Check-in breathwork, thermal therapy, guided mobility, star-bathing, and a sleep-coached night. Offer midweek pricing to lift shoulder periods.

• 4-night “Wild Wellness”
  Two sunrise movement sessions, one guided park immersion, contrast therapy, terroir dinner, and a half-day community experience.

• 7-night “Deep Nature”

  
  Alternating activity and restoration days, nutrition workshops, indigenous therapy day, and sleep tracking with a departure plan.

Pricing and yield ideas

• Use a Good–Better–Best tier with clear inclusions.

• Anchor ADR with the value of exclusive access: private stargazing deck, after-hours thermal circuit, or ranger-led breathwork.

• Bundle airport transfers and park access to reduce friction and justify a higher package rate.

Operations metrics to track

• Occupancy and ADR on wellness packages versus BAR.

• Ancillary capture from spa, thermal, and culinary wellness items.

• Program NPS and review keywords that mention sleep, nature, recovery, and food.

• Length of stay and repeat rate by wellness segment.

Do you require specialist assistance with a new wellness project, or seeking to improve the operation of your existing space? Book a free strategy call to discover how unique wellness experiences can transform your property into a destination guests choose over competitors.

Further reading on our blog: 'Wellness Amenities ROI for Hotels.'

Sources

• Mastercard Economics Institute, Travel Trends 2025. Key EEMEA findings on wellness leaders in Africa; Kenya in the global top 20; Marrakech and Cape Town culinary signal. Mastercard

• GWI Africa Wellness Initiative Trends 2025: examples of wellness beyond safari; wellness tourism at 830 billion dollars in 2023 and projected 1.35 trillion dollars by 2028. Global Wellness Institute

• Trade coverage echoing the same EEMEA signals for operator storytelling. Travel Daily Media

• Explore our Spa & Wellness Consultancy to scope project phases and services.
• See how we structure Fitness and Leisure concepts before you commit to equipment.
• Developers and luxury homeowners can review Home Wellness Spaces for private suites and villas.
• Learn why Luxe Wellness Spaces blends design, operations, and growth under one roof.
• View a Concept-to-Launch case study that hit break-even in 90 days.