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Explosive growth in the UAE and Saudi Arabia, according to new data from Global Wellness Institute.
February 2, 2026
By: Christine Esposito
Editor-in-Chief
At $2.1 trillion, the US remains far and away the largest wellness market in the world, according to the Global Wellness Institute (GWI). The nonprofit organization released its latest country rankings data report, which measures the wellness markets of 145 countries, including per capita spending on wellness in each country.
The US represents nearly one-third (32%) of the total global wellness economy, according to the report.
The five largest wellness markets are: the US ($2.1 trillion), China ($950 billion), Germany ($281 billion), Japan ($262 billion) and the UK ($261 billion). Together they represent 58% of the total wellness economy, according to GWI.
The Middle East wellness market has seen remarkable growth over the last five years. The UAE (14.3% annual growth) and Saudi Arabia (12.2% annual growth) are the fastest growing wellness markets in the world since 2019, according to GWI’s new research.
“One striking finding this year is the remarkable growth of the Middle East wellness economy over the last five years,” said Katherine Johnston, GWI senior research fellow. “This growth has mainly been driven by an explosive wellness market in the UAE and Saudi Arabia—the region’s largest markets and also the fastest-growing countries in the world since 2019. Rapid growth in wellness tourism is bringing new wellness spending into the region by visitors, while consumers, businesses and governments are all spending more on everything from wellness real estate to public health to healthy eating.”
The Middle East is market that is also growing for beauty specifically. For example, Beauty retailer Ulta continues to expand in the region, and Beautyworld Middle East 2025, a trade event in Dubai held in October 2025, was reportedly the region’s largest exhibition to date with more than 2,500 exhibitors from 68 countries.
Among the largest wellness markets, the standout five-year growth leaders are the UAE, Saudi Arabia, India, Mexico, Poland, the UK, the Netherlands, Canada, the US and Australia. For smaller markets, the growth stars include Croatia, Cuba, Romania, Costa Rica and Kazakhstan, according to GWI.
GWI is a 501(c)(3) dedicated to empowering wellness worldwide through research, education and collaboration. The country ranking report can be downloaded here.
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