government support
pa and wellness tourism is emerging ON THE COVER:
S
as a powerful economic driver and
Waldhaus Flims Mountain Resort and Spa
governments around the world are
in Switzerland. See p28.
starting to show real interest in the
Photo: ©Switzerland Tourism.
wealth-creating potential of our market.
Swiss-image.ch/Tina Steinauer
In this issue, (see p28) Dr Terry Stevens examines
THE LEISURE MEDIA COMPANY
how the Swiss government used wellness tourism
to reverse a slump in arrivals in the 1980s and 90s,
Head Offi ce/Europe Offi ce
after the country’s tourism market stagnated and
Portmill House, Portmill Lane,
failed to keep up to date with international industry
Hitchin, Hertfordshire, SG5 1DJ, UK
standards for hospitality and facility provision.
Tel: +44 (0)1462 431385
Fax: +44 (0)1462 433909
A strategy launched in 1996 involved the use of government tax incentives
and aggressive investment to forge an exciting future for Swiss tourism. This
US Offi ce
has been based largely on the country’s wellness offering and has seen tourism
22311 Piazza Doria Lane,
grow to become 12.1 per cent of GDP and 15.1 per cent of employment.
#201 Estero, Florida, USA
The World Economic Forum has now ranked Switzerland number one out of Tel: +1 239 949 3394
133 countries in its global tourism competitiveness index and this is in spite of
the fact that exchange rates make the country expensive to visit.
In addition, 2008 was the country’s most successful year ever for tourism,
despite the onset of the global recession. Stevens says: “The Swiss
government regards tourism as a strategic sector of the economy worth
investing in.” Tourism funding currently stands at 7.1 per cent of all federal
The World Economic Forum has ranked Switzerland
number one out of 133 countries in its tourism
competitiveness index and this is in spite of the fact that
exchange rates make the country expensive to visit
expenditure, with the largest allocation of the country’s marketing budget going
to promoting Switzerland as a wellness tourism destination.
This level of government support has enabled the private sector to make a
series of high profile, high quality investments in new spas with the intention of
developing world-class facilities, often with signature architecture.
FIND GREAT STAFF FOR YOUR SPA
Another government growing tourism through wellness is in the Philippines,
which set up a branch of its tourism department in 2004 called the Office of Sport
spa opportunities
and Wellness. Some of the main areas targeted by the department are the spa in-
Spa Opportunities, the sister publication
dustry, medical tourism and care for the elderly. The Philippines’ aim is to grow its of Spa Business, focuses on recruitment,
share of the Asian tourism market by promoting itself as a wellness destination. careers and news and is published every
Also in this issue, the challenges faced by operators who don’t yet enjoy ro-
two weeks. It has a daily website and
bust government backing are highlighted by entrepreneur Dzigbordi K Dosoo
weekly ezine. To advertise for staff, email
(see p27) who’s developing a chain of day spas in Ghana. She says: “Our tour-
sales@spaopportunities.com.
ism authorities don’t regulate, recognise or include spas in their promotions, as
web:
www.spaopportunities.com
is the case in Asia.” Efforts to open a dialogue between the industry and the
spa business
government are beginning and Dosoo is optimistic about the collaboration.
Spa Business is written for investors
As the spa industry works to become better established and to create ever
and developers, operators and buyers,
more stable trading conditions, establishing links with tourism and with gov-
designers and suppliers. Readers work
ernments needs to be a priority. Spas and tourism are natural bedfellows and
in all areas of the spa market worldwide.
developing tourism is a matter of great interest for governments. They’re in- Spa Business has a weekly ezine, a daily
creasingly realising the power of the spa and wellness industry to make a real website and print, PDF and digital editions.
and significant contribution to the economic success of their nation.
email:
feedback@spabusiness.com
web:
www.spabusiness.com
Liz Terry editor
lizterry@spabusiness.com digital edition:
www.spabusiness.com/digital
SpSPa BuA BUSINESS 4 2009SineSS 4 2009
©
ccyyberertrekek 200909 Read Spa Business online spabusiness.comm // digital 53
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