TOURISM
WELLNESS TOURISM
TRANSFORMED
This table identifi es the key push and pull factors responsible for transforming Turkey’s wellness tourism industry over the past fi ve to 10 years:
PULL RICHMOND NUA WELLNESS SPA, IZMIT
The Sultan’s private treatment room at the Richmond Nua Wellness Spa situated by Lake Sapanca near Istanbul
Wellness tourism could potentially home
in on Turkey’s thermal waters. According to the Turkish Geothermal Association (TGA), the country had 1,300 natural thermal sources, yet only 10,000 people a year visit- ing the springs to cure their ailments, recover from illness or simply relax. T ese fi gures mean that Turkey is ranked fi rst in Europe in terms of its the rmal resource potential and third for usage. T e TGA believes the thermal waters could cater for as many as 30 million visitors a year, bringing in an extra €9.4bn (us$13bn, £8bn) into the economy. It is, therefore, no surprise that health
and thermal tourism development was one objective of Turkey’s 2023 Tourism Strategy
– published by the Ministry of Tourism and Culture in 2007 to direct the framework for investment in the sector. Under the guise of the T ermal Tourism Cities Project (TTCP) the ministry aims to establish Turkey as a world-leading thermal tourism destination. More than €56.3m (us$77.8m, £48m)
Turkey has 1,300 natural springs... and the Turkish Geothermal Association believes the thermal waters could cater for as many as 30 million visitors a year, bringing in an extra 9.4bn
Located an hour east of Istanbul by Lake Sapanca, the 131-bed- room Richmond Nua claims to have the fi rst and only destina- tion spa in Turkey. T e 2,700sq m
(29,063sq ſt ) wellness centre and spa has a traditional setting with contem- porary architecture. It opened in 2005 and off ers 72 spa services with a par- ticular focus on packages such as detox and pregnancy programmes to tailor- made journeys. General manager Ümit Yasar Atalay says: “These packages positively infl uence the sales of special treatments and massages.” Designed by Schletterer, it has 14 double treatment rooms and thermal, water and relaxa- tion experiences.
has been allocated for the development of thermal resorts and associated infrastruc- ture; and TTCP has identifi ed four specifi c regions for their geothermal potential:
• South Marmara, which covers the cities of Balikesir, Çanakkale and Yalova • South Aegean region comprising Aydin, Denizil, Manisa and Izmir • Phrygian region comprising Afyonkarahisar, Ankara, Uşak, Eskişehir and Kütahya • Central Anatolia, encompassing Aksaray, Kirşehir, Niğde, Nevşehir and Yozgat With every passing year the ministry is
devoting a greater proportion of its eff orts to promoting the spa and wellness sector when presenting Turkey to the world. It’s partic- ipating in expos, advertising in magazines and organising press trips. ●
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■ Wellness tourism has benefi ted from major structural reforms in tourism ■ Creation of a business- friendly environment welcoming foreign inward investment ■ Strengthening domestic investment base working with global hotel and spa brands ■ Confi dence within domestic businesses to develop strong Turkish wellness/spa products ■ A young, ambitious and increasingly well-educated population ■ Increased levels of disposable income in the population with increased levels of domestic leisure demand ■ Investment in generic tourism facilities (hotels, resorts, golf courses) all requiring spa and wellness provision – for example, 12 of Turkey’s 15 golf courses are in tourism resorts with spa facilities ■ Ability to add value and price to hotel bed stock
PUSH
■ Turkey’s expressed desire to become an EU country (it has been an accession country since 2005) ■ Tourism is now fully embedded in national and regional policy ■ Ambitious targets for growing the value of tourism by 2023 ■ Realisation of the exceptional natural wellness ‘asset’ base including geothermal waters, natural environment, climate and traditional rituals ■ The need to establish standards and accreditation ■ The strong research and educational resources in Turkey to support spa and wellness development. There are fi ve university centres specialising in these areas
SPA BUSINESS 1 2011 ©Cybertrek 2011
CASE STUDY
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