Sleep as new luxury: Why sleep tourism taking over?

National Geographic describes in a latest article that in a world where sleep has become as valuable as gold, a new travel trend - sleep tourism is emerging.

As you scroll through social media with your morning coffee, it’s just as common to see sleep tracker results as it is to see posts about yoga or breakfast smoothies. With 74 per cent of adults in the UK reporting poor sleep and 5-7 per cent seeking help for fatigue, a solid eight hours of sleep has become a coveted luxury. This growing concern for quality sleep has sparked a new travel trend: sleep tourism.

Sleep tourism centers around ensuring a restful night’s sleep, offering more than just high-thread-count sheets and pillow menus. This sector includes week-long retreats to teach sleep techniques, medical stays for sleep disorder diagnoses, and rejuvenating vacations with sleep-boosting treatments. A 2024 report from HTF Market Intelligence revealed the global sleep tourism market is valued at over $690 billion (£544 billion), with projections showing a $400 billion (£315 billion) growth between 2024 and 2028.

The rise of sleep tourism is part of a larger movement toward holistic health. “People have long been looking at their diet and fitness, but the next chapter is sleep,” says Charlie Morley, a sleep and dream expert. Morley has worked with hotels like Nômade in Tulum, Mexico, and Kimpton Fitzroy in London to offer sleep programs. “Hotels have realised that people are using these trips to prioritize sleep,” he adds.

Destinations like SHA Wellness Clinic in Spain offer medical sleep programs, including assessments and personalized treatment plans to address sleep issues. Meanwhile, Soneva resorts in the Maldives offer the Soneva Soul Sleep Programme, which includes mindfulness, yoga, and personalized sleep rituals.

With advancements in technology, sleep tourism continues to evolve. Morley’s collaboration with Kimpton Fitzroy includes a "Room to Dream" package, where guests experience lucid dreaming with the help of AI. The future of sleep tourism promises even more innovation, with smart beds and data-driven insights set to enhance sleep quality for travelers.

By Naila Huseynova