A growing number of UK travellers are choosing holiday destinations based on skin health and wellness, according to new research from Icelandair. 1 in 3 Brits (33%) would now travel for a skin or beauty-focused experience, rising to 44% among Millennials and 50% among Gen Z.
In a survey of 2,000 UK adults, natural hot springs and thermal bathing emerged as the most popular beauty-focused travel choice (37%), followed by fresh air or nature-led environments (34%), wellness retreats focused on skin health (30%), and sea swimming or saltwater bathing (29%).
The World Natural Beauty Index
To identify optimal destinations, Icelandair created the World Natural Beauty Index. The study evaluated locations using six environmental and wellness factors linked to skin health, including PM2.5 pollution levels, humidity, average temperature, wind speed, access to spas and thermal baths, and local water type and mineral composition.
Skincare and wellness expert Bella von Nesselrode, based in London, collaborated with Icelandair on the findings: “The rise in Brits taking skin-cations reflects a much bigger shift in beauty: we’re moving beyond thinking just about what we put on our skin and starting to think about the environment we’re exposing it to. Our skin is a living organ that is constantly reacting to its surroundings. Cleaner air means less exposure to pollution, while factors such as humidity, temperature, wind and UV can all affect how hydrated, comfortable and healthy our skin feels. The key is that a good skin-cation isn’t simply about finding the most humid or warmest destination. The ideal environment is one that reduces stressors such as pollution and UV exposure while also offering opportunities for thermal bathing, nature and recovery. Certain mineral-rich thermal waters may also support skin comfort and barrier function, depending on their composition. So, instead of only asking ‘what skincare should I pack?’, travellers are increasingly thinking where will my skin actually feel its best?”
Top global destinations for skin health
Banff, Canada (Score: 7.48/10)
Banff has an average PM2.5 level of 4.9 µg/m³, minimising exposure to fine particle pollution associated with oxidative stress, inflammation, and skin barrier damage. The mountain location has an average temperature of 3°C and offers calcium sulphate-rich waters, which may support hydration and soothe dry or irritated skin.
Colorado Springs, USA (Score: 7.43/10)
Colorado Springs offers 137 spas and bathing experiences, the second highest number in the top 10. It has an average humidity of 42%, within the 40%–60% range considered ideal for moisture retention without excessive sweat or oil build-up. Its carbonated bicarbonate mineral waters may promote surface blood circulation, helping to refresh and smooth the skin.
Budapest, Hungary (Score: 7.33/10)
Ranking as the top European destination, Budapest leads the top 10 with 221 spas and bathing experiences. Its low PM2.5 level of 4.5 µg/m³, combined with warm calcium magnesium bicarbonate thermal waters, may help soften the outer layer of the skin and support gentle exfoliation.
Bormio, Italy (Score: 6.97/10)
This Alpine town has gentle average wind speeds of 5 mph, which may help protect the skin from the moisture-stripping effects of stronger winds. Bormio also offers cool average temperatures of 6°C and calcium sulphate thermal waters.
Rotorua, New Zealand (Score: 6.80/10)
Home to 27 spas, mild average temperatures of 12.8°C, and gentle 7 mph winds, Rotorua is known for its geothermal landscape. Its sulphurous volcanic thermal waters may help cleanse the skin, exfoliate dead skin cells, and reduce excess oil.
Reykjavík, Iceland (Score: 6.52/10)
Reykjavík recorded the cleanest air in the top 10, with a PM2.5 level of 0.6 µg/m³. Its cool average temperature of 4.3°C may help limit excess sweating and temporarily constrict blood vessels, potentially reducing redness and puffiness. The city features 28 spas and geothermal-heated freshwater, the highest-scoring water type in the index, which may help soften and cleanse the skin without the drying effects associated with heavily chlorinated water.