THOUGHT LEADERS
Expert predictions
Leading spa and wellness professionals from around the world, working in all aspects of spa, share their views on the industry – where it’s heading and what’s happening in their part of the sector
Magatte Wade Founder Tiossan
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“ We should also keep an eye on Rwanda, a very dynamic economy that’s attracting American entrepreneurs and tourists ” ow is the time for spa
development in Africa because the economy is flourishing: KMPG put its annual growth
a 5 per cent in 2014. While this isn’t as much as growth in China and India, it’s still significantly greater than other developed economies. This means greater prosperity for many Africans as well as
economic opportunities for many expats, who are now spending more time back
Wade is behind one of the fi rst Senegalese skincare lines
in their home countries. In addition, the horrific civil wars have finally, for the most part, ended and much of Africa is now largely peaceful which is enticing more tourists.
South Africa and traditional
sites for high-end safaris, such as Zambia, Botswana and Tanzania are potential areas for spa development as operators want to offer a more diverse set of before and after safari experiences for tourists. We should also keep an eye on Rwanda, a very dynamic economy that’s attracting American entrepreneurs and tourists (for the mountain gorillas and bird watching). I believe the hotel and day spa sector will grow the quickest. The newly prosperous Africans enjoy spas but are unlikely to go to a destination spa because most of their travel is to Europe and the US. Conversely, Europeans and Americans are unlikely to travel to Africa strictly for a destination spa, but while they’re on the continent (for either business or tourism)
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they expect spa services.
Medical and thermal/mineral spas are not yet popular with prosperous Africans despite, or even because, such spas were
sometimes part of traditional culture. Many affluent Africans reject their
own culture and long for European-style spas. Yet at the same time, Europeans and Americans are interested in high-end indigenous-themed experiences. The biggest opportunity lies in the development of spas that appeal to both groups. At present, there’s a noticeable gulf
between indigenous African culture and the world of contemporary spas. To bridge this gap, entrepreneurs and spas need to research and adapt aspects of African culture – including design (traditional and modern); ingredients and recipes for skin, body and hair; and traditional therapeutic practices – which have hitherto been neglected. Overall, there’s still a highly negative
stereotype of Africa that’s limiting tourism. All too often it’s regarded as a place where people should be pitied, not where one goes for positive experiences. And there are still dangerous places in Africa. But we need to advocate the growing peace, the prosperity and cultural vibrancy across the continent.
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