Innovation in tourism does not take place in a vacuum. Innovators find inspiration from many sources.This article identifies ten innovation anchors, e.g. critical trends that can guide the long-term innovationactivity and lead to fundamentally new products, services, delivery mechanisms, organizationalmodels, means of collaboration etc. Innovation anchors are robust as they are found persistently in therecent scholarly literature and appear on a consistent base in business related evidence. Rural wellbeingtourism is area of inquiry. The study reveals that innovation, in the future, can take further advantage ofthe following: 1) Towards a holistic wellbeing, 2) Connecting with nature and its resources, 3) Altruismincluded, 4) The rural as a medical prescription, 5) Work-life balance, 6) Wellbeing diversification therural way, 7) Taking advantage of the climate squeeze, 8) Opening the digital channels, 9) A new puritanismrural style, and 10) The gear dimension.