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9 Wellness Tourism Jobs, Organizations and Professional Associations

Learning Objectives

This chapter includes a brief overview of the salient professional roles, competencies, and organizations and associations found in wellness tourism.

At the conclusion of this chapter students will be able to:

 

Careers opportunities in wellness tourism

Career opportunities within the wellness tourism sector are diverse. Some professionals become resort or hotel managers, overseeing operations at wellness-focused properties. Others may take on roles as spa managers, wellness marketing managers, or program coordinators. Activity managers and concierge staff also play a vital role in delivering wellness-centered services and ensuring memorable stays.

Some focus on the guest experience by working as wellness coaches, instructors, spa technicians, or alternative therapists, while others such as travel agents (see below) plan personalized itineraries.

Career paths in wellness tourism are equally diverse and finding employment may require a combination of practical experience, education, certifications, and networking. A good starting point is to gain relevant experience through entry-level roles in the hospitality or travel sectors. Working at hotels, resorts, or for tour operators or travel agencies can provide foundational knowledge of the tourism industry. A bachelor’s degree in hospitality management, tourism, or a related field is likewise beneficial.

While online platforms and job boards may serve as a source of job postings for wellness-related roles, networking is key to accessing job opportunities, especially in niche fields like wellness tourism. Attending wellness tourism events and joining professional organizations and association (see below) can also help build valuable industry connections.

For those who already know they want to focus on wellness, internships or early-career positions at spas, wellness retreats, or health centers can offer more niche experience. Others may choose to freelance in roles such as social media marketing for wellness resorts or wellness travel writing, which would help build a job-related portfolio and professional credibility.

Highlight: Wellness Tourism Travel Agents

A wellness travel agent is one who specializes in wellness tourism. Wellness travel agents work under the umbrella of an established travel agency or independently, selling wellness-related travel services on to their clients for which they are paid a commission fee by the service producers. Wellness travel agents may also customize travel packages around client needs and preferences while taking into account their wellness goals, fitness levels, dietary requirements, and interests to ensure customer satisfaction. Recommending accredited properties such as those under the WellHotel® accreditation program can also help to ensure clients experience high-quality wellness services.

According to WellnessTourism.com, wellness tourism is a lucrative niche, and given the increasing demand for wellness travel experiences, a promising avenue for professional growth. Wellness tourism, which encompasses specialized services such as spa treatments, yoga retreats, and fitness programs, commands higher prices compared to standard travel packages, thus providing travel agents with substantial earning opportunities. Wellness tourism also appeals to a diverse audience, including millennials, baby boomers, solo travelers, and corporate groups, thereby offering a wide client base for agents in this sector.

To become a travel agent in the United States requires no legal certifications or licenses; however, an in-depth understanding of holistic well-being, as well as the various services, amenities, activities, and types of destinations that comprise wellness tourism, is a solid foundation for entering this arena. In addition, knowledge and professional credibility may be achieved through industry certifications and training programs specifically focused on wellness tourism. Online courses such as those listed at Wellness Travel University, for example, offer market insights, marketing tips and general guidance for those interested in selling wellness experiences and destinations. Keeping a close eye on industry research and evolving market trends is further recommended.

Travel agents and those aspiring to be should also establish and maintain a strong network of professional partnerships (WellnessTourism.com). Establishing relationships with wellness resorts, retreat centers, and specialized service providers as well as other wellness travel companies is a means by which travel agents can extend their travel inventory, as well as gain access to exclusive packages and experiences for clients. Joining professional organization and associations and attending wellness tourism related events, conferences and travel fairs also assist in this regard.

Job competencies

Job competencies in wellness tourism must address not only technical knowledge but also essential soft skills, including emotional intelligence, adaptability, and the ability to manage emotionally demanding roles such as those in spa and alternative treatments.

A study of seasoned wellness tourism professionals in North America identified competencies for working in the wellness tourism sub-sector (see Table 8, below). In addition to commonly identified job competencies such as customer service and ability to recognize revenue opportunities, soft skills, such as emotional intelligence, maturity, and the ability to build rapport with guests were highlighted. This is supported by other studies which have demonstrated, for example, that personal trainers with high emotional intelligence have greater career success overall (Thal et al., 2021).

Communication skills, both written and oral, were also identified as essential as professionals in wellness tourism need to communicate effectively with guests, colleagues, and other stakeholders (Thal et al., 2021).  The dynamic nature of the wellness tourism industry further requires professionals to be flexible, organized, and efficient in managing multiple tasks (Thal et al., 2021).

Individual values such as personal well-being, service to others, holistic health, compassion, and community were also noted as key and integrating these values into professional training may enhance the quality of service and contribute to the overall success of the industry (Thal et al., 2021). Professionals familiar with a range of wellness services and modalities, such as mindfulness practices, are further more desirable within the industry and giving staff access to workshops and seminars alongside guests may likewise prove beneficial (Thal et al., 2021).

For example, the role of therapists demands foundational knowledge, skills, and abilities are essential for performing treatments correctly and safely. Detail orientation is necessary for precise techniques, hygiene, and individualized care, while adaptability enables therapists to respond to different client needs and emotional states. Multi-tasking is often required to manage several clients, treatments, and time-sensitive responsibilities throughout the day. Strong customer service skills are core to ensuring client satisfaction and encouraging return visits. High emotional intelligence allows therapists to read and respond to client emotions appropriately, and effective time management helps maintain tight schedules. The ability to create guest rapport is directly tied to client trust and satisfaction. Finally, compassion and a commitment to service to others aligns with the helping nature of therapeutic work, while a grounding in holistic health supports the application of wellness principles.

Therapists, however, must also be able to prioritize their own personal well-being to avoid burnout and remain emotionally resilient. Job strain in these fields is common given the intensity of client interactions and the gendered nature of the work (Frost et al., 2023). Women spa therapists also experience heightened pressures due to tight schedules and aesthetic expectations, that is the need to maintain a highly polished, professional appearance. These challenges, combined with the often emotionally charged client-therapist relationships, contribute to burnout and high turnover in these fields (Frost et al., 2023).  Moreover, an understanding of holistic health and personal well-being is crucial. That is, personal involvement in wellness contributes significantly to professional success in the field as professionals should be able to apply first-hand knowledge to create a nurturing environment for guests seeking wellness experiences (Thal et al., 2021).

To combat this a focus on personal well-being for therapist is essential. This may include setting personal boundaries, practicing self-care and coping strategies such as positive thinking and mindfulness techniques. Other strategies such as creating a sense of community through workplace rituals, humor, and social support, can help regulate job-related pressures and enhance personal well-being (Frost et al., 2023). Managers can also play a critical role by exhibiting emotional intelligence, fostering open communication, and facilitating work-life balance. Furthermore, spas may benefit from implementing additional training to help staff manage the emotional labor required in close customer interactions (Zandiyeh et al., 2022).

Table 8: Job Competencies in Wellness Toursim (Thal et al., 2021)

Professional Organizations and Associations

Professional organizations and associations play an important role in supporting the growth and development of an industry sector, while their establishment signals the maturation of that sector.
Organization and associations offer platforms for collaboration, data collection, knowledge sharing, educational resources and networking opportunities to support industry growth and professional development.  Their establishment also typically suggests in greater standardization and professionalism and collective bargaining (ASAE Center, 2024). Their establishment also supports greater standardization, enhanced professionalism, and a unified industry identity, ultimately contributing to the long-term sustainability and both internal and external recognition of the industry. For example, they may host industry awards for best practices or serve as important advocates for or against legislation that impacts the industry. A wellness organization and wellness tourism association are highlighted below.

Global Wellness Institute

The Global Wellness Institute (GWI), is a 501(c)(3) nonprofit educational foundation dedicated to empowering wellness globally by educating both public and private sectors about preventive health and wellness. Its mission is to empower wellness worldwide by educating public and private sectors about preventative health and wellness as a platform for research, information and connecting key stakeholders in the wellness industry. It is defined through five pillars: (1) Research, (2) Initiatives, (3) Geography of Wellness, (4) The Wellness Moonshot: A World Free of Preventable Disease and, (5) a repository for evidence based research, wellnessevidence.com.

GWI was an initiative born out of the Global Wellness Summit (GWS), a four-day annual event held in various locations around the globe. The first GWS was held in New York in 2007, the brain child of Susie Ellis, Chair & CEO of the Global Wellness Institute (Kitchen, 2024). At the time Ellis was president of Spafinder, a search engine and global network of spas and retreats (Kitchen, 2024).  Noting only a limited number of spa-focused conferences  were being held in the US, Europe or Asia, Ellis was inspired to create a worldwide summit that would bring together decision-makers and thought leaders in the wellness space (Kitchen, 2024).

While, GWS now falls under the much wider GWI umbrella, it preceded it by almost a decade as well as laid the foundation for the GWI’s creation. Following the success of the inaugural Summit, Ellis became aware of the need for industry research to further discussions as well as define the wellness industry and its global impact (Kitchen, 2024). The first Global Spa Economy Research report was released the following year. Given the success of this initial venture into global economic and consumer research, in 2015 Ellis and Global Wellness Summit co-founders established GWI as a separate entity (Kitchen, 2024).  Together GWI and GWS have given the wellness movement unprecedented recognition and visibility on a global scale and are the most respected and often quoted sources for global trends, research and information, including wellness tourism (Kitchen, 2024).

GWS remains a high-profile annual event that brings together business leaders, government officials, academics, scientists, and other experts in related fields such as spa, physical activity, beauty, and nutrition to help inform and shape the wellness industry. It aims to support the global wellness community through innovation, research, and collaboration, while also encouraging networking, investment, and business opportunities within the multi-trillion-dollar wellness economy (Kitchen, 2024).

Wellness Tourism Association

The Wellness Tourism Association (WTA) was established in January 2018 as a not-for-profit organization based in the United States (American Spa, 2018). It was spearheaded by  Anne Dimon, founder and CEO of Travel to Wellness, who serves as the association’s president, in collaboration with a group of seasoned wellness industry executives  (Travel to Wellness, 2018).

The WTA was formed to serve as the official voice of the wellness tourism industry, aiming to shape and support the sustainable future of this rapidly growing sector (Dimon, n.d.). The association’s mission encompasses the creation of industry-wide definitions and standards, the provision of educational initiatives, and the facilitation of networking opportunities (Dimon, n.d.). Since its inception, the WTA has attracted members from various sectors of the wellness tourism industry, including destination marketing organizations, hotels, resorts, tour operators, travel advisors, and wellness practitioners (Dimon, n.d.).

The Wellness Tourism Association (WTA) also offers a certification program, the Wellness Travel Specialist Course, to train travel professionals in the specialized field of wellness tourism. This program provides knowledge and skills required to cater to the growing demand for wellness-focused travel experience as well as association certification upon completion.  

Which knowledge, skills, and abilities are supported by this chapter?

This chapter highlights professional roles and pathways, along with essential knowledge of wellness travel trends, certifications, standards, and expertise required in the wellness tourism sector. Key skills include emotional intelligence, communication, customer service, marketing, time management, and adaptability to diverse client needs. Core abilities involve building rapport, multitasking, sound judgment, and self-care in emotionally demanding roles. Integrating values such as compassion and service enhances guest experiences, while networking through organizations like GWI and WTA supports career growth in this expanding field.

Review Questions

  1. What are some common professional roles within the wellness tourism sector, and how do they differ in focus?

  2. How can entry-level experience in hospitality or travel sectors contribute to a career in wellness tourism?

  3. Why is networking particularly important for career growth in the wellness tourism industry?

  4. What specific skills and knowledge are essential for wellness travel agents to succeed in their roles?

  5. How does emotional intelligence impact job performance in wellness tourism professions, especially in client-facing roles?

  6. What challenges do spa therapists face that contribute to job strain and burnout, and how can these be mitigated?

  7. How do personal well-being and holistic health values influence professional success in wellness tourism careers?

  8. What roles do professional organizations like the Global Wellness Institute (GWI) and the Wellness Tourism Association (WTA) play in supporting the industry?

  9. How do certification programs, such as the WTA’s Wellness Travel Specialist Course, benefit professionals in wellness tourism?

  10. In what ways does the dynamic nature of the wellness tourism industry demand adaptability and multitasking from its workforce?

references

American Spa. (2018, March 14). Industry execs launch Wellness Tourism Association. https://www.americanspa.com/news/industry-execs-launch-wellness-tourism-association

ASAE Center. (2024, November). The role of associations in professional development: Part one. https://www.asaecenter.org/resources/articles/an_plus/2024/11-november/the-role-of-associations-in-professional-development-part-oneASAE+1ASAE+1

Baptist Memorial Health Care. (2024, March 1). The benefits of joining professional associations and organizations.  https://cfcd.baptistonline.org/blog/2024/03/01/the-benefits-of-joining-professional-associations-and-organizations/cfcd.baptistonline.org

Dimon, A. (n.d.). Learn more about us. Wellness Tourism Association. https://wellnesstourismassociation.org/about/

Frost, J., Van Dijk, P., & Ooi, N. (2023). Coping with occupational stress: exploring women spa therapist’s experiences. International Journal of Spa and Wellness, 6(2), 179-200.

Kitchen, J. (2024). Susie Ellis. Spa Business, 2(82). https://www.spabusiness.com/pdf/SB_issue2_2024.pdf

Thal, K. I., Smith, S. L., & George, B. (2021). Wellness tourism competences for curriculum development: a Delphi study. Journal of Teaching in Travel & Tourism, 21(3), 205-220.

Travel to Wellness. (2018, January 31). Wellness tourism industry launches association. https://www.traveltowellness.com/wellness-tourism-industry-launches-association/

Zandiyeh, K., Tooman, H., & Kay Smith, M. (2022). The importance of strengthening internal marketing: case study of a day spa. International Journal of Spa and Wellness, 5(2), 113-128.

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Wellness Tourism: An Introduction Copyright © 2025 by Karen Irene Thal, PhD is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License, except where otherwise noted.

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