A new national TV series will showcase the booming wellness tourism sector to audiences across Australia.
Season two of Well Traveller, which premiered on Network 10 last weekend, will feature destinations including Sydney, the Blue Mountains, Byron Bay, the Coffs Coast and hinterland, the Hunter Valley, Mudgee and the South Coast.
More than 70 NSW tourism businesses and eight farmers’ markets will be showcased during the Well Traveller partnership via TV segments, editorial content, website listings and social media posts.
Hosted by world-champion surfer Layne Beachley, the eight-part series pairs inspiring Australians with well-known personalities including Turia Pitt, Barry Du Bois, Lisa Messenger, Dr Stacy Sims, Samantha Gash, Shelly Horton and Matilda Brown with Bryan Brown and Rachel Ward.
Destination NSW has partnered with Well Traveller to accelerate growth in the state’s wellness tourism sector – identified as a key growth area in the new NSW Visitor Economy Strategy 2035, which sets a target of $91 billion in annual visitor expenditure.
The sector is riding a global wave of demand: the Global Wellness Institute forecasts the global wellness economy to reach nearly $9 trillion by 2028, while the 2025 Well Traveller Wellbeing Survey found 56 per cent of Australians plan to take a wellness-focused holiday in the next 12 months.
The partnership also builds on Destination NSW’s support for the Wellness Tourism Summit in Byron Bay, which last month attracted more than 120 industry leaders from across Australia and New Zealand.
“Wellness tourism is one of the fastest-growing segments of global travel and a powerful driver of the NSW visitor economy,” said Karen Jones, Destination NSW CEO.
“From thermal springs and coastal retreats to nature-based adventures and Aboriginal-led experiences, NSW has the natural assets and operators that make our state a leader in this market.
“Partnering with Well Traveller enables us to showcase these experiences to new audiences and support the businesses delivering them.”
