Standing on a beach in Bali being told to look at my neighbours – some of whom I have literally just met – and laugh as hard as I can is certainly one of the most unusual openings to a trade show I’ve ever experienced. But as this is my second time of attending Synergy – The Retreat Show, I should know to expect the unexpected by now.

It’s the first night of the event – one that is now entering its fourth year – and we’re all at the opening party at the Ritz-Carlton Bali listening to Dr Madan Kataria, a doctor from Mumbai known as the ‘guru of giggling’.

Kataria is the founder of the Laughter Yoga Clubs movement, which began in 1995 with five people in a Mumbai park and has now grown into a global phenomenon, with thousands of clubs in more than 100 countries. I’m not sure I’m a convert just yet, but it’s certainly a great icebreaker and kicks off what will be a rewarding few days that bring this kind, sharing community together.

The wider global wellness tourism market is projected to hit over $1 trillion in the next few years, and the appetite for high-quality, authentic retreats is stronger than ever, as they continue to play a significant and expanding part of this growth. Advisors who understand this space – and feel confident selling it – stand to benefit greatly from this booming market.

“As more people seek transformative, purpose-driven travel experiences, retreats offer a unique blend of relaxation, self-discovery, community and personal growth,” suggests Synergy’s founder Laura Montesanti. “By connecting with innovative wellness retreat providers and gaining deeper knowledge, travel advisors can position themselves as experts in this niche, offering their clients extraordinary journeys that go far beyond the ordinary.”

For travel advisors, the potential lies not only in increasing wellness demand generally, but in taking an opportunity to curate highly personalised, life-enhancing experiences for their clients which will hopefully see them turn to the advisor again in the future too.

“Retreat travellers are often looking for more than just a holiday – they’re seeking meaningful transformation,” says Montesanti. “This often translates to higher-value bookings, longer stays and repeat clients who trust their advisor to guide them toward the right experience. Not to mention the greatly rewarding feeling of knowing that you have helped someone in their journey to wellbeing.”

Know your niche

So what kind of retreats should travel advisors be getting to know more about? “Post-pandemic, there’s been a surge in demand for retreats focused on mental health, stress management and holistic wellbeing – from yoga and meditation to detox, emotional healing and adventure wellness,” Montesanti explains.

A focus on male mental health is another growing trend, as issues continue to increase among the half of the population that historically hasn’t spoken about their emotions; a survey from the Priory Group found that 40% of men never talk to anyone about their mental health, primarily owing to embarrassment and stigma.

In fact, there’s a poignant moment during one of the sessions at Synergy I attended when Christopher Robbins – founder of Soul Degree, which offers wilderness-based retreats and coaching programmes for men – chokes up himself as he voices his own experiences, as well as concerns for what the mental health crisis could mean for society if more men don’t start opening up.

From laughter, to tears, Synergy is a show that certainly stretches all the emotions. The essential idea over three to four days is to combine productive and inspiring scheduled meetings; learning workshops about trends and the theory and business of retreats; and sessions with the practitioners, health experts and retreat leaders themselves.

You might enjoy feelings of deep calm in a meditation session at one point, and then feel intensely invigorated at another, such as a breathing session with Laura Hof, “the ice woman”. A holistic therapist, nutritionist, energy master and Wim Hof Method instructor, she is also, yes, the daughter of the world-renowned Wim Hof himself. Maybe you can sit in on a class with Per van Spall, a master of Qigong Healing, or learn about the power of your voice with Mellini Monique.

“Advisors don’t just hear about wellness at Synergy, they get to participate in it. Through hands-on workshops, wellness activities, and intimate networking sessions, they gain a true understanding of the kinds of transformative experiences they could be recommending to their clients,” explains Montesanti.

Sold-out show

But some advisors may have to wait to be a part of this now, if they’re not already down to attend: four years in, the show has reached critical mass. Word has spread, and Synergy’s community is now so vibrant that the event kind of fills itself. So much so, registration for travel advisors to attend this year’s event in Sardinia has already closed.

“It’s incredibly encouraging to see more and more travel advisors placing a strong focus on wellness and is a reflection of the industry’s evolving priorities. We anticipate welcoming more travel advisors in 2025 than we have previously, as interest from the trade community has grown tremendously,” Montesanti says.

“Registrations for buyers has reached full capacity, so we now have a waiting list in place. This demonstrates how the event’s popularity continues to rise – the UK market is increasingly embracing wellness travel, and we’d love to have more UK-based advisors join us.”

Holistic hotel highlights

At Synergy, there’s always an opportunity to meet with passionate hoteliers who welcome retreats in some of the most naturally beautiful and spiritually inspiring places in the world.

Over the three days of my meetings, I chat with Stacey Eastwood, “roving ambassador” for Sashwa, her family’s new safari retreat in South Africa’s Kruger, where the emphasis is just as much on wellness as it is wildlife.

This novel approach means the lodge’s grounds are home to a Wholeness Center (gym, Himalayan crystal infrared sauna and spa), yoga and meditation spaces and a creative studio, alongside more expected features, like a wildlife viewing hide. Sashwa actively seeks to collaborate with retreat leaders, and it also shares its home in the Mvuvu Game Reserve with a non-profit community educational camp, Koru.

I meet with Chiara Mascarucci, who is looking to expand her Blind Experiences concept into wellness: this fascinating form of “surprise travel” means clients have no idea what their trip – carefully curated by Mascarucci – holds for them until they get there. I fall in love with images of the InterContinental Dominica Cabrits Resort & Spa, relatively new and putting this beautiful island on the map for those looking for nature-inspired luxury wellness stays.

I’m fascinated by Veronica Napuri, chief executive of Tucano and Peru Travel Boutique, who has worn many tourism hats but one of her passions now is Amazon Yoga Project which teaches yoga to vulnerable, stigmatised and traumatised communities. These range from remote Amazon communities (to give them hope and confidence and help them connect even more with nature), to women in prison (to give them a sense of self-worth).

“Peru is becoming much more open to the idea of wellbeing travel, and we really want to focus on the bespoke wellness opportunity for healing when people come to our country,” she says. She also helps arrange Ayahuasca retreats, which are becoming hugely popular.

I’m also intrigued to hear from Trisara about bringing the first WiseMotion Retreat to Thailand (last November), led by esteemed neuroscientist Dr Hanna Poikonen, who believes in improving cognitive wellness through the combination of dance, scientific insight and interactive discussion.

What you continuously encounter at Synergy is how much soul and passion people pour into their lifestyle, chosen career – even a calling for some – whether that be at legendary wellness icons such as Ananda in the Himalayas, or closer to home, at the brilliant Boringdon Hall in Devon with its Gaia Spa and new Wellness Suites.

“Our ambition for Synergy is to continue being the leading space that brings together the global wellness travel community – a space where meaningful connections, inspiration and collaboration flourish,” Montesanti concludes.

“We want Synergy to not only drive business opportunities but also spark deeper conversations around wellbeing, sustainability and mindful growth. The vision is to create a community that supports each other in making wellness more accessible, impactful and transformative worldwide, supporting people out there in their wellness journey and ultimately in their own healing process.”

What next?

Synergy – The Retreat Show will take place from 7-10 October at Is Molas, a resort on the southern coast of Sardinia. The island is renowned for its “Blue Zone” status, thanks to a Mediterranean diet and way of living that lends itself to longevity and wellbeing, making it a perfect location for the fourth annual event. Attendees can expect immersive workshops, inspiring talks and experiential sessions under the theme of “the healing power of the arts”, inspired by Italy’s rich artistic heritage.