Croatia is a leading European destination for wellbeing tourism
Slovenia: once part of the former Yugosla- via and a close neighbour of Croatia, the country’s dramatic emergence as a leading destination in Europe is founded on a clear wellness tourism strategy that has rein- vented traditional thermal and therapeutic resources with a winning combination of modernity and innovation.
Switzerland: over a 10-year period this country has reinvented, regenerated and re-energised its tourism industry to become the world’s most successful tourism desti- nation, according to the World Economic Forum’s Global Tourism Competitive Index 2011. Wellness tourism was the key driver for this turnaround (see SB09/4 p28). There is nothing to suggest that Switzer- land will depart from this strategy – as a result it remains an important wellness tourism destination benchmark.
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Switzerland has successfully reinvented itself as a wellbeing tourism destination and has set the standard for the future
■ KEY GLOBAL DESTINATIONS
Outside of Europe, two destinations are particularly worthy of further scrutiny regarding wellness and spa tourism – the US state of Arizona and the Middle East.
Arizona (US): Arizona Origins is a tourism initiative that was instigated by the Arizona Offi ce of Tourism – in collaboration with National Geographic magazine – in 2010. It has an holistic and strategic approach to tourism based on the sustainable devel- opment of the state’s natural, historic and cultural resources. Desert hotel spa resorts in the area are already interna-
tionally renowned, including the Mii amo at Enchantment Resort, Boulders Resort and the Fairmont Scottsdale Princess, along with famous destination spas such as Canyon Ranch and Miraval.
The Middle East: there are pockets of major investment in resort and hotel spas in the Middle East – Abu Dhabi’s wellness tourism industry, for example, is expected to grow by 15 per cent per annum according to Euromonitor’s 2011 Tourism in the UAE report. The emirate’s Satori Spa at Bab Al Shams Desert Resort and Spa (see SB11/4 p54) has been operating since 2004 and has set a quality benchmark. Elsewhere, over US$20bn (¤14.9bn, £12.7bn) has been earmarked for major, high-value tour- ism developments in Jordan (see SB11/3 p74); while Baku, the capital of Azerbai- jan, has been touted as the new Dubai with
spa business handbook 2012 125
©WALDHAUS FILMS MOUNTAIN RESORT & SPA; SWISS TOURISM.
SWISS-IMAGE.CH/TINA STEINAUER
©HOTEL MONTE MULINI
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