WA Wellness.
Building a digital platform for Western Australia’s wellness tourism market.
About WA WellnessWA Wellness was created to make it easier for people to discover wellness experiences, retreats, stays, studios, practitioners and destinations across Western Australia.
Developed and launched by Destination Wellbeing founder Lisa Spencer, the platform brings together tourism, wellness and digital publishing to create a dedicated discovery channel for one of the state’s growing visitor markets.
The OpportunityWellness tourism continues to grow, but the market can be fragmented and difficult for travellers to navigate.
WA Wellness was developed to create a clearer pathway between people seeking wellness experiences and the businesses, destinations and operators offering them.
The opportunity was not simply to create another directory, but to build a content-led platform that could support discovery, inspire travel and help wellness businesses become more visible online.
What we builtWA Wellness was developed from the ground up across:
Website strategy and development
SEO architecture and search-led content
Destination and category landing pages
Editorial content and itineraries
Social media strategy and audience growth
Email marketing
Business listings and commercial products
Digital partnerships and cross-promotion
Ongoing website and content optimisation
Our RoleDestination Wellbeing led the concept, positioning, platform development and go-to-market strategy.
The project combined strategic marketing experience with hands-on digital delivery, including substantial involvement in website development, content creation, SEO, social media and audience development.
This has also created a live environment for testing how travellers search for, discover and engage with wellness tourism content online.
Why it MattersWA Wellness demonstrates how a niche visitor market can be developed through a combination of strong positioning, useful content, digital discovery and commercial partnerships.
It also provides an ongoing source of insight into:
wellness traveller interests and behaviours
search intent
destination content performance
emerging wellness experiences
digital audience growth
the relationship between inspiration and conversion
The Bigger PictureWA Wellness sits at the intersection of two areas central to Destination Wellbeing’s work: changing traveller motivations and changing digital discovery behaviour.
As search, social media and AI increasingly influence where people choose to travel, platforms like WA Wellness provide a practical way to understand how destinations and experiences need to be structured, described and marketed to remain discoverable.