Sleep Tourism is Now a Global Tourism Industry Trend | OBROLANBISNIS.com — Sleep tourism is now referred to as one of the biggest trends in the tourism industry in 2025. Amidst a modern lifestyle full of stress and busy routines, quality sleep is now a new luxury sought after by many people.
The emergence of the sleep tourism phenomenon, or sleep tourism, cannot be separated from the urgent needs of modern society who are increasingly finding it difficult to get a good night’s sleep due to the burden of work, non-stop exposure to digital screens, and energy-draining stress.
Data released by the Global Wellness Institute reveals that the sleep tourism trend has actually started to grow since the Covid-19 pandemic, where many people choose to prioritize self-care and mental health rather than just traveling.
Instead of hunting for culinary delights or exploring tourist attractions, sleep tourism actually offers a quality sleep experience as the main goal of a vacation.
A recent global survey shows that only 20% of Japanese people sleep well more than two nights a week, while in India, that figure is only 27%.
Sleep tourism is not just a temporary trend. Global Wellness Institute data notes that the value of the wellness tourism industry, including sleep tourism, will reach more than US$919 billion in 2023, with a projected growth of almost 10% per year.
Meanwhile, Real Simple predicts that this trend will have a major impact on the hospitality industry in 2025, with many hotels competing to offer special holiday packages to support quality sleep.
Various hotels and resorts around the world are now competing to provide sophisticated facilities to support guests’ sleep experiences.
From premium mattresses, ergonomic pillows, special temperature and lighting settings, to technologies such as AI-based smart beds, natural sound therapy, aromatherapy, to consultations with sleep experts. In fact, some hotels provide sleep concierge services that help guests regulate their sleep patterns during their stay.
As reported by ABC, the price of this sleep tourism package varies, starting from US$300 (around Rp. 4.7 million) to US$2,500 (around Rp. 39 million).
Famous hotels such as Hastens Sleep Spa Hotel in Portugal to Four Seasons Resort Maui in Wailea are pioneers in offering luxurious sleep experiences.
Not only that, sleep tourism is also often combined with other activities such as yoga, meditation, breathing therapy, and sleep coaching to help guests form healthy sleep patterns.
Additional facilities such as spas, aromatherapy, and calming natural scenery are also the main attractions.
The sleep tourism trend is also starting to develop in Indonesia. Some popular destinations include Ubud in Bali, which offers a calm natural atmosphere with resorts that provide spa services, yoga, and bedrooms specially designed for maximum relaxation.
Uluwatu is also in demand because of its calming sea views, while Labuan Bajo is famous for its private atmosphere on the beach that is perfect for an escape from the hustle and bustle of the city.
In addition to Bali, Lombok and Sumba are also favorite choices thanks to the combination of natural beauty, luxurious facilities, and tranquility that support an optimal sleep experience.
Not to be missed, Yogyakarta with its beautiful rural atmosphere is also starting to be eyed as a promising sleep tourism destination.
Sleep tourism is not just about sleeping longer, but also about sleeping better. Meta-analysis studies show that good quality sleep can reduce levels of depression, anxiety, and stress.
As quoted from Real Simple, quality sleep during sleep tourism also helps improve sleep patterns, increase energy, and slow down the aging process.
“A vacation that focuses on sleep helps the body and mind truly recover,” wrote Real Simple.
According to a Hilton survey, two-thirds of Americans even admit to sleeping better in hotels than at home. Almost half of travelers now also choose vacations with the main goal of resting and recovering.
In the midst of an increasingly noisy world, sleep tourism is here as a solution for those who want to truly recover physically and mentally. ***
