Italy’s wellness tourism surges to €785 billion, driven by Millennials and nature retreats

Wellness tourism in Italy has expanded rapidly, recording a 36 % increase over pre‑pandemic levels and reaching an annual market value of roughly €785 billion, according to a McKinsey study of more than 9,000 respondents. The growth is led by Millennials and Generation Z, who seek experiences that combine physical, mental and spiritual renewal.

Travelers are turning away from traditional spa hotels toward isolated cabins, monastery retreats, and nature‑based ecotherapy. New “medical‑wellness” centres now offer clinical check‑ups alongside programs for mental and physical health. Practices such as Japan’s shinrin‑yoku (forest bathing) and similar forest‑walk offerings in Germany are being marketed worldwide, with scientific studies linking them to reduced blood pressure, anxiety and cortisol levels.

The trend reflects a broader demand for digital detox, sustainable‑travel experiences, and health‑focused vacations, prompting Italian operators and regional authorities to develop therapeutic gardens, walking routes and other nature‑based offerings.