Aim: Recently, there has been a significant increase in interest in the concept of wellbeing tourism. This is true both among tourism entrepreneurs looking for inspiration to best meet the needs of their customers and among tourists who, when travelling, want to satisfy the needs of their body, mind and soul, and ensure the environmental, economic, and social sustainability of the destination visited. The aim of the study is to present target groups of wellbeing tourism, the so-called wellbeing tourists, and to describe good practices in the form of amenities and inspiration for tourism facility owners.

Design/methodology: The character of the objective required the Authors to conduct a literature study, as well as to use appropriate research methods. Within the framework of the considerations carried out, it was decided to use a questionnaire survey and individual in-depth interviews (IDI) as research methodology.

Results: The survey of 261 respondents revealed that Polish tourists can be grouped into three segments: Peace of Minds, Curious Explorers, and Sustainable Idealists. Although the majority of travellers are looking for relaxation and regeneration during their holidays, the goals of active sightseeing and gaining new experiences are also important. Preferences for accommodation vary, but agri-tourism and eco-friendly hotels are increasingly popular. In terms of sustainability, although almost half of the respondents do not pay attention to environmental issues, the results suggest significant future changes.

Constraints: Tourism experiences can improve the wellbeing of residents and tourists, and wellbeing in turn can be a creative opportunity for innovation in destinations. The research, as presented in the article, focused mainly on tourists, with a noticeable lack of research on positive psychology variables targeting local communities and tourism workers.

Practical implications: The characteristics of wellbeing tourists and the described good practices in serving them (description of possible facilities and inspiration for entrepreneurs) can help the tourism industry (accommodation, food, products & services) to prepare an appropriate offer, profiled for this type of customer.

Originality/value: There are a number of studies on sustainable and slow tourism in both domestic and foreign language literature. A growing number of studies also deal with wellbeing tourism. Few authors, however, make the effort to combine the theoretical framework with a practical element, trying to communicate good practices of the tourism industry, based on an in-depth analysis of the target groups.

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.

The objective of this report is to provide an overview of actual, implemented good practices of wellbeing tourism in some of the main tourism sectors - accommodation, gastronomy, services and products - primarily in the South Baltic region (see the wellbeing tourism concept illustrated on pp 18). Further, through these examples of good practices we aim to share ideas and give inspiration to various actors, such as tourism and para-tourism businesses, academia, local and regional authorities, investors etc., with the intent that it will contribute to an increase in wellbeing practices in tourism entrepreneurship, supporting a development towards increased sustainability and prosperity, as well as increased life quality for both visitors and hosts in tourism. 

The need to re-envision alternative paradigms in tourism is becoming evident with the increasingly experienced climate change and degradation of life supporting ecosystem services, to which the tourism industry has a significant adverse contribution. Could tourism be re-envisioned to bring positive effects on social, environmental and individual wellbeing? In this paper, we present the outcome of an extensive literature review and a cross-border post card workshop with researchers and tourism officials. Drawing on this, a conceptual framework of a comprehensive, relational idea of wellbeing tourism is proposed, that extends beyond our current notion of sustainability and the widely used and accepted triple bottom line model (TBL). The suggested model proposes a shift from focusing on sustainability alone, to giving increased attention and value to integral health and to life quality. The paper highlights that wellbeing tourism can only truly be reached when all its suggested six pillars are fulfilled in a relative balance among the community related external ones (environment, economy, social; “sustainability”) and those that may be experienced as individual (body, mind, soul). The importance of wellbeing tourism supporting a society with the governing characteristics of happiness, harmony, and abundance, building collaborative and regenerative systems are emphasised.

This booklet is for you who are working inthe tourism industry or in a tourism related business and wants to attract wellbeing tourists.You will find an introduction to three interesting and growing segments. Each segment has preferences for wellbeing tourism offerings which are defined as sustainable and supporting harmony and balance of body, mind, and soul. Meet the Sustainable Idealists, the Curious Explorers, and the Peace of Minds. Who are they? What are their travel motives?

This booklet is for you who are working in the tourism industry or in a tourism related business and want to get inspiration on how to communicate your wellbeingoffers so that they express wellbeing and becomes relevant for your customers. You will find information onhow to develop your brand and how to be part of Home of Wellbeing which is a brand for the South Baltic area that hasbeen developed by the project SB WELL. You can be inspired by the SB WELL values, colours, wellbeing glossary, and photos. Wellbeing tourism offers are in increasing demand. Brandyour company and offers so that you will be noticed and perceived positively by relevant wellbeing customer segments.

Wellbeing tourism is made up of the actual offer, accommodation, food, experiences, products, hosts, and the people you meet. Another very important aspect is the nature and culture of the destination.The regions along the Baltic Sea in Sweden, Denmark, Germany, Poland, and Lithuania are united by nature and history. Together this forms the uniqueness of this destination as a Home of Wellbeing. Incredible landscapes that are clean, peaceful and accessible. Cultural dimensions expressing beauty, creativity, and a friendly atmosphere.The country specific characteristics show the variety of culture and nature that makes travelling around the Baltic Sea interesting and rewarding for the wellbeing tourist. 

This booklet is for you who are working in the tourism industry or in a tourism related business and wants to developwellbeing tourism. You will find suggestions for topics and initiatives that youand your business can work on. From transport to thoughts,from food to furnishing, from exercise to equality - to namebut a few. Wellbeing tourism offers are in increasing demand. By offering services and products that are both sustainable andsupporting harmony and balance for body, mind, and soulyou can do good, and do well.

Wellbeing Tourism is a sustainable tourism that supports harmony and balance for body, mind, and soul.This booklet introduces you to the six main aspects of wellbeing tourism. It presents some ideas on whatyou can work with in your business and how to be a wellbeing host. Why? Because wellbeing is in demand,good for your business, and good for you.

Being aware of the extent of the tourism industry and that it is ever growing, which is also encouraged in many individual countries by the national and regional governments, it is evident that the tourism industry is an essential target group for introducing circular concepts and implementing circular solutions. Yet, this sector has so far received little attention in the literature and initiatives on circularity.

Circular Economy (CE) goes beyond “green” or “environmental”, it includes all aspects of a community and challenges us to create solutions that are completely different from what we are used to. It also invites us to open up and interact with other stakeholders and the general public.

In your hands is the first training material in circular economy specifically developed for small to medium sized companies of the tourism industry in the South Baltic Region. It is a small but important step in the direction towards circularity and a wellbeing society. Through this work we have shown that despite cultural challenges and regional differences there is a shared, common interest in making tourism more sustainable and even to work together towards a transformation of the hospitality industry. This common vision has been stronger than the challenges we faced in making this work and this is what will ensure the continued growing awareness on circularity and its integration in different sectors in our communities. In this work we have featured some of the groundbreaking experts in this field, and some of the first good practices from our regions. They are all courageous pioneers in a field that with time will become the norm. In fact, in the 10th Annual Forum of the EU strategy for the Baltic Sea Region (12-13/6/2019, Gdansk, Poland), CE was highlighted as the pathway to reach prosperity and wellbeing in the Baltic Sea Region.