Spa booking platform SpaSeekers.com has published its annual Spa Trends Report for 2026, spotlighting the countries and cities wellness-minded travellers are most eager to visit for restorative getaways.
The report is based on analysis of more than 40 million spa-related Google searches made throughout 2025, revealing which destinations are gaining momentum heading into 2026. Among the fastest-rising locations are Shanghai, Bucharest, Tanzania, and Greece—each emerging as a go-to choice for travellers craving deep relaxation and wellness-focused escapes.
Top 15 Trending Spa Countries for 2026
At a country level, East Africa stands out as a surprising wellness hotspot. Interest in spa travel to Tanzania and Rwanda surged by 194% and 142% respectively. Long celebrated for their safari experiences, both destinations are now home to high-end resorts and wellness retreats that combine spa rituals with dramatic natural settings, offering a distinctive blend of relaxation and adventure.
Greece is also seeing strong growth, with spa-related searches rising by 94% year over year. With a wellness heritage dating back to ancient times and a modern portfolio of luxury resorts overlooking the Aegean Sea, the country continues to attract travellers seeking both history and holistic rejuvenation.
Other European destinations gaining traction for 2026 include France, Sweden, Romania, and Ireland. These sit alongside long-haul spa favourites such as the Philippines, the Maldives, and Laos, where wellness experiences are often immersed in tropical landscapes, jungles, or coastal sanctuaries.
| Rank | Country | % increase in searches (year-on-year) |
| 1 | Tanzania | 194% |
| 2 | Greece | 94% |
| 3 | France | 37% |
| 4 | Bhutan | 34% |
| 5 | Philippines | 30% |
| 6 | Iran | 29% |
| 7 | Romania | 24% |
| 8 | China | 23% |
| 9 | Vietnam | 22% |
| 10 | Nepal | 20% |
| 11 | Laos | 20% |
| 12 | Morocco | 16% |
| 13 | Maldives | 13% |
| 14 | Sweden | 13% |
| 15 | Ireland | 11% |
Top 15 Trending Spa Cities for 2026
SpaSeekers’ analysis also examined city-level trends, tracking increases in Google searches for “spa in [city]” to uncover where spa lovers are focusing their travel wish-lists.
Chinese cities dominate the rankings. Shanghai leads with a 67% increase in interest, while Shenzhen, Beijing, and Guangzhou also appear in the top five. Much of this growth is attributed to the viral popularity of China’s 24-hour spas in late 2025. These expansive complexes go far beyond traditional treatments, offering hot springs, saunas, buffet dining, entertainment, and even karaoke—transforming the spa into a full overnight experience.
Across Europe, cities such as Poznań (Poland), Bucharest (Romania), and Sofia (Bulgaria) are also rising in popularity. These destinations are known for classic European spa traditions, featuring thermal baths, time-honoured therapies, and a strong cultural appreciation for sauna-based wellness.
| Rank | City | Country | % increase in searches (year-on-year) |
| 1 | Shanghai | China | 67% |
| 2 | Shenzhen | China | 54% |
| 3 | Beirut | Lebanon | 43% |
| 4 | Beijing | China | 39% |
| 5 | Guangzhou | China | 35% |
| 6 | Poznan | Poland | 35% |
| 7 | Bucharest | Romania | 31% |
| 8 | Bangalore | India | 27% |
| 9 | Yamoussoukro | Côte d’Ivoire | 23% |
| 10 | Sofia | Bulgaria | 22% |
| 11 | Taipei | Taiwan | 22% |
| 12 | Thimphu | Bhutan | 19% |
| 13 | Kolkata | India | 18% |
| 14 | Jaipur | India | 17% |
| 15 | Florence | Italy | 15% |
Expert Insight
Commenting on the findings, Jason Goldberg, Founder of SpaSeekers.com, said:
“Rest and relaxation are essential, especially at a time when many holidays are packed with sightseeing and busy itineraries. Sometimes the greatest luxury is setting aside a day—or even an entire week—purely for yourself.
Each year, our research uncovers new inspiration for spa travellers, and 2026 is no exception. Whether it’s exploring China’s 24-hour spa culture or embracing Europe’s long-standing sauna traditions, we hope people discover experiences that truly help them switch off.
And of course, with more than 500 spa locations across the UK, there’s no shortage of options closer to home—from tranquil countryside retreats in the Cotswolds to indulgent urban escapes in London.”
