Earlier this year, Tourism Australia did some research into what experiences were motivating people to travel out of their own region.

Some of their findings may not surprise you - people travelled for aquatic and coastal experiences, food and drink, natural environments.

But here’s one reason you might not expect - wellness.

Close to a third of these global travelers surveyed said they were looking for destinations that could provide wellness experiences, about the same number that were looking for outdoor and recreation activities, and events and festivals.

Wellness is big tourism business. Like, billions of dollars.

But what is wellness tourism exactly?

Simply put, it’s travel focused on improving or maintaining a person’s wellbeing. Here’s a longer answer if you’re keen to dive deeper.

Think yoga retreats, nature therapy, day spas and massage treatments.

And hot springs.

The development of Metung Hot Springs is expected to create a significant boost in wellness visitation to East Gippsland, and that means more people in the region looking for other wellness experiences.

“East Gippsland is so well placed to capitalise on this interest in wellness tourism.”

This was the Director of Neonormal, Madeleine Preece, presenting at the Gippsland Tourism Forum in Sale last week.

(As well as being an EGMI board member, Madeleine’s company is supporting the launch of Metung Hot Springs.)

What makes East Gippsland well-placed to take advantage of the growth in wellness tourism?

Nature.

The ocean, rivers, trails, green space and forest are powerful wellness attractions in their own right - the business opportunity is to create wellness experiences that coexist harmoniously with East Gippsland’s beautiful and serene natural environments.

Add to this the prevalence of healthy and delicious local produce, and relaxed and welcoming small communities, and East Gippsland is the perfect setting for a thriving wellness tourism economy.

Madeleine said the entrepreneurs behind Metung Hot Springs hope their venture will be a “lighthouse” project - its state and national prominence like a bright beacon attracting visitors and bookings from far away, eventually shining a light on all the other wellness opportunities in the surrounding area.

That lighthouse effect has already started to kick in.

ABC Gippsland’s Rachael Lucas reported earlier this month that East Gippsland wellness businesses are helping drive a spike in tourist numbers.

Since the hot springs came to town, the Metung Business and Tourism Association, supported by East Gippsland Shire Council, has organised a series of hugely popular wellness events over holiday periods in 2022, increasing foot traffic in the downtown business area.

And earlier this year, Melbournian Poeta Hope opened her House of Yoga in Metung.

Clearly, momentum is building.

Do you want to learn more about wellness tourism, and what it might mean for tourism entrepreneurship in East Gippsland?

Reach out to Destination Gippsland’s Industry Development Manager, Janine Hayes, at jhayes@destinationgippsland.com.au