When the Wellness Tourism Association (WTA) was incorporated as a U.S.-based non-profit back in January of 2018 with a mission to bring standards and definitions to the growing wellness tourism space, the association introduced a glossary of industry terms. For instance, a Wellness Destination is defined as “A geographical area that fosters and promotes wellness as an integral part of life within the community and economics of the region.”
Then, in 2019, the WTA unveiled a 9-point list of assets and attributes that geographic regions of the world should possess as they seek to market themselves to consumers and travel advisors as Wellness Destinations. The list was updated to 10 assets and attributes in 2024.
Most recently, the WTA has acknowledged the twin-island nation of Antigua & Barbuda as its first-to-be-recognized Wellness Destination. In accordance with the 10 assets and attributes, a geographic region should have if they wish to market themselves as a Wellness Destination, below, according to Colin James, Chief Executive Officer of the Antigua and Barbuda Tourism Authority, is what the country offers:
#1 A safe/secure environment in both perception and reality:
“With crime rates significantly lower than those found in other Caribbean islands, Antigua & Barbuda offer a safe and secure environment that resonates both in perception and reality. According to recent statistics, Antigua reports notably lower instances of violent crime, accounting for only 3% of total reported crimes, with petty theft representing around 65% of incidents. The stats underscore Antigua’s commitment to ensuring the safety and security of its residents and visitors, making it an ideal sanctuary for wellness seekers.“
#2 A clean and sanitary infrastructure for both locals and visitors:
“Not only does Antigua stand out for its natural beauty and serene atmosphere but also for its commitment to cleanliness and sanitary infrastructure. Throughout the island, visitors will find well-maintained and sanitary facilities that enhance their wellness experience. Antigua’s dedication to cleanliness extends beyond its pristine beaches and lush landscapes to include public restrooms, waste management systems, and sanitation measures that ensure the well-being of both locals and visitors.
The island’s proactive approach to maintaining cleanliness and providing sanitary infrastructure contributes to its appeal as a wellness haven, allowing visitors to fully embrace the rejuvenating power of Antigua’s natural environment with confidence and peace of mind.”
#3 A quality-of-life for locals who benefit from tourism dollars—e.g. the creation of jobs within the industry and the creation of a market for locally made produce/products/services:
“According to statistics, tourism contributes significantly to Antigua’s GDP, with estimates indicating that for every dollar spent by tourists, an additional $1.40 is generated in the local economy. This boost in economic activity translates into the creation of jobs within the tourism industry, including roles such as tour guides, both on land and water, taxi services, hospitality staff, and artisans producing locally made goods. Moreover, the demand for locally sourced produce, products and services within the tourism sector fosters growth in agriculture, handicrafts and other industries, providing opportunities for local producers and entrepreneurs to showcase their offerings to a global audience. By supporting sustainable tourism initiatives and promoting the consumption of locally made goods and services, Antigua not only enriches the experience of visitors but also enhances the well-being and prosperity of its residents, creating a thriving community that benefits from the positive ripple effects of tourism dollars.”
#4 Natural assets such as hot springs/mountains/bodies of water/forests and other natural assets within the confines of the destination and easily accessible to visitors
An abundance of beaches border the Caribbean Sea’s crystal-clear waters, which are rich in minerals and trace elements, provide a natural environment for thalassotherapy, promoting circulation, detoxification and relaxation. Other natural assets include the popular Antigua Rainforest Canopy Tours, which include a visit to the seasonal waterfall where the cascading water creates a soothing ambiance, perfect for meditation, mindfulness practices, or simply unwinding amidst nature’s beauty. Visitors can also immerse themselves in the waterfall’s refreshing waters.
#5 Since Wellness Tourism and Wellness Travel encompass wellness for the planet, the destination must have substantial sustainability policies and practices in place:
“Antigua’s proactive approach to sustainability is evident in its recycling initiatives and the pioneering ban on single-use plastics, making it the first in the Caribbean to implement such a policy. These measures underscore Antigua’s position as a trendsetter in environmental conservation within the region. The significance of these actions is further accentuated by the island’s hosting of the Small Island Developing States (SIDS) conference this year, amplifying its role as a leader in sustainable practices and policies. Globally recognized organizations such as Green Fin, Green Globe Certification and Green Corridor have validated Antigua’s efforts in this regard.”
#6 The availability and accessibility of a wide range of wellness professionals and practitioners, including those who offer holistic and alternative modalities:
Antigua & Barbuda offers a diverse array of wellness professionals and practitioners, offering holistic and alternative modalities to cater to individual needs, including certified yoga instructors, skilled massage therapists, meditation teachers, Reiki practitioners, certified nutritionists, dietitians and many others.
Holistic wellness coaches offer comprehensive support and guidance in areas such as nutrition, fitness, stress management and lifestyle changes, empowering individuals to achieve their wellness goals and enhance their quality of life.
#7 A selection of hotel restaurants and independent restaurants offering healthful cuisine prepared by chefs committed to clean eating and who work in partnership with local growers:
“Whether dining at luxurious hotel restaurants like Carlisle Bay, Hermitage Bay, Jumby Bay Resort, and Cocobay Resort or exploring independent eateries such as Nobu Barbuda, Al Porto, Rokuni, Sheer Rocks, and Catherine’s, the destination offers a diverse selection of dining options that cater to health-conscious travelers.
Talented chefs at these establishments are committed to sourcing fresh, locally grown ingredients and working in partnership with local farmers to create healthful cuisine that nourishes both body and soul. Antigua’s dining scene celebrates the island’s abundance of natural produce while embracing global culinary trends focused on wellness and vitality”
#8 Availability of a range of fitness-based activities and tours—e.g. yoga, hiking, cycling, fitness classes, kayaking, stand-up paddle boarding:
“From serene yoga sessions on the beach to exhilarating hiking adventures through lush rainforests, Antigua & Barbuda offer a plethora of fitness-based activities and tours that cater to the diverse interests of wellness seekers. Visitors have access to an array of options designed to promote physical fitness, mental well-being, and outdoor exploration.”
#9 A physical environment that is somewhat removed from the noise that has become “daily life” in the 21st century:
“Antigua’s physical environment provides a tranquil escape from the noise and distractions that have become synonymous with 21st-century living.
For instance, Betty’s Hope, a historic sugar plantation turned museum, allows visitors to immerse themselves in the island’s rich heritage amidst serene surroundings. Additionally, charming tea cafes tucked away in the countryside provide cozy spots to unwind and enjoy a moment of tranquility, savoring locally sourced teas and homemade treats. Travelers can also explore quaint fruit markets scattered throughout the countryside, where they can sample fresh tropical fruits, interact with friendly locals and immerse themselves in the island’s vibrant culture. Its tranquil sister island of Barbuda also offers a serene escape from the hustle and bustle of modern life.”
#10 A vision and commitment by the local DMO to continue to uphold the pillars of wellness tourism:
“The dedication by the Antigua & Barbuda Wellness Tourism Authority to uphold the pillars of wellness tourism is evident in several initiatives aimed at enhancing visitors’ wellness experiences while benefiting the island’s overall well-being. One prominent example is the collaboration between the DMO and local wellness resorts and practitioners to offer a diverse array of wellness activities and programs. From yoga retreats, holistic spa treatments and fresh curated dishes, visitors are provided with ample opportunities to rejuvenate their bodies and minds in Antigua’s tranquil setting.
Another commitment is the emphasis on sustainable practices not only to promote wellness for tourists but also for the local community and environment. For instance, partnerships with organizations like Green Globe Certification and Green Corridor highlight Antigua’s proactive stance on environmental conservation. By implementing measures such as recycling programs and bans on single-use plastics, the DMO not only mitigates the island’s environmental impact but also fosters a healthier ecosystem conducive to wellness.”
For more information, visit visitantiguabarbuda.com/wellness-month.
Recommend magazine has partnered with the Wellness Tourism Association (WTA) to bring you articles to help travel advisors sell wellness travel. For more information on the WTA, visit wellnesstourismassociation.org.
