Wellness is the new luxury in MENA—and it's becoming more accessible

Red light therapy, cryotherapy, biohacking, IV drips—what was once a niche luxury for the elite is now a mainstream industry in the MENA region, particularly in the Gulf. Wellness isn’t just about self-care anymore; it’s a status symbol, a billion-dollar industry, and a key driver of economic diversification.

What’s interesting is the mix of local wellness concepts and global brands entering the region. For years, high-net-worth individuals from the Middle East traveled to Europe and the U.S. for exclusive wellness retreats. Now, those same experiences—sometimes even better—are available at home.

At the same time, wellness is no longer reserved for the ultra-rich. Localized luxury means that while some treatments remain aspirational, others—like red light facials, cryo-spas, and IV drips—are now part of everyday life for a wider audience.

And the biggest shift? People now prioritize spending on health, wellness, and longevity over traditional luxury items.

?? 70% of Gen Z and Millennials in the UAE say they’d rather invest in health and wellness experiences than luxury goods. (Deloitte Middle East, 2024)

?? Spending on high-end wellness and longevity treatments in Saudi Arabia grew 45% in 2024 alone, surpassing traditional luxury retail. (Arab News, 2024)

?? Global wellness experiences are outpacing traditional luxury travel, with the wellness tourism sector growing 16.6% annually. (GWI, 2024)

From travel-only retreats to homegrown wellness destinations

Traditionally, the region’s wealthy flew to Buchinger Wilhelmi (Germany), Lanserhof (Austria), or Canyon Ranch (U.S.) for cutting-edge longevity and wellness treatments. But the Gulf is now building its own world-class destinations, attracting both regional and international wellness seekers.

?? Dubai: leading the wellness boom

• Longevity hub by Clinique La Prairie at One Za’abeel – A high-end wellness and longevity destination bringing Swiss medical expertise to the UAE, offering treatments focused on cell regeneration, anti-aging, and preventive health.
• SIRO Recovery Lab – A performance-focused wellness space designed for athletes and high-achievers, offering altitude training, cold therapy, and guided recovery programs.
• Contrast Wellness Studio Dubai – A growing name in the local wellness scene, offering red light therapy, cold plunges, infrared therapy, and recovery treatments that appeal to both professionals and those looking to incorporate wellness into their routine.

?? Saudi Arabia: a future wellness powerhouse

• Amaala – A Red Sea wellness city, where biohacking, regenerative medicine, and holistic health are part of the lifestyle.
• Homegrown wellness brands are thriving, with affordable recovery clinics, IV therapy studios, and luxury fitness spaces becoming part of daily routines in Riyadh and Jeddah.

?? Qatar’s high-end wellness play

• Zulal Wellness Resort by Chiva-Som – The first international property by the renowned Chiva-Som (Thailand).

Even within cities, high-end wellness is becoming mainstream—with malls, gyms, and co-working spaces integrating wellness services that were once considered elite.

Why this is more than a trend—it’s a multi-billion dollar market

Wellness is no longer just about personal well-being—it’s a major investment sector with governments and private investors betting big.

?? Global wellness economy: $6.3 trillion in 2023 – That’s 6% of global GDP. (GWI 2024)

?? Wellness tourism spending is expected to surpass $1 trillion in 2024, growing 16.6% annually. (GWI 2024)

?? MENA’s wellness tourism growth: 21% annually by 2025, outpacing global averages. (Arab News 2024)

???? Saudi’s wellness economy hit $19.8 billion in 2024, with wellness tourism growing 66% since 2020. (GWI 2024)

???? UAE’s health & wellness retail market will reach $3.7 billion by 2025, up from $2.75 billion in 2020. (MEAccurate 2024)

One major shift? Affordability is increasing. While luxury, medical-grade wellness experiences still dominate, many mid-range wellness offerings—such as red light therapy sessions, IV drips, and functional medicine clinics—are now within reach of the wider population.

The future of wellness in MENA: more Accessible and mainstream

Governments and investors aren’t just embracing wellness—they’re building economies around it. From luxury longevity retreats to affordable recovery hubs, the industry is expanding beyond elite circles.

• Wellness real estate is the next frontier – Residential communities in the Gulf are integrating longevity clinics, meditation spaces, and biohacking facilities into everyday living.
• Medical-grade wellness is going mainstream – AI-driven health tracking, IV therapy, and personalized wellness plans are no longer just for celebrities or athletes.
• Tech-driven wellness is dominating consumer behavior – Wearables, smart recovery centers, and longevity-focused fitness programs are shaping how people engage with health.

The bottom line: a massive opportunity for global and local wellness brands

MENA isn’t just following global wellness trends—it’s leading them.

The shift in consumer behavior is undeniable. People aren’t just spending on wellness—they’re making it a priority. Whether it’s high-end longevity retreats or more affordable, localized treatments, the demand is skyrocketing.

For global wellness brands, this is a market ripe for expansion. For local players, the opportunity to scale and dominate is bigger than ever. In MENA, wellness isn’t just aspirational anymore—it’s the next big business frontier.