As wellness tourism grows amid rising demand for restorative travel, the WTA’s shift to a for-profit model under Robin Ruiz will focus on uniting industry leaders and expanding its global influence
The Wellness Tourism Association (WTA) has relaunched as a for-profit entity under the ownership and leadership of Robin Ruiz, founder and CEO of Wellness in Travel & Tourism (WITT), who now also serves as WTA’s president and CEO.
The relaunch comes as wellness tourism continues to expand, with destinations and travel brands racing to meet rising demand for experiences that support physical, mental and emotional well-being. According to the Global Wellness Institute, revenues in the sector are projected to reach $1.4 trillion by 2027, with wellness trips climbing from 819 million in 2022 to more than 1.3 billion.
WTA’s new model will center on bringing industry leaders together, strengthening connections, expanding education and positioning the WTA as a hub for advocacy, collaboration and events, with new member benefits and initiatives on the way.
“We had several companies express interest in reviving the WTA,” co-founder, founding president and CEO Anne Dimon said. “But Robin’s passion, mission-driven leadership and success with WITT made her the natural choice to carry the WTA forward for members and the industry.”
Launched in 2018 as a U.S.-based nonprofit, the WTA has grown a global network of destinations, suppliers, travel advisors and other wellness-focused stakeholders. Its work includes publishing the first Glossary of Wellness Tourism Terms, conducting industry research and developing the first Wellness Travel Specialist Course with The Travel Institute.
“The WTA has been a beacon in wellness tourism — and its voice is still needed,” Ruiz said. “This relaunch is a recommitment to changemakers who see travel as a force for well-being. I intend to honor the WTA’s legacy, build on its foundation and reintroduce it as a space for new voices, ideas and a vital resource for the industry’s future.”
Dimon will remain as an advisor throughout the transition and serve on the upcoming WTA Advisory Board.
