Key Takeaways
· In addition to the home sauna wellness trend, sauna tourism is rising as travelers seek authentic, health-focused experiences like traditional smoke saunas in Finland or nature-integrated forest bathing in Japan.
· Post-pandemic awareness of immunity and mental health has made sauna wellness travel a popular way to combine stress relief with culturally rich adventures.
· Finland, the global sauna capital, offers unique attractions like lakeside sauna rituals, public "Sauna Days," and gondola saunas that mix wellness with scenic views.
· Germany’s expansive spa resorts feature theatrical Aufguss rituals, multiple themed rooms, and a judgment-free, clothing-optional culture that promotes body positivity.
· North America is embracing the trend with mobile trailer saunas in major cities and Nordic-inspired retreats in Minnesota and Ontario complementing home-based indoor and outdoor infrared sauna installations.
Sauna tourism is fast emerging as a global wellness movement. Today, more travelers are chasing unique sauna experiences, such as the hot springs of Japan, off their bucket lists. This lifestyle shift reflects deeper cultural connections, personal wellness goals, and a desire for authentic travel. Let us explore the rise of sauna tourism, why the trend is gaining traction, and where travelers are visiting to enjoy these steamy retreats.
The Rise of Sauna-Centric Travel
In recent years, wellness tourism has been reshaping the travel industry. In addition to exploring breathtaking landmarks, people are looking for sauna experiences that combine communal rituals, ancient traditions, and natural immersion to appeal to the modern traveler.
Why the Sauna Tourism Trend is Rising
Various factors are aligning to boost the popularity of sauna travel as seen below.
Post-pandemic Health Awareness
The emergence of the COVID-19 pandemic reminded the world of the importance of physical and mental health. As a result, more travelers are emphasizing activities that support stress reduction, immunity strength, and overall well-being. For example, the best home saunas, long associated with detoxification and relaxation are now vital to recovery and resilience. So, health-focused getaways that include sauna sessions are fast becoming popular.
Desire for Authentic Experiences
Modern travelers are no longer interested in shallow tourism. They want meaningful, culturally rich encounters. Saunas are deeply rooted in the heritage of many regions, including Estonia's smoke saunas and Japan's onsen-soaked villages. Participating in these traditions allows you to connect with local ways of life in an immersive yet respectful manner.
Remote Work Flexibility
The rise of remote and hybrid work has enabled many people to travel for longer periods. These extended stays make wellness-oriented travel and time in sauna-rich regions more attainable. People can now combine work with recovery, leveraging weekday sauna sessions instead of saving relaxation for weekends or vacations only.
Social Media Influence
Eye-catching outdoor infrared sauna setups, such as floating saunas on icy lakes or cabins with scenic views, have become social media treasures. Travel bloggers and influencers highlight these unique spaces, sparking a thirst for adventure. Hashtags like #saunatourism and #saunalife are trending and attracting global interest.
Tip: If you're inspired by these destinations but can't travel right now, creating a luxury home sauna retreat allows you to enjoy similar wellness benefits without leaving your property. Learn more about costs, home sauna installation tips and more: What Will a Home Sauna Installation Cost You In 2026?
Top Sauna Tourism Destinations
Sauna traditions vary worldwide, making each destination a different wellness adventure. Here are the top sauna tourism destinations you should consider visiting.
Finland
Also known as the global sauna capital, Finland, a country with only 5.6 million people, has over 3 million saunas. This shows how crucial public and private saunas are to daily Finnish life. As a traveler touring Finland, you can explore the following.
· Traditional smoke saunas: Also known as the savusauna, traditional smoke saunas offer a unique, wood-smoke-scented experience. These saunas are heated without chimneys, allowing smoke to fill the room and slowly escape. The resulting heat is soft, while the aroma is earthy and comforting. Many Finns consider these saunas sacred.
· Lakeside saunas: These saunas provide the full Finnish ritual, one of the most traditional experiences. It includes a cycle of heating up in the sauna, cooling down in a lake or snow, and repeating. This cycle promotes circulation and mental clarity.
· Sauna Day in Helsinki: Such events allow public access to private saunas. During this special day, locals open their private saunas to the public, encouraging dialogue, community, and cultural exchange. It is a unique way for visitors to access authentic experiences.
· Sauna Gondolas in Ylläs: A sauna gondola is a modified ski lift cabin or gondola equipped with sauna benches, wood or electric heaters, and heat-resistant materials. In Ylläs, a remote northern town, ski lifts have become mobile saunas, combining wellness, adventure, and stunning views.
Japan
Japan is the home to onsen culture, where sauna-like steam baths and hot springs are standard. Onsens play a critical role in Japanese wellness culture. They are often found in panoramic, mountainous areas that amplify the healing experience. In addition to onsens, Japan has a lot more to offer to sauna enthusiasts.
· Sento: These are public bathhouses, which often include dry saunas. They are affordable and community-oriented. Many urban sentos have begun offering traditional and modern home sauna rooms to suit different preferences.
· Kyushu and Hokkaido: These are hot spots for mixed sauna and onsen tourism. They offer geothermal areas where travelers can experience steam baths, dry saunas, and volcanic landscapes in one trip.
· Saunner subculture: A new generation of young Japanese sauna lovers, christened saunners, is transforming sauna culture with blogs, apps, and social content that highlights hidden sauna gems and shares sweat rituals.
· Forest bathing and outdoor saunas: Inspired by the Japanese practice of shinrin-yoku, or forest bathing, many resorts combine saunas with nature walks to deepen relaxation and mental clarity.
Tip: Many travelers are so inspired by Japanese design that they look for infrared sauna 1-person or infrared sauna indoor 2 person models to replicate that minimalist, nature-focused aesthetic in their own homes. Learn more: Sauna Types Guide: Benefits & How to Choose Best One
Estonia and Latvia
· Smoke saunas in Võrumaa, Estonia, are part of UNESCO's heritage. These are family-oriented, spiritual spaces where traditions are passed down through generations. Tourists are welcome to join in this intimate experience by exploring:
· Countryside saunas paired with local herbal treatments. Many rural guesthouses offer traditional healing using local plants, such as juniper, birch, and nettle, combined with sauna heat.
· Latvian pirts, rituals which include whisking with birch branches. The ritual involves a series of cleansing and energizing steps, including massage, chanting, and using heat to release bad energy.
· Eco-sauna lodges, which cater to nature-loving travelers. Guests can stay in off-grid cabins with saunas powered by renewable energy, sample organic food, and engage in guided meditative walks.
Germany
Germany is known for expansive spa resorts like Vabali Spa and Therme Erding. These wellness temples offer dozens of the best infrared saunas, themed saunas, herbal infusions, and architectural wonder, attracting locals and tourists alike. What makes these spa resorts unique?
· Aufguss rituals are a central attraction. During this theatrical sauna ceremony, attendants pour water infused with essential oils over hot stones and wave towels to circulate heat. It is sensory, social, and symbolic.
· German saunas often include multiple rooms. Travelers can switch between dry heat saunas, steam baths, snow rooms, and relaxation zones. This variety makes German sauna culture highly immersive.
· Nudity is normalized in saunas, creating a liberating, judgment-free environment: Visitors quickly learn that saunas in Germany are clothing-free zones. This promotes comfort, body positivity, and equality.
· Weekend sauna retreat focused on detox and mindfulness are available. Many Germans take short wellness vacations to sauna resorts, pairing heat therapy with fasting, yoga, and forest walks.
Tip: While visiting these grand resorts, take note of the features you enjoy most to help you choose the best outdoor infrared sauna for your personal backyard sanctuary. For more on infrareds sauna health benefits, read: Top 8 benefits of an infrared sauna
North America
Mobile and pop-up saunas in cities like New York and Vancouver now host trailer-based saunas on beaches, in public parks, or beside rivers. These make the sauna experience accessible and fun. Sauna lovers touring North America should sample:
· Sauna villages and retreats in Minnesota and Ontario. These regions are inspired by Nordic traditions. They have created year-round sauna destinations with the best cold plunge tubs, wood-fired heat, and pine-scented environments.
· Scandinavian-style bathhouses. These spaces include natural wood and peaceful atmospheres. They offer communal saunas alongside food and drink services.
· Influence from immigrant communities. Finnish, Russian, and Baltic communities in North America preserve their sauna traditions and share them with people from different cultures.
Considering a sauna holiday? Don’t forget to read: Sauna Etiquette Around the World
Finally
Sauna tourism reflects how deeply people in the modern day crave meaningful, health-enhancing experiences rooted in nature and tradition. Whether you are seeking silence in a snowy forest cabin, warmth on a floating lake sauna, or connection in a shared Aufguss ceremony, sauna tourism offers genuine renewal in modern travel. So, the next time you plan a trip, choose one of these destinations and enjoy an unforgettable culture-filled sauna experience.
Sun home Saunas sells some of world best Infrared Saunas, the popular infrared sauna blanket and home cold plunge tub setups so improve your heath by using our Infrared Saunas.
Reach out today and connect with our sauna experts to bring the full benefits of sauna therapy into your daily life.
FAQs
What is sauna tourism?
It is a travel trend where people visit different countries to experience authentic local sauna traditions, wellness rituals, and unique bathing cultures.
Why is sauna tourism becoming popular?
Travelers are increasingly prioritizing health, stress relief, and authentic cultural experiences, especially after the pandemic highlighted the importance of well-being.
Which country is the best for sauna tourism?
Finland is considered the top destination, with millions of saunas offering traditional smoke, lakeside, and even gondola sauna experiences.
What is an Aufguss ritual in German saunas?
It is a theatrical ceremony where an attendant pours essential oil-infused water on hot stones and waves towels to circulate heat and scent through the room.
Are there sauna tourism destinations in North America?
Yes, North America has a growing scene with mobile pop-up saunas in cities and Nordic-style retreats in regions like Minnesota and Ontario.
