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Vera Kiss from global foresight fi rm The Futures Company identifi es trends and opportunities in emerging markets which hold the most potential for spa operators
China is now a key spa tourism market. In 2009, it saw 3.3 million international visitors
126 spa business handbook 2013
THE CHANGING DEMOGRAPHIC OF SPA TOURISM Spa tourism is by no means new to the emerging markets, as spa resorts have long attracted millions of tourists in search of holistic relaxation. Thailand is the world’s most popular spa destination with nearly 4 million international visitors arriving for spa holidays in 2009. China and Indonesia are also key spa tourism markets, with 3.3 million and 2.5 million international spa visitors respectively in 2009, according to a 2011 EuroMonitor blog, Spa Tourism is Big Business in Asia Pacifi c. As holistic approaches to wellbeing become main- stream and there is growing openness to eastern approaches to health in western markets, spas will maintain their momen- tum among international visitors who are resilient to current economic troubles. Nevertheless, spa operators should not
overlook the rising potential in catering for domestic and regional visitors as emerg- ing economies expand. According to the