Revitalised, nourished, refreshed: travellers, increasingly, list these qualities as a top priority when on holiday. Gone are the days of sticky sun lotion-fingers, snappy interactions, puffy bags under the eyes; as wellbeing and health emerge as a primary concern for travellers, the first place to which the travel industry should turn its gaze is Britain – a destination offering natural beauty, culinary delights, and innovative health experiences, and for which the very concept of ‘wellbeing’ is culturally and historically embedded.