Potential of spiritual tourism in providing healing and well-being in the post-COVID era

The COVID-19 pandemic’s unparalleled impact caused global disruptions, heightening worldwide anxiety and affecting physical and mental health. Despite its profound mental health implications, tourism’s role in post-pandemic healing remains under-explored. As competitiveness escalates in the post-pandemic world, there’s a rising trend for travel that promotes healing, inner strength, and transformation. To fill the gap and respond to the trend, this chapter attempts to identify the possibility of spiritual tourism in providing healing and well-being. Meizhou Island, which has the potential of offering spiritual tourism considering its rich cultural, natural resources and long-last heritage, will be the case discussed under the framework of the self-transcendence theory. Implications for relevant tourism stakeholders will be proposed to grasp this opportunity with an increasing demand on spiritual travel to make a contribution to the recovery and sustainability of the tourism industry.