Let us consider just a few of the key statistics about Wellness tourism:


- It is a US$439-billion market


(or more than 1 in 7 of all tourist dollars) —and is set to grow to US$678.5 billion in by 2017.


- Global Tourism is a US $3.2 trillion


industry, of which the


Global Wellness Tourism comprises US$439 billion


- Wellness Tourism is directly responsible for 11.7 million global jobs, which deliver US$1.3 trillion in global economic impact.


- Wellness


Wellness market,


tourists clients are surpassing spend, a on


average, 130% more than the average global tourist


other


growing niche


markets such as adventure tourism, spiritual tourism, or even medical tourism, while still encompassing and overlapping with many of these areas. Wellness-conscious travelers in general have cultivated healthy lifestyle habits and activities that are then reflected in their travel choices. They tend to be aware and interested in how their travel affects local issues and long-term consequences.


According to a


recent report on wellness tourism by SRI International, Wellness travelers tend to be middle-aged, educated, affluent, and from


Western


and/or


industrialized


countries. The average Wellness client spends 130% more per trip


than the average tourist. Source: SRI International for wellness tourism data; Euromonitor for general tourism data.


Although Wellness Tourism often seems surpassed by Medical Tourism in terms of the focus it is given by tourism


associations, larger market difference marketing


dollars, and Government support, Wellness tourism represents a much (the


between


segment $50-


60 billion US Medical tourism vs. $439 billion US Wellness tourism). When looking at the motivations of travelers, a distinction can be made by defining the medical tourism as a more “reactive” model, involving people who are generally already ill or ailing, and who travel to receive treatment for a disease or a condition, or to undergo a cosmetic procedure, and who are motivated to seek lower cost or better care than what they could receive at home. The wellness tourism model is characterized as a more “proactive” model, in which travelers are health conscious and seek higher quality of life, who travel to actively seek experiences to enhance their health, provide cultural, ecological, or artistic activities, and often times transcendental or


spiritual focus.


Spas and Wellness Centers provide a resource and sustenance for both


models, while focusing attention on preventing confusion for consumers regarding the fundamentally different approaches.


At a Spa


level, tourism provides 43% of all demand at Spa and Wellness


facilities worldwide. Source: Wellness Tourism and Medical Tourism: Where Do Spas Fit? May 2011


Whether a


travel, part


trend wellness of the towards activities


constitute the primary motivation for as


growing wellness travel


represents unique opportunities for businesses, destinations, and countries to develop the programs and conditions that will attract this


traveler. majority of wellness travel


While the current is


in


North America and Europe, the future growth of wellness tourism is projected for Asia, Middle East, and Latin America. (The Global Wellness Economy Report, 2013) Wellness tourism, with its far- reaching focus, can be a resource for creating jobs across many sectors, bringing revenues and stimulating growth and entrepreneurship. With the attention given to cultural tradition and natural resources, wellness tourism can be a resource for preservation and conservation. Add to this the primary focus on health and wellbeing, it becomes clear that wellness tourism can help to inform and re-educate the


general healthy practices


population and


towards proactive


responsibility towards health.


In the book, “Travel with a Higher Purpose,” a tourism industry leader, Frank Richmond, defines how tourism “can be a powerful medium of self-discovery and transformation.”


Taking inspiration


from the pilgrimages or spiritual retreats, Hindu, Buddist and Christian religious traditions, or the spirit or vision quests of the Native America Cultures, traveling can provide a deep understanding of one’s life purpose and connection with the world. We can still relate to the old paradox of pilgrimages: that the body has to have weight so that the soul can be lifted up. In today’s demanding world, many are opting for a new kind of pilgrimage. Wellness tourism is responding to a call to drop all the technology, unplug


from obligations, retreat


from the noise of daily life, providing the means to not only retreat from the world, but also to reconnect with


11


or are incorporated trip,


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