Wellness Tourism Initiative Members


Joanne Barber

Founder, We Affirm Co., Singapore

Joanne Barber is a sustainability advocate and thought leader within the wellness industry. Jo leads business practices along the well-being supply chain path which includes business strategy, corporate governance, marketing, and building and design. Joanne was previously global VP for COMO Shambhala. Joanne covers Spa, Activities, Products and has extensive experience in sustainably sourced supply chains including foods, aromatherapy, product development and all area that represent a better return for the whole world.

Sandro Billi

Founder & CEO, Side Note SCC, Italy

Sandro is an expert in travel and destination marketing, he collaborates with important research centres and development agencies, managing surveys and projects in Italy and abroad. He is currently developing the Global Wellness Travel Experience concept for incoming packages. He is member of the Board of Directors of “Italian Smart Community”.

Vijay Kumar Karai

Founder, AyurUniverse.com, India

Vijay Kumar Karai is the founder & CEO of AyurUniverse.com, India’s largest wellness portal. AyurUniverse has partnered with over 300 wellness centers in India, Sri Lanka and Nepal, offers over 2500 wellness programs and has served customers from over 52 countries in its 21 months of operations. Vijay also helps his sons run an NGO ‘’Thread India’’ to help under privileged kids follow their dream career.

Ioana Marian

Founder & CEO, www.despreSpa.ro, Romania

Ioana is passionate about the spa concept and in 2010, launched despreSpa.ro, the leading spa & wellness platform in Romania. Wellness Tourism is her focus and she is a passionate speaker at health and tourism conferences in Eastern Europe. In July 2017, “Romania – Health SPA and Wellness Destination” was launched and continues to develop.

Daniel Poulin

Wellness Strategic Leader, Canada

As the former Director, Spa & Fitness at Accor, Daniel led the wellness strategy for the Accor’s portfolio in North & Central America from 2014 to 2020. Daniel is no stranger to the hospitality and the wellness industry with a career that spans over 30 years in various parts of the world. Passionate about active wellness, Daniel has coined the concept of “Well-doing” as the achievement of a state of well-being by the active participation in physical activities with a strong social element. Daniel holds a B. SC. in Kinesiology and a M. Sc. in Nutrition with a specialization on exercise and breast cancer.

Céline Vadam

Founder & CEO, WE(i) Think, UK, Co-founder, Hospitality of the Future Think Tank, United Kingdom

Celine brings her experience in hospitality and tourism development, as well as her genuine passion for wellness, sustainability and innovation to each and every project. Prior to establishing her concept advisory company, WE(i) Think, she was part of Four Seasons Hotel and Resorts efforts in increasing the brand’s presence in the Europe, Middle East and Africa region, as well as accompanying its global strategy for F&B and Wellness operations and concepts. Her wellness and sustainability competences were acquired through years of research and interest in the topic, both professionally and personally (she is a reiki master, yoga trapeze teacher and currently studying at the Institute of Integrative Nutrition).

Lee Woon Hoe

Director Brand Assurance and Experience Development, Banyon Tree, Thailand

Lee Woon Hoe’s interest in the study of wellness stems from an innate desire to give back to society and help those in need. He embarked on this inspiration journey of wellness study more than a decade ago. As director, brand assurance and experience development, Lee is responsible for spearheading the conceptualization and creation of the unique wellbeing activities and program for Banyan Tree Hotels and Resorts.