People are living longer than ever and optimizing their health. As they seek to maintain their vitality, a wellness travel niche focused on brain and longevity tourism has blossomed into a thriving market. Across the world, there’s a growing interest in how preventative and regenerative medicine contribute to our longevity. Since travel and tourism trends are a strong reflection of what’s happening in a culture, it’s widely understood that this phenomenon is a reaction to the COVID-19 pandemic.

“The value of rest, reflection, and personal renewal has certainly increased post-pandemic. The full rebound of travel is mirroring this shift, evolving beyond a physical escape to become a meaningful pursuit of mental well-being,” said Anthony Lu, regional director for Southeast Asia and China at Booking.com.

Like the rising phenomenon of sleep tourism, brain and longevity tourism embrace physical wellbeing while also understanding how deeply interwoven it is with our mental health. As people continue to foster the mind-body connection, they seek out travel opportunities that create options for restoration. 

Here’s a look at three areas that are current hotbeds for venues that embrace the potential of brain and longevity tourism.

Southeast Asian Style

Southeast Asia has risen in prominence to become a hotspot for brain and longevity tourism. Reports show that 57% of travelers in the Asia-Pacific region are reportedly willing to invest in vacations dedicated purely to enhancing their longevity and overall well-being. That’s why it’s no surprise that Clinique La Prairie chose Bangkok, Thailand, as the location for their first Longevity Hub in 2020. Long ahead of the curve, the venue offers everything from cryotherapy and oxygen therapy to IV drips. Similarly, The Farm at San Benito, Philippines, offers a Pure Body Reset Program with a full menu of services, including colon hydrotherapy and a kidney cleanse. 

On the island of Koh Samui, the wellness sanctuary Kamalaya recently introduced a new brain health facility called Cognitive House. Focused on the concept “that cognitive health is the cornerstone of a vibrant and fulfilling life,” they focus on the brain-heart connection with cutting-edge methods that improve cognitive flexibility, memory, and mental agility. 

Out of Africa 

The South African city of Durban is also rising as a longevity hotbed. This month, experts, including researchers, clinicians, policymakers, and investors, came from across the world to South Africa to attend the 4th International Longevity Summit at the Sibaya Hotel and Casino. Titled “Future-Proofing Health: Africa’s Role in the Global Longevity Revolution,” the event focused on how preventative and regenerative medicine contribute to longevity. The event represented a giant leap toward making South Africa a focal point for health and longevity-oriented tourism in Africa, and also explored how this focus on health-related tourism can create long-term economic development for the Durban area by creating jobs and boosting the hospitality and healthcare industries.

On American Soil

Right here in the U.S., experts are embracing the phenomenon of brain and longevity tourism and integrating it into existing wellness venues. At CIVANA, a wellness resort and spa in Arizona, ‘The Brain Health Doctor” Abbey Houde hosts brain health workshops “that offer a deep dive into neuroplasticity as well as the neurology of mindfulness.” 

“People are becoming increasingly aware of how the brain governs everything—physical, mental, and emotional health—and how these elements are interconnected,” said Houde.

At similar venues, like Mii amo in Sedona and Shou Sugi Ban House in Water Mill, New York, cranial sacral massages, a “hands-on technique that focuses on the membranes and fluid of the craniosacral system, to release tension in the muscles, membranes, and fascia,” are a popular feature for guests, according to Vogue. 

In bucolic western areas like Montana, longevity companies are pushing the state to become a hub for biohacking and medical treatments, according to the Wall Street Journal. Developers see open land as venues for creating groundbreaking brain and longevity tourism destinations. 

Wellness tourism, a broader category that encompasses longevity tourism, is projected to reach US$1.3 trillion in 2025.  Since global investments in longevity clinics have more than doubled to $57 billion between 2021 and 2022, it’s easy to see how brain and longevity tourism are likely to become the new future of wellness. These venues are now referred to as Health and Longevity Integrated Resorts, or HLIRs. Their financial viability is tremendous.

“Investment firms are backing the development of luxury integrated resorts where healthcare, wellness, and hospitality seamlessly merge,” Hospitality Net reported.  “Properties offering state-of-the-art medical diagnostics alongside five-star hospitality are becoming highly attractive assets.” 

As brain and longevity tourism continue to thrive, businesses across the board need to recognize their potential profitability. Whether they’re in the hospitality or real estate sector, it’s important to recognize that the public will continue to emphasize the health of their brain as they seek healthy, happy lives.