Gone are the days of being herded behind a guide, following a little flag through historical sites, nodding politely while checking how much longer the tour lasts. Travel has shifted – not dramatically or very loudly, but decisively. Especially when the alternative is running a marathon through a vineyard, along medieval castle walls, or starting your day with an ice bath instead of a buffet breakfast. After all, wellness tourism is set to be “one of the fastest-growing segments of travel,” with industry projections estimating the sector could reach $1.4 trillion by 2027 as per Conde Nast Traveler.
Today’s holidays are still about luxury and still about rest. But they’re also about claiming your fitness, your energy, and your sense of capability. People are more health-conscious than ever, and not in a rigid, joyless way. This is wellness with personality. With movement. With stories (and medals!) you earn rather than collect.
From HYROX races and Ironman circuits to wine marathons, cold-water plunges, and walking cities designed for long, unrushed days, travel is becoming more active by design. Running through a vineyard doesn’t cancel out the wine tasting. As per reports 2026 will “make wellness travel feel less like a doctor’s visit and more like a vacation,” emphasising ways to “socialise with strangers in the sauna” or “have a glass of green juice, or champagne” while focusing on health.
Less lying still, more moving with intention. Holidays that leave you relaxed, yes but also stronger, clearer, and quietly proud of what your body can do. And honestly, once you’ve crossed a finish line somewhere beautiful, it’s hard to go back to the spa timetable.
Here’s the LBB pick on where you should plan your next:
