About Us
We believe the best destinations make people feel something.
Destination Wellbeing helps destinations, tourism organisations and operators turn changing traveller motivations into stronger strategies, experiences and marketing.
We understand why people travel, not just where they travel.
Travel is increasingly shaped by how people want to feel. Restored. Connected. Energised. Challenged. Inspired.
Destination Wellbeing works at the intersection of tourism strategy, destination marketing, visitor experience and wellbeing to help places respond to those changing motivations.
We combine commercial marketing experience with destination development thinking, using research, market insight and industry engagement to identify opportunities that are meaningful for visitors and valuable for destinations.
Our work spans destination strategy, brand, visitor experience, tourism product development, wellness tourism and commercial planning.
The wellbeing part still matters.
We still believe in the ocean dips, the saunas, the long walks, the rituals and the experiences that help people feel more connected to themselves and to the places they visit.
But our work starts one level higher: understanding what travellers are seeking, what a destination can authentically offer them, and how that opportunity can translate into strategy, experience and growth.
That is where wellbeing becomes destination strategy.
Led by Lisa Spencer | Founder & Director
Lisa Spencer is a destination strategist and senior tourism and marketing leader with more than 20 years’ experience across government tourism, destination marketing, major visitor attractions, global brands and tourism development.
Her career includes senior roles with Tourism Western Australia, Optus Stadium, Bankwest and Tennis Australia, alongside destination consultancy and board governance with Australia’s South West.
Through Destination Wellbeing, Lisa works with destinations, tourism organisations and operators to identify future visitor opportunities and translate them into strategy, experiences, brands and marketing that drive meaningful growth.
She has developed particular expertise in wellness tourism and the evolving motivations of the premium traveller, bringing together commercial marketing experience with destination development thinking.
Lisa is also a qualified yoga teacher and breathwork facilitator, giving her practical insight into the wellness experiences and behaviours shaping this growing travel market.
Good destination strategy starts with the traveller.
We look beyond demographics and visitation data to understand what people are seeking from travel, how their motivations are changing and where destinations can respond with something distinctive.
That might mean identifying a new visitor market, developing an experience, repositioning a destination, strengthening a brand or creating a clearer pathway from inspiration to visitation.
The aim is always the same: to create tourism experiences and destination propositions that make sense commercially, resonate with travellers and belong to the place they are created for.
Looking ahead
The way people discover, choose and experience destinations is changing quickly.
We are particularly interested in the forces shaping the next generation of tourism, including wellness and transformative travel, premium visitor behaviour, sensory destination branding, AI-enabled discovery and personalisation.
The strongest destinations will be those that understand both the human motivations behind travel and the tools changing how travel decisions are made.
Human First
Understand what people want to feel, not just what they want to see.
Place Specific
Create experiences and positioning that genuinely belong to the destination.
Commercially Grounded
Turn strong ideas into strategies that can drive visitation, value and sustainable growth.
Have a destination opportunity to explore?
We work with destinations, tourism organisations and operators to identify opportunities, build stronger visitor propositions and turn strategy into action.