Yoga, Wellness, and the Global Market: Tracing the Welfare Economy through Tourism

Abstract

Yoga and wellness tourism has become a major global trend, changing how people seek health and personal growth through travel, especially in places with developing economies. This type of tourism isn't just about cultural or spiritual experiences; it's also a growing industry that impacts social well-being and development, particularly where government welfare programs are scarce. Yoga, originally an ancient Indian practice, has transformed into a worldwide commodity, with retreats and travel packages turning it into a lifestyle product. Popular destinations like India, Bali, and Costa Rica are now hubs for this tourism, boosting local economies by creating jobs and small businesses, often filling gaps in public services. Essentially, yoga tourism is creating informal "welfare markets" where health and well-being services are provided outside traditional government systems. While this can be beneficial, promoting sustainability and health services, it's driven by market interests and can lead to inequalities in access and affordability. This research looks at how value is created and shared in the yoga tourism economy, using case studies to examine the relationships between travellers, local businesses, and governments. The findings show that while yoga tourism can offer social support and economic opportunities, it also brings up ethical concerns about commercialization and cultural appropriation. Ultimately, this industry sits at the unique intersection of global business and personal well-being, reflecting both the commercialization of health and innovative ways communities are addressing welfare needs in a changing world.