Beyond beaches or Bali: Singapore’s push for urban wellness tourism

[SINGAPORE] When Therme Group won the tender for a wellness attraction in Marina South last November, some wondered how the Austrian company’s thermal baths and saunas would fit in a tropical city.

Wellness tourism in South-east Asia is more likely to be associated with Bali’s jungle retreats, Phuket’s beachside spas and Chiang Mai’s meditation escapes, rather than a S$1 billion complex minutes from Singapore’s bustling financial district.

But the city-state is not competing directly with traditional nature retreats. Rather, it aims to become an urban wellness destination, with premium experiences integrated into business travel.