It’s no secret that forest therapy is gaining traction, recognition as a transformative wellness program, and weaving it into the tourism landscape opens great opportunities to offer guests 
unforgettable, restorative experiences. Working with luxury hotels, eco-lodges, tour operators, or even local tourism boards can be incredibly rewarding. But, like any journey worth taking, it comes with a few challenges.
The Synergy Between Forest Therapy and Tourism
More and more travelers are looking for wellness experiences that leave them feeling truly renewed—mind, body, and spirit.
On the other hand, as wellness tourism continues to expand, the demand for meaningful, low-impact experiences has never been greater. Forest therapy offers travelers the chance to engage with nature in a mindful and restorative way, also aligning with their desire for health-conscious and sustainable activities.
The forest therapy experiences also foster a deeper connection to local landscapes that has the potential to positively impact travelers’ behavior.
Opportunities for Collaboration
Let’s explore the most practical avenues for collaboration. No matter which direction you take, it is worth considering forest and nature therapy programs as part of packages, stand-alone experience or add-on service.
- Luxury Hotels: High-end hotels are increasingly incorporating wellness programs to enhance their guest offerings keeping focus on current trends too. Forest therapy fits seamlessly into this approach, serving as either a featured activity within the hotel’s wellness packages or as an optional service. Many luxury hotels are located near green spaces or can arrange access to natural settings quite easily, making them ideal partners for forest and nature therapy programs.
- Eco-Lodges or other eco-friendly accommodations: Sustainability-focused accommodations are a natural fit for forest therapy,
as these establishments often emphasize environmental stewardship and local ecosystems. Forest therapy can enrich guests’ appreciation of the surrounding natural beauty while reinforcing the eco-lodge’s values of conservation and mindful travel. - Tour Operators: Partnering with tour operators enables forest therapy guides to reach broader and more diverse audiences. Operators handle the logistics such as booking, transportation, and marketing, plus they have the insurance and sales power smaller suppliers may lack. Additionally, tour operators frequently work with and are excellent gateways to larger tourism stakeholders whose businesses are not set to directly work with smaller service providers.
- Tourism Boards: Local and national tourism boards play a key role in promoting activities and services within their regions. By collaborating with these organizations, gaining visibility, credibility, and access to marketing platforms and networking opportunities might be easier. Membership programs offered by tourism boards often include valuable benefits, such as advertising and promotional support.
Being associated with a well-known tourism organization greatly boosts credibility besides opening doors for new businesses and the wider reach of potential clients. Check what your local and national tourism board offers!
Addressing Challenges
While the potential for forest therapy in tourism is substantial, challenges do exist. Some locations may lack awareness of forest therapy or the necessary infrastructure to support it.
Additionally, forest therapy is sometimes misunderstood as a standard nature walk, which can limit its perceived value.
To overcome these obstacles, it is crucial to educate potential partners on the unique benefits of forest therapy, both for guests and for their own businesses. Explain how forest therapy isn’t just a walk in the woods but a transformative experience that leaves people feeling deeply refreshed and connected. Learn to speak the language of tourism providers, showing them not only how your program benefits guests but how it boosts their business, too. By presenting a clear value proposition that highlights these program’s marketability and differentiates them from other wellness and eco activities, you can build stronger relationships with tourism stakeholders. It’s about balancing the heart and the business side of things—finding ways to make forest therapy “sell-able” without losing its soul.
Patience and persistence are key, as building partnerships and establishing a reputation takes time. Sharing client testimonials and promoting successful collaborations can enhance credibility and foster trust with potential partners.
Final Thoughts
The opportunities to expand into tourism are significant. By incorporating forest therapy into their offerings, tourism entities such as hotels, lodges, and tour operators can enhance their appeal while supporting eco-conscious travel practices. For practitioners, the tourism sector provides a platform to broaden their audience, build mutually beneficial partnerships, share the values of forest therapy, and contribute to the growing movement toward mindful, nature-centered travel.
Yes, it takes planning, persistence, dedication and a whole lot of passion, but your work matters to make a meaningful impact. Forest therapy is not just a service; it’s a way to bring visitors closer to nature and inspire a more mindful way of connection.
Author: Beàta Szablics ANFT certified forest and nature therapy guide, tourism and hospitality business strategist. Well-being guide at Your Nature Anew.
All photo credits: Giovanna Raineri Blanco.