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TOURISM: BAKU In January, Marriott is to make its


debut with the launch of a 243-bed- room JW Marriott Absheron, also designed by Reardon Smith, in the heart of the city. Te property will incorporate a health club and spa over three floors. Te Absheron Spa will cover 1,700 sq m (18,300sq ſt) and include four large single treat- ment rooms as well as couples’ suite. Products will be supplied by Anne Semonin and Charme d’Orient. Tere will also be a salon for hair- dressing, make-up and manicure/ pedicure services; a thermal suite comprising a steamroom, a rasul and a loofah room; a swimming pool and sun deck; and a gym with Precor equipment. Also on the cards in early 2012, is


the opening of the 299-bedroom Fairmont at the Flame Towers with an ESPA spa.


CHALLENGES AND IMPROVEMENTS Despite the influx of international opera- tors, Azerbaijan and Baku still face significant obstacles in developing their tourism econ- omy – including environmental concerns as a result of the oil and petrochemical industries. But there have also been some big improve- ments – most notably investment in Baku International Airport and Azerbaijan Airlines to provide better links to western Europe and Asia by major airline carriers. More than 35,000 people now work in


tourism and degree programmes in tour- ism management have been established at Baku State University, Azerbaijan State Economic University and various vocational colleges and institutes. In September 2007, the Azerbaijan Institute of Tourism (AzTa) introduced a health, spa and wellness tourism specialism. In addition, it has agreed to cooperate with the American Hotel and Lodging Institute to develop the country’s skill base. AzTa is also taking other measures to


increase sector service quality, which include the tightening of tourism industry standards, VAT allowances and allocating resources to tourism. While Abulfaz Garayev, the country’s minister of culture and tourism, is urging existing operators to “send their employees on these [new tourism] courses” in order to met international standards.


A POSITIVE OUTLOOK Tourism marketing is a developing art in Azerbaijan and Baku, especially in terms of the positioning and branding of the coun- try. It’s expected, however, that international


hotel and spa operators will significantly con- tribute to improving brand awareness. As a traditional cross roads between


Europe and Asia and a meeting place of cultures, the country’s heritage has world- wide appeal; and because it straddles 11 of the earth’s climatic zones the country has extraordinary biodiversity and natu- ral resources. Rural and eco-tourism have become interesting themes for recent devel- opment, with some projects being supported by international donor aid programmes.


Te Ministry of Culture and Tourism’s priorities are


based on shaping Azerbaijan as an elite destination for spa and wellness tourism


Te arrival of globally-recognised hotel


brands and an international-standard spa and wellness product in Baku is certainly helping the country to reposition itself as a high-class destination. It is an approach that has captured consumer and media interest, yet there remains more to be done to consol- idate and create a rounded tourism offer. Nonetheless, Euromonitor International’s


Azerbaijan Report 2011, unveiled in Novem- ber, gives a positive outlook on the country’s tourism sector that’s driven by the revenues from the oil industry and sits comfortably in one of the world’s fastest growing economies. According to the report, the glut of interna- tional luxury resorts around Baku appears to be modelled on Dubai with “extravagant,


84 Read Spa Business online spabusiness.com / digital


The 950sq m Jaleh Spa, part of Four Seasons Baku, will open imminently and wealthy locals will be a key target market


futuristic, luxury hotel resorts including the Hotel Full Moon, Crescent Moon [Kempin- ski] and Flame Towers [Fairmont]”. Te most extravagant project, says Euro-


monitor, is the concept planned for Nargin Island, a former communist-era prison. It’s been reported online that the 1sq km island, located 14km off Baku’s coast, is to host a luxury, zero-carbon resort with 300 vil- las and a number of hotels. It will also include seven glass and metal structures modelled on Azerbaijan’s northern moun- tain range. Finance for the development, known as Zira Zero Island, is said to come from the AvroCityHolding Group with the Denmark architectural firm Bjarke Ingels Group leading the design. High levels of business travel and


the seductive appeal of an ancient yet thoroughly modernised city, is


an intoxicating cocktail in which to grow an innovative spa product. Although the high-yielding business and leisure travel constitutes a relatively small proportion of the 1 million or so international arrivals, there are markets for an interesting, qual- ity, spa and wellness experience. A number of Azerbaijani websites have


reported that the country has extraordinary ambitions to grow international arrivals to a staggering 20 million in 30 years. Tis is unlikely to be achieved, however, at a time when the UNWTO is predicting global inter- national tourism arrivals will grow from 1 billion in 2011 to 1.8 billion by 2030, who is to argue against Azerbaijan securing a pro- portion of this upliſt? l


SPA BUSINESS 1 2012 ©Cybertrek 2012


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