Purpose Wellness tourism offers opportunities for consumers to explore the self. This paper aims to explore how identity transitions occur in a liminal tourism space – a holistic wellness retreat. Design/methodology/approach The authors adopt a qualitative methodology, including in-depth semi-structured interviews supplemented by various projective techniques. Following an interpretivist approach, eight consumers were interviewed at the commencement and the completion of a holistic wellness retreat stay. Participant observation was also undertaken during the retreat programme. Findings The paper shows an identity transition is facilitated by the liminal space of the holistic wellness retreat and further shaped by self-work during the retreat. As participants gain new knowledge on the self and start living “consciously”, they gain a sense of vision, clarity and direction to a new self, wherein identity transition is a starting point and a process of change rather than an end goal. Originality/value While much past research views tourism activities as mainly “play”, the findings reveal the holistic wellness retreat experiences as both identity play and identity work. This paper provides theoretical insights into the process from identity play to identity work and what makes this process effective for identity transition.