Health Update: Asia-Pacific Wellness Sector Shows Long-Term Strength as Preventive Care and Active Living Outpace Economic Growth – What Experts Say

Asia-Pacific is reshaping the global wellness landscape, with the region’s wellness economy surpassing US$2 trillion in 2024 and reinforcing its position as the world’s second-largest wellness market. Contributing more than 30 per cent of total global wellness spending, the region’s growth reflects a fundamental change in consumer behaviour, where health, prevention and quality of life are increasingly embedded in everyday choices rather than treated as occasional or luxury expenditures.

Over the five-year period from 2019 to 2024, the wellness economy across Asia-Pacific expanded at an average annual pace of 9.3 per cent, well ahead of broader economic growth. This steady performance highlights wellness as a structurally strong sector, supported by long-term demographic trends, rising urban populations and greater awareness of preventive health. The result is a wellness market that continues to grow even amid economic uncertainty and shifting global conditions.

Temporary disruptions to international travel affected cross-border wellness tourism, but regional growth remained resilient due to strong domestic demand. Consumers across Asia-Pacific increased spending on fitness, personal care, nutrition and preventive health services, reinforcing lifestyle changes that prioritise long-term wellbeing. These shifts have endured beyond periods of disruption, signalling a lasting transformation in how health and wellness are valued.

China stands at the centre of the regional wellness economy, with spending approaching US$950 billion in 2024. Rapid urbanisation, expanding middle-income households and the widespread adoption of digital health tools have driven growth across multiple wellness categories. From daily personal care to physical activity and preventive healthcare services, wellness has become a major component of consumer spending, positioning the market as a global trendsetter.

Japan remains the second-largest wellness market in Asia-Pacific, supported by a strong focus on longevity and prevention. Wellness-related practices are deeply integrated into daily routines, sustaining consistent demand across healthcare, nutrition and lifestyle services. India has emerged as one of the region’s fastest-growing wellness economies, exceeding US$180 billion in value and expanding across cities and smaller urban centres alike.

India’s rapid growth reflects a combination of youthful demographics, rising incomes and growing interest in holistic health. Increased access to fitness facilities, yoga practices, digital wellness platforms and healthier food options has broadened participation across income groups. Australia and South Korea complete the top five markets, each marked by high levels of consumer engagement, advanced wellness infrastructure and strong integration of wellbeing into professional and personal life.

Southeast Asia continues to gain prominence as a key growth corridor within the region. Indonesia, Thailand, the Philippines and Malaysia are recording steady expansion, supported by urban development, an expanding middle class and government initiatives focused on public health improvement. While smaller in size, these markets offer significant long-term potential as wellness adoption deepens.

Across the region, the wellness economy is built on several interconnected segments. Personal care and beauty remain major contributors, driven by both everyday use and premium product demand. Physical activity has gained renewed momentum as active lifestyles become more widely adopted. Healthy eating and nutrition are expanding steadily as consumers focus on food quality, functionality and transparency, while preventive health services provide the foundation for sustainable wellness growth.

Wellness tourism remains an important, though cyclical, component of the Asia-Pacific wellness economy. Destinations with strong hospitality capabilities, natural assets and cultural wellness traditions continue to attract health-focused travellers. As international mobility stabilises, demand for wellness-oriented travel experiences is expected to strengthen further.

Despite its scale, per capita wellness spending across Asia-Pacific remains comparatively low at around US$471 per person, underscoring the region’s untapped growth potential. As healthcare infrastructure improves, digital health adoption accelerates and workplace wellness programmes expand, spending levels are likely to rise steadily.

Looking ahead, Asia-Pacific is set to remain one of the most influential drivers of global wellness growth. Continued investment in preventive health, technology-driven wellness solutions and inclusive access to wellbeing services will further embed wellness into daily life, strengthening the region’s role in shaping the future of the global wellness economy.