Potentials and Challenges of Urban Wellness Tourism in Indonesia: A Practical Insight from Solo, Yogyakarta, and Ubud

Urban wellness tourism is emerging as a significant sector in Indonesia, driven by global demand for health-focused travel and the country’s rich cultural heritage. This study explores the practical potential and challenges of developing urban wellness tourism in three culturally significant Indonesian cities: Solo, Yogyakarta, and Ubud; designated as pilot destinations by Indonesia’s Ministry of Tourism and Creative Economy. Through a qualitative case study approach, involving interviews with 17 stakeholders, participant observations, and document analysis, the study highlights how each city builds upon its local traditions, cultural identity, and spatial conditions to shape wellness experiences. Solo demonstrates strength in traditional Javanese wellness heritage, Yogyakarta in community-driven creative wellness practices, and Ubud in globally oriented spiritual offerings. Despite these assets, common challenges persist—ranging from fragmentation of services to spatial limitations and overtourism. The findings suggest that leveraging cultural heritage, fostering regional collaboration, and enhancing community capacity can promote sustainable urban wellness tourism. This study offers practical lessons for other secondary cities aiming to develop wellness tourism through local culture, regional collaboration, and adaptive urban strategies. Keywords: Urban wellness tourism, cultural heritage, sustainable tourism, Indonesia