5 Strategies to Avoid Wellness Washing in Destination PR

Destinations know that wellness tourism is more than just a trend these days. And on Global Wellness Day this June 15, it’s time for DMOs to reevaluate their relationship with the concept and ensure they aren’t over-promising on their offer and “wellness washing” their PR efforts.

Wellness tourism is fortunately—and unfortunately—a wide-ranging concept that touches on emotional, physical, and mental well-being. Whereas for one person it’s soaking in a sulfuric spa, for another it’s paddleboarding on a quiet lagoon at sunset. So much media pitching seems to frame everything as part of a wellness offering, which makes it all feel inauthentic.

Instead, embrace Global Wellness Day to understand better how your DMO is positioning itself on the topic to ensure your marketing efforts are optimized. When you understand it better, you’ll be able to present it more effectively to the media to get your story out there.

1. Take Stock of What’s Offered

Any destination marketer flipping through existing materials might be able to piece together a portrait of wellness tourism offerings. But is it enough? Not knowing how your destination fits into any aspect of wellness will make it impossible to convince travel and wellness media—let alone visitors—that you’re a true wellness hotspot.

To make the case stronger, put in the research to understand which partners and stakeholders are genuinely committed to wellness. Categorize and connect with these companies to be ready to build a wellness marketing campaign that both stands out from the crowd and accurately reflects your destination. This could be a chance to uncover something locally that will put you on the map for wellness.

2. Define Wellness in Campaigns

Wellness tourism means everything and nothing, depending on who is talking to who. It’s too easy to say your destination is a wellness destination because you have a spa and a few nice green spaces, but does that truly set you apart? And how does a winery contribute to a traveler’s wellbeing? And what about sleeping in your destination makes it a win for well-being?

To make the case stronger, define your terms. If a local hotel offers a specific type of sleep-enhancing experience to improve physical wellness, spell that out specifically. If you have dark skies that contribute to a trend like star-bathing, to improve emotional or mental wellness, make the case. Journalists need to understand clearly how a certain attraction or experience contributes to wellness.

3. Lean Into Your Destination’s Strengths

The many faces of wellness make it a tempting marketing tool, but some destinations just can’t compete with others. Not every destination can provide serene natural experiences or world-class spas. This makes it difficult to be competitive with destinations that are naturally outfitted with hot springs or other facilities that make them top-of-mind choices.

To make the case stronger, focus on what your destination does best and share those stories. Don’t try to compete where you’re sure to lose. Instead, try to stand out where you know you can win. Get creative to frame local attractions as wellness tourism experiences when possible, without over-promising anything. Don’t try to be the “everything” wellness destination, but instead leave a strong, memorable impression on journalists about what your community does best.

4. Develop a Label to Evaluate

Stakeholders and partners will all want to get in on the wellness tourism trend and will pitch your DMO experiences to be included in your PR efforts. But many fall short by offering only the most basic things that they consider part of wellness. A hotel gym and pool just aren’t newsworthy wellness angles for the media to cover.

To make the case stronger, build an internal set of criteria for local businesses to understand what it means to be a wellness partner. You can use this label as a way to communicate more effectively to the media, and to let them know which experiences have been vetted and approved.

5. Highlight Pioneers and People

It’s difficult for journalists to understand exactly why any destination is a powerhouse for wellness tourism. Having outdoor spaces and spas is a positive thing, but not necessarily something that will make headlines. A faceless, nameless concept of wellness sometimes just seems too vague for any effective storytelling in the media.

To make the case stronger, source local business owners and wellness enthusiasts to act as spokespeople for your destination. Seek entrepreneurs who are starting new concepts or reinventing what wellness can look like. Journalists will be much more interested in the person who spearheaded something like goat or puppy yoga rather than the simple fact that your destination offers it.

In the same way we helped you rethink your sustainability stories for more newsworthy content, DCI can help you do the same thing with wellness. Get in touch with Cathy Preece at Cathy.Preece@aboutdci.com to learn more about working with our team of destination marketing professionals.