About us

The Wellbeing team

SB WELL – Wellbeing Tourism in the South Baltic Region – Guidelines for good practices & promotion!
Wellbeing tourism is based on sustainability, but it is also a holistic concept that includes wellbeing for the visitor, but also for the actor and the society that provide the services. It includes wellbeing on a physical, mental and spiritual level. Wellbeing is a state of balance and harmony. We are striving to make it easier for entrepreneurs within tourism to offer products and services within wellbeing, and to highlight coastal areas in the South Baltic region as attractive destinations for this type of tourism.

Welcome to reach out to us


Christel Liljegren


Working at the Energy Agency for Southeast Sweden supporting public and private bodies on thier way towards a sustainable energy system.
Per-Markus Jönsson


Supports companies and municipalities in developing outdoor life in Kalmar County.
Joanna Kohnen
Joanna Kohnen


Develops and implements Wellbeing tourism and provides companies with advice and support. Coordinator for wellbeing tourism at the County Administrative Board in Kalmar.
Lali Lindell


Founder of the Wellbeing tourism concept and Wellbeing International.
Sustainability, Life quality & Spiritual tourism
PhD in Environmental sciences and Environmental Psychology.


Anna Dziadkiewicz


Responsible for the promotion and dissemination of the concept of wellbeing tourism within the SB WELL project. Interests; sustainable development, service design and design management in organisations. A PhD in economic sciences, and authored books as well as dozens of articles.
Robert Bęben


Implements the SB WELL project, conducting research on wellbeing tourism target groups. Head of Marketing Department at the Faculty of Management, University of Gdańsk. Co-founder and President of the Board of the Prof. Brunon Synak Pomeranian Scientific Institute.
Justyna Janczak


Professionally associated with Pomerania Development Agency, where she helps Pomeranian entrepreneurs to develop their business. In the SB WELL project she is one of the National Administrators of the Homeofwellbeing Atlas.
Katarzyna Kucharek


Professionally associated with the Professor Brunon Synak Pomeranian Institute of Science, where she implements the SBWELL project. She specializes in digital marketing and promotional campaigns. In the project she is responsible for creating educational videos for companies on sust
Monika Dmitrzak


Project coordinator in Pomerania Development Agency. She specializes in issues of sustainable development, wellbeing tourism and implementation of elements of circular economy in the tourism industry. She has also conducted workshops on circular economy-driven policy.
Aleksandra Boike
Professionally associated with the Professor Brunon Synak Pomeranian Institute of Science, where she coordinates survey research on tourism in Pomerania. She monitors procurement processes and organizes promotional events for wellbeing tourism in the SBWELL project


Karin Melbye Holm
Karin Melbye Holm

Danish Tourism Innovation

Director & innovator at Danish Tourism Innovation. SB WELL project responsible for developing the wellbeing tourism definition and customer segments. Editor and author of a series of booklets presenting wellbeing tourism and how to implement the concept in tourism businesses and destinations.
Karin Melbye Holm
Learn more – get in touch


Want to learn more about wellbeing tourism and implement the concept? Get in touch for presentations, workshop facilitation, courses, destination and product development.


Tourismusverein Vogelparkregion Recknitztal e.V.


Wellbeing tourism in the Vogelparkregion Recknitztal
Our aim is to have happy and content guests. But to make guests feel good, different needs should be served: Relaxation, nature, quality time with their loved ones, discovering of something new, sports, great food.


A summer flower in sunshine
Aistė Jurkienė


Project Coordinator
EUCC Baltic Office
A flower in springtime
Egle Hidri


Project Management and Bid Writing, EU projects – Erasmus+, Interreg, Nordplus.

The SB WELL partnership

This webpage is a deliverable in the project SB WELL – Wellbeing Tourism in the South Baltic Region – Guidelines for good practices & promotion. SB WELL is composed of 9 Project partners (PPs) and 9 Associated partners (APs).

Project objectives:
To capacitate and facilitate SMEs in offering products and services in wellbeing tourism
To highlight the South Baltic coastline as an attractive destination for wellbeing tourism among regional and international potential visitors

Increased awareness of the South Baltic as a provider of wellbeing recreation
Increased capacity of delivering wellbeing recreation experiences, products, and services.

Linnaeus University

International collaboration is at the centre of LNU’s development strategies. LNU’s goal is to offer education that encourages working life experience and stimulate an entrepreneurial approach in an international context trough using recent technological advances e.g. LNUPlay. Having a large share of LNU’s international students, the School of Business and Economics is committed to consistent focus on developing practice-related courses and educational material. LNU has a strong ability to attract cutting-edge competence and has shown the ability to strengthen professional educations and training by integrating scientific and occupational competence in planning and developing education. Through an increased participation in externally-funded collaboration projects LNU strengthens its international position in the research and education community. To achieve this goal all LNU researchers have the opportunity to establish lasting international contacts with the aim of maintaining diversity and contributing to sustainable development. Website: www.lnu.se/en/

EUCC Baltic Office

EUCC Baltic States Office is a regional office of the Coastal and Marine Union – EUCC for the Eastern European countries of the Baltic Sea. EUCC is a stakeholder and network association with expert members and NGO member organisations in 40 countries. Founded in 1989 with the aim of promoting a European approach to coastal conservation by bridging the gap between scientists, environmentalists, site managers, planners and policy makers, it is the largest network of coastal & marine practitioners and experts in Europe, with five international offices and focal points and national branches in ten countries.

Registered since 1995 in Lithuania, the EUCC Baltic States Office is active in the east of the Baltic Sea: Lithuania, Latvia, Estonia and the Northwest Region of the Russian Federation. The main objectives of the EUCC Baltic States Office are to promote integrated coastal zone management and sustainable maritime planning in the Eastern Baltic area and to disseminate information on EUCC activities in the region.

Klaipeda State University of Applied Science

Klaipeda State University of Applied Science (KVK) is the third-largest college in Lithuania with strong academic reputation. The initial target of University is to ensure high quality of academic teaching and research facilities. KVK focuses on study programs that lead to a profession, one of the main aims of KVK is to prepare strong and confident practitioners who will be able to successfully apply their knowledge in a working environment. Klaipeda State University of Applied Science is actively participating in local initiatives and projects, developing applied research important for the regional development, advises local authorities and business entities.

Pomerania Development Agency Co.

Pomerania Development Agency Co. is one of the pioneer agencies for regional development in Poland, established in 1992, as an initiative of the Voivodeship authorities and owned by the region – Pomorskie Voivodeship. Its mission is acting on behalf of harmonious growth of Pomerania; through supporting Pomeranian businesses and local authorities as well as initiating and supporting economic ventures of regional importance. The Agency is also an institution which defines standards of support for entrepreneurship in Pomerania, as well as an important partner for self-governments in terms of regional development policy creation. Its representatives officially take part, as an active member, in the creation of regional development strategies and economic policies. Website: www.arp.gda.pl

Vogelparkregion Recknitztal

The Tourism Association ‘Vogelparkregion Recknitztal’ is a Destination Management Organsiation for an area that comprises the river valleys of Recknitz, Trebel and Barthe until the South coast of the Western Pomeranian lagoon area on the Baltic Sea coast. The Association has been founded 2013 and counts currently over 90 members. Those are mainly touristic providers but also different municipalities. The activities of the association comprises of marketing the destination, product development, public relation, initiating infrastructure development as well as supporting its members in their services. A particular focus is given to the development of a sustainable tourism in the region that combines recreation and education in nature, natural and cultural heritage, slow tourism and regional food and wellness products. The association is member of and actively cooperates with other DMO in Mecklenburg-Vorpommern. Website: https://www.vogelparkregion-recknitztal.de/

Energy Agency for Southeast Sweden

ESS is a regional energy agency, established in 1999 under the Association of Local and Regional Authorities in Kronoberg. Since 2007 activities have been operated under the Energy Agency for Southeast Sweden Ltd and jointly owned by an association where regional councils, counties and municipalities in Blekinge, Kalmar and Kronoberg are members.

The Energy Agency is working to initiate, coordinate and implement projects aimed at improving the energy efficiency and increased supply of renewable energy in all sectors of society with focus on public authorities. The agency works strategically and systematically to link the projects at the local and regional level with the projects of the European and international market.

Since 1999 the agency has performed or coordinated more than 700 visits, energy audits, energy checks among SMEs. The agency has a broad experience of methods and knowledge of driving forces to increase the energy efficiency among SMEs and conducted trainings, workshops, conferences within this topic. The agency is responsible for coordinate and run four SMEs-networks in the region which will support the public sector to support energy efficiency and renewable energy sources among SMEs. Website: www.energikontorsydost.se/en

The County Administrative Board of Kalmar

The County Administrative Board of Kalmar is a government authority that exists in close proximity to the people in the county. It is an important link between the people and the municipal authorities on the one hand and the government, parliament and central authorities on the other. The work of the County Administrative Board is led by the County Governor, who is commissioned to monitor developments and inform the government of the county’s needs. The commission of the County Administrative Board is to work for development where the environment, economic growth and good living conditions go hand-in-hand. The goal is a clean-living environment, a stable labour market and a good life for the residents. In short, the County Administrative Board of Kalmar is working towards sustainable development in the county. The County Administrative Board is responsible for ensuring that decisions from parliament and the Government are implemented in the county and it coordinate government activities. With regard to the county’s development, it shall safeguard and work for the interests of both individuals and society.

The County Administrative Board is a knowledge based organisation which works with many different cross-sectoral issues. The areas of expertise span diverse social issues, from rural development and biodiversity to integration and the protection of natural and cultural environments.

Professor Brunon Synak Pomeranian Research Institute

Professor Brunon Synak Pomeranian Research Institute was founded on the initiative of academic employees of Tri-city universities. Organization has status of an association and is based in Gdańsk. Their mission is to resolve scientific problems, which will help to raise quality of life of Pomeranians as well as effective use of intellectual, financial, natural resources of the region. Professor Brunon Synak Pomeranian Research Institute conduct research of factors that have affect socio-economic development of the region. They also popularize conception of scientific co-operation among various research centers, they support initiatives and help to organize actions which will contribute to rise socio-economic development of the region. Professor Brunon Synak Pomeranian Research Institute popularize methods and tools which better social communication.

Fonden Dansk Turisme Innovation

Fonden Dansk Turisme Innovation is a foundation which purpose is to create economic growth and employment in the tourism industry and derived professions in Denmark or for the benefit of Denmark. The organisation is rethinking and developing future tourism concepts, products and themes together with tourism business and non-tourism actors and based on trends and consumer needs. Dansk Turisme Innovation has particular focus on innovation and capacity building and tourism with a sustainable and wellbeing perspective. Dansk Turisme Innovation is based in Roskilde in Region Zealand and most activities – as the project SB WELL – is carried out in the Region Zealand where the foundation formerly under the name Østdansk Turisme has implemented numerous tourism development projects since its establishment in 2006.

Our mission

“The tourism industry is of great importance for sustainable growth and employment for many countries. It provides consumption in several industries, such as hotels and accommodation, restaurants, retail, transportation and activity companies. It is a growing sector.

SB WELL will support the industry to have sustainable development, without causing any harm, directly or indirectly, to nature, people, or the economy. We will also support companies, public bodies, and the visitors to strive to always intend to do good and to let business, products, and services strengthen the body, mind, and soul of all people who are in any way affected by the company’s offer or decision“