Home » TRAVEL TRENDS AND FOCUS » France Joins Italy, Spain, Greece and Austria in Being the Most Mind Blowing Anti-Aging Glowmads Pilgrimage of the Century, What Skin Care Enthusiastic Travelers Need to Know Now

Published on
November 17, 2025

A seismic shift is happening in European travel. It is not about monuments anymore. It is about you. The world’s biggest travel app, Skyscanner, confirms it. They coined the term “Glowmads.” This describes travelers who weave their beauty and wellness rituals directly into their vacation itinerary. Skincare is the new sightseeing. Local beauty culture is the new historical site. Forget a quick photo at a landmark. Travelers want the secret to Roman thermal baths or French pharmacy cult favorites. The trend is huge. A staggering 33% of global travelers want to experience local beauty culture now. TikTok and social media influence 20% of their choices. This is not just a passing fad. This is the future of purposeful, curated travel. We analyzed official government tourism data and global tourism reports. We found five European nations perfectly positioned to dominate this ‘Glowmads’ movement. France leads the pack. Italy, Spain, Greece and Austria are right behind it. These are not just holiday spots. They are now the ultimate destinations for the skin-care-obsessed traveler.

Here is the ultimate guide to the five European Glowmads pilgrimages.

France: The Unquestioned Global Beauty Hub

France stands as the unrivaled capital of global beauty. It is the place where luxury meets legitimacy. Official data consistently shows France as a powerhouse for international tourist arrivals. It records massive international revenue. These high figures are not just from museum tickets. They come from high-spend, curated trips.

Why France is the Top Glowmad Destination:

  • Luxury Retail Pilgrimage: France is the home of high-end cosmetics. Think of the iconic Parisian flagship stores. Glowmads flock here for the ultimate shopping experience. They seek the cult products mentioned in the trend report. They are not just buying souvenirs. They are investing in their beauty routine.
  • High Expenditure Capacity: French tourism revenue is sky-high. Visitors spend heavily on specialized, high-value shopping. This confirms that beauty retail is a major economic driver. The trips are expensive, focused and deliberate.
  • Centuries of Wellness Tradition: France is ranked third globally for wellness destinations. This is according to Atout France, the French Tourism Development Agency. This position is built on its deep tradition of water-based treatments. You find nearly 90 resorts and over 100 thermal facilities across the country. Regions like Nouvelle-Aquitaine and Occitanie are thermal zones. They offer deep-dive thermal baths and balneotherapy. This connects ancient health practices directly to modern skincare needs.
  • Thalassotherapy Leadership: France is a world leader in thalassotherapy. This treatment uses seawater, sea mud and sea air. It has 56 certified centers along its coasts. This natural marine wellness is a massive draw for the health-conscious traveler.

A trip to France is not complete without a detailed pharmacy crawl. It is a spiritual journey for the skin.

Italy: The Renaissance of Thermal Spa Culture

Italy blends ancient wellness, high design and luxury shopping into one irresistible package. The Italian National Tourist Board (ENIT) confirms the country’s focus on diverse tourism. This includes Health, Hot springs and Wellness alongside Fashion and Luxury experiences. This combination is tailor-made for the modern Glowmad.

Why Italy is a Powerhouse for Glowmads:

  • Ancient Thermal Legacy: Italy boasts a profound history of Spa Tourism. The thermal bath tradition dates back to the Roman Empire. Tuscany and Veneto are centers for these restorative waters. They attract travelers seeking natural, age-old beauty secrets.
  • Luxury and Artisanal Beauty: Italian beauty products are globally respected. They are often artisanal and ingredient-focused. The fashion hubs like Milan and Florence draw travelers for high-end retail. This seamlessly includes luxury beauty purchases. The trip becomes a hunt for unique products you cannot find anywhere else.
  • High Foreign Visitor Presence: Italy ranks high in terms of total nights spent by foreign visitors. This indicates a massive, established market of international tourists. This popularity means more visibility on social media. It accelerates the ‘Glowmads’ trend.
  • Focus on Wellness Growth: ENIT data confirms that Wellness Travel is growing in Italy. The country is actively promoting its exclusive luxury destination status. This focus on high-spending visitors aligns directly with the ‘Glowmads’ who invest in premium experiences.

Italy offers the perfect itinerary. You can spend the morning soaking in an ancient hot spring and the afternoon shopping for designer makeup.

Spain: The Sun-Drenched Coastal Skincare Oasis

Spain attracts massive international crowds. It is the top European country for international tourism receipts. This huge revenue base means foreign visitors are spending big. The key reason for this success ties directly to the ‘Glowmads’ trend: coastal health and wellness.

Why Spain is Essential for Glowmads:

  • Dominance in International Receipts: Spain generates enormous international tourism revenue. This shows it is a hub for high-value travel. This financial muscle supports extensive health and wellness infrastructure.
  • Sun-Focused Skincare: The coastal regions are the primary draw. The Canary Islands and the Balearic Islands attract millions of foreign visitors. This kind of sun-drenched holiday requires an advanced skincare routine. Glowmads focus on intense sun protection, anti-aging and post-sun recovery products. The destination dictates the beauty ritual.
  • World-Class Health Tourism: Spanish government-backed reports confirm the nation is a premier destination for Health and Wellness Tourism. It ranks high globally for medical tourism. This includes cosmetic and plastic surgery and dermatology. This high standard of medical care makes it a trusted destination for beauty enhancement and self-care trips.
  • Spa and Thalassotherapy Growth: Before the pandemic, the profits generated by foreign tourists visiting spas and thalassotherapy centers exceeded €1 billion. Spain had one of the highest annual growth prospects in Europe for wellness tourism turnover. This deep-rooted infrastructure caters directly to the beauty traveler.

Spain is not just for beaches. It is a destination where your anti-aging routine is practiced under the most beautiful sun in Europe.

Greece: The Mediterranean Anti-Aging Secret

Greece‘s popularity with international tourists is staggering. In many of its island regions, over 90% of nights spent are by foreign visitors. This is one of the highest ratios in Europe. This intense focus on the international market makes Greece a trending machine.

Why Greece is a Glowmads Hotspot:

  • Ancient, Natural Beauty Culture: Greek beauty is rooted in antiquity. It uses natural ingredients like olive oil, herbs and honey. This appeals to the modern trend for clean beauty and natural anti-aging solutions. Glowmads are actively seeking these ancient, authentic ingredients.
  • Thermal Springs Renaissance: The Greek Ministry of Tourism officially recognizes 84 thermal springs. The country is working to develop and modernize these springs. Enterprise Greece emphasizes the potential to attract high-end visitors to its spa facilities. This investment targets the modern wellness-focused traveler.
  • Wellness and Spa Integration: Wellness tourism is booming across the country. Many hotel spas now integrate Greek-inspired treatments. This is a shift from Asian-origin therapies. It gives the ‘Glowmads’ an authentic local beauty experience.
  • High-Value Wellness Tourism: Research on “modern” spa tourists in Greece shows they are younger, have higher incomes and are focused on wellness and relaxation rather than solely therapeutic reasons. They are paying for their own visits. This is the exact demographic profile of the high-spending Glowmad.

Greece offers the ultimate aesthetic pairing: stunning, Instagrammable destinations and a genuine history of natural beauty.

Austria: The Alpine Wellness and Restoration Retreat

Austria provides a distinct contrast to the sun-and-sea destinations. It is the destination for the restorative Glowmad. Austria’s tourism is heavily focused on year-round alpine experiences. This aligns with the adjacent ‘Altitude Shift’ trend in travel.

Why Austria Appeals to Glowmads:

  • World-Class Alpine Wellness: The Austrian National Tourist Office highlights Spa & Wellness as a key winter and year-round experience. The country is famous for its mountain escapes. This “wild wellness” culture is a major draw. It connects natural health to the beauty routine.
  • Thermal Bath Infrastructure: Austria is home to approximately 75 thermal baths and numerous wellness hotels. Regions like Tyrol and Salzburger Land are key destinations. The experience is often focused on the connection between the high altitude and restorative waters.
  • Focus on Health Tourism: Austria’s health and wellness sector is highly developed. This includes specialized health resorts. This infrastructure supports a traveler looking for a dedicated, multi-day retreat for skin and body restoration.
  • High International Appeal: Austria’s well-developed rail network and international airports attract visitors globally. The ease of access and the reputation for high-quality service make it a top choice for a stress-free, beauty-focused getaway.

Austria is the perfect destination for the traveler. They want to escape the city smog and detoxify their skin and soul in the pristine mountain air.

The New Era of Personal and Curated Travel

The ‘Glowmads’ trend proves that travel is evolving. It is becoming more personal and more considered. Travelers are spending their money on experiences that enrich their daily lives. A cosmetic purchase in Paris or a week at a thermal spa in Tuscany is an investment. It is an investment in self-care. It is an investment in their beauty routine.

The rise of AI will only accelerate this. Future AI agents will craft entire itineraries based on a traveler’s preferred sunscreen brand or desired skin treatment. Social media continues to showcase these niche experiences.

These five nations, with their official emphasis on wellness, luxury retail and high-value tourism, are setting the standard. They are creating the ultimate itinerary for the skin-care enthusiast. They are transforming Europe into the premier pilgrimage site for the anti-aging generation.

It is time to book your flight. It is time to pack your best serum. Your next beauty ritual is waiting in one of these European hotspots.