How Wellness and Sports Travel Are Redefining Asia Pacific’s Tourism Industry, Leading a Shift Toward Experience-Centric Journeys for Modern Travellers

Across the Asia Pacific, a significant shift is underway, one that is redefining the traditional landscape of tourism. Sports and wellness tourism are becoming integral to the region’s travel demands, with more and more travellers seeking experiences that align with their passions and personal wellbeing. According to a comprehensive report released by Priority Pass on 22 January 2026, titled ‘From Stadiums to Spas: Unlocking the Explosive Growth of Sports and Wellness Travel’, this trend is not just emerging—it’s transforming how people travel.

The findings, based on a survey of over 12,000 travellers across 20 global markets, reveal that Asia Pacific is at the forefront of this change. Sports and wellness are no longer secondary considerations in travel plans but are now central drivers influencing why and how people choose to travel.

Wellness Travel: The Heart of Asia Pacific’s Travel Evolution

Wellness travel has rapidly become one of the most sought-after travel experiences in Asia Pacific. The idea of travelling not just for exploration, but for personal health and wellbeing, is now a fundamental motivator. The report highlights that 61% of Asia Pacific travellers prioritise relaxation and recharging as the main reason for their wellness trips. These travellers are increasingly focused on disconnecting from the daily grind, using their travel time to revitalise both mentally and physically.

The desire to nurture one’s mental wellbeing is particularly strong, with 52% of respondents seeking wellness travel to improve their psychological health. Additionally, 39% of travellers are motivated by the opportunity to enhance their physical wellbeing. This rising demand signifies a deep cultural shift, where wellbeing is not a luxury but an essential part of travel planning.

An important emerging trend within wellness travel is the quest for digital detoxes. Approximately 32% of younger travellers in Asia Pacific report that their primary reason for booking wellness holidays is to disconnect from technology. This growing desire for low-stimulation environments speaks to a wider movement, with travellers increasingly seeking peaceful, nature-infused destinations that provide respite from the fast-paced, digitally saturated world they live in.

Nature-based wellness activities like hiking and meditative walks (49%), along with spa treatments, thermal baths, and other physical therapies (36%), are the most popular choices for wellness seekers. Silent retreats and mindfulness-focused trips (37%) also continue to gain traction, offering an opportunity for profound personal reflection and relaxation.

Sports Tourism: The Gateway to Discovery

Sports tourism is another rapidly growing segment in the Asia Pacific region, with live sporting events providing an exciting and dynamic way for travellers to engage with new destinations. According to the report, 47% of sports travellers in Asia Pacific say their primary motivation for attending sporting events is to discover new cities. This illustrates how sports are no longer merely about the competition; they serve as a gateway to exploring unfamiliar locations, deepening a traveller’s connection with the host city and its culture.

Younger travellers are particularly drawn to sports-led experiences, with 46% of them eager to combine their passion for sport with the excitement of discovering a new city. This is significantly higher than the 39% of older travellers who feel the same. It’s clear that for the younger generation, sports tourism offers more than just a chance to watch a match—it’s an opportunity to immerse themselves in the culture and energy of a city.

In Asia Pacific, football remains the dominant sport for travellers, with 54% favouring live football events. Motorsports (30%) and badminton (28%) follow, reflecting the region’s diverse sporting preferences. The increasing popularity of esports among younger travellers is also notable, with virtual sporting experiences beginning to rival traditional live events in terms of engagement.

Redefining the Travel Experience: Journey Matters Just as Much

While destination experiences remain important, the travel journey itself is increasingly becoming an integral part of the overall experience for sports and wellness travellers. The report highlights that 44% of Asia Pacific travellers value access to airport lounges, while 45% of them consider the availability of sleep pods, spas, and sleep suites as crucial amenities during their journey. These elements of travel comfort are becoming essential for those looking to make their journey as enjoyable as the destination itself.

However, challenges persist in the form of long queues, inconvenient flight schedules, and stressful airport experiences. These obstacles underline the need for better airport infrastructure and enhanced services to meet the growing demand for seamless, stress-free travel experiences.

Asia Pacific’s Evolution: A Leader in Passion-Driven Tourism

Asia Pacific is positioning itself as a global leader in passion-driven tourism, with both sports and wellness becoming central to the region’s travel appeal. The region’s unique blend of sports culture, wellness traditions, and breathtaking natural beauty makes it an ideal destination for travellers seeking both physical rejuvenation and thrilling sports experiences. This shift is especially pronounced among younger travellers, who are seeking out travel experiences that align with their personal interests and passions, rather than just traditional tourist destinations.

As the demand for sports and wellness tourism continues to rise, destinations across the region are adapting their offerings to meet this growing interest. From world-class sports events to tranquil wellness retreats, Asia Pacific is quickly becoming a go-to destination for travellers looking to enhance their lives through enriching, personalised experiences.

Conclusion

The rise of sports and wellness travel in Asia Pacific is more than a passing trend—it’s a transformative movement in how travellers approach their journeys. As the demand for wellbeing-focused escapes and sports adventures increases, destinations in the region are embracing the opportunity to cater to a new generation of travellers. The emphasis on personal fulfilment and passion-driven travel experiences signals a bright future for tourism in Asia Pacific, with a focus on holistic experiences that nurture the mind, body, and soul. This growing sector offers a wealth of opportunities for both travellers and the destinations that cater to their evolving desires, paving the way for a new era of travel.