The $6.8tn wellness economy is no longer a healthcare story. It is a business one
Health spending is moving out of the clinic and into retail, hospitality, property and tech. The second DQ Shift session at Dubai Science Park on 14 October asks where the real opportunity lies.
08 October, 2026
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Ask most business leaders who makes money from health and the answer is hospitals, insurers and pharma. The numbers suggest that view is out of date. Health spending has moved out of the clinic and into retail, hospitality, property, finance and tech.
The global wellness economy reached $6.8tn in 2024, according to the Global Wellness Institute (GWI). That is double its 2013 size and larger than IT, tourism or sport. GWI projects it will reach $9.8tn by 2029, expanding 7.6 per cent a year. The fastest-moving sectors are not clinical ones: wellness real estate expanded 19.5 per cent a year between 2019 and 2024, and mental wellness 12.4 per cent.
The UAE is one of the sharpest examples. Its wellness economy is worth $40.8bn, equal to 7.6 per cent of national GDP, after expanding 14.3 per cent a year between 2019 and 2024, the fastest pace in the Middle East and North Africa. Wellness tourism alone reached $11.3bn, up 23.5 per cent a year, and GWI names prevention and personalised medicine among the UAE sectors expanding faster than anywhere else in the region.
Fads, trends and the gap between them
A market this size attracts noise. Every quarter brings a new supplement, tracker or longevity protocol, and business owners are left to work out which ones matter.
That is the question behind the second session of DQ Shift, the knowledge-sharing series from DQuarters, at Dubai Science Park on Wednesday 14 October.
Dr Craig Cook, CEO of The Brain & Performance Centre, a DP World company, will deliver the keynote, “The Future of Health & Wellness: What’s Coming and What It Means for Your Business”. A fireside chat follows, moderated by Gareth van Zyl, Group Editor of Gulf Business.

Dr Cook leads a Dubai centre focused on brain health, neurological rehabilitation and human performance, and previously served as Executive Director for International Operations at Cleveland Clinic. His session looks three to five years ahead, using global data to separate short-lived fads from the shifts reshaping the sector: personalised and preventive health, wellness built into everyday commerce, and technology that puts health data in consumers’ hands.

Six questions for the room
- The conversation will work through questions that apply well beyond healthcare:
- What changed to make health a business issue as well as a healthcare one?
- Which shift are business leaders paying too little attention to?
- If prevention is the future, where are the commercial opportunities?
- Where will AI create the most value in health and wellness?
- What one investment or capability does a business in tech, retail, hospitality or finance need now?
- What will the best-run businesses be doing differently in five years?
Consumers are pulling the market forward. McKinsey’s Future of Wellness research values the consumer wellness market at $2tn, with Gen Z and millennials driving more than 41 per cent of US wellness spend while making up 36 per cent of adults. Early findings from its 2026 edition show 84 per cent of consumers now call wellness a top priority. On the technology side, MarketsandMarkets forecasts the AI in healthcare market will reach $110.6bn by 2030, from $21.7bn in 2025. For a retailer, a hotel group or a fintech, those figures describe customers they already have.
Why DQ Shift
DQ Shift runs on a simple premise: the most useful business insight comes from practitioners talking to peers. Sessions are short, held inside the communities where members work, and built to send people back to their desks with something they can use. The series opened at Dubai Media City with a panel on AI. Session two moves to Dubai Science Park, home to more than 6,500 life, energy and environment professionals.
The hour starts with 30 minutes of networking, so attendees meet the people working on these questions next door before the keynote begins. It is a morning to move your thinking forward.
- DQ Shift Session 2: Wednesday 14 October, 10.30am to 11.30am, Dubai Science Park. Places are limited. Register at https://www.dquarters.ae/dqshift.





















