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. The identification of key factors is based on subjective valuation of each individual consumer. Primary 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. It was identified 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.