New forms of tourism are gaining ground throughout the world. Nowadays, successful tourism destinations must offer variety and new tourism products, addressing special interest niches. One increasingly popular tourism product is health and wellness tourism. The wellness concept typically integrates physical activity combined with relaxation of the mind and intellectual stimulus, enhancing well-being through a balance of the body, mind and spirit. Promoting well-being is a relevant motive of most tourists and should be regarded in any tourism marketing strategy. Hiking is an appropriate activity to integrate in a wellness tourism context, being since long a strategically developed recreational and tourism activity in many European countries. In the present study we show the results of an exploratory survey of hikers in Portugal and discuss possible implications on planning and management of rural tourism destinations, with emphasis on the creation of integrated wellness products. Results were used for developing a more holistic tourism offer within the European Network of Village Tourism.
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