New travel trend alert: Is sleep tourism the future?
Sleep tourism isn't as lazy as it sounds.
If there is one thing everyone wants to do when they take leave, it is to sleep.
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Vacations are often a response to exhaustion – whether from work, school, or the daily grind. Everyone needs a break now and then, whether to recharge or simply to escape burnout.
The start of the year always means multiple public holidays that, luckily, lead to long weekends.
While vacations typically involve relaxation, they’re also packed with adventure and activities. After all, if you were travelling to Europe, America, or anywhere abroad, you’d likely want to explore.
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But here’s something unexpected: some people travel the world for another reason – to sleep.
While it might seem like a waste of time, there's actually science behind it.
With quality, uninterrupted sleep becoming increasingly rare, "sleep tourism" is on the rise, offering weary travellers a chance to truly rest.
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What is sleep tourism?
Sleep tourism is a continuously growing area of travel in which a good night's rest is the number one priority.
This type of tourism is more than just a hotel informing you that its beds are comfy and that its sheets have a 1,000-thread count.
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Sleep tourism is about creating a travel experience focusing on improving one's sleep. This includes week-long retreats where travellers learn about the art of sleeping well, receive medical assistance to diagnose and treat any issues, and enjoy sleep-inducing spa treatments.
It seems like this trend is here to stay, as a report by HTF Market Intelligence found that the worldwide sector is worth more than $690 billion ( R12.52 trillion).
They also forecast a growth of another $400 billion between 2024 and 2028.
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What can you expect?
Just like any other industry, sleep tourism offers a wide range of experiences, each with a unique approach.
Some retreats take a more medical-based route, focusing on science-backed programmes to address sleep-related issues that impact overall well-being.
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One such destination is SHA Wellness Clinic in Andalucía, Spain – a renowned medical spa featuring an in-house sleep medicine specialist, Dr Vicente Mera.
Dr Mera helps guests struggling with insomnia, restless sleep, or poor-quality rest with the clinic's Sleep Well package.
We conduct a thorough assessment to identify issues such as snoring, nocturnal movements or breathing difficulties. This includes examining the airways, heart and neurological system. Our goal is to gradually restore natural, restorative sleep and energy levels.
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Through the assessment, the team create a personalised treatment plan.
This plan includes lifestyle modifications, supplements, dietary adjustments and therapies like CPAP (continuous positive airway pressure) for sleep apnea or phototherapy to improve the body's response to light.
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Many sleep experts are being brought into vacation spaces to help create in-house wellness programmes:
Lydia Falle (psychotherapist and sleep specialist) is the Sleep Easy guest experience creator at Longueville Manor in Jersey
Dr Michael Breus (one of the US’s most renowned sleep experts) collaborated with Post Ranch Inn in California
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There is also a more holistic approach.
The Maldives seem like one of the most relaxing places one can visit, but if you want to take it up a notch, the Soneva Soul Sleep programmes might be for you.
Guests can book a seven- or 14-day programme.
Many guests arrive from fast-paced environments where their sleep patterns are frequently disrupted. They crave an experience that contrasts completely with the chaos they’re used to.
This approach includes rebalancing the nervous system (through mindfulness and meditation), daily movement (yoga and exercise classes), and personalised sleep rituals (e.g., herbal baths).
Guests are also encouraged to prioritise morning sunshine to help reset their circadian rhythm and to walk barefoot to help balance the body’s electromagnetic field.
Examples of hotels leaning into ancient wisdom to assist those struggling with sleep include:
Lefay Resort & Spa's five-night sleep programme uses traditional Chinese medicine treatments on specific acupuncture points
Santani Wellness Kandy's five-night programme offers ayurvedic sleep treatments
People have long been looking at their diet and physical health via fitness, but the next chapter is sleep. Hotels have realised that people are using these trips, where they’re away from work or their children, as a chance to really prioritise good sleep.
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