This study tries to give an answer to the question whether the perceived beneficial images of destinations differ across different travel contexts (wellness vs. sun & beach) and wellness and nonwellness travellers respectively. This objective is demonstrated by considering two sets of destinations: European and Asian countries that are specialising, to a varying degree, in wellness tourism. In addition, the conceptualisation of destination image follows the direction of an ‘overall composite and gestalt impression’ summarised by Keaveney and Hunt (1992, p. 166) that also requires an adequate holistic measurement process. For this purpose the procedure outlined by Tapachai and Waryszak (2000) for developing so-called proxy benefit prototypes for describing the product category of a destination is replicated. Meaningful practical results could be elaborated by profiling destination images of ten different countries from the perspective of the abovementioned traveller segments. Plots from multidimensional scaling (MDS) and consecutive property fitting procedures assisted in visualising the results and competitive relations.