Public Health, Wellbeing and Tourism: Opportunities for the Branding of Tourism Destinations

Alan Fyall, University of Central Florida
Heather Hartwell
Ann Hemingway


As competition intensifies for destinations around the world, irrespective of their geographic location and type (i.e. urban, rural, coastal), pressure to find new forms of differentiation to enable them to stand out in the crowded marketplace continues apace (Fyall, 2011). As Morgan, Pritchard and Pride (2011, p.7) comment, it is becoming harder to distinguish what is significant, authentic, and worthy of our attention in our information-heavy but knowledge-light world′. They go on to add that 'so many places position themselves as a "great place to work, live and play" and so many tourist destinations promise a multitude of experiences and products, that it becomes ever more important but harder to achieve stand-out&prime.