Navigating Wellness Tourism: Strategic Approaches to Destination Mapping of the Offer

By the end of the 1990s, the tourism industry worldwide had begun to pay attention to health and wellness (Sopha et al., 2019). However, the numerous definitions and typologies of wellness tourism present significant challenges in effectively mapping the offerings within a destination. This study addresses critical gaps by offering a comprehensive methodology to map wellness tourism offerings in a destination, leveraging and adapting key typologies. It builds on the conceptual frameworks of Kemppainen et al. (2021) and Kaspar et al. (2019) to clarify the contours of wellness tourism, and adopts the 10-component offer system identified by Dini and Pencarelli (2021) as a structuring framework. The methodology combines a k-medoids cluster analysis (Gower distance) and a strategic group approach (Porter, 1980), drawing on Cloutier, Vachon & Coulombe (2024). Quebec, Canada, is used as a case study to illustrate how a destination can leverage its local strengths — particularly Nordic spas and cold exposure practices — to meet the growing demand for immersive and sustainable wellness experiences. The findings offer actionable insights for practitioners, contribute to global academic discussions, and align with industry efforts to meet evolving consumer demands.