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Italy has the fourth-largest wellness economy in Europe
By Helen Andrews
De Montel Terme Milano is a recently-opened thermal spring destination spa in Milan, Italy Credit: De Montel Terme Milano
Italy's wellness economy value sits behind Germany, the UK and France in Europe
The country's wellness economy had an average annual growth rate of 4.9 per cent between 2019-24
Globally, ten of Italy's eleven wellness market sectors rank in the top ten
Italy’s wellness economy is ranked as the fourth-largest in Europe and the 10th largest globally, with a value of US$140.6 billion (€129.5 billion, £100.1 billion) according to the Global Wellness Institute (GWI).
The GWI’s country ranking report, Global Wellness Economy: Italy, reveals the country sits behind Germany, the UK and France in the 55 wellness markets measured in Europe.
Top 10 European wellness markets
- Germany – US$281.4 billion (€259 billion, £222.3 billion)
- United Kingdom – US$261 billion (€240.4 billion, £206.4 billion)
- France – US$210.9 (€194.1 billion, £166.6 billion)
- Italy – US$140.6 billion (€129.4 billion, £111.2 billion)
- Russia – US$110.3 billion (€101.5 billion, £87.1 billion)
- Spain – US$106.12 billion (€97.7 billion, £83.9 billion)
- Turkey – US$72.7 billion (€66.9 billion, £57.4 billion)
- Netherlands – US$62.2 billion (€57.3 billion, £49.2 billion)
- Switzerland – US$57.6 billion (€53.0 billion, £45.5 billion)
- Poland – US$52 billion (€47.9 billion, £41.1 billion)
Of the eleven wellness sectors analysed by the GWI, Italy ranks among the top ten global markets in ten of these categories, including physical activity; healthy eating, nutrition and weight loss; mental wellness; workplace wellness; traditional and complementary medicine; public health, prevention and personalised medicine; personal care and beauty; wellness tourism; spas; and thermal mineral springs.
Italy’s top five largest wellness sectors:
- Personal care and beauty – US$38.43 billion (€35.4 billion, £30.4 billion)
- Healthy eating, nutrition and weight loss – US$25.93 billion (€23.9 billion, £20.5 billion)
- Physical activity – US$21.25 billion (€19.6 billion, £16.8 billion)
- Wellness tourism – US$19.99 billion (€18.4 billion, £15.8 billion)
- Public health, prevention and personalised medicine – US$12.4 billion (€11.4 billion, £9.8 billion)
The country’s two fastest-growing sectors between 2019-2024 were:
- Wellness real estate (with a growth rate of 22.9 per cent to reach US$3.61 billion in 2024)
- Mental wellness (representing a growth rate of 11 per cent to reach US$5.65 billion in 2024)
Susie Ellis, chair and CEO of the GWI said: “Italy represents one of the most mature and integrated wellness markets in the world. Its deep heritage in thermalism and preventive medicine, combined with strong public–private collaboration and world-class natural and medical assets, positions Italy not just as a wellness destination, but as a global model for health and longevity.”
The researchers highlight that, together, Italy’s wellness tourism, spa and thermal/mineral springs sectors were worth a combined US$27 billion (€24.8 billion, £21.3 billion) in 2024. The study was sponsored by Italcares, a digital platform advertising spa services, created by Federterme (Italy’s association for the thermal spa industry).
The report is available via the GWI’s Geography of Wellness platform.
Italy’s wellness economy is ranked as the fourth-largest in Europe and the 10th largest
globally,
with a value of US$140.
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