About the WTA
OUR STORY
The Wellness Tourism Association (WTA) was founded in 2018 to bring clarity, connection, and credibility to a growing global industry. As interest in wellness-focused travel surged, so did the need for a professional organization dedicated solely to this space.
WTA was launched by a group of wellness travel leaders who shared a vision: to establish common definitions, build meaningful collaborations, and elevate standards across wellness tourism.
Since then, we’ve grown into a respected global network of members, partners and media – from hotels and tour operators to destinations and advisors – all committed to the shared mission of supporting well-being through trave. Together, we advocate for the industry, educate professionals, and set the foundation for wellness tourism to thrive in a sustainable, inclusive, and impactful way.
MILESTONES
2018
- Wellness Tourism Association is officially incorporated as a not-for-profit organization dedicated to wellness tourism
- Founding Partners: Accor, Canyon Ranch, The Art of Living Retreat Center, The Monaco Government Tourism Office and Anne Dimon (Founding President & CEO)
- Published first Wellness Travel Consumer Survey, offering industry-shaping insights into the needs and motivations of wellness travelers
- Launch of the first-of-its-kind global Glossary of Wellness Tourism Terms, to establish a common language across the industry
2019
- Introduced pioneering framework for defining Wellness Destinations, outlining the key criteria a region must meet to be authentically positioned as wellness-focused
2021
- In partnership with The Travel Institute, WTA launches Wellness Travel Specialist Course, offering the first professional certification for travel advisors in the sector
- Hosted inaugural International Wellness Tourism Conference (IWTC) in Miami, Florida, USA, convening global changemakers and industry experts to explore the future of wellness tourism
2022
- Leading Light Awards are launched to recognize and honor individuals making exceptional contributions to the wellness tourism industry
2023
- Released second edition of the Wellness Travel Specialist Course, reflecting updated best practices and a changing post-pandemic landscape
2024
- Antigua & Barbuda is named the first-ever WTA-recognized Wellness Destination, setting a new standard in destination certification and marketing
2025
- WTA is relaunched as a for-profit LLC under new ownership, entering a dynamic new era of leadership and global expansion, while continuing its legacy as a trusted voice and visionary force in wellness tourism
A Message from Our CEO
Welcome to the next chapter of the Wellness Tourism Association.
Since its founding in 2018, the WTA has played a vital role in shaping a fast-evolving global industry – one built on the intersection of travel, wellness, and purpose. I want to begin by acknowledging the foundational efforts of the association’s early leaders and members. Their work in defining benchmarks, creating the industry’s first glossary of terms, establishing a voice for wellness tourism and much more, has set the stage for what comes next.
As we step into a new era, I am honored to carry that legacy forward, and believe the opportunity in front of us as a community is nothing short of transformational.
Wellness tourism is no longer a trend—it is a global movement that’s here to stay. One that calls for clarity, connection, and credibility. At the WTA, our mission is to support responsible growth of the sector by building a trusted ecosystem of wellness-minded stakeholders, partners, advocates and supporters. Together, we are setting a higher bar: for integrity, for impact, and for the wellness experiences travelers seek and industry professionals deserve.
Our work is rooted in three guiding goals:
- To establish and uphold meaningful industry benchmarks
- To educate, inform, and empower wellness-minded professionals
- To connect and elevate a global community committed to wellness in travel
Whether you’re a hotelier, tour operator, travel advisor, destination marketer, wellness practitioner, researcher, writer or simply passionate about the power of travel to foster well-being, WTA is your home. A place to contribute, collaborate, and help shape the future of wellness tourism for the better.
We believe the more aligned we are as an industry, the more meaningful and accessible wellness travel becomes for all.
“The future of wellness tourism will be shaped not by the loudest voices, but by the most intentional.”
— Robin Ruiz, CEO & President, Wellness Tourism Association
Glossary of Wellness Tourism Industry Terms
First introduced back in April of 2018. The Glossary of Industry Terms has become the basis for common understanding, defining and helping establish basic standards for this growing global sector. New terms will be added as the industry continues to evolve.
Wellness Tourism
A specific division of the global tourism industry that is defined by the common goal of marketing natural assets and/or activities primarily focused on serving the wellness-minded consumer and those who want to be.
Wellness Vacation
Travel powered by a wellness-focused intention. Wellness Vacations/Holidays are typically self-directed with the traveler setting his or her own timetable and schedule. They may also include a multi-day Wellness Retreat.
Wellness Travel
Travel that allows the traveler to maintain, enhance or kick-start a healthy lifestyle, and support or increase one’s sense of wellbeing.
Wellness Traveler
A Wellness Traveler is an individual who makes wellness the primary purpose of a trip.
Wellness Resort
Also referred to as a Wellness Sanctuary or Wellness Clinic in some parts of the world. Any facility with accommodations and a range of hospitality services where the primary purpose is to provide programs and experiences for the Wellness Traveler. The Wellness Resort is comprised of four primary elements: accommodations, a variety of wellness activities, healthy dining options and wellness-related facilities.
Wellness Destination
A geographical area that fosters and promotes wellness as an integral part of life within the community and economics of the region.
Wellness Retreat
In today’s world, Wellness Retreat has TWO definitions
- 1. A guided, intention-driven, multi-day program with a set or semi-set schedule, and hosted by one or more facilitators. The program may include learning and lifestyle workshops such as meditation and healthy eating, as well as fitness activities such as yoga, nature walks and hiking.
- 2. A smaller facility with accommodations and hospitality services and where the primary purpose is to provide programs and experiences for the Wellness Traveler. The facility may have fewer wellness activities, services and facilities than a Wellness Resort.
Medical Wellness
Medical Wellness can refer to multi-day retreats, programs, packages or services that are administered by medical professionals but are deemed to be more proactive/preventative than reactive (such as reacting to pain, a medical condition or the need/desire for surgery.) Retreats/programs for sleep, stress management, prevention of age-associated conditions, and medical testing for the early detection and prevention of certain medical conditions are examples of Medical Wellness.
