With a global turnover of $945 billion, wellness tourism is emerging as a key driver of industry growth. The Italian market is also exhibiting substantial growth: the direct value is just under $20 billion and reaches an estimated $120 billion when all related wellness activities are taken into account. The data comes from the Global Wellness Institute's evaluations, which indicate substantial transformation for spas, thermal baths, and themed resorts, which have to reconsider their formats and offerings in order to fulfill visitors' new expectations while remaining competitive. On the one hand, technological innovation is progressing, with increasingly sophisticated hi-tech solutions supporting diagnosis and treatment; on the other, the demand for new emotional and sensory experiences is developing. Demand is evolving toward offerings that mix nature, exercise, mindfulness, and mental and physical health, expanding beyond the fundamental concept of relaxation. Excursions, rural stays, and immersion in nature are becoming increasingly important. Another indicator of the fundamental transformation occurring is "environmental well-being", which refers to the expanding search for destinations and itineraries that take into account the new connections that will emerge between personal well-being and the environment.