Purpose -The purpose of this paper is to explore how engagement with a healthy tourism "offer"could improve place perceptions through the development of collaborative strategies to promote a wellbeing destination. Design/methodology/approach -This paper takes a constructivist grounded theory approach drawing on semi-structured interviews conducted with local members of council from public health and tourism teams, in a seaside town in the South of England. Findings -Study findings indicate that the historical roots of the town's creation have a bearing on current planning challenges and strategies. Findings confirm that collaborative strategies to engagewith a healthy tourism "offer" will improve place perceptions and promote a wellbeing destination. Implications The paper concludes that strategies to engage with a healthy tourism offer include interventions to curb alcohol consumption, regenerate areas, and promote eudaimonic wellbeing -which could ultimately improve place perceptions. Originality/value -This paper proposes that the development of a strategic alliances bridged through the construct of wellbeing could improve place perceptions and promote a wellbeing destination.
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