In this article we analyze: a) the potential effect that variables such as familiarity, motivation and image have on the intention to visit a wellness tourism destination; b) the existence of different groups of tourists that may exist using a psychological criteria, in this case, motivations. For data gathering, a web questionnaire was sent to an existing entry list on a web platform. The analysis demonstrates the existence of groups of wellness tourists and shows the influence of the variables under study on the intention of visiting a wellness tourism destination. The findings contribute to a better understanding of the decision-making process and the factors that influence actual and potential tourists to conduct welfare activities and to choose certain destinations.