Purpose: The purpose of this article is to present the consumer behavior of two generations -Y and Z - in the tourism market and to show how the concept of wellbeing tourism fits the needs and expectations of the two analyzed groups.

Design/Methods/Approach: The article used a systematic literature review based on the SCOPUS database. A search for the term "wellbeing" in abstracts, titles and as keywords identified 107 571 articles. After applying search restrictions to the term "wellbeing tourism" and "social sciences," 12 articles were identified. After reviewing the content, only 9 articles referred to the concept under discussion, indicating a significant unstructured research gap in this area. The article further includes excerpts from reports and analyses, conducted as part of projects, on the implementation of wellbeing tourism in the South Baltic region.

Findings: Critical analysis of the literature and experience gained from wellbeing tourism projects revealed challenges of a socio-demographic and technological nature. These challenges result from changes in the macro-environment and are closely interrelated. For example, the changing attitudes of representatives of generations Y and Z toward tourism are closely related to their increased awareness of the importance of wellbeing in their lives. In addition, the development of digital marketing is closely related to the growing popularity of these services among young buyers.

Research limitations: The authors described tourists from generations Y and Z, in terms oftheir approach to wellbeing tourism. It should be noted that dynamic changes in the environment may affect the emergence of new behaviors that are not presented in the article. Therefore, there is a need to develop future research using qualitative and quantitative methods to develop a more accurate picture of the groups studied in terms of their evaluation of wellbeing offerings.

Practical/social implications: The article can help tourism companies understand the behavior of Generation Y and Z tourists and identify solutions that can contribute to the preparation of wellbeing offers that meet their expectations.

Originality/Value: A systematic review of the literature and an analysis of its content allowed the creation of a compendium of knowledge on wellbeing tourism aimed at generations Y and Z. In addition, steps have been taken to consolidate this approach within management science.These activities will likely make it possible to direct perspectives on the perception of this phenomenon, and also to sort out the conceptual chaos in this area. The review of the issues and the general and synthetic considerations carried out are part of the stream of studies onconsumer behaviour.