Purpose: The purpose of this paper is to determinate key factors of health and well-being (H&WB) tourism destination expressed by consumers, this means guests (both patients and tourists) in spa destinations or destinations focus on wellness and/or sport activities. Design/methodology/approach: The identification of key factors is based on subjective valuation of each individual consumer. Empirical data were collected through a questionnaire survey in five European countries – United Kingdom, Finland, Germany, Austria and the Czech Republic and were processed by categorical data analysis and exploratory factor analysis. Findings: It was recognised that medical services have proven to be the most important key factor in the assessment and development of health and well-being tourism destinations followed by the environment. Accommodation and wellness services are the third and fourth key factors which have significant influence on H&WB tourism destination. Originality/value: The importance of the environment as the second key factor for evaluation and development of H&WB tourism destination is a crucial step in the strategic decision-making process. The development of products, choice of price tools and other tasks of the destination management focused on health and human well-being have to respect this fact.