The Latin American market has been experiencing significant growth in the spa and wellness sector, driven by innovative therapies and a deep connection to indigenous traditions. Sara Jones, Managing Director and Editor or Spa & Wellness MexiCaribe, and a consultant with AraSpa Consulting, shared some insights with us into the latest trends shaping this vibrant market.
Sara Jones of Mexicaribe & AraSpa Consulting
Sound healing and vibrational therapies
In recent years, sound healing and vibrational therapies have gained significant traction in spas across Mexico and Latin America. “The utilization of various sound and vibrational modalities, such as singing bowls, tuning forks, gongs, and sound baths, has become an integral part of spa services,” says Jones. These therapies are often offered in dedicated sound therapy spaces within the spa or wellness facility, or integrated into the hydrotherapy area. Furthermore, sound and vibration elements are now being incorporated into treatment protocols, with the inclusion of bowls, chimes, and ancestral instruments during massages, facials, and body treatments. Jones highlights, “The market for vibroacoustic spa beds has also expanded, leading to an anticipated increase in the integration of sound and vibration therapy into in-room spa and wellness treatments.”
Indigenous wellness practices
Spas in Latin America are also embracing Indigenous wellness practices and energetic healing modalities to create truly authentic and culturally enriching experiences for guests. “These practices draw upon the deep roots of indigenous traditions and wisdom prevalent in the region,” Jones explains. Shamanic healing sessions, for example, encompass rituals, plant medicine ceremonies, energy work, and guidance from experienced healers. The goal is to restore balance and harmony by addressing physical, emotional, and energetic imbalances within individuals. Jones adds, “Additionally, Indigenous herbal medicine is widely utilized, leveraging the healing properties of local plants and herbs in a variety of treatments like herbal massages, wraps, and baths.” Indigenous healers, or “curanderos,” drawing from ancestral knowledge, are often responsible for the preparation and administration of these remedies. Sacred ceremonies, such as the temazcal, hold significance in indigenous traditions and spirituality. “These ceremonies pay homage to ancestral energies through offerings to Mother Earth, utilizing fire ceremonies and traditional musical instruments like drums and rattles, to foster a profound spiritual connection and promote healing on a soul level,” notes Jones.
Wellness real estate
The wellness real estate market, meanwhile, is witnessing dynamic growth globally, and Latin America is no exception. “Numerous developments across the region are intentionally designed to prioritize people’s health and wellbeing,” says Jones. “These spaces are thoughtfully created to incorporate nature and sustainability, foster meaningful connections with others and create community, offer extensive wellness programming, and prioritize hygiene and safety through architectural features.” Health-optimizing environments are achieved through air and water purification systems, circadian lighting, smart devices for medical data collection, and AI-powered technology. Expansive fitness and recovery facilities are also opening in the region, catering to large retreat groups, wellness travelers, extended stays, and individual and family vacations with a focus on fitness and wellness, boasting never-before-seen installations and stunning designs.
The integration of sound healing, Indigenous wellness practices, and wellness real estate development is driving a revolution in the spa and wellness industry across Latin America. As Sara Jones eloquently puts it, “This market is not only growing but evolving to create holistic and transformative experiences for all who seek physical, emotional, and spiritual wellbeing.” With a deep respect for tradition and a forward-thinking approach to wellness, Latin America is set to become a global leader in the spa and wellness industry.
For more expert insight on global trends, read our report: FROM MEXICO TO TANZANIA: EMERGING GLOBAL WELLNESS & HOSPITALITY TRENDS