The global massage therapy service market is poised to reach USD 29.53 billion by 2030, expanding at a CAGR of 7.2% from 2024 to 2030. This sustained growth over the next several years reflects a powerful shift in consumer attitudes toward holistic health solutions. As awareness of the physical and psychological advantages of massage therapy—such as stress reduction, pain management, and improved well-being—continues to rise, more individuals are opting for therapeutic touch as a complement or alternative to conventional medical care.

 

Over the past decade, wellness and fitness venues have increasingly integrated massage offerings to meet this demand. Spas, wellness centers, and boutique fitness studios now frequently bundle massage services alongside yoga, pilates, and nutritional counseling, creating comprehensive health packages that appeal to a wider audience. Simultaneously, corporate wellness programs have begun to recognize the productivity and cost-savings associated with on-site or subsidized massage sessions—reducing employee absenteeism and healthcare expenditures by addressing musculoskeletal issues and workplace stress.

 

Technological innovation has further catalyzed market expansion. State-of-the-art massage modalities—ranging from percussive therapy devices to AI-guided pressure sensors—have enhanced treatment efficacy and consistency. Meanwhile, digital platforms and mobile apps now enable seamless appointment booking, therapist matching, and even virtual consultations for self-massage techniques. This digital ecosystem not only broadens therapists’ reach but also simplifies client acquisition and retention, driving deeper market penetration.

 

Data from the American Massage Therapy Association (AMTA) underscores this broadening appeal: in 2023, 30% of women and 45% of men reported receiving professional massage services at spas. This near-even gender distribution highlights massage’s universal appeal as a wellness tool—encouraging spa operators to tailor services across diverse demographics and life stages.


The Asia-Pacific region is set to become a pivotal growth engine. Long-standing cultural traditions in countries such as Thailand and Japan provide a strong foundation for massage adoption, while rising disposable incomes in emerging markets are enabling more consumers to invest in non-clinical therapies. As urbanization accelerates and healthcare costs climb, massage therapy offers an accessible, preventive approach to maintaining health and managing chronic conditions.

 

Market Report Highlights

 

  • By Massage Type – Swedish Massage (30.29% share in 2023)
    Swedish massage leads the field, prized for its balanced combination of relaxation and therapeutic depth. Its broad effectiveness—ranging from tension relief to improved circulation—continues to attract consumers seeking an all-around wellness experience.
  • By End Use – Women (61.19% share in 2023)
    Women comprised the largest end-use segment, driven by heightened awareness of massage’s benefits for stress alleviation, hormonal balance, and postpartum recovery. Busy professionals and caregivers alike are turning to regular sessions as part of a holistic self-care regimen.
  • By Service Provider – Massage & Physical Therapists (43.27% share in 2023)
    Licensed massage and physical therapists dominate service delivery, as clients increasingly value clinically trained practitioners who can tailor techniques to address chronic pain, mobility issues, and rehabilitation needs. The credibility and specialized expertise of these providers continue to underpin market growth.

 

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Massage Therapy Service Market Segmentation

 

Grand View Research has segmented the global massage therapy service market report based on traveler type, age group, and region:

 

Massage Therapy Service Massage Type Outlook (Revenue, USD Billion, 2018 - 2030)

 

  • Swedish Massage
  • Deep Tissue Massage
  • Sports Massage
  • Hot Stone Massage
  • Thai Massage
  • Others (Reflexology, Aromatherapy Massage, Prenatal Massage, etc.)  

 

Massage Therapy Service End Use Outlook (Revenue, USD Billion, 2018 - 2030)

 

  • Women
  • Men

 

Massage Therapy Service Service Provider Outlook (Revenue, USD Billion, 2018 - 2030)

 

  • Spas and Salons
  • Massage and Physical Therapists
  • Hotels and Resorts
  • Others

 

Massage Therapy Service Regional Outlook (Revenue, USD Million, 2018 - 2030)

 

  • North America
    • US
    • Canada
    • Mexico
  • Europe
    • UK
    • Germany
    • France
    • Italy
    • Spain
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia & New Zealand
    • South Korea
  • Central & South America
    • Brazil
  • Middle East & Africa (MEA)
    • South Africa

 

Key Players in the Massage Therapy Service Market

 

  • Massage Envy Franchising LLC
  • Hand & Stone Massage and Facial Spa
  • Elements Massage
  • Massage Heights
  • The Woodhouse Day Spa
  • MassageLuXe
  • Soothe Inc.
  • The NOW Massage
  • Spavia Day Spa
  • LaVida Massage

 

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