Beauty the World Over: A 2026 Guide to Glowmad Destinations

by Mia Taylor
Last updated: 7:00 AM ET, Sun August 16, 2026

Whenever I travel to a new city or country, I try to find time to experience a local wellness or beauty treatment during my visit. Whether it’s a spa experience involving hyper-local ingredients in Costa Rica, a thermal springs soak in Turkey, a mud bath in California or a rebalancing and detoxifying naturopathic massage in Maldives, I’ve always been curious about the wide range of approaches to beauty and wellness around the world.

Those activities, which I squeezed into my schedule between walking tours, museum visits and culinary experiences, were not the main reason I was visiting a particular place, of course. But they have always been a valuable addition to my overall experience.

My approach, however, is so 2025.

With the release of its annual travel trends report earlier this year, Skyscanner identified the rise of “glowmads” in 2026, meaning globetrotters who select and visit a city or country specifically because of its beauty rituals, products and culture.

Translation: travelers for whom beauty, aesthetic treatments and wellness are the reason for the journey, not an afterthought or nice-to-have add-on (as was my approach).

“In 2026, skincare routines and beauty rituals won’t just live on social feeds – they’ll shape real-world travel plans and behavior,” Skyscanner’s travel trends report explains.

“Think…shopping for local beauty products, and detours to cult-favorite retailers,” the report adds. “Travel beauty isn’t just about where to go – it’s also about beauty shaping how we explore.”

Wondering where and how you can take part in this rapidly growing travel craze? TravelPulse asked industry experts to identify both some of the most popular and also some of the emerging locations where travelers can enjoy being a glowmad in 2026. Read on to find out what they suggested.

South Korea

When discussing the glowmads trend, South Korea is inevitably the first location mentioned and the destination to beat.

The country has quickly become the definitive glowmads location. Data from the travel platform JustFly underscores this point. Bookings from the United States to South Korea are up roughly 65% over the past two years, JustFly told TravelPulse. That’s the fastest growth of any beauty-tourism market JustFly reviewed, and no destination skews younger: Nearly half (45%) of solo travelers to Korea are between 18 and 34.

“Seoul is the global capital of K-beauty, offering travelers everything from multi-step skincare clinics and dermatology consultations in Gangnam to sheet-mask flagship stores, jjimjilbang (Korean spa) culture, and glass-skin facials at a fraction of U.S. prices,” Ayoub Hissar, director of communications for JustFly, told TravelPulse.

"South Korea is the clearest example we've seen of a beauty trend translating directly into travel demand,” Hissar said.

Rachel Havens, a travel advisor with Fora, told TravelPulse that Seoul has become one of her favorite destinations to recommend for travelers who want to combine luxury travel with beauty and wellness.

“What makes [Seoul] so special is that these experiences aren't reserved for high-end spas or exclusive clinics—they're incredibly accessible, affordable, and often far more advanced than what many travelers can find at home,” Havens explained.

One of the most unique experiences available, per Havens, is a personal color analysis, during which experts determine not only the colors that complement a client’s skin tone most, but also recommend flattering makeup shades, hair colors, and even clothing styles. (Pro tip: schedule this for your first day before purchasing any beauty products in Seoul.)

Beyond color analysis, visitors can enjoy personalized skincare consultations at advanced skin clinics, restorative scalp treatments, traditional Korean seshin body scrubs that leave your skin unbelievably smooth, custom foundation and lipstick blending, perfume-making workshops, and even routine beauty appointments like lash lifts, manicures, and hair treatments.

“What I love most is that beauty and wellness are woven into everyday life in Seoul rather than being treated as a luxury,” said Havens. “Travelers leave not only feeling refreshed but often with personalized products, new routines, and a deeper appreciation for Korean beauty culture that they continue long after returning home.”

Ecuador

Ecuador is an up-and-comer in the glowmads space. It's a destination that may not immediately spring to mind for the dedicated glowmad set, but rightfully deserves a place on this list.

Ecuador offers travelers a variety of glowmad experiences (skin, sleep, spa and beauty treatments), but does so in ways that city-based spa getaways can’t compete with, said Evelyn Duran, sales manager for Ecuador & Galapagos Insiders, an Ecuador-based travel company specializing in authentic, personalized Galapagos and Ecuador experiences led by local experts.

 One of the top experiences Duran recommends for glowmads is bathing in the Papallacta thermal hot springs, located outside Ecuador's capital city Quito at an elevation of 10,800 feet.

“You’ll find natural volcanic waters infused with skin-loving minerals that aren’t shipped in from a bottle,” Duran explained.

“Papallacta’s benefits for your skin come from Ecuador’s high-altitude fresh air with little to no pollution and naturally occurring minerals from soaking in volcanic hot springs,” Duran added. “Many city destinations try to mimic what Ecuador offers with glowmad packages, but here you can enjoy the real thing.”

For glowmads who want to shop local beauty products, Ecuador offers that too. One of the most unique options for such shopping is the street markets of Otavalo, a town a few hours outside of Quito in the north-central part of the country.

“Otavalo vendors sell homemade skincare products using native medicinal plants like rose hip oil sourced from the highlands and volcano mud that locals have been using for years,” said Duran.

Vietnam

If the booking volume recorded by JustFly is any indication, then Vietnam may be shaping up to be another one of the planet’s most popular glowmad destinations.

Traffic to Vietnam has increased about 62% over the past two years, with the biggest jump in young travelers of any market (+106% over two years), according to JustFly. The country appears to be part of a broader Asian beauty-travel wave alongside Japan (+80%) and Thailand (+61%).

“Vietnam is the surprise in JustFly’s data,” said Hissar, who explained that hair-washing rituals with scalp massage, herbal rinses, and facial add-ons (typically $10–$25 in Ho Chi Minh City and Hanoi) are one of the most popular experiences in the country and have exploded on TikTok recently.

Skincare treatments on a budget are also attracting a growing number of beauty-focused globetrotters. Think: deep-cleansing facials and skin clinics in Ho Chi Minh for just $15–$40 a treatment.

Even sleep tourism (another significant part of the glowmad trend) is gaining momentum in Vietnam thanks to wellness resorts in Da Nang and Hoi An like TIA Wellness Resort and Fusion resorts, where daily treatments are built into the stay.

"Vietnam is an incredible destination for travelers looking to combine luxury wellness with beauty, sustainability, and personal style,” added Havens from Fora.

“Resorts like Six Senses Con Dao and Six Senses Ninh Van Bay have wellness woven into every aspect of the guest experience,” Havens continued. “Rather than simply booking treatments, guests can begin their stay with a personalized wellness consultation, allowing experts to create a tailored program of spa therapies, movement classes, nutrition, and mindfulness experiences based on their individual goals.”

What makes Vietnam especially unique is how seamlessly those wellness retreats can be paired with a stay somewhere like Hoi An, where travelers can work with the city’s renowned tailors to have an entirely custom wardrobe created, Havens added.

“It's the perfect complement to a wellness-focused trip—guests leave not only feeling rested and rejuvenated but with beautifully made clothing they'll continue to enjoy long after returning home,” she said.

Japan

A global travel darling over these past few years, drawing record numbers of travelers, Japan offers a more ritualistic approach to beauty and wellness, making it a good choice for travelers looking to slow down and invest in self-care.

“One of the most sought-after experiences is a traditional Japanese head spa, which combines scalp analysis, deep cleansing, massage, and aromatherapy into an incredibly relaxing treatment that promotes healthy hair, stress relief, and overall well-being," Havens told TravelPulse.

Japan is also home to many new and innovative skincare brands and beauty boutiques, where travelers can discover products that are often difficult to find elsewhere.

“Pair that with centuries-old onsen traditions, luxury ryokans with private hot springs, and thoughtfully designed spa experiences, and visitors leave feeling both physically restored and inspired to bring elements of those wellness rituals home with them,” said Havens.

Austria

Austria has quietly become one of Europe’s premier destinations for luxury wellness retreats. Properties like MAYRLIFE (a medical health resort featuring treatments that promote longevity) blend cutting-edge medical diagnostics with holistic wellness programs focused on nutrition, movement, sleep, and stress management, creating experiences that are as restorative as they are transformative.

“Beyond destination spas, Austria's alpine setting naturally lends itself to wellness, with hiking, thermal baths, fresh mountain air, and a slower pace of life encouraging travelers to truly disconnect and recharge,” said Havens. “It's an ideal choice for travelers looking for a comprehensive reset that extends well beyond a traditional spa vacation."

Minnesota

Looking for a glowmads option closer to home? U.S.-based beauty capitals like Los Angeles and New York City are both solid options, offering all manner of legendary treatments, med-spa practitioners and beauty product shopping galore.

Minnesota, meanwhile, offers an unexpected, off-the-beaten-path choice.

Here, wellness is integrated into everyday life, as are beautifying and restorative lifestyle practices that are great for both travelers’ physical and mental health. Nordic wellness traditions, in particular, are abundant in the state.

"In Minnesota, wellness is more than a trend, it’s a way of life. Considered the country’s unofficial sauna capital, travelers may be surprised to learn that Minnesota pairs its Nordic roots with a modern approach to well-being, from steamy sauna sessions across our metros to cold plunges along Lake Superior and restorative escapes in nature," said Lauren Bennett McGinty, executive director of Explore Minnesota.

For a Lake Superior “Cold Girl Glow,” head to Cedar + Stone Sauna, located in Duluth, which offers sauna experiences like no other. Guests can hop aboard a barge in Duluth’s harbor to indulge in a guided floating sauna experience that provides panoramic views of Lake Superior, complete with a harbor–side cold plunge for brave participants looking to enjoy the benefits of thermic cycles of hot, cold, resting and rehydrating.

In the Twin Cities, meanwhile, visitors can explore a glow-up circuit that leans into Minneapolis-St.Paul’s Scandinavian heritage with dozens of treatments alternating heat, cold, hydration, and rest.

Watershed Spa, a communal bathhouse located in Minneapolis, offers holistic spa services and integrative wellness treatments. Combining many traditions, Watershed provides all of the elements of a communal bathing experience with a soaking tub that is social and restful, sauna and steam areas and a rejuvenating cold plunge pool.

Glowmad travelers can also experience the Korean “glass skin” facial while in the Twin Cities at Whole Beauty & Co. or explore advanced facials and body treatments at Anda Spa.   For still more glow-mad fun, travelers can shop Korean cleansers, essences, masks, and sunscreens at Ardis Beauty in West St. Paul.

"Whether wellness seekers are looking to book a five-star spa weekend in the city or unwind in the quiet serenity of the North Woods atop a floating sauna, the state offers endless opportunities for glowmads looking to curate their inner and outer beauty," said Bennett McGinty.

Québec, Canada

The Canadian province of Québec offers wellness experiences that pair world-class spas with breathtaking natural landscapes and historic charm. Whether overlooking tranquil lakes, nestled in the mountains or set within the heart of Old Québec, glowmad retreats here invite visitors to slow down and recharge.

At Manoir Hovey, for instance, guests can unwind with lakeside spa treatments inspired by the surrounding landscape, including the signature Le Massawippi massage, which draws inspiration from the beauty and legends of Lake Massawippi through slow, soothing techniques to ease stress, release tension and promote full-body relaxation.

In Québec City, Fairmont Le Château Frontenac’s Moment Spa offers personalized facials, massages and hydrotherapy in one of North America’s most iconic hotels.

And BALNEA Hôtel + Spa offers a glowmad retreat that combines boutique accommodations with Québec’s celebrated Nordic spa culture, featuring thermal circuits, Finnish saunas, panoramic hot pools and forest relaxation areas overlooking the Appalachian Mountains.

“Québec is a glowmad destination, but not in an obvious way. Our glow comes from a deeply rooted connection to nature, to our four distinct seasons and to a slower, more intentional way of living," said Quebec expert Camille Dumont. "Even in Montréal, nature is always within reach, while our thousands of lakes, rivers and vast landscapes offer endless opportunities to reset in nature and reconnect."

"That connection extends to what we eat, from boreal and forest to table cuisine to the bounty of the St. Lawrence River, and to our deeply rooted Nordic spa culture," added Dumont. "You can find exceptional spas and wellness experiences in every region of Québec, each offering its own rituals, treatments and connection to the surrounding landscape."

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