Wellness tourism is defined as ‘travel associated with the pursuit of maintaining or enhancing one’s personal well-being’. It is the fastest growing segment of global tourism representing a $439 billion market. Most associate wellness tourism with health, detox, or yoga retreats and spa destination resorts. Though this represents the primary purpose of wellness tourism, the bulk of travel expenditures (85%) actually derive from secondary-purpose wellness tourism that includes ecotourism, cultural, culinary, sports, medical and spiritual. Taken in context, this translates to huge opportunities for hotels/resorts, tour operators, restaurants, and other service providers who are currently providing ‘wellness’ types of service but have not marketed to this particular type of traveler.