Recent research conducted by Rustic Pathways has unveiled Canada as the premier destination for restorative travel, with a focus on calmcations—short-term vacations centered around relaxation and peace.
This study analyzed 70 destinations based on 39 different factors, highlighting the continuing growth trend in wellness tourism, which has outpaced traditional tourism for over a decade.
From 2012 to 2019, the wellness tourism sector grew at an average annual rate of 7.3%, 25% faster than the overall tourism industry. Even during the recovery phase from the pandemic, statistics show that wellness tourism grew 27% faster than broader travel sectors from 2020 to 2022.
In North America, the wellness tourism market reached an impressive $229.2 billion in 2024, with an anticipated growth rate of 13% annually over the next ten years. This growth is driven by an increasing health consciousness among consumers and a rising demand for stress-relief experiences.
Canada’s wellness tourism market alone generated $30.7 billion in 2022, with projections suggesting a leap to $81.2 billion by 2030. Globally, the market for wellness tourism is currently valued at $995 billion and continues to trend upward.
The report defines calmcations as vacations that prioritize rest and relaxation over packed itineraries and work obligations. As Shayne Fitz-Coy, CEO of Rustic Pathways, articulates, these getaways offer affordable and slow-paced activities designed to rejuvenate travelers.
This growing trend reflects a broader shift in societal values, with 70% of travelers now expressing a desire for calm and relaxation during their trips, according to a study by Campspot. Numerous studies have linked proper vacation time to significant improvements in both physical and mental health. For example, a study involving 3,024 U.S. physicians revealed that those taking more than three weeks of vacation each year reported lower burnout rates, while working during vacation increased stress levels.
In the competition for the best calmcation destination, Canada topped the Rustic Pathways study with a score of 64.7 out of 100. It offers numerous benefits for American travelers seeking tranquility, including the highest concentration of spas and wellness centers among the surveyed destinations—37.7 facilities per 100,000 international arrivals, which is 220% higher than the average.
Moreover, average flight costs from the U.S. to Canada remain reasonable, with return flights in September priced around $392.17. Safety is another appealing factor; Canada recorded just 1.64 homicides per year, 84% below the study average, and has a low conflict probability score on the INFORM Risk Index.
The current climate is particularly advantageous for American travelers considering calmcations in Canada. Despite a 33% decline in Canadian visitors to the U.S. amid trade tensions, American travelers could enjoy a warm welcome in Canada, where tourism operators are likely seeking to replace the lost revenue.
Following Canada, Italy garnered second place with a score of 63.5, thanks to its relatively affordable accommodations averaging $119.06 per night and a wide range of lodging options.
Greece secured the third position, scoring 61.2 points. With over six beaches for every 100,000 visitors, Greece also offers excellent dining options, making it a great choice for budget-conscious calmcation seekers.
Meanwhile, it seems that the consumer trend favoring calm and wellness is having repercussions for traditional tourist hotspots like Las Vegas. In 2025, Las Vegas experienced approximately 3.1 million visitors in June—an 11% drop year-over-year and the sixth consecutive monthly decline. Hotel occupancies and room rates have also softened.
The bustling Las Vegas atmosphere of maximalism, characterized by noise, crowds, and constant spending, contrasts sharply with the current desire among travelers for peace, rest, and self-regulation.
Experts agree that fall is the perfect season for calmcation travel, especially September, which brings numerous benefits. Rustic Pathways’ Shayne Fitz-Coy notes that travelers can take advantage of off-season holiday deals and reduced crowds, making this an ideal time for unwinding after the hectic summer months.
Data from the travel industry back this claim—domestic travelers shifting their trips from the peak summer months to September can save on airfare, with early 2025 fare trends showing costs 3-8% lower compared to the same period in 2024.
As airlines adjust their pricing strategies to reflect decreased demand after school holidays, flexible travelers can find significant savings.
Despite economic pressures suggesting a decline in travel spending, demand remains resilient, with 74% of Americans planning to travel this summer. Yet, travelers are becoming more budget-conscious, with 31% opting for cheaper accommodations and 29% cutting dining costs, all while keeping their travel plans intact.
This trend toward restorative travel underscores the growing appeal of affordable calmcation destinations, making them an attractive option amid changing consumer behavior.
For this article, Fortune utilized generative AI to assist in drafting the content, with an editor later verifying all information before publication.
image source from：fortune
