WELLNESS TOURISM


Wellness tourism is key to increasing the number of tourists who visit the island


Jadranka Group: Investing In Losinj


By working together we can become one of the most sought after wellness destinations in the Mediterranean


Vitality branding Losinj’s tourism strategy A Plan for Tomorrow 2013-2020 emphasises a sustainable approach to development with vitality branding serving as the primary means of delivering this goal. Cappelli explains: “We want a health


story for us, not just the tourists. It’s our story. Everyone needs to buy into this overall approach and our branding. Our local population must live it to ‘sell it’. We’ve now even introduced aromatherapy sessions in our primary schools.” On this latter point, Cappelli is referring


to another important strand of Losinj’s wellness offering – aromatherapy. Over the centuries, sailors from this seafaring community have returned from their travels with up to 80 exotic plants – such as myrtle, magnolia, orange, eucalyptus and tamaris. This has enhanced the wide array of 1,100 species of native flora and fauna, including more than 230 herbs. There are a many of examples of how


this is feeding into tourism. Each year the Tourism Office organises a programme of events reinforcing the message of vitality. The signature Apsyrtides aromatherapy festival runs throughout June and includes special offers on products and produce, open days at wellness centres and various lectures, workshops and promotions.


78 spabusiness.com issue 3 2015 ©CYBERTREK 2015 C


The Jadranka Group is one of the main companies investing in Losinj’s leisure industry and is fundamental in delivering its vision for tourism. With backing from Russian banks, its already spent €150m (US$166m, £108m) on hotel development and has earmarked another €120m (US$133m, £86m) for investment in the next five years. The group owns and


operates six hotels under the Losinj Hotels and Villas banner. Its most inspiring project to date has been the refurbishment of The Bellevue, Losinj’s first five-star hotel, which reopened in July 2014


with 206 bedrooms and a range of amenities including a spa clinic supplied by Natura Bissé, a beauty zone with a spa garden, indoor and outdoor pools and a fit zone. Goran Filipovic, a


Jadranka board member, has kept a watchful eye on the group’s developments and is


In early 2015, the Tourism Office


received recognition from the UNWTO for its Fragrances and Tastes of Losinj project. The initiative involves local businesses championing seasonal ingredients – lemon, orange and tangerine in January and February – in their offerings from floral displays and potpourri to juices, cakes and treatments. There’s also innovation in developing


natural cosmetics based on ingredients on the island. Three active local companies include Apoxyomenos, Mirta Natural Cosmetics and Spa Sense and they supply spas and beauty centres and sell their wares across the island. On top of this, the tourism team


encourages businesses to develop vitality programmes for visitors (see p77).


The refurbished


Bellevue hotel is the fi rst fi ve-star property in Losinj


adamant that the future vision of the company is entirely integrated with the tourist office’s vision. He says: “The future is about quality – about pushing the development to be a five-star experience.”


Cappelli concludes: “The wellness


concept that we’ve established on Losinj is the key to achieving our [tourism] targets. It’s an approach agreed by all stakeholders – community and investors. It’s an approach which respects our natural environment and which also harnesses our cultural assets. “By working together we can become


one of the most sought after wellness destinations in the Mediterranean.” ●


Terry Stevens is a global leisure and tourism consultant Tel: +44 7850 885262 Email: terry@ stevensassoc.co.uk


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