Well Defined, the industry’s leading media and events company covering the business of wellness for industry professionals and consumers, today announced new strategic partnerships with the Wellness Tourism Association (WTA) and WITT (Wellness in Travel & Tourism), two organizations at the forefront of advancing credibility, education, and standards in the fast-growing wellness tourism sector.
Through these partnerships, Well Defined will serve as a dedicated media and storytelling platform for each organization, promoting:
- WTA’s initiatives, research, industry insights, and member organizations, and
- WITT-certified properties, which have met rigorous wellness standards through WITT’s 100+ point evaluation criteria, informed by the WITT Standards Advisory Committee
As the demand for meaningful, results-driven wellness experiences continues to surge among travelers, these partnerships aim to provide consumers, travel advisors, and wellness industry leaders with reliable, expert-driven wellness travel information.
“As interest in wellness travel continues to grow, consumers and professionals need trusted sources to understand what truly constitutes a meaningful wellness-focused experience,” says Julie Keller Callaghan, cofounder, Well Defined. “Our partnerships with WTA and WITT bring clarity, credibility, and expert-backed resources to the forefront of the conversation, helping elevate the entire industry.”
“Partnering with Well Defined gives both the Wellness Tourism Association and WITT the opportunity to shine a spotlight on their communities,” says Robin Ruiz, president and CEO of WTA and the founder and CEO of WITT. “WTA members gain greater visibility for their initiatives and destinations, while WITT-certified properties are showcased for their commitment to authentic wellness experiences. Well Defined’s editorial reach ensures travelers and advisors can discover and trust these leaders in wellness travel, helping them stand out in an increasingly competitive marketplace.”
A Unified Media Effort to Clarify and Strengthen Wellness Travel Globally
Wellness tourism is projected to surpass $1 trillion by 2027, per research for the Global Wellness Institute, yet the category remains fragmented, with consumers often left guessing which destinations and hotels genuinely prioritize wellbeing.
The new editorial partnerships offer a streamlined solution:
- WTA brings clarity, research, and community for destinations, hotels, tour operators, and travel advisors.
- WITT brings a trusted certification for hotels and resorts that deliver authentic wellness experiences.
- Well Defined brings the visibility, reach, and editorial authority needed to amplify both.
By elevating content from each organization independently, but under a shared media umbrella, Well Defined will help define the next era of trusted wellness travel.
What This Means for the Industry
For Hoteliers & Resorts
- Increased visibility for WITT-certified properties
- Stronger consumer trust through vetted standards
- Editorial spotlight opportunities through Well Defined
For Travel Advisors, Agencies & Tour Operators
- Greater exposure to WTA education, tools, and research
- Clearer guidance on identifying credible wellness travel offerings
- Access to stories featuring top wellness hotels and destinations
For Tourism Boards & Destinations
- Increased awareness of WTA membership and educational initiatives
- Increased visibility among wellness-focused travel advisors
- Feature opportunities related to wellness-forward destination development
- Enhanced positioning in a market where wellness experiences drive traveler decision-making
About Well Defined
Well Defined, which was founded by wellness industry experts and advocates Julie Keller Callaghan and Heather Mikesell, is an authoritative media and events platform dedicated to wellness in hospitality, travel, spa, beauty, longevity, and wellbeing. Through expert journalism, compelling storytelling, and industry events and partnerships, Well Defined informs and empowers professionals and consumers seeking meaningful wellness solutions.
About WITT
WITT™ (Wellness in Travel & Tourism) is a global leader in wellness certification for hotels and resorts, setting rigorous standards for properties at all stages of development. Through its certification and education programs, WITT advances wellness travel, fostering transformative experiences and positive impacts for people and the planet. For more information, visit wittcertified.com.
About Wellness Tourism Association
Founded in 2018, the Wellness Tourism Association (WTA) is a global membership organization dedicated to clarity, connection, and credibility in wellness tourism. Members include hotels, resorts, tour operators, travel advisors, destinations, and other wellness-focused stakeholders. In August 2025, Robin Ruiz, Founder & CEO of WITT, became president and CEO, ushering in a new era for the WTA.
