Southern Humboldt: A Longstanding Leader in Wellness Tourism
Southern Humboldt has hosted wellness tourism for decades — long before the term was widely recognized. According to Visit California, the state has long been a destination for travelers seeking health, fitness, and inner peace, with ‘wellness’ gaining popularity in the late 1970s. For Southern Humboldt, this aligns with the Back to the Land movement.
The Healing Power of Nature
The redwoods play a major role in local wellness tourism. Studies show that forest environments help reduce stress, lower blood pressure, and improve overall well-being. Redwoods release terpenes, organic compounds that contribute to the calming effect of the forest. The practice of forest bathing (shinrin-yoku) has been linked to stress reduction and immune system benefits.
The ocean is another natural healer. The Lost Coast provides a setting for relaxation and mental clarity, while the sight and smell of the ocean trigger the parasympathetic nervous system, which promotes relaxation and lowers heart rate. Time spent by the sea reduces stress, increases creativity, and enhances overall well-being.
Wellness Tourism’s Economic Impact
According to the Global Wellness Institute, wellness tourism is the fourth largest sector in the wellness economy, making up 13.1% of global wellness spending in 2023. Though wellness trips accounted for only 7.8% of tourism trips, they represented 17.9% of all tourism expenditures. The industry is valued at $651 billion globally and is expected to grow at an annual rate of 16.6% through 2027.
Locally, SoHum Health CEO Matt Rees reports that one-third of Southern Humboldt’s annual hospital revenue—about $10 million—comes from outside the area. Recognizing the importance of health tourism, SoHum Health has placed large-scale maps at its Redway Dr. location to help visitors find local landmarks, attractions, and businesses.
Local Businesses Embracing Wellness Tourism
Several businesses in Southern Humboldt align with the wellness tourism movement:
- Innerbloom Wellness (Garberville) offers yoga, breathwork, meditation, chi gong, and massage, integrating these practices with Humboldt’s redwoods and coastal landscapes.
- Chautauqua Natural Foods, a longtime staple, remains committed to nurturing the health and wellness of the SoHum community. Co-owner Rio Anderson envisions the area as a destination for wellness tourism and is dedicated to building this vision with the community.
- Visit Shelter Cove is curating Wellness Weekends with retreats featuring yoga, coastal hikes, wellness workshops, and spa treatments—all set against the stunning backdrop of the Lost Coast.
Southern Humboldt has naturally attracted wellness travelers for decades. With growing global interest in experiential travel, this industry is expected to expand. By 2027, wellness trips are projected to account for 8.3% of all tourism trips worldwide.
As Rio Anderson puts it, ‘Our intention is to work together as a community to live in prosperity — where health and wellness remain vital. Southern Humboldt has a deep-rooted history of embracing natural lifestyles, and we aim to share this way of life with visitors from around the world.’
From the forest to the rivers to the ocean to cannabis farms, Southern Humboldt offers wellness tools unlike any other place — making it a premier destination for those seeking healing through nature.
Laura Lasseter is director of operations and founding board member of the Southern Humboldt Business and Visitors Bureau. Learn more at www.VisitSouthernHumboldt.com.
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