As the purpose of travel shifts from "accommodation" to "recovery," Paradise Group is restructuring its business around wellness as a core pillar. Rather than simple programs, the company is expanding into "recovery experience design" and building distinct wellness positioning for each of its properties.
Paradise said on Monday that it has placed wellness at the center of enhancing customer experiences, reorganizing its major hubs — Dogo in Asan, South Chungcheong Province; Haeundae in Busan; and Yeongjongdo in Incheon — under different concepts. Dogo operates as a hot spring-based "spa trip" destination, Busan as a community-integrated "social wellness" venue, and Incheon as an "urban wellness" hub combining running and cultural content. The key lies in differentiating wellness experiences to match each location and customer segment.
This strategy is closely aligned with structural changes in travel demand. In the tourism industry, travel has been shifting from consumption and sightseeing through "experiences" toward "recovery." Growing demand to relieve fatigue accumulated in digital environments and social tension is driving the trend. Wellness itself is expanding beyond physical health to encompass emotional stability and social connections.
The market is also growing rapidly. The global wellness market is projected to reach approximately $9.8 trillion by 2029, and Korea's domestic market is growing to rank among the world's largest. "Purpose-driven recovery travel" is establishing itself as a distinct genre, industry observers say.
Reflecting this trend, Paradise has overhauled both its facilities and content simultaneously. Dogo Spa completed renovations and reopened with a new aquatic exercise program in its hot springs, and visitor numbers showed an upward trend earlier this year. The move targets "spa trip" demand — travelers who make the spa itself their destination.
In Busan, programs combining nature, exercise and community are expanding. The company operates experiential content such as yoga, running and sound therapy along the Haeundae area, attempting a shift from simple relaxation to participatory wellness.
Paradise City in Incheon runs a "Run Trip" program that links spa sessions and music content after running, bundling exercise, rest and social interaction into a single experience. The distinguishing feature is the expansion of extended-stay experiences by combining running, spa and cultural content.
Some tangible results are emerging. The share of foreign guests at Paradise City has expanded to as much as 20 percent, and the company's major spa facilities were redesignated as outstanding wellness tourism destinations by the Korea Tourism Organization.
"We are expanding recovery-centered experiences by combining wellness with running, meditation and cultural content, rather than limiting it to spas," a Paradise official said. "Providing recovery rather than just a stay will be the key to future competitiveness."