When Australians tune in to Network 10 this week, they’ll find New South Wales looking positively radiant and not just under the spring sun. A new national television series, Well Traveller (Season Two), is rolling out the yoga mats and opening the door to an industry that has quietly become one of the most lucrative in travel: wellness tourism.
The eight-part program, hosted by none other than seven-time world surfing champion Layne Beachley, will shine the spotlight on some of the state’s most restorative escapes from the Blue Mountains and Byron Bay, to the Coffs Coast hinterland, Mudgee, the Hunter Valley, Sydney, and the sun-drenched South Coast.
It’s a grand tour of rejuvenation and a strategic one. Destination NSW has partnered with Well Traveller to propel the state’s wellness tourism credentials to a new echelon, positioning New South Wales at the forefront of a global travel movement.
Wellbeing as Big Business
Dismissing wellness as another marketing buzzword is easy, but the numbers tell a more persuasive story. According to the Global Wellness Institute, the global wellness economy is predicted to reach nearly US$9 trillion by 2028, which could make even the most jaded accountant feel invigorated.
Closer to home, the 2025 Well Traveller Wellbeing Survey revealed that 56 per cent of Australians plan to take a wellness-focused holiday the following year. Whether it’s a weekend of forest bathing or a luxury detox retreat, the market’s appetite is clear — and NSW wants the lion’s share.
The timing couldn’t be better for Destination NSW Chief Executive Karen Jones. “Wellness tourism is one of the fastest-growing segments of global travel and a powerful driver of the NSW visitor economy,” she says. “From thermal springs and coastal retreats to nature-based adventures and Aboriginal-led experiences, NSW has the natural assets and operators that make our state a leader in this market. Partnering with Well Traveller enables us to showcase these experiences to new audiences and support the businesses delivering them.”
It’s a partnership designed with precision. More than 70 NSW tourism businesses and eight farmers’ markets will be featured in TV segments, digital editorials, social media, and curated website listings. It’s comprehensive, cohesive, quintessentially NSW, equal parts beach and bush, style and substance.
Familiar Faces, Fresh Stories
This isn’t your standard travel series with aerial drone shots and scripted smiles. Each episode pairs inspiring Australians with recognisable personalities from Turia Pitt and Barry Du Bois, to Lisa Messenger, Dr Stacy Sims, Samantha Gash, Shelly Horton, and actors Matilda Brown with Bryan Brown and Rachel Ward.
Always natural in front of a camera (and a surfboard), Beachley guides the narrative with grounded charm. Her delivery is sincere, the kind that can’t be faked, as she explores how travel can nurture the body and the human spirit.
For audiences still recovering from years of travel turbulence, it’s a breath of fresh air. Literally.
A Strategic State of Mind
The Well Traveller partnership aligns neatly with the NSW Visitor Economy Strategy 2035, a plan to boost annual visitor expenditures to $91 billion. Within that framework, wellness tourism has been earmarked as a “key growth area” where natural beauty, local expertise, and sustainability converge.
The collaboration also builds on Destination NSW’s recent support of the Wellness Tourism Summit in Byron Bay, which last month drew more than 120 industry leaders from across Australia and New Zealand. Much like the TV series, the summit emphasised connection, authenticity, and long-term sustainability themes increasingly valued by travellers who have grown weary of mass-market tourism.
Passion Meets Purpose
For Well Traveller founder Katherine Droga, the partnership feels like a natural evolution. “With 30 years in tourism and a lifelong passion for wellness, I’ve seen first-hand the growing need for experiences that truly support people’s wellbeing,” she explains. “We were thrilled to partner with Destination NSW on the second series of Well Traveller to showcase why NSW is one of the world’s wellness tourism hotspots.”
Droga’s vision seems to resonate with a broader cultural shift that values slowing down, reconnecting with nature, and travelling with intention. Her approach turns what might once have been a niche pursuit into a cornerstone of Australia’s visitor economy.
The Takeaway
In a world where travellers increasingly seek balance over indulgence, and purpose over postcards, NSW appears to have found its stride. By linking storytelling, state strategy, and soulful travel experiences, Destination NSW and Well Traveller have created a campaign that feels as refreshing as a weekend at a Byron retreat.
As Beachley signs off each episode, viewers are left with more than a travel itch. They’re reminded that sometimes, the best journeys start with a deep breath.
By Prae Lee
BIO:
You can tell a lot about a person by how they handle a busy Bangkok morning. Prae Lee doesn’t rush; she glides through it. There’s a calm certainty about her, the sort that comes from knowing where you come from and where you’re going.
Educated at Chulalongkorn University, she took her business degree with the quiet pride of someone who believes in doing things correctly. Her travels for further study in Singapore and Australia didn’t change her; they polished what was already there: curiosity, discipline, and grace.
She returned to her family business in Bangkok, breathing a little modern life into it. She handled social media with the intuition of someone who listens and sells with the gentle persistence the Thais do so well.
Prae doesn’t make a fuss, but everything she touches shines brighter.
Now part of the Global Travel Media family, Prae brings authenticity and quiet confidence to her writing, drawing from a life steeped in culture, travel, and connection.
