Health, wellness, and entrepreneurship in post-COVID tourism: Adaptation, innovation and sustainability

Wellness tourism is today one of the fastest-growing and most strategic sectors of the global tourism industry, as it directly connects health, mental balance, and improved quality of life with the tourism experience. The COVID-19 pandemic highlighted new social and individual needs, accelerating travelers’ shift toward safer, more sustainable, and meaningful forms of tourism. In this context, wellness tourism is being redefined as a holistic model of experiences that integrates nature, self-awareness, mental health, and culture. This article analyzes the key post-COVID adaptations of the sector, emphasizing innovation, digital transformation, and the personalization of services. Furthermore, it examines the role of sustainability and cultural entrepreneurship as levers to enhance the authenticity of the experience and foster local development. Particular attention is given to Greece, which possesses significant comparative advantages for the development of wellness tourism. Finally, the need for comprehensive strategies combining economic efficiency with social, cultural, and environmental value is highlighted.