Development of Spa and Wellness Tourism in Hungary; Business Results
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1 Development of Spa and Wellness Tourism in Hungary; Business Results Dr. Ákos NIKLAI Chairman, Hungarian National Tourist Office Past President of the Hotel Association of Hungary Brussels, 6 June 2007
2 General information about Hungary In the heart of Europe for over 1100 years Member of the European Union since May 2004 Territory: 93,000 km 2 Population: 10 million 15th most popular tourist destination in the world
3 Tourism in Hungary Facts & figures million arrivals at frontiers 7 million arrivals at commercial accommodation of which 5 million in hotels 19 million guest nights at commercial accommodation of which 13.4 million at hotels 46.6% of arrivals, and 51.6% of guest nights at commercial accommodation generated by incoming tourism 228 billion HUF revenue at commercial accommodation (~ 912 million EUR) 3.6 billion EUR international tourism revenue The most popular destinations are Budapest and the Central Danube Region (35.0% of guest nights) Lake Balaton (22.5% of guest nights) Source: HCSO
4 Hungarian National Tourist Office Tourism, sport and regional development are supervised by the Ministry of Municipalities and Regional Development since summer 2006, ensuring the synergy of these issues. HNTO s main goal is to increase the number of guests, guest nights and tourism receipts. Strong emphasis on the cooperation with the tourism trade and strategic partners.
5 Hungary s priority source markets Main source markets: Germany, Great-Britain, Austria, Italy, USA Most promising markets: Northern Europe, France, Czech Republic, Slovakia, Poland, Romania, Russia Emerging source markets: Holland & Belgium, Spain, Japan, Switzerland, Israel, Ukraine, China
6
7 Focuses of the Marketing Activity Besides the image building of Hungary as a tourist destination, the marketing communication is focused on four main products abroad: Budapest Lake Balaton Spa & Wellness MICE Further Major Attractions Food and Wine Sports and Active Holiday Culture
8 SPA AND WELLNESS
9 History of Spas The Celts
10 History of Spas The Roman Empire
11 History of Spas Turkish Baths
12 The result of the oil research in the 20th century: 1300 thermal springs
13 History of Spas In Our Days
14 Hungary as a health tourism destination Bathing traditions going back to more than thousand years Health tourism services form an important element of Hungary s image as a tourist destination Hungary boasts the world s 5th largest supply of thermal waters Besides medical treatments, wellness tourism is becoming increasingly popular Unique natural resources, high quality services coupled with the favourable value for money ratio Visit to a thermal spa is one of the favourite activities during a stay in Hungary
15 Our offer - Natural resources 1,289 hot springs 38 facilities with qualified medical baths 5 therapeutic caves 13 health resorts 81 recognized sources of mineral water 315 springs of medicinal water 4 deposits of therapeutic mud 1 mofette
16 Our offer - Manmade supply Hotels: 56 spa hotels with 14,043 bed-places & 55 wellness hotels with 8805 bed-places Spa and wellness treatments: Acupuncture, acupressure, Herbal bath, Bach therapy, Salt cave/salt room, Magnetic therapy, Ultrasound treatment, Oxygen therapy, Mud pack, Ayurveda therapy, Phototherapy, Sound therapy, Chiropractor, Spinal exercise, Massage, Kneipp therapy, Thalasso therapy Beauty treatments: Aromatherapy, Infra-treatment, Sea salt pack, Reflex therapy, Algae pack, Cleopatra bath
17 Spa and Wellness Facilities
18 Number of Spa and Wellness Hotels
19 Increasing demand for health tourism services Arrivals at Spa Hotels Guest Nights at Spa Hotels Source: HCSO
20 The demand side Spa Hotels Wellness Hotels / /2004 Domestic Arrivals 68, , % 115, , % Guest Nights 190,365 1,236, % 241, , % Av. Length of Stay % % International Arrivals 153, , % 39, , % Guest Nights 718,097 1,398, % 171, , % Av. Length of Stay % % Total Arrivals 222, , % 155, , % Guest Nights 908,462 2,634, % 412,851 1,201, % Av. Length of Stay % %
21 Facts and Figures Spa and wellness hotels show the most impressing growth according to guest nights among all hotel categories. 77,7% of the spa and wellness hotels foreign guest nights realised by EU visitors.
22 Main source markets of spa hotels Italy 2,3% Other 23,3% Germany 42,9% Russia 3,0% Japan 3,2% UK Switzerland 3,2% USA 3,7% 4,3% Austria 14,1% Source: HCSO
23 Advantages of health tourism High spending High average length of stay Wide variety of services Little seasonality Demand is guaranteed by aging societies High rate of return visit Requires trained staff
24 Spa experience in Hungary Now and in the future
25 Budapest, Gellért Spa
26
27
28 Budapest, Széchenyi Spa
29
30 Röjtökmuzsaj, Szidónia Castle Hotel
31 Hévíz, NaturMed Hotel Carbona
32 Hévíz, Rogner Hotel & Spa Lotus Therme
33 Hajdúszoboszló Spa & Hotel Aqua-Sol
34 investment projects 147 million Euro state support 452 million Euro investment value Spa Development in Hungary
35 Development in the future National Tourism Development Strategy Spa Tourism Product Development Reconstruction of the National monument spas: support budget: 12 million Euro in 2007 the project continues
36 Some major projects Aquaworld Water Empire and Ramada Plaza 5* Hotel 2008 Europe s second biggest water sports and wellness complex in Budapest 64 M Euros
37 Some major projects Kempinski Hotel & Spa Rác complete reconstruction and a 5* hotel in the heart of Budapest 19 M Euros Hilton Hotel Visegrád 5* hotel with conference, swimming and wellness facilities (20 km-s from North of Budapest) Thermál Hotel Spirit Sárvár - 5* thermal hotel Siklós health, wellness and sports development project, 5 * hotel, healing, wellness and sports facilities 18 M Euros
38 Some major projects Egerszalók The European Pamukkale, healing and relaxation in the valley of tranquility complex tourism development, 5* hotel, apartment houses, conference, sports, wellness, health treatment facilities 30 M Euros
39
40 Thank you very much for your kind attention!
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