Destination strategy for the way people want to travel now.

We help destinations, tourism organisations and operators build stronger visitor propositions, meaningful experiences and marketing strategies that drive visitation, value and connection.

Destination Strategy | Destination Marketing | Visitor Experience | Wellness Tourism

Trusted by destinations, tourism organisations and operators

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Tourism Western Australia

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Australia's South West

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Rottnest Island Authority

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Wooramel River Retreat

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Karijini Eco Retreat

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WAITOC

| Tourism Western Australia | Australia's South West | Rottnest Island Authority | Wooramel River Retreat | Karijini Eco Retreat | WAITOC

Wellness Traveller in Western Australia

Destination Strategy

Research, demand analysis, destination positioning, product development and strategic planning.

Destination Marketing & Brand

Destination brands, audience strategy, integrated marketing, go-to-market strategy and partnerships.

Visitor Experience & Wellness Tourism

Experience development, wellness tourism strategy, retreat development, programming and emerging visitor trends.

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 (Perth) Stadium, Bankwest and Tennis Australia, alongside destination consultancy and board governance with Australia's South West.

Today, 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.

LinkedIn Profile

What we’ve been working on

  • Australia's South West Wellness Tourism Strategy

    Developed a 10-year strategy to position the region as a leading nature-based wellness destination.

  • Great Southern Destination Brand

    Led the development of a refreshed sub-region destination brand designed to strengthen regional positioning and visitor appeal.

  • Karijini Eco Retreat Retreat & Visitor Experience Strategy

    Developed a retreat strategy and visitor experience opportunities to grow Karijini Eco Retreat’s appeal to the wellness and retreat market.

  • Rottnest Island Authority Tourism Product Business Cases

    Developed business cases for new visitor experiences designed to strengthen the island’s tourism offering and commercial potential.

  • Wooramel River Retreat Destination & Wellness Experience Strategy

    Developed destination positioning, wellness experiences and commercial opportunities to support future growth and yield.

  • Australia's South West Destination Brand

    Led the development of a refreshed destination brand designed to strengthen regional positioning and visitor appeal.

View Projects

Our Services

  • We source global, national and local insights and trends to strategically inform wellness, eco and cultural tourism opportunities. We develop strategic frameworks designed to support destinations and businesses attract the ever-growing market of wellness, eco and cultural travellers.

    • Strategic planning

    • Destination audits

    • Experience and product development

    • Eco, sustainable and regenerative tourism

    • Events and sponsorship models

    • Business case development

  • Destination Wellbeing can put well-being at the heart of what you do too.

    We can help you develop a brand identity, along with the strategies and tactics to support your new target audience of wellness, eco and/or cultural tourists.

    • Brand development or integration

    • Purpose development

    • Target audiences

    • Competitor analysis

  • We develop tailored tourism marketing and communication strategies to maximise the effectiveness and success of your overall business strategy to attract wellness, eco and cultural tourists.

    • Destination marketing

    • Strategic marketing plans

    • Go to market strategies

    • Wellness, eco and cultural tourism content development

    • Familiarisations and media visits

  • We identify collaborative opportunities and procure partnerships to attract more wellness, eco and cultural tourists through innovative and unique partnerships and collaborations.

    • Influencer strategy and management

    • Brand partnerships

    • Food and beverage strategies

    • Wellness industry experts and suppliers

    • Negotiations and contracting

  • Think of us as your Chief Wellness Officer. We can identify the wellness initiatives that are going to make a difference, so you can respond to the increased interest in wellness and attract more well-beings.

    With our growing database of local purpose-driven products and practitioners, we can source the perfect additions to your wellness programming.

  • Wellness Tourism Workshop

    We deliver practical insights on the wellness tourism industry and how to be effective in attracting those who seek out wellness experiences on their travels.

    Awards, Certification and Funding Proposals

    Gain recognition and attract wellness, eco and cultural tourists by enhancing your business through awards, certifications and possible grant funding.

    • Award nominations, submissions and amplification

    • Destination or business certification

    • Grant funding identification, applications, agreements, project management and reporting

Who We Are.

The early risers, the ocean dippers. The yoga posers, the breathwork trippers. The bare feet grounders, the ice bath nippers. The organic biters, the cold-pressed sippers.

Destination Wellbeing acknowledges the traditional custodians of the land on which we live, work, and gather in Western Australia.

We pay our respects to the Aboriginal people, the traditional owners and caretakers of this vast and diverse land, extending our acknowledgment to the Elders both past and present and to Aboriginal communities of today.

We embrace the opportunity to connect people and place, forging a shared journey of healing, reconciliation, and sustainability. We strive to create a society that embraces diversity, respects all cultures, and acknowledges the importance of caring for the land, waters, and ecosystems that sustain us and support our wellbeing.