ABSTRACT
The first discussions on wellness and well-being tourism in the Finnish tourism industry started in 2002 when the Finnish Tourist Board (FTB) recognised the importance of developing well-being tourism (Hentinen, 2002). The Finnish Tourism Board has since decided to include well-being tourism as one focus area in the Finnish tourism strategy document, alongside snow and Christmas tourism, water related tourism, and event tourism (Suomen matkailustrategia vuoteen, 2020). In January 2009 the new Finnish well-being tourism strategy was launched for the period 2009–13, and is based on operational goals (e.g. terminology, developing core products), image goals (e.g. strengthening the country brand) and quantitative goals (e.g. increasing overnight stays).
