Tourism is evolving to focus more on health and longevity, incorporating advanced technologies that were once limited to medical or athletic settings. At the Mediterranean Conference Centre in La Valette, Malta, which is hosting the World Travel & Tourism Council (WTTC) summit through Friday, October 9, attendees can experience some of these innovations. One such device is a mask connected to sensors that can detect 23 biomarkers and biological indicators in a short time, offering personalized health improvement plans. Panos Papadiamantis, leader of the company PNOË, explains that the device assesses how well the lungs absorb oxygen, how effectively the heart pumps it, and how efficiently cells absorb it. PNOË has already equipped Four Seasons hotels and is expanding into the hospitality sector with more orders. Another feature available at the event is a hyperbaric chamber with a modern, stylish design. Visitors can sit in a comfortable chair with an oxygen mask, experiencing a session under pressure equivalent to being ten meters underwater, as described by David Gumbleton from HPO Tech. The chamber allows users to work during the session, as tablets are connected inside. Benefits include faster healing and reduced inflammation. These tools, typically used by medical professionals or elite athletes, are now being integrated into luxury hotels, offering guests additional services they can pay for. The well-being sector has grown significantly, reaching a value of 2,000 billion dollars last year, according to the firm McKinsey. American billionaire Bryan Johnson has been a prominent advocate for longevity, highlighting its importance. The trend is spreading, with the Six Senses hotel group offering specialized longevity stays for several thousand euros per week, excluding accommodation. Four Seasons hotels have partnered with Chi Longevity clinics to provide genetic testing services that reveal how individuals metabolize nutrients uniquely. Stéphane Durand, a tourism specialist at the Voltere by Egis firm, notes that the baby boomer generation is now entering retirement, bringing with them significant purchasing power and a history of luxury consumption. He adds that concern for health and appearance is a major societal trend. However, these experiences are accessible only to those who can afford them. In Malta, entrepreneur Mark Weingard, head of the Iniala group, plans to launch a four-week longevity program for entrepreneurs in his hotels by 2028, priced at 100,000 dollars. "Longevity is the word that is making a buzz right now," he says, though he acknowledges that many places are not yet offering these services effectively. A report by Bain & Company indicates that global luxury spending decreased by 1 to 3% last year compared to 2024, especially in leather goods and fashion. However, spending on experiences has increased by 3%, largely driven by the well-being sector. This shift highlights a growing interest in health-focused tourism as a key driver of the luxury market.