Introducing Wellbeing Tourism

A Wellbeing company

The purpose of this part is to introduce wellbeing tourism from the perspective of companies; what it is and why it is important.

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Download the pdf “Introducing Wellbeing Tourism” to get tips and to learn more on how to become a Wellbeing host.

1. Definition of Wellbeing Tourism

Wellbeing Tourism is tourism that supports harmony and balance of body, mind, and soul for guests and hosts, in a sustainable interaction with the local community and environment.

Intention. Wellbeing tourism implicates an intention to do good, to have a positive impact on people (guests and hosts), on the surroundings, on the planet, in the present, and in the future. When you do good, you feel good and develop a state of wellbeing.

A wellbeing host is aware, kind, caring, honest, and joyful.

Six Main Aspects

Wellbeing tourism has six main aspects: Environment, the social aspect, economy, body, mind, and soul. The are presented in this booklet and un- folded with examples from tourism businesses and with ideas on initiatives you can take.

2. Environmental Wellbeing

What is environmental wellbeing?
Environmental wellbeing is about a reasonable use of the planet’s resources and how our behaviour affects the nature. Taking re- sponsibility for the environment includes actions like supporting conservation of the natural heritage and of biodiversity, limiting waste and avoiding pollution. Environmental wellbeing will en- sure sufficient natural resources for all also in the future.

How it can be achieved
We all have an impact on the environment. Your actions matter. Acquire knowledge on how to be more sustainable and start systematically acting more environmentally friendly. Focus your effort on the actions that will be most beneficial. This could in- clude minimizing waste, choosing biological degradable materials, using green energy, reducing transport, limiting greenhouse gas emissions. Let your consideration permeate your entire busi- ness and inform about your actions to inspire others.

3. Social Wellbeing

What is social wellbeing?
Social wellbeing is about having a holistic perspective on social sustainability. It implies that you respectfully use the resources of the local community and its cultural heritage and nature. You collaborate and interact positively with others, provide good wor- king conditions and contribute to intercultural understanding, equality and acceptance.

How it can be achieved
Your attitude and actions can contribute to social wellbeing and a sustainable and vibrant society. You can for example connect to other companies and organizations to network and co-create. You can exchange knowledge, labour, products, or services. You can be open to support dreams of self-realization to improve the quality of life for guests and colleges. You can in general engage in positive interaction, take responsibility for others and for your community, and make everyone feel welcome and secure.

4. Economic Wellbeing

What is economic wellbeing?
Economic wellbeing is about considering the economic impact of your activities. It ensures viable, long-term economic prosperity for your company. At the same time, it benefits your stakeholders and your community by developing a fair and productive work environment, building strong and positive relationships with others through for example co-creation and by sharing resources.

How it can be achieved
Through economic wellbeing, you can fulfil your own economic growth and also support prosperity in society for instance through providing fair and stable income to your employees, creating jobs for the local community, supporting local suppliers, increasing number of guests through community and collaboration, and co-creating solutions for community issues with your stakeholders.

5. Wellbeing for the Body

What is wellbeing for the body?
Wellbeing for the body is about your physical health and pleasure. Health is promoted by activities and things that have a positive effect on the body. This can for instance result in increased vitality, resili- ence, and longevity. Pleasure derives from stimulation of the senses. Often it will lead to relaxation or positive emotions such as joy.

How it can be achieved
There are many ways to achieve wellbeing for the body. Enjoy nutritious, healthy food and beverage; spend time in nature; exercise, get a massage or
other treatments; relax, breath fresh air, and get enough sleep. It all adds to wellbeing and health. But wellbeing is also the pleasure of the senses- soft fabrics, pleasant lighting, comfortable sounds, nice smell. And not least joy, laughter, and love. Even a hug will have a positive effect on the body’s chemistry, and make you feel great.

6. Wellbeing for the Mind

What is wellbeing for the mind?
Wellbeing for the mind is about your intellectual and emotional state. It has positive effects on the amount and quality of your thoughts and of your feelings. It can for instance bring calmness, clarity, aware- ness, insights, creativity, optimism, and a sense of belonging.

How it can be achieved
Our minds are almost continuously engaged in thoughts and most of them are repeated.
You can nourish your thoughts with new knowledge, storytelling, positive images, inspiring conversation and positivity from yourself and others. You can also give your mind a break to achieve wellbeing for the mind. Try to pause the thinking for a moment and just be. This allows for new ideas, creativity, joy, easy decision making, and flow. Effective methods to reach a state of being are mindfulness and meditation.

7. Wellbeing for the Soul

What is wellbeing for the soul?
Wellbeing for the soul – or spiritual wellbeing has to do with your whole being. It can for instance bring a sense of being connected to something greater than oneself and having a purpose in the world, and it can result in consciousness, love, self-worth, intuition, inner peace, fulfilment, com- passion and bliss.

How it can be achieved
You may understand your soul as your essence or true self. A part of you that is
constant, no matter what thoughts, emotions and life circumstances you are experiencing. Expressing your true self, being heard, seen, and accepted just the way you are, nourishes the soul. You can notice your soul in your heart when you feel unconditional love and deep connection.
Or when you do what you love the most and are in flow, forgetting time and space.

9. Hosting values

As a host or provider of a tourism pro- duct and service you can follow these five hosting values to give wellbeing to your costumers. The hosting values are general relational values that are essential for creating harmony and balance.

How to Develop Wellbeing Tourism

Ideas for Topics and Initiatives

This booklet is for you who are working in the tourism industry or in a tourism related business and wants to develop wellbeing tourism.

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Download the pdf “How to Develop Wellbeing Tourism” to learn more and tips on how to become a Wellbeing host.

Careful use of nature and resources

Protecting Nature
A balanced nature is fundamental for everything living. If we all actively protect nature, it will continuously supply us with many important ecosystem services such as drinking water, fertile soil for food production, good health, and pleasurable experiences.

To contribute, inform and help visitors understand the connections in nature. When you inform your guest about places of interest educate them about sensitive environments, protected plants, and animals, and how to behave in the nature in the best way. By arousing interest in the nearby natural and cultural environments, the guest also gets a richer experience and an increased awareness to bring home.

Through your conscious choice of materials and products you can make a big impact. You can choose local materials and products and thus minimize transport and CO2 footprint; you can choose natural and healthy materials to minimize the risk of exposing your guests and employees to hazardous substances; you can choose materials and products that are produced under proper and healthy working conditions. When appropriate, find and reuse materials and products on the secondary market.

It can be challenging to keep track of all supply levels and what the content lists of products really mean. A good solution for this is to choose materials that are certified to be environmentally and socially sustainable.

Reducing Waste
Almost everything you do or produce generates waste. Look into how you can optimize the use of resources, thus consuming as little as possible and making the most of it. By optimizing your purchases, you probably reduce your need of buying new items, and therefore you minimize future waste.

Start up a conversation with your suppliers about packaging. Items you purchase are often delivered to you in too much single use, non-recyclable packaging. And try to avoid buying unnecessary disposables items such as plastic cups and paper plates.

Clean transport

Means of Travel
The travel industry affects the climate. The greenhouse gas emission of the travel industry is largely due to flying as aviation accounts for up to 75%. Aviation is the most polluting form of transport per pas- senger-kilometre. Cars come second – but the more people in the car the less the environmental impact per person. Same principle accounts for all means of transport.

In general, going by train and coach is the most climate friendly way of travelling (apart from fuel free transportation like biking, of course).

The information about local public transport may influence your guests to rethink their choice of transport. Provide a summary of possibilities as a service for your guests.

Travel at the Destination
Your guests make day excursions. They go sightseeing, shopping, and visit places of interest. With knowledge and valuable information, you can help your guests make their travel at your destination as sustainable as possible: Lend out bikes, inform about public trans- port, or rent out an electric car. Promote nearby experiences and thus minimize your guests’ travel.

Act local

Promote Local Activities and Products
After visiting your business, your guests will most probably continue their travel and experience more. Help your guests discover nearby points of interest to make them stay longer in your area or even stay longer with you. The turnover per guest within the region will increase, the longer the guest stays. And the more positive experiences a guest has during her stay, the more likely it is that she will return or recommend the destination to others. Creating a network with your neighbouring companies and promo- ting each other can be beneficial for your business.

Be an Ambassador for your Area
Appreciate where you live and what you do – and show it. Focus on what is positive and tell others about it. You will make your guests enthusiastic about it as well. By acting as an ambassador for your area you will inspire others to engage in the community. Praise them for their contributions and congratulate them on their success. Create products and services that you and your community can be proud of. When you establish an authentic, high quality product, you add to the attractiveness of your region.


Wellbeing Culture – Employer Wellbeing
It begins with your own attitude and commitment, but it is together with your employees, you form the social wellbeing culture in your organization. The prerequisite for creating a sustainable workplace where you, your employees, and the surroundings are doing well, is naturally based on you following governmental labour protection act. This implicates a safe work environment, fair wages based on governmental rules and staff qualifications, regardless of gender and ethnicity.

As a united team you work out of mutual respect with the intention to do good, you follow the Wellbeing Hosting Values: honesty, aware- ness, care, kindness, and joy. You as employer are inclusive and trans- parent and make your staff feel seen and cared for. High employee wellbeing affects health, creativity, productivity and increases their potential to create positive relationships with others, cope with everyday life challenges, and likeliness to stay and be good ambassadors for your organization as well as for the region

Social Responsibility
First step towards social responsibility is to be aware of the fact, that your behaviour has an impact on people and society – both small scale and globally. You can decide to make a positive impact and inspire others follow your example. Have a global approach to your social responsibilities and consider the consequences for the world around you of the choices you make. Integrate it into your business strategy and practiced it in all your actions and relations.

In this way you can contribute to balance between economic growth, the welfare of the society and the environment.

Indoor environment

Design and Furnishing
Good design can offer wellbeing by for instance being ergonomically correct, beautiful, easy to use and clean. Thanks to thoughtful design and choice of materials, people can experience comfort, pleasure, and efficiency.

Although our lives have largely been moved to indoor environments, our need to be in contact with nature has not disappeared. Getting a sense of nature is an unconscious and biological need for us humans. Bring the nature indoor. Creating lush indoor environments and taking people closer to nature increases wellbeing both mentally and physically.

Atmosphere is the interaction that arises between human and room. You can use a variety of elements at your venue to enhance the desired atmosphere. In this way you can affect the state of mind of your guests and nourish their soul. Pleasant lighting, for instance, can contribute to a welcoming, friendly, relaxed atmosphere. Adequate daylight adds to a healthy environment. Colours are known to stimulate an emotional response. Blue shades, for example, enhance feelings of peace and serenity. Sound and acoustics are also important factors for a space to feel good.

When we talk about atmosphere, we must consider the fact that people are part of the production of atmosphere. Consider what you and your staff exude to the atmosphere of your venue. Are you sending out positive vibes – joy, friendliness and so forth?


Physical Movement
Physical activity and exercise can have both immediate and long- term health benefits. Most importantly, regular activity can improve your quality of life. On a long term it improves your immune defence and health and reduce the risk of a lot of diseases.

Make physical activity easily accessible and inspire your guests and colleagues to move their body. Suggest walking routes, rent out bikes, put yoga matts on the floor, put on dance music. You will get more happy guests – and they will sleep better at night.

Access to Nature
Being in nature is soothing for body, mind, and soul. Being in nature, or even viewing scenes of nature, reduces anger and stress and increases pleasant feelings and behaviour like kindness and generosity. Exposure to nature not only makes you feel better emotionally, it contributes to your physical wellbeing, reducing blood pressure, heart rate, muscle tension, and stress hormones. You can also feel that you are a part of something larger and get a sense of meaning.

Provide information on how to access the nature in your area. Sug- gest walking routes, specific places, viewpoints. In a city, have plants and flowers for people to enjoy and let people know where to find the nearest park.

Branding Wellbeing Tourism

Home of Wellbeing

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Download the booklet “Branding Wellbeing Tourism” to learn more about our brand Home of Wellbeing, and how to develop you own brand.

The regions around the Baltic Sea in Sweden, Denmark, Germany, Poland, and Lithuania are united by history and nature. Incredible landscapes that are clean, peaceful, and accessible is part of any visit to the South Baltic region. An increasing number of tourism businesses here are considering their impact on the environment and society and make sustainability a priority. Tourism offers are designed to support a healthy lifestyle, joyful encounters, peace of mind, and slow living. Together this forms the uniqueness of the South Baltic destination as a Home of Wellbeing.

A brand for the South Baltic
Through collaboration in the South Baltic area, we brand destinations, companies and products that are in line will wellbeing, ‘Home of Wellbeing’. It makes us distinctive and memorable and stand out as a responsible and preferred destination in the eyes of the growing number of travellers who care about sustainability, health, and wellbeing.

You are a Home of Wellbeing
If you share our values of wellbeing, you may be a Home of Wellbeing. If you are a tourism agency, a restaurant, a hotel, a spa, a gym, or a seasonal small business; If you care about the environment; If you work towards a prosperous local community and think about how to contribute to the wellbeing of others – then you are a component of the brand. Home of Wellbeing is also YOU. And together we can make a difference.

Finding the core

A brand builds the reputation of a product, service, place, person, or organization. It creates awareness and identity and distinguishes your company and offers from others.

A brand is a summary of the feelings and thoughts you want your potential and actual customer to connect your company with. You can express it using a logo, symbol, slogan, and through your choice of colours, images, and words.

Make sure that your brand is an honest reflection of your business and its values so that you can keep your brand promise to the customers. In this way, customers will trust your brand which is key to its success.

Values, visuals, and narration

If your brand is well-defined and well communicated, customers will have a clear and positive understanding of your business and what they can expect to experience when buying your products and services.

In developing your brand, you can work with your brand values, visual brand identity, and brand narration. Together, these three components create the comprehensive feel, look, and tone of your company to your customers.

Brand values
Through your brand values, you can connect to your customers on a deeper level. To define your values, you can ask yourself: What matters to me? What do I stand for? Customers who share your values are more likely to have a positive relationship with your brand.

Visual brand
Your visual brand consists of your logotype, the colours you use in any kind of communication, and photos you use to illustrate your services and products. It can also include the appearance of your facilities, products, and people in the organisation. Consider how the various visual elements can express your values and the core of your business. Make sure that your visual identification system is uniform, consistent, and authentic.

Brand narration
The use of storytelling can help customers connect emotionally to your brand. Storytelling is a narrative that weaves together facts and the emotions that your brand evokes. Use it to communicate the authenticity and values of your business. Use positive wording to create positive emotions in the customer.

Branding natural and cultural wellbeing of the South Baltic countries

The regions around the Baltic Sea in Sweden, Denmark, Germany, Poland, and Lithuania are united by history and nature. Together this forms the uniqueness of the South Baltic destination as a Home of Wellbeing.

Incredible landscapes that are clean, peaceful, and accessible is part of any visit to the South Baltic region, and thus a central element in the branding. You are always close to the sea, the Baltic Sea, with its diverse coastline including maritime forests, white sand beaches, and amber – a 100-300 million of years old ‘gemstone’ used in jewellery and as a healing agent. Long summer days with light nights provides plenty of time for outdoor activities. Numerous safe and well described routes for hiking and biking runs through the landscape and passes along the sea. The beauty and colours of the various seasons are astonishing, and the darkness of the winter nights is perfect for stargazing.

On the following pages you can be inspired of how to visually brand the South Baltic countries through photographs of nature and culture. By including this in your branding, you can both present the characteristics of your destination, and you can express values and assets such as freedom, protection of nature, joy of physical movement, creativity, and local produce.

You can express wellbeing by using the uniqueness of your own area in your branding: Nature, cultural heritage, and traditions. Show your guests what they can experience only in your region. This could be special kinds of handicraft or events. Let your brand support the local heritage.