Personal health and well-being now intrigue individuals more than ever, and consequently, they have also become significant motives for consumption. This is partly due to the increased economic affluence, demographic shifts, commercialization of leisure, and changes in values and lifestyles. (Suontausta & Tyni, 2005; Yeoman, 2008; Hjalager et al., 2011). Furthermore, consumption has become a culturally accepted means of seeking happiness, well-being, and a better quality of life (Burroughs & Rindfleisch, 2002). As the relationship between materialism and well-being is questioned, some researchers suggest that through consumption also immaterial well-being, meaning of life, self-development, and experiences are pursued (McLarney & Chung, 1999; Burroughs & Rindfleisch, 2002; Yeoman, 2011).

Numerous studies highlight the growing commercial well-being, i.e., the wellness market (Suontausta & Tyni, 2005; Pilzer, 2007; Yeoman, 2008). Wellness consumption has become a major consumption trend, and its potential is widely recognized (e.g. Pilzer, 2007). The wellness market branches out to various other industries, e.g., tourism, fitness, beauty, culture, entertainment, technology, and pharmaceuticals, providing products and services mainly to healthy individuals who wish to feel healthier and better-looking, slow down the effects of aging, and prevent sickness (Suontausta & Tyni, 2005; Pilzer, 2007; SRI International, 2010; 2013).

Wellness refers to holistic well-being, i.e., the balance of physical, mental, and social well-being. It is often understood as a lifestyle that becomes evident in mundane consumption, such as nutrition choices, physical exercise, stress management, and the use of health-related products and services (Müller & Lanz Kauffman, 2001; Nahrstedt, 2004; Suontausta & Tyni, 2005). Wellness can also be considered as experience consumption. Besides health benefits, individuals pursue enjoyment or indulgence, and construct selfidentity. Central to wellness consumption is, however, the active role of consumers in creating consumption experiences (cf. Prahalad & Ramaswamy, 2004; Vargo & Lusch 2004).

Wellness is no longer a niche market, but grows and diversifies in terms of products and services, time and place, as well as customer segments (e.g. Mintel, 2004; Yeoman, 2008). The estimated value of the global wellness industry is 3.4 trillion USD. Tourism is a major sector of the wellness industry with the share of nearly 500 billion USD (SRI International, 2013). In Finland, health-related tourism is considered so significant that well-being tourism is one of the four main marketing themes of The Finnish Tourism Board.

Previous research on well-being tourism has examined, e.g., tourist motivation (Konu, 2010), destination development (Björk et al., 2011), and various development projects (Tuohino, 2012). However, more research on commodification, product development, and marketing on well-being tourism is needed – especially on the level of tourism businesses (Tuohino, 2012). The purpose of this study is to examine the supply of the Finnish well-being tourism market. Through qualitative data, we 1) analyze what kind of well-being tourism products, services, and experiences are offered to the current tourists, and 2) how the service providers of the well-being tourism sector are developing their offerings in order to respond to the needs and expectations of the future tourists.