SPA TOURISM
Wellness tourism will be one of the fastest growing forms of international and domestic tourism over the next ten years
■ HOT SPOTS IN EUROPE
Some key wellness tourism destinations to watch out for in Europe over the next 10 years will include:
Andorra: an extraordinarily compact mountain destination attracting more than 2.5 million international tourists a year, it is now proactive in diversifying into a year- round wellness destination with recent hotel resort spa investments taking place. Exam- ples include the ¤37m (US$49.7m, £31.4m) cash injection into the Caldea Spa Cen- tre and the Escaldes-Engordany Thermal Centre in 2010, in a bid to reinvigorate the original 1994 development.
Austria: has long been synonymous with the best in spa treatments enhanced by extraordinary natural landscapes, fresh, clean air, altitude and a wide range of mineral-rich and thermal waters (see Spa Business, issue 1, 2005, p7). Continued investment in new products and serv- ices characterises the country’s ambition to be best in class. The creation of wine- themed resorts in wine regions by Loisium is a particularly interesting development. The company opened its fi rst hotel and spa in Lower Austria in 2005 and has two more planned – one in Southern Styria opening in June 2012 and one in Alsace scheduled for completion in 2014.
124 spa business handbook 2012
Brenners Park in Baden-Baden combines the style of the elegant Belle Epoque era with contemporary treatments
Baden-Baden: a globally renowned spa and wellness centre in south-west Ger- many that remains relevant to the luxury wellness markets by successfully com- bining the ambiance and elegance of the belle époque era with contemporary, innovative treatments pioneered by the town’s eight specialist clinics.
Croatia: rent asunder by civil unrest 20 years ago, it has re-emerged as one of Europe’s leading destinations, with well- ness at the heart of its successful tourism strategy. The emphasis is on creating a “sense of wellness and life without stress” through culture, heritage, food and drink.
The Euganee Hills: this traditional ther- mal spa region with fango (mud) treatments near Padua in north Italy has repositioned itself through creative and sophisticated hotel spa packages as well as its therapeu- tic, effi cacious mud (see SB03/Q4 p88). It is also led by a powerful national hotel group (GB Thermae Hotels).
Romania: an emerging destination with a tired, traditional, therapeutic/medical wellness product in need of complete re- invention. Although the country boasts the second oldest Institute of Balneology (1924) as well as 1,300 sources of mineral water, only 15 per cent of this vast natu- ral resource has been exploited. Romania’s wellness tourism strategy to date has been one of mere survival, but the potential for new developments and growth in spa tour- ism is highly signifi cant.
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