Abstract

Innovation in tourism does not take place in a vacuum. Innovators find inspiration from many sources. This article identifies ten innovation anchors, e.g. critical trends that can guide the long-term innovation activity and lead to fundamentally new products, services, delivery mechanisms, organizational models, means of collaboration etc. Innovation anchors are robust as they are found persistently in the recent scholarly literature and appear on a consistent base in business related evidence. Rural wellbeing tourism is area of inquiry. The study reveals that innovation, in the future, can take further advantage of the following: 1) Towards a holistic wellbeing, 2) Connecting with nature and its resources, 3) Altruism included, 4) The rural as a medical prescription, 5) Work-life balance, 6) Wellbeing diversification the rural way, 7) Taking advantage of the climate squeeze, 8) Opening the digital channels, 9) A new puritanism rural style, and 10) The gear dimension.