Wellness diplomacy

Relevance

In a world full of political tension and digital overload, wellness diplomacy offers a refreshingly human way for countries to connect. It matters today because it focuses on a value everyone shares: the search for a healthy, fulfilling life. The economic side is huge. The global wellness market is a multi-trillion-dollar industry, so countries that become known as wellness hubs can attract significant tourism and investment.

Politically, this approach provides a friendly platform for dialogue. When countries share practices like meditation or traditional medicine, they build mutual respect, which can subtly ease tensions.

Environmentally, wellness is often tied to nature, encouraging conservation and sustainable living, which supports global climate goals. It offers a powerful story that counters the stress of modern life, reminding us of our shared goal of living well.

Methods and approaches

So how does this actually work? Wellness diplomacy uses a whole range of methods, both formal and informal. Countries might sign bilateral agreements to work together on wellness tourism or to recognise each other’s traditional medicine qualifications. In large forums like the World Health Organisation, nations cooperate to set global standards for well-being or tackle significant issues like mental health.

Economic promotion is also a key tool. Governments market their countries as top wellness destinations, using trade missions and international fairs to attract businesses like spas, retreat centres, and organic farms. Advocacy is also essential, with non-governmental groups pushing for well-being to be a part of international development policy.

But some of the most powerful methods are informal. Think of how yoga has spread across the globe, driven by individual teachers and practitioners. This is often supported by public diplomacy campaigns on social media that help build a nation’s image as a place of health and positive energy.

Geographical scope

Wellness diplomacy doesn’t just happen in the formal halls of the United Nations. Its geography is as varied as the practices it promotes. You see it in one-on-one meetings where leaders discuss cooperation on health tourism.

It happens in regional groups like ASEAN, where countries work together to market Southeast Asia as a single wellness destination, celebrating its rich healing traditions. The UN’s Sustainable Development Goals, especially Goal 3 on Good Health and Well-being, provide a global framework for this work.

But crucially, this diplomacy is rooted in real places. It happens on the ground, in a hot spring in Iceland, a meditation centre in Thailand, or a yoga festival in California. These informal spots bring together a global community, building connections far from the stiff rules of traditional diplomacy. The digital world also acts as a borderless space where these ideas and practices are shared and adapted by people everywhere.

Historical development

While the name ‘wellness diplomacy’ is new, the idea behind it has a history. It started with the first international health conferences in the 19th century, which established that health was a shared global issue. A huge moment came during the Cold War with the campaign to wipe out smallpox. The surprising collaboration between rivals, the United States and the Soviet Union, showed that a common health goal could bring even the fiercest enemies together. That was health diplomacy responding to a crisis.

The move towards ‘wellness’ began in the second half of the 20th century. People like Halbert L. Dunn started talking about ‘high-level wellness’,  meaning a state of complete well-being, not just not being sick. This idea slowly began to influence international health talks.

But wellness diplomacy as a clear, proactive strategy took off in the last twenty years. Driven by a booming wellness industry and a greater focus on mental health, nations realised their unique traditions were diplomatic assets. India’s promotion of yoga or Costa Rica’s ‘Pura Vida’ brand shows this shift from simply fighting disease to proactively sharing well-being.

Actors

Many different people and groups make wellness diplomacy happen, not just governments. National governments, especially their ministries of foreign affairs, health, and tourism, are central. They create national strategies and build international partnerships. Global bodies like the World Health Organisation provide the structure, setting standards and pushing the agenda forward.

But the private sector is a massive driver. Companies in tourism, hospitality, and food often create and sell the wellness experiences that define a country’s image abroad.

Alongside them, non-profit groups and foundations are key advocates and researchers. Then you have the experts: doctors, scientists, yoga gurus, and Indigenous healers who provide the authentic knowledge.

Finally, and most importantly, there are individuals. The tourists, students, and practitioners who travel the world seeking well-being are the ultimate informal ambassadors, building countless personal connections that form the foundation of this diplomacy.

Examples

One of the clearest examples of wellness diplomacy is India’s promotion of yoga. While yoga was already popular globally, the Indian government took a smart diplomatic step in 2014. It successfully asked the United Nations to create an International Day of Yoga (21 June). The idea was supported by a record 177 nations, showing just how much it appealed to people everywhere. Since then, Indian embassies around the world have held huge public yoga events in famous places, from the Eiffel Tower in Paris to Times Square in New York. This was a simple but effective way to use a unique cultural asset to project a positive image of India as a source of peace and wisdom, building a lot of goodwill.

Another great example is Costa Rica’s ‘Pura Vida’ national brand. This isn’t about one single practice, but a whole way of life. ‘Pura Vida’ (the pure life) is a national saying that reflects a deep commitment to peace (Costa Rica has no army), nature, and a healthy, relaxed lifestyle. The government has expertly woven this idea into its tourism and foreign policy. It has successfully branded the country as a top destination for eco-tourism and wellness, attracting visitors looking for a real connection with nature. By protecting its rainforests and promoting a peaceful way of life, Costa Rica shows the world that a country’s values can be its most powerful diplomatic tool.