The Rise of Cold Plunge Tourism

Tourism trends have evolved over the years with new destinations, interests and activities being discovered or invented every other day. In recent years, the traditional wellness activity of taking a cold plunge or an ice bath has taken off as a form of tourism. Why is this and are you missing out? Let’s discuss!

What Is Cold Plunge Tourism?

Cold plunge tourism is a travel experience centered around cold-water immersion, cold plunging, or ice bathing. It is a blend of wellness, adventure, and cultural rituals. In destinations like Iceland and Japan, you get to alternate between saunas, icy waters, and natural springs.

There are wellness programs in some retreats that also include breathwork, detox and guided meditation. All the activities, however, revolve around the shock-and-recovery cycle of cold exposure and promoting overall body-mind wellness.

Top Destinations for Cold Plunge Tourism

The following are some of the top destinations around the world where you can go for cold plunges and wellness-related activities:

Destination	Signature Experience	Why It’s Popular
Iceland	Glacial lakes, cold plunge tubs at wellness resorts	Stunning landscapes with luxury health retreats
Norway/Sweden	Sauna-to-fjord jumps	Nordic tradition and community-driven wellness
Canada	Lake dips, wilderness lodges	Remote nature meets wellness culture
Japan	Shinto Misogi rituals and cryotherapy in resorts	Ancient purification blended with modern spa amenities
Austria	Alpine spa hotels with thermal contrast pools	Alpine tourism combined with wellness and sustainability

 

Why Cold-Immersion Travel Is Trending

Tourism industry data, especially from top booking platforms, indicate a sharp increase in the number of winter wellness stays. Some providers have reported that over 50% of arrivals happen in the winter and are linked to cold plunges and other winter wellness activities.  What are the reasons for this trend?

Celebrity and Influencer Endorsements

Cold water immersion as an activity has surged in popularity thanks in part to high-profile influencers and celebs openly sharing their cold exposure routines. Examples of famous people who have taken to cold plunging include Harry Styles, Lady Gaga, and Lizzo.  They have all posted about the benefits of the cold plunge and turned the traditional activity into a pop culture trend.

The shift towards Immersive Wellness Post-Pandemic

The COVID pandemic gave rise to a new wave or shift towards wellness-based travel. Instead of just focusing on relaxing vacations, many travelers now seek trips that also improve their health. Cold water immersion has emerged as a wellness activity that perfectly aligns with this shift.

Cold plunging trips promote resilience, mental clarity, and rejuvenation. They also allow you to disconnect from technology and reconnect with the natural world. Wellness travel is no longer about luxury spas alone; it's about experiences that push comfort zones while healing the mind and body.

The Unique Branding and Cultural Appeal

Many cold plunge destinations around the world are tied to centuries-old cultural practices, which make the activity a unique appeal to many. Examples include the Japanese Misogi purification ritual and the Nordic sauna-to-ice tradition.  Resorts and hotels in these destinations have latched onto this heritage to offer cold plunge tourist itinerary packages.

The Social and Psychological Rewards

For anyone, including the experienced, taking a cold plunge or ice bath requires some courage and a spirit of adventure. Since most people travel in groups or as couples, the act of taking a cold plunge and encouraging each other creates social reinforcement and promotes bonding.

At the same time, cold water immersion has some psychological rewards, especially when done so far away from home or as a daily routine. Many people describe feelings of pride, accomplishment, and euphoria. The endorphin boost from the cold exposure is important for creating communal celebration and personal growth.

Health Benefits Backed by Science

Research has linked taking a cold plunge to several health benefits, hence the reason why many people are taking it up as a vacation activity. Some of these health benefits include:

·        Stress reduction and mood enhancement

·        Sleep and well-being

·        Immune and metabolic support

·        Recovery and inflammation control

There is existing and ongoing research with findings supporting cold plunging as a wellness activity. A recent systematic review of 11 studies (3,177 participants) found that stress levels were significantly reduced about 12 hours after cold-water immersion. People also reported small but meaningful increases in quality of life following daily cold showers over one month.  

Enthusiasts Seeking New Cold Plunge Challenges

A good number of people who travel to well-known cold plunge destinations like Japan and the Nordics already engage in the practice at home with portable cold plunges. This group, mostly consisting of enthusiasts, travels to these destinations seeking new cold water immersion challenges. What better way to conquer your fears and get the ultimate cold plunge experience than travelling to the source?

What to Expect on a Cold-Plunge Retreat

At wellness resorts or cold immersion retreats, you are likely to get access to the following:

·        Guided plunges in cold freshwater or spring-fed pools.

·        Contrast therapy routines: sauna, ice plunge, rest.

·        Breathwork and guided meditation.

·        Scenic settings: fjords, alpine lakes, or hot spring surroundings

·        Adventure: Facing physical challenges in scenic nature.

·        Wellbeing: Mind‑body practice that feels restorative and stimulating.

·        Storytelling: Guests feel part of a tradition or ritual—whether Nordic, Japanese Misogi, or indigenous seasonal practices.

·        Measurable progress: Tracking mood, sleep, or energy changes during a retreat can feel transformational.

Many guides also include instructions on gradual acclimation, recommended duration, and exit strategies to avoid shock.

In Conclusion

If you already engage in cold plunge therapy at home or are just curious, traveling to experience it, especially where it is part of the culture, is a once-in-a-lifetime experience. We, however, recommend starting your cold plunge wellness journey at home before travelling to these destinations. Get your starter cold plunge tub today!