Wellness is Booming: How Africa is Reshaping Global Tourism with Sharni Quinn

What inspired you to start The Wellness Agency Africa, and what gap in the industry are you most passionate about filling?
When I returned to Cape Town after living in Bali for five years, I was struck by how little focus there was on Wellness Tourism in South Africa, despite us having all the “ingredients”: breathtaking nature, rich culture, warm-hearted people, world-class infrastructure, a strong tourism sector, and a thriving wellness community. It felt like such a missed opportunity.

That’s why I started The Wellness Agency Africa—to bridge the gap between wellness professionals and the tourism industry. As well as supporting the tourism sector through consulting so they can integrate wellness offerings into their portfolio and participate in the booming global wellness economy, which reached a record $6.3 trillion in 2023.

My passion is to support, connect, and showcase our incredible venues, healers, and wellness professionals, while positioning South Africa—and ultimately Africa—as a global wellness destination.

You wear many hats—yogi, life coach, speaker, entrepreneur. How has your own personal wellness journey influenced the work you do today?
Everything I teach and share comes from lived experience. My personal wellness journey hasn’t been without challenges—burnout, adrenal fatigue, and anxiety—but overcoming those struggles is what shaped me. I like to say I’ve been my own guinea pig: I try, test, and learn, and then share what truly works for me.

Through this, I’ve realised that my health must always come first, because when I am grounded and balanced, everything else flows. I’ve also learned that putting myself first is essential, not selfish. That lesson informs how I guide others—to prioritise themselves so they can shine fully in their work, families, and communities.

What are some of the most exciting wellness trends you see emerging in Africa and globally?
Wellness is booming!
The global wellness market is 26% larger than it was pre-pandemic, reaching a record US $6.3 trillion by the end of 2023, with a projected growth trajectory that could nearly double it to US $9 trillion by 2028. Remarkably, the wellness industry is roughly four times larger than the global pharmaceutical industry.

Globally, integrative wellness is on the rise—ancient practices such as yoga, meditation, and sound healing are being blended with modern, science-informed approaches. Other standout trends include a growing emphasis on mental wellbeing, preventative health, and digital detox retreats, reflecting a desire for holistic mind–body rejuvenation.

In Africa specifically, cultural and nature-based wellness experiences are gaining momentum: think slow safaris with mindfulness practices, traditional healing experiences, and eco-conscious retreats. This continent's strength lies in its rich connection—to the land, the people, and ancestral wisdom—making it uniquely poised to lead on the global wellness stage.

Yoga and mindfulness are central to your practice. How do you encourage people to integrate these into their daily lives, even with busy schedules?
It doesn’t have to mean a 90-minute yoga class, a 30-minute meditation, and green juice… Every. Single. Day! Wellness isn’t about punishment or perfection—it’s about creating a lifestyle that you love and can sustain.

Small, consistent practices make the biggest difference. I encourage people to take mindful moments: three deep breaths before a meeting, a yoga class once a week, or five minutes of gratitude journaling before bed. The key is consciously weaving healthy habits into daily life so it feels natural and supportive, rather than another item on the to-do list.

As a woman leading in the wellness space, what challenges and opportunities have you experienced, and what advice would you give aspiring female leaders?
Some of my biggest challenges have been learning to value myself and my work, to not keep myself small, and to not feel guilty about saying “no” and setting boundaries.

Being a woman in this space is an incredible opportunity—to lead with intuition, compassion, and authenticity.

My advice to aspiring female leaders is this: trust your inner voice, trust your vision, and don’t dim your light. When you take care of yourself first, listen to your intuition, and lead from a place of being fully authentically YOU… you create real and lasting impact.

With wellness tourism on the rise, how can the industry balance growth with sustainability and respect for local cultures?
The key is collaboration and consciousness. Growth must be balanced with respect for local communities, traditions, and the environment. Wellness tourism should uplift and empower, not exploit.

That means partnering with local practitioners, supporting sustainable venues, using eco-friendly practices, and honouring the culture of each destination. If done mindfully, wellness tourism can be a force for both personal transformation and community regeneration.

As a coach and mentor, what practices do you personally rely on to stay grounded, energised, and resilient?
For me, living a yoga lifestyle, meditation, and time in nature are non-negotiables. I also journal regularly and work with natural rhythms—especially the moon cycles. I’m intentional about rest and keeping life simple, while remembering to see the gift in it all… and most of all… to have fun along the way! I’ve learned to listen to my body, to say no when I need to, to spend time with myself having ‘soul chats’, and to cultivate joy in the small things. These practices are what keep me energised, balanced, and able to show up fully for others.

When you look at the work you’re doing through your agency and advocacy, what kind of legacy do you hope to leave in the global wellness space?
I want to be remembered as someone who helped shift the narrative—that wellness is not just an individual pursuit, but a collective one. My hope is to leave a legacy of connection: helping people reconnect to themselves, to each other, to nature, and to culture. And on a larger scale, to position Africa as a leader in the global wellness movement, where our wisdom and offerings are recognised and celebrated worldwide.

What’s next for you and The Wellness Agency—any exciting projects, partnerships, or initiatives our readers should look out for?
Yes! We’re developing strategic partnerships to position Cape Town as Africa’s leading wellness destination. This includes collaborations with government, tourism boards, safari lodges and local practitioners to create a strong wellness tourism framework.

We’re also building international partnerships to bring global attention to Africa’s wellness offering. Personally, I’ll continue speaking locally and internationally to advocate for wellness tourism and to inspire others to join this movement.

The vision is big—and we’re only just getting started!

As Cape Town's official Wellness Tourism Ambassador, how do you see wellness travel reshaping the way people experience destinations?
Since 2020, travellers are no longer looking for just a holiday—they’re seeking an experience and transformation. People don’t want to return home feeling like they need another holiday from their vacation. They want to feel refreshed, alive, inspired, and deeply connected. Wellness travel is reshaping destinations by offering immersive, holistic experiences that allow people to engage with nature, culture, community, and themselves on a much deeper level. It’s about coming home not only with beautiful photos, but with renewed energy, clarity, and purpose.

Biography

As an International Speaker, Best-selling Author, Wellness Consultant, certified Life Coach, Yoga & Retreat Facilitator, multiple Wellness Business Entrepreneur, Founder of The Wellness Agency • Africa, and the official Wellness Tourism Ambassador of Cape Town... I am passionate about spreading the message of wellness to you, businesses and communities around the globe.

Her personal experiences, professional knowledge, and expertise in wellness, combined with a deep understanding of wellness business and travel, have inspired her to create a range of offerings for Women’s Wellness, Corporate Wellness, and Wellness Travel sectors. Whether you're looking to enhance your own life, elevate your team, or inspire your organisation, she is here to share knowledge that leads to real, lasting change

Credit

Photography by Jacki Bruniquel

Connect with Sharni:

www.sharniqquinn.com

sharni@sharniquinn.com

Sharni work has been touching on the explosive growth of the wellness economy, emerging trends in Africa, and highlighting the importance of sustainability and cultural respect. By emphasizing on her personal perspective gain through her journey as a female leader in the space, she offers advice and highlights the non-negotiable personal practices that keep her grounded.