The Wellness Tourism Association (WTA) transitions to a for-profit model under Robin Ruiz, founder of certification leader WITT (Wellness in Travel & Tourism), who now serves as its president and CEO. Originally established in 2018 as a nonprofit, the WTA has driven standardization and growth across wellness travel through research, education, and global networking.
“We had several companies express interest in reviving the WTA,” said Anne Dimon, Co-Founder and Founding President/CEO, in a press statement. “But Robin’s passion, mission-driven leadership, and success with WITT made her the natural choice to carry the WTA forward for members and the industry.”
The organization’s nonprofit tenure marked milestones, including the creation of industry-wide terminology guidelines through its Glossary of Wellness Tourism Terms and collaborative training programs, such as the Wellness Travel Specialist Course, developed in partnership with The Travel Institute. Its annual surveys provided critical data on traveler preferences, helping suppliers refine offerings from hotel retreats to guided mindfulness tours.
Wellness Wins
Ruiz’s leadership will prioritize expanded member resources, including upgraded educational modules and cross-sector partnerships aimed at aligning destinations, operators and advisors. The relaunch focuses on three pillars: advocacy for evidence-based wellness practices, streamlined professional networking opportunities and curated events targeting industry pain points. Former president Dimon will remain an advisor during the restructuring phase and join the newly formed WTA Advisory Board.
“The WTA has been a beacon in wellness tourism—and its voice is still needed,” said Ruiz in a press statement. “This relaunch is a recommitment to changemakers who see travel as a force for well-being. I intend to honor the WTA’s legacy, build on its foundation, and reintroduce it as a space for new voices, ideas and a vital resource for the industry’s future.”
Current members include over 100 entities across 24 countries, ranging from destination marketing organizations (DMOs) to boutique resorts and wellness-focused tour operators. The shift to a for-profit framework aims to accelerate initiatives such as sustainability benchmarking tools and regional market analyses designed to help professionals align with consumer demand for authentic wellness experiences.
Prospective members and partners can review the eligibility criteria and benefits online. The site also provides access to the WTA’s foundational resources, including its landmark 2024 report on wellness real estate trends and case studies highlighting successful operator-DMO collaborations.
For more information, visit wellnesstourismassociation.org.
