The State of Wellness Tourism in Southern California

Wellness tourism is no longer a niche category. It is one of the fastest-growing segments of the global travel economy, and Southern California sits at the center of it, with a climate, geography, and population density that make it one of the most active wellness travel markets in the United States.

This report draws on the best available data from the Global Wellness Institute, McKinsey and Company, Visit California, and the U.S. Travel Association to outline wellness tourism trends nationally and in California, then uses Murrieta Hot Springs Resort as a regional example to illustrate how those trends are showing up in Southern California’s overnight geothermal retreat segment.

How Large Is the Wellness Tourism Market?

The global wellness economy reached a record $6.8 trillion in 2024 and has more than doubled since 2013, per the Global Wellness Institute’s 2025 Global Wellness Economy Monitor. Key figures from the GWI and McKinsey’s 2025 Future of Wellness research:

• • Global wellness economy: $6.8 trillion in 2024, up 7.9% year over year (GWI)
• • Wellness tourism growth: 13.8% between 2023 and 2024, one of the fastest-recovering sectors (GWI)
• • Global wellness tourism surging toward the $1 trillion mark (Forbes, January 2025)
• • North America: $2.3 trillion (largest regional wellness economy), $6,029 per capita (highest of any region)
• • U.S. wellness spending: more than $500 billion annually, growing 4 to 5% per year (McKinsey)
• • 84% of U.S. consumers say wellness is a “top” or “important” priority in their daily lives (McKinsey)

Where Does California Rank in US Wellness Travel?

California is consistently one of the strongest domestic travel markets in the United States, and its mix of coastal resorts, desert hot springs, wine country, and mountain destinations makes it one of the country’s most important wellness travel markets.

According to Visit California’s economic impact report, here are the key figures for California travel in 2024:

The U.S. Travel Association projects domestic leisure travel to reach $895 billion nationally in 2025, with California remaining a top destination for both domestic and international wellness travelers.

What Are Southern California Wellness Travelers Spending?

With a combined Los Angeles and San Diego metro population of nearly 16 million, Southern California represents one of the country’s largest potential drive markets for overnight wellness travel. Many of those residents are within roughly 90 minutes to two hours of overnight retreat options, which helps explain the region’s strength as a short-stay wellness destination.

According to McKinsey, millennials and Gen Z travelers drive 41% of annual wellness spend despite making up just 36% of the adult population, and are willing to pay meaningfully more for in-person, nature-based experiences. 

For a concrete example of how overnight geothermal wellness experiences are priced in Southern California, the current rate structure at Murrieta Hot Springs Resort offers a useful reference point:

What Is Driving Growth in Hot Springs and Geothermal Wellness?

Within the broader wellness travel market, thermal and mineral springs are emerging as one of the highest-growth subsectors. According to the GWI, the sector grew 11.1% between 2023 and 2024 and is projected to grow 10% annually through 2029. This makes thermal and mineral springs one of the four fastest-growing wellness categories projected through 2029, alongside wellness real estate (15.8% annually), traditional and complementary medicine (10.8%), and mental wellness (10.1%).

McKinsey’s 2025 Future of Wellness report finds that 56% of in-person service purchasers in the United States reported traveling two or more hours for a wellness retreat, underscoring how seriously consumers are prioritizing nature-based, in-person wellness experiences.

According to the GWI 2025 Monitor and McKinsey’s Future of Wellness research, here are the key growth indicators for the hot springs and geothermal wellness segment:

For Southern California, that growth is concentrated in a small number of properties with genuine geothermal credentials, and access to authentic natural mineral water is the defining differentiator. 

Murrieta Hot Springs Resort is the only natural geothermal hot springs resort between Los Angeles and San Diego offering overnight accommodations. Its profile maps directly to each of the growth drivers above:

• • 50+ soaking pools fed by 100% natural geothermal mineral water, the largest collection in Southern California
• • Nine therapeutic minerals including lithium, sulfate, calcium, and silica
• • The only traditional Kneipp contrast therapy walks in Southern California, housed in the Historic Bathhouse
• • Continuously drawing visitors to its geothermal source since 1902
• • #2 Best Spa Resort and #3 Best Hot Springs in the United States by USA TODAY 10Best 2025 Readers’ Choice Awards

Who Is the Southern California Wellness Traveler?

The same consumer trends driving global hot springs growth are shaping demand specifically in the Southern California drive market. The rise of overnight wellness retreats as a couples and social travel category is particularly strong here, where a 90-minute escape to a geothermal resort represents an accessible alternative to longer destination trips.

According to McKinsey’s 2025 Future of Wellness research, here is a profile of today’s wellness traveler:

That demand translates directly to properties like Murrieta Hot Springs Resort, where retreat packages offer curated two and three-day geothermal wellness experiences for couples, solo travelers, and small groups seeking stress reduction and restorative rest within driving distance of Los Angeles and San Diego. 

Wellness programming guided by Medical Director Dr. Marcus Coplin and VP of Wellness Sharon Holtz frames the resort’s geothermal water as a therapeutic resource, integrating spa treatments, Aqua Yoga, Aqua Sound Baths, and guided cold plunges into a medically informed overnight experience.

What Does the Data Tell Us About Southern California Wellness Travel?

The convergence of several trends makes Southern California’s overnight wellness retreat market particularly strong heading into the second half of the decade. 

• • Wellness tourism is growing faster than overall travel (13.8% YoY globally vs. ~3% for California overall)
• • Thermal and mineral springs are outpacing the broader wellness market (11.1% YoY vs. 7.9%, with 10% annual growth projected through 2029)
• • Consumer demand for in-person, nature-based experiences is rising (56% of U.S. wellness service purchasers willing to travel 2+ hours for a retreat)

The Los Angeles and San Diego metro areas represent a combined drive market of nearly 16 million people, most of whom have limited access to authentic geothermal hot springs within a reasonable drive.

Murrieta Hot Springs Resort sits at the intersection of all of these trends. As the only natural geothermal hot springs resort between Los Angeles and San Diego with overnight accommodations, it serves as a strong regional example of how national wellness travel growth, rising interest in thermal and mineral springs, and demand for short-stay restorative travel are converging in Southern California.

Want to learn more? Explore day passes, overnight stays, or resort memberships at murrieta-hotsprings.com.

Frequently Asked Questions

How large is the wellness tourism market in the United States?

According to McKinsey’s 2025 Future of Wellness research, the US wellness market exceeds $500 billion in annual spending and is growing at 4 to 5 percent per year. The Global Wellness Institute confirms North America is now the world’s largest regional wellness economy at $2.3 trillion, with the United States leading globally in wellness tourism spending.

What is driving growth in hot springs and geothermal wellness tourism?

The Global Wellness Institute projects 10% annual growth for the thermal and mineral springs sector through 2029, fueled by rising consumer demand for in-person, nature-based wellness experiences. That growth reflects broader interest in restorative travel centered on authentic natural resources, not just spa amenities or structured programming.

What do overnight wellness retreats cost in Southern California?

Overnight wellness retreats in Southern California can range from relatively accessible stays in the mid-$200s per night to luxury wellness resorts priced at $1,000 or more, depending on accommodations, spa access, and programming. As one example, overnight stays at Murrieta Hot Springs Resort start at $266 per night and include 24-hour unlimited access to 49+ natural geothermal mineral pools, wellness programming guided by Medical Director Dr. Marcus Coplin, and farm-to-table dining at Talia Kitchen.

Sources

1. Global Wellness Institute. “2025 Global Wellness Economy Monitor.” November 2025. globalwellnessinstitute.org/industry-research/2025-global-wellness-economy-monitor/
2. Global Wellness Institute. “Thermal/Mineral Springs Sector Overview.” 2025. globalwellnessinstitute.org/what-is-wellness/thermal-mineral-springs/
3. McKinsey and Company. “Future of Wellness Trends.” May 2025. mckinsey.com/industries/consumer-packaged-goods/our-insights/future-of-wellness-trends
4. Forbes. “Global Wellness Tourism Surges Toward the $1 Trillion Mark.” January 2025. forbes.com/sites/rogersands/2025/01/16/global-wellness-tourism-surges-toward-the-1-trillion-mark
5. Visit California / Travel Matters CA. “California Tourism Sees Gains in 2024.” 2025. travelmattersca.com/travel-hub/california-tourism-sees-gains-in-2024
6. U.S. Travel Association. “Travel Forecasts.” 2025. ustravel.org/research/travel-forecasts
7. Murrieta Hot Springs Resort. “Murrieta Hot Springs Resort Official Website.” 2026. murrieta-hotsprings.com
8. USA TODAY 10Best. “2025 Readers’ Choice Awards: Best Hot Springs and Best Spa Resorts.” July 2025. 10best.usatoday.com/awards/murrieta-hot-springs-resort-murrieta-california/