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Based on global travel trends
In recent years, wellness travel has been a rapidly growing trend on the global tourism map. The positive value of this trend is gradually reshaping how people travel, especially after the pandemic. Moving beyond the need to "escape the hustle and bustle," travelers are now "traveling to recover," seeking balance and positive energy. Therapies such as onsens, spas, meditation, yoga, healthy eating habits, and quality sleep have become essential amenities in their travel experiences.
According to the Global Wellness Institute, in 2022, the world recorded over 819 million wellness trips, accounting for nearly 8% of total tourists and contributing almost 19% of total industry spending. This market was valued at $877 billion in 2023 and is expected to exceed $1.7 trillion in the next decade. This demonstrates a sustainable shift in the lifestyle and travel needs of modern people, from "external experiences" to "internal healing."
Renewable tourism is a growing trend worldwide, including in Vietnam.
In Vietnam, with its diverse topography, mild climate, and rich cultural heritage, the potential for developing wellness tourism is considered enormous. According to a report by market research firm IMARC Group, wellness tourism in Vietnam reached US$5 billion in 2024 and is projected to more than double to US$11.7 billion by 2033, with an average growth rate of nearly 9% per year.
On the other hand, while global trends are booming, Vietnam still has a significant gap in developing specialized resort models with unique identities. Most current resorts remain focused on "relaxation," lacking the depth needed for restorative experiences, tranquility, and rejuvenation.
The East Asian version of healing tourism
If wellness travel is an international trend that encourages a slower, healthier lifestyle, then Duong Xuan Resort can be seen as an East Asian-inspired approach to that spirit.
In Sino-Vietnamese, "dưỡng" means to nurture and nourish, while "xuân" symbolizes growth, freshness, and new beginnings. "Dưỡng Xuân" (Nourishing Spring) not only refers to physical youth, but also to the spring of the spirit, when people rediscover a slower pace of breathing, renewed energy, and inner peace.
At that time, relaxation became a moment to pause the daily hustle and bustle, to return to a journey of rebirth: immersing oneself in nature, restoring the body through hot spring therapy, taking care of sleep and nutrition, opening one's heart to the local culture... Amidst the tranquility of the mountains, forests, and rivers, the pieces of emotion gradually rearranged – becoming gentler and more peaceful.
The concept of "Springtime Retreat" evokes a space designed to revitalize energy, where guests can heal through nature and local culture. This represents a natural shift from the global wellness travel trend to a travel experience with a distinct Vietnamese identity.
For Vietnamese people, concepts like "health preservation," "body care," and "mind care" are already familiar in daily life. "Nourishing Spring" is a modern expression of that philosophy – where balance is the core, nature is the remedy, and tranquility is the setting for the journey of inner recovery.
Duong Xuan Resort reflects how Vietnamese people perceive youthfulness, vitality, and the connection between humans and nature.
In a broader context, this concept opens up a new experiential space for all generations of travelers. For older adults, it's an ideal retreat – a place to relax and rejuvenate in a clean and tranquil environment. For middle-aged people, it's a short but profound journey to temporarily leave work, recharge, and reconnect with family. And for the younger generation, "Dưỡng Xuân" (Spring Rest) is a way of "slow living" travel, finding balance and mindfulness in a space rich in Vietnamese culture and nature.
From an investment perspective, Duong Xuan Resort represents a new direction, where value lies not only in resort real estate but also in its unique wellness service model, rich in humanistic values and with long-term growth potential. In the context of Vietnam's tourism industry seeking sustainable development, "Duong Xuan" could become a new symbol: combining the global wellness spirit with Eastern identity – both slow-paced, profound, and possessing lasting value.
Duong Xuan Resort represents a new direction, where value lies not only in resort real estate, but also in its unique wellness service model.
With the development of wellness travel in Vietnam, localizing the healing tourism model is seen as a timely move by real estate developers. Recently, Flamingo Holdings, the investor, also shared the inspiration behind its upcoming Duong Xuan resort model: "Nourish the body to find peace of mind, nourish the mind to see that spring remains within each of us." By following this direction, Vietnam not only keeps pace with an international trend but also has the opportunity to create its own unique voice, gentle yet profound, reflecting the age-old East Asian philosophy: "Spring may pass, but people can create spring within themselves."
