Iceland Unites with More Countries Appealing to US, UK, Australia and European Tourists with Geothermal Tourism

Iceland Unites with More Countries Appealing to US, UK, Australia and European Tourists with Geothermal Tourism, as Japan, Taiwan, Türkiye and New Zealand promote natural hot springs, luxury wellness retreats and volcanic attractions. Expanding thermal resorts and cultural experiences are creating fresh opportunities for international travellers seeking relaxation and adventure.

Geothermal tourism is gaining international attention in 2026 as Iceland, Japan, Taiwan, Türkiye and other destinations promote natural hot springs, volcanic landscapes and wellness retreats. From luxury geothermal lagoons to traditional thermal baths, countries are using their natural resources to attract international visitors, encourage regional exploration and strengthen year-round tourism.

The growing interest in wellness travel is creating opportunities for destinations with established geothermal resources. Tourism authorities and private operators are combining mineral bathing, spa accommodation, cultural experiences and outdoor adventures to develop more diverse holiday offerings.

While some countries are launching new attractions and marketing campaigns, others are building on centuries-old bathing traditions. Together, these developments demonstrate how geothermal tourism is becoming an increasingly important part of the international travel industry.

Iceland Unveils New Wellness Retreats and Tourism Experiences at WTM London 2026, highlighting geothermal lagoons, luxury hotels, glacier adventures and sustainable travel initiatives. Tourism operators are introducing immersive attractions, expanded accommodation and innovative booking services, strengthening Iceland’s position as a year-round destination for British and international holidaymakers seeking experiences.

1. Iceland: New Geothermal Lagoons Strengthen Wellness Tourism

Iceland is expanding its geothermal tourism portfolio with new wellness attractions, luxury accommodation and nature-based experiences showcased at World Travel Market London 2026.

Earth Lagoon Mývatn, formerly Mývatn Nature Baths, has introduced upgraded bathing facilities, geothermal steam caves and panoramic pools. Near Hveragerði, Reykjaböð Hot Springs has opened with a large geothermal pool, saunas and cold-water bathing facilities.

Sky Lagoon near Reykjavík is also promoting new wellness packages combining geothermal bathing with Icelandic cuisine.

Meanwhile, Forest Lagoon near Akureyri is developing a luxury spa hotel, strengthening North Iceland’s appeal to international wellness travellers.

These investments support Iceland’s ambition to attract visitors throughout the year rather than concentrating demand during summer.

Iceland Positions Wellness and Sustainable Adventure at the Centre of Tourism Growth

Iceland is presenting a broad range of tourism developments at World Travel Market (WTM) London 2026, taking place from 3 to 5 November. The announcements reflect the country’s efforts to attract international visitors beyond the traditional summer season through geothermal wellness, cultural attractions, adventure tourism and expanded hospitality infrastructure.

Tourism businesses are introducing new accommodation, guided excursions and digital booking services aimed at travel agents, tour operators and independent travellers.

The developments also highlight Iceland’s growing emphasis on responsible tourism, with experiences designed around its natural landscapes, geothermal resources and cultural heritage.

Reykjavík’s sustainability credentials have received international recognition. The capital secured 10th position in the 2026 Global Destination Sustainability Index, achieving a score of 87%.

Iceland also received recognition in the National Geographic Traveller UK Reader Awards 2026, winning the Winter Destination category and finishing runner-up in the Adventure Destination category.

New Geothermal Lagoons Expand Iceland’s Wellness Tourism

Geothermal bathing remains central to Iceland’s tourism identity, with several operators introducing upgraded facilities and new visitor experiences.

Near Reykjavík, Sky Lagoon has expanded its offerings through the Sky Lagoon for Two package. The experience combines geothermal bathing, the traditional Skjól seven-step ritual and Icelandic tasting platters.

In North Iceland, the former Mývatn Nature Baths has reopened under the Earth Lagoon Mývatn identity following a substantial transformation.

The upgraded attraction incorporates natural lava formations, geothermal steam caves, panoramic bathing pools and massage facilities. Its architecture uses excavated materials, reflecting efforts to integrate tourism infrastructure with the surrounding environment.

Meanwhile, Icelandia has opened Reykjaböð Hot Springs near Hveragerði, approximately 35 minutes from Reykjavík.

The facility features a 900-square-metre geothermal pool maintained at temperatures between 38°C and 40°C, alongside cold-water bathing facilities, saunas and a swim-up bar.

Hvammsvík Hot Springs has also expanded its accommodation portfolio with eight additional Artist Lodges and new facilities for private gatherings.

Iceland Travel Introduces New Wellness Holiday Packages

Celebrating its 90th anniversary in 2026, Iceland Travel has introduced new products designed for international travel partners.

Its Wellness Seeker Activity Bundle allows visitors to combine geothermal experiences at Hvammsvík and Sky Lagoon with additional bathing destinations.

The company has also introduced a four-day Iceland Nature & Wellness Short Break, combining the Blue Lagoon, Sky Lagoon, Golden Circle and a guided glacier experience.

The itinerary is scheduled to operate until 30 April 2027.

These products demonstrate how Icelandic operators are combining established natural attractions with structured wellness holidays, creating opportunities for short-break tourism throughout the colder months.

Reykjavík Introduces Interactive Cultural and Volcanic Attractions

Beyond geothermal experiences, Reykjavík is expanding its cultural tourism portfolio.

The World of Icelandic Music exhibition at Harpa Concert Hall introduces visitors to the country’s musical heritage through immersive displays, audio experiences and interactive installations.

Visitors can explore Icelandic musical traditions from the settlement period to contemporary performances, including an interactive opportunity to conduct a virtual orchestra.

At the same venue, Volcano Express has enhanced its volcanic attraction with a 30-minute educational experience.

The upgraded attraction combines interactive volcanic maps, seismic monitoring information and immersive footage from Iceland’s recent eruptions.

Meanwhile, the Whales of Iceland Museum features 23 life-size whale models, atmospheric lighting and interactive soundscapes.

These indoor attractions provide additional activities for visitors during winter, when weather conditions can restrict outdoor excursions.

Japan: Traditional Onsen Culture Attracts International Travellers

Japan continues to promote its centuries-old onsen culture as a distinctive part of its tourism identity.

Popular geothermal destinations include Beppu, Hakone, Kusatsu, Noboribetsu and Yufuin, where visitors experience natural mineral bathing alongside traditional Japanese hospitality.

Many resorts combine hot springs with ryokan accommodation, regional cuisine and cultural experiences.

Beppu is particularly recognised for its geothermal steam attractions, while Kusatsu attracts visitors with its traditional hot spring town atmosphere.

Winter onsen holidays are especially appealing because travellers can enjoy outdoor thermal bathing surrounded by snow-covered mountains.

Japan’s established railway network also allows visitors to combine geothermal retreats with major city breaks and regional sightseeing.

3. Taiwan: Nationwide Hot Spring Campaign Targets Global Visitors

Taiwan is strengthening its international geothermal tourism promotion through the 2026–2027 Taiwan Hot Springs campaign.

The initiative promotes 19 hot spring regions, including Beitou, Guguan, Jiaoxi, Guanziling and Zhiben.

Tourism authorities are encouraging international visitors to explore geothermal destinations through accommodation packages, cultural activities, local cuisine and seasonal events.

Marketing efforts target travellers from Japan, South Korea, Southeast Asia, Europe and North America.

Taiwan’s diverse geothermal attractions include mountain hot springs, urban bathing facilities and distinctive mud springs.

The campaign also supports regional businesses by encouraging tourists to spend more time outside major metropolitan centres.

4. Türkiye: Thermal Resorts Support Year-Round Tourism Growth

Türkiye is promoting geothermal wellness as an alternative to conventional summer beach holidays.

The country has more than 1,500 thermal springs, with established destinations including Pamukkale, Afyonkarahisar, Bursa, Yalova and Balıkesir.

Pamukkale remains internationally recognised for its white travertine terraces and thermal waters.

Afyonkarahisar offers thermal spa resorts, while Bursa combines historic hammams with modern wellness facilities.

Türkiye’s tourism promotion increasingly highlights mineral bathing, relaxation and winter wellness experiences.

These attractions can help diversify visitor demand beyond the Mediterranean and Aegean coastal resorts while supporting regional hospitality businesses.

5. New Zealand: Rotorua Combines Geothermal Tourism with Māori Heritage

New Zealand’s geothermal tourism industry is closely associated with Rotorua, Taupō and the central North Island.

Rotorua attracts international visitors through steaming geothermal valleys, mineral pools, geysers and Māori cultural experiences.

Attractions such as Wai-O-Tapu and Whakarewarewa allow travellers to explore geothermal landscapes while learning about their geological and cultural significance.

Traditional Māori connections to geothermal resources remain an important part of the visitor experience.

New Zealand’s 2026 geothermal strategy also recognises tourism as an established industry connected to the country’s geothermal resources.

The combination of cultural heritage, natural attractions and wellness facilities makes Rotorua an important year-round tourism destination.

6. Italy: Historic Thermal Springs Attract Luxury Wellness Travellers

Italy is developing its established thermal tourism industry through premium spa accommodation and historic bathing destinations.

Tuscany remains a major centre, with Saturnia, Bagno Vignoni and Bagni San Filippo attracting visitors seeking mineral bathing and countryside relaxation.

The island of Ischia also offers thermal gardens and spa resorts overlooking the Mediterranean.

Terme di Saturnia has announced plans for substantial investment during 2026 and 2027, reflecting continued demand for luxury wellness experiences.

Italy’s geothermal tourism offering benefits from its connections with gastronomy, wine tourism, heritage attractions and rural accommodation.

7. Hungary: Budapest Thermal Baths Drive European Wellness Tourism

Hungary remains one of Europe’s most established thermal tourism destinations.

Budapest’s Széchenyi and Rudas baths attract visitors seeking historic architecture and geothermal bathing experiences.

Outside the capital, Hévíz is recognised for its naturally warm thermal lake, while Sárvár and Bük offer resort-based wellness holidays.

Hungary’s thermal tourism industry combines traditional bathing culture with modern spa hotels and recreational facilities.

The availability of thermal attractions throughout the year supports city-break tourism and encourages visitors to explore destinations beyond Budapest.

8. South Korea: Regional Hot Springs Expand Wellness Holiday Choices

South Korea’s geothermal tourism attractions include Onyang, Dogo, Suanbo, Bugok and Cheoksan.

These destinations offer mineral bathing, family-friendly resorts and wellness experiences connected with regional sightseeing.

Onyang is particularly associated with historic hot spring culture, while Cheoksan attracts travellers visiting the Seoraksan mountain region.

Hot spring tourism complements South Korea’s broader promotion of wellness, nature and cultural holidays.

Regional destinations can benefit from visitors combining thermal bathing with hiking, traditional food and seasonal attractions.

9. Chile: Patagonia’s Hot Springs Strengthen Adventure Tourism

Chile is promoting geothermal wellness experiences within its wider adventure and nature tourism portfolio.

Popular destinations include Pucón, Termas Geométricas, Termas del Sol and Termas de Pichicolo.

Many geothermal attractions are surrounded by forests, mountains and volcanic landscapes.

In Patagonia, visitors can combine thermal bathing with hiking, scenic road trips and outdoor recreation.

Chile’s official tourism promotion highlights these natural hot springs as distinctive experiences for travellers exploring the country’s southern regions.

10. Mexico: Thermal Caves and Natural Pools Attract Visitors

Mexico’s geothermal tourism industry includes natural hot spring rivers, thermal caves and mountain spa resorts.

Grutas de Tolantongo in Hidalgo is among the country’s best-known geothermal attractions.

Visitors can experience warm mineral pools, caves, rivers and dramatic canyon landscapes.

Other destinations, including Los Azufres and Ixtapan de la Sal, offer thermal bathing and wellness facilities.

Mexico’s geothermal attractions appeal to domestic holidaymakers while creating opportunities for international nature-based tourism.

11. Costa Rica: Arenal Combines Hot Springs with Ecotourism

Costa Rica is internationally recognised for combining volcanic landscapes, rainforest experiences and geothermal wellness.

The Arenal and La Fortuna regions are particularly popular for natural hot springs and thermal resorts.

Visitors can combine geothermal bathing with rainforest excursions, wildlife watching, hiking and adventure activities.

Rincón de la Vieja also offers volcanic landscapes and geothermal experiences.

Costa Rica’s established ecotourism reputation supports the development of wellness holidays centred on natural environments.

12. Portugal: Azores Promote Volcanic Island Wellness

Portugal’s Azores archipelago offers geothermal tourism experiences shaped by its volcanic geography.

São Miguel Island is particularly recognised for Furnas, Terra Nostra Park, Poça da Dona Beija and Caldeira Velha.

These destinations combine mineral bathing with botanical gardens, volcanic landscapes and nature trails.

The Azores attract travellers seeking quieter island holidays and outdoor wellness experiences.

Geothermal attractions also provide an additional reason to visit outside the traditional summer holiday season.

13. Greece: Thermal Springs Diversify Mediterranean Tourism

Greece is promoting its historic thermal bathing destinations alongside its established coastal tourism industry.

Edipsos, Loutraki, Kamena Vourla and Pozar are among the country’s recognised thermal destinations.

Edipsos, on the island of Evia, is known for mineral springs and spa accommodation.

Visitors can combine thermal bathing with seaside relaxation, cultural sightseeing and local gastronomy.

These experiences provide opportunities to extend tourism activity into spring and autumn.

14. Indonesia: Volcanic Hot Springs Support Highland Tourism

Indonesia’s volcanic geography supports geothermal attractions across Java, Bali and other islands.

Ciater in West Java is an established destination for hot spring bathing and mountain relaxation.

Garut also offers thermal experiences, while Banjar in Bali attracts visitors seeking natural mineral pools.

Geothermal tourism complements Indonesia’s existing cultural, nature and resort tourism markets.

These attractions can encourage visitors to explore inland destinations beyond the country’s major beach resorts.

15. United States: National Parks and Hot Spring Resorts Attract Tourists

The United States offers geothermal tourism through protected natural landscapes and established bathing resorts.

Yellowstone National Park attracts visitors with geysers, colourful geothermal pools and volcanic features.

However, Yellowstone’s geothermal attractions are protected sightseeing environments where bathing is prohibited.

Elsewhere, Glenwood Springs and Pagosa Springs in Colorado, Calistoga in California and Hot Springs National Park in Arkansas offer recreational thermal experiences.

These destinations support road trips, wellness holidays and nature-based tourism across different seasons.

Geothermal Tourism Creates New Opportunities for Global Travel

The international development of geothermal tourism reflects growing interest in experiences that combine relaxation, natural landscapes and local culture.

Iceland and Taiwan stand out for their specific 2026 developments and promotional campaigns, while Japan, Türkiye, Italy and Hungary continue to build on established thermal bathing traditions.

For tourism operators, geothermal attractions offer opportunities to develop premium accommodation, regional itineraries and off-season holiday packages.

As destinations invest in visitor facilities and responsible resource management, geothermal tourism could play an increasingly important role in diversifying global travel experiences and supporting year-round destination economies.

Glacier Adventures and Westfjords Tours Target Outdoor Travellers

Adventure tourism operators are expanding their itineraries to encourage exploration beyond Reykjavík and the Golden Circle.

Arctic Adventures has introduced a three-day Westfjords itinerary operating between June and September.

The journey includes Rauðisandur beach, Látrabjarg cliffs, Dynjandi waterfall and Ísafjörður.

The operator has also introduced the Glacier Beyond Hike, a five-and-a-half-hour excursion exploring Falljökull and Virkisjökull glaciers.

Meanwhile, Icelandia is offering electric bicycle rentals near the Sólheimasandur aircraft wreck, providing an alternative way to reach the popular attraction.

The company has also developed Litla Kaffistofan into an adventure base supporting ATV excursions and Northern Lights experiences.

These developments expand Iceland’s activity-based tourism market while encouraging visitors to explore different regions.

Luxury Hotels and Glacier Lodges Expand Accommodation Options

Iceland’s hospitality sector is preparing for additional investment through new hotels and distinctive accommodation experiences.

Near Akureyri, Forest Lagoon is developing a 120-room luxury spa hotel overlooking Eyjafjörður fjord.

The property will combine geothermal wellness with accommodation, dining and outdoor recreation.

Near Vatnajökull National Park, Arctic Adventures has opened Skaftafell Lodges, comprising 13 private two-storey lodges with glacier views.

Icelandia has also introduced Adventure Stay – Vík, an isolated glass accommodation unit designed for two guests near Mýrdalsjökull glacier.

In Reykjavík, Radisson RED is scheduled to introduce a 211-room property around late 2026 or early 2027.

Hyatt Centric Reykjavík is also under development, while the 301-room Moxy Reykjavík is planned for spring 2028.

These projects are expected to broaden Iceland’s accommodation choices across luxury, lifestyle and adventure travel segments.

Business Tourism and Digital Booking Services Gain Importance

Iceland is also strengthening its position in the meetings, incentives, conferences and exhibitions market.

Lava Show in Reykjavík is promoting private event facilities alongside its live volcanic demonstrations.

The attraction offers several event spaces and booking arrangements for international travel partners.

Meanwhile, Hey Iceland is developing its B2B Marketplace to help travel agents organise accommodation, vehicle rentals and activities through an integrated booking system.

The platform places particular emphasis on autumn, winter and spring self-drive itineraries, accounting for seasonal road conditions.

For international travel businesses, these services offer additional opportunities to develop customised Iceland holidays.

Iceland’s tourism developments at WTM London 2026 demonstrate a growing commitment to geothermal wellness, sustainable adventures and year-round visitor experiences. New accommodation, interactive attractions and improved trade services are expanding travel opportunities while supporting regional tourism, strengthening Iceland’s appeal among British, European and international travellers seeking distinctive holidays.

“Iceland’s expanding tourism portfolio demonstrates how destinations can successfully combine natural heritage, innovation and responsible development. The introduction of geothermal wellness retreats, immersive cultural attractions and distinctive accommodation creates exciting opportunities for international travellers and tourism businesses. By investing in year-round experiences and improving accessibility through digital booking platforms, Iceland is strengthening its global competitiveness. These developments highlight the country’s remarkable potential to attract visitors seeking meaningful, sustainable and memorable travel experiences.”

— Anup Kumar Keshan, Founder and Editor-in-Chief, Travel And Tour World

Geothermal tourism is strengthening the global appeal of Iceland, Japan, Taiwan, Türkiye and other destinations by combining natural wellness with cultural discovery. As countries expand thermal attractions, improve hospitality facilities and promote year-round experiences, American, British, Australian and European travellers can explore increasingly diverse holidays centred on relaxation and nature.

Frequently Asked Questions (FAQs)

1. What tourism developments is Iceland showcasing at WTM London 2026?

Iceland is showcasing new geothermal lagoons, wellness holiday packages, luxury hotels, glacier excursions, interactive cultural attractions and digital booking platforms. These developments aim to strengthen year-round tourism and attract international visitors.

2. What new geothermal wellness attractions are available in Iceland in 2026?

Major developments include Earth Lagoon Mývatn, Reykjaböð Hot Springs and expanded facilities at Hvammsvík Hot Springs. Sky Lagoon has also introduced additional packages combining geothermal bathing with Icelandic food experiences.

3. Which new hotels are opening in Iceland between 2026 and 2028?

Major projects include Radisson RED Reykjavík, Hyatt Centric Reykjavík, Moxy Reykjavík and a new luxury spa hotel at Forest Lagoon. Arctic Adventures has also opened Skaftafell Lodges near Vatnajökull National Park.

4. What new adventure tourism experiences can visitors enjoy in Iceland?

Visitors can explore the Westfjords on guided multi-day tours, participate in glacier hikes near Skaftafell, use electric bicycles to reach the Sólheimasandur aircraft wreck and experience Northern Lights excursions from the Hengill geothermal region.

5. How is Iceland promoting sustainable tourism in 2026?

Iceland is encouraging regional exploration, geothermal wellness, environmentally conscious accommodation and alternative transport options. Reykjavík’s 10th-place ranking in the 2026 Global Destination Sustainability Index also highlights the capital’s sustainability performance.

6. Why is Iceland targeting year-round tourism growth?

Year-round tourism can help distribute visitor demand across different seasons, support employment and improve the utilisation of tourism infrastructure. Geothermal attractions, indoor cultural experiences, winter excursions and seasonal travel packages provide additional reasons to visit outside the peak summer months.

The post Iceland Unites with More Countries Appealing to US, UK, Australia and European Tourists with Geothermal Tourism appeared first on Travel and Tour World