UN Tourism recently held its first Regional Workshop on Wellness Tourism in the Middle East, hosted at its Regional Office in Riyadh on 9–10 September 2025. The event brought more than 30 participants from National Tourism Administrations and Organizations across 12 Middle East member states, along with industry experts and stakeholders.
The workshop addressed wellness tourism as a strategic opportunity for economic growth, tourism diversification, and promoting sustainability in the region. A representative from Saudi Arabia’s Ministry of Tourism explained that hosting the event aligns with Vision 2030, aiming to strengthen wellness as a defining feature of the regional tourism identity, drawing from heritage like age-old healing traditions and modern wellness retreats.
Attendees shared best practices, confronted challenges, and explored product development strategies. One key contribution was from Dr. László Puczkó, a well-being & experience strategist, who helped lead interactive sessions informed by UN Tourism’s Exploring Health Tourism report.
Wellness tourism ties in well with stated priorities from earlier regional commission meetings, particularly around capacity building and product diversification. The workshop offered tools and market insights to enable destinations to better respond to evolving traveler demands while encouraging regional cooperation.
Data from the UN Tourism World Tourism Barometer suggests the Middle East welcomed 101 million international tourist arrivals in 2024—8% higher than in 2023 and 41% above pre-pandemic levels. This recovery positions the region well to capitalize on rising interest in wellness tourism, seen as part of both health and experience-oriented travel.
UN Tourism Unveils First Regional Wellness Tourism Workshop in Middle East
