Is Sleep Tourism a Real Thing?

by Dara Morgan

Is Sleep Tourism a Real Thing?

19 Aug 2025

You might have noticed already: wellness is the new black. Now we don't brag about going out to the hottest clubs (and here we have already discussed why it happened), and the phrase “I stayed up till the morning” causes more compassion rather than the urgent need to hear all the tea. We can discourse pretty long how health became another currency (and probably must thank those crazy Silicon Valley biohackers who wish to live forever), but the fact is solid: we care about our bodies more than ever before. And entire industries are adapting to these new needs. Instead of group tours to Ibiza we now have wellness retreats with meditation, yoga and matcha raves. Now that we have embraced healthy choices for nutrition and movement, we arrive at the third — and perhaps the most important — aspect of health: sleep.

Good sleep is medicine indeed. It helps restoration (trust me, I have an average of 80 per cent sleep on my Whoop) for all the systems in your body. It helps regulate cortisol and other hormones — cortisol tends to dip at night during deep sleep, and sufficient sleep supports balancing ghrelin and leptin, which influence appetite and mood. Thus, you awake in better spirits and with more stable conditions. I have always been a staunch opponent of those “I work 18 hours a day and sleep four” folk, but now we are finally shifting from that tired old paradigm. And vacations are changing too. Enter sleep tourism: it is travel with the single-minded pursuit of deep, restorative slumber. You escape your routine, you change the scenery, and yet the ultimate goal is not to tick off galleries, restaurants or malls. It is to sleep well.

Photo: Joyce Romero

Why is sleep tourism gaining popularity?

Because we are terrible at sleeping. Roughly one-third of people report difficulty falling or staying asleep at least three times a week — stress (57 per cent), anxiety (46 per cent) and financial pressures (31 per cent) are leading causes. Globally, around 30 per cent suffer from sleep disorders.

We live in cities riddled with noise and light pollution. In Dubai, for example, permissible noise levels for residential areas range from 40–50 dB(A) during the day (7 am–8 pm) and 30–40 dB(A) at night — a volume akin to a whisper or bird calls, yet far from guaranteed in practice.

We go to bed and wake up with our phones — many of us would rather be jolted from a work notification than by anxiety that we aren't touching our phones.

And perhaps we have finally realised that a vacation is so much better when you actually feel better. The global wellness tourism market was valued at nearly $ 945 billion in 2024, set to rise to about $ 1.03 trillion by 2025.

Who is sleep tourism for?

Millennials — those rediscovering self-care after a decade of partying.

Gen Z — ever the “experiences over things” generation.

What does sleep tourism actually offer?

Purpose-built sleep retreats, like the Six Senses “Sleep with Six Senses” programme includes personalised routines, tracking, yoga nidra, meditation and relaxation therapies to restore energy and reduce stress.

Sleep-focused hotel amenities. In New York, The Benjamin Royal Sonesta hosts a “Rest & Renew” sleep programme designed with a sleep medicine expert. Elsewhere in the city, hotels such as Park Hyatt New York offer Restorative Sleep Suites with smart beds, soundscapes, meditation playlists and sleep-inducing room service menus. Equinox Hotel New York has a science-driven Sleep Lab room in collaboration with sleep expert Dr Matthew Walker.

Minimalist sleep spaces. Japanese capsule hotels — particularly the 9h nine hours brand — are an ultra-minimal, wellness-oriented capsule experience with a “sleep check‑up” service.

Subtle sleep enhancements. Many hotels now cater to sleep without special retreats: blackout curtains, pillow menus (for example at Royal Atlantis Dubai), king‑size beds and proper ventilation all quietly nudge your slumber in the right direction.

Instagram: @ninehours9h; @atlantistheroyal. Source: equinox-hotels.com

Choosing the right destination for sleep

Outside the city. City lights and noise are simply poor bedfellows when you want quality rest.

Air quality. AQI (Air Quality Index) below 50 is ideal (Dubai is around 100 in August). Destinations like Switzerland, Iceland, New Zealand, and French Polynesia offer consistently good air. For instance, Zürich and Reykjavík enjoy 365 days a year of good air quality.

Darkness. Ensure the room is pitch-black, or at least offers black-out options.

Temperature. The ideal sleep temperature is 15–19°C (pretty cool, right?), which helps lower core body temperature naturally. Bring or request a good blanket — something heavy is ideal.

Bedding quality. Invest in the sheets — materials that breathe, feel soft, and wick away moisture make a difference. If you are looking for something to enjoy at home, check NakedLab who offer bedding made from responsibly sourced bamboo.

Track what works best for you. Use a tracker like an Apple Watch or Whoop to determine what truly improves your sleep.

Photo: NakedLab

So, will I plan my next trip just to sleep?

Probably not. But I am far more likely to choose a destination that allows me to enjoy a proper nap. For five blissful days in a row. No alarm set. Perhaps that is ultimate luxury after all.

by Dara Morgan