Global Trends in Health and Wellness Tourism

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1 Global Trends in Health and Wellness Tourism Dr Melanie Smith Lecturer & Researcher in Tourism Corvinus University, Budapest

2 The Global and the Local in Health and Wellness Tourism Global Local Facilities such as spas and wellness hotels Rituals such as saunas and massage Beauty treatments Surgical medical tourism Outdoor recreation, sports and fitness Spa cuisine Unique resources (e.g. Dead Sea, Blue Lagoon) Regional initiatives (e.g. Alpine wellness, Nordic Wellbeing) Signature treatments using local traditions and ingredients (e.g. Mayr detox) Authentic home of globalising practices (e.g. Thai massage, Ayurveda, yoga)

3 Regional and National Differences in Health and Wellness Tourism Natural and physical resources History of health tourism Religious patterns Social rituals (i.e. lifestyle) Cultural traditions Government policy and support Degree of product development and marketing

4 North America Australia, NZ Asia Middle East/ North Africa Africa Central and South America Beauty, weight loss, lifestyle improvements Body, mind, spirit Seawaterbased recreation, medical tourism Traditional treatments, landscapebased wellness Landscapebased wellness, medical (cosmetic) tourism Spas Yoga, meditation Hammam, rasul, serail Hotel spas Ecospas Wellness hotels Ayurveda, Chinese medicine Thalassotherapy Adventure spas Adventure spas Holistic centres Massage Luxury spa hotels Colonial retreats Cosmetic surgery

5 Western Europe Northern Europe Central and Eastern Europe Southern Europe Leisure, recreation, lifestyle, holistic Physical recreation, landscapebased wellness Medical and thermal tourism Relaxation, seawater-based wellness Thermal spas Outdoor recreation Medical spas Thalassotherapy Wellness hotels Saunas Spa and wellness hotels Thermal spas Holistic centres Hot and cold water therapies Clinics Holistic retreats

6 Western and Central and Eastern European Approaches to Health and Wellness Western Europe Preventative Emphasis on mental as well as physical health Lifestyle-based approach to health and wellness Complementary and alternative (drug-free) treatments growing in popularity Spas tend to offer relaxation and beauty treatments CEE Curative Emphasis on treatments and therapies for the physical body Limited knowledge of lifestylebased wellness Mainly conventional medicines administered by doctors or through pharmacies Spas usually offer medical treatments supervised by practitioners

7 Alpine Wellness...? Source:

8 Northern and Southern European Approaches to Health and Wellness Northern Landscape-based tourism (e.g. fjords, lakes, forests) Active outdoor recreation (e.g. Nordic walking) Healthy gastronomy based on fresh fish, berries, rye and oats Saunas Cold water treatments (e.g. Lake Wellness) Geothermal hydrotherapy Protestant simplicity Southern Seaside-based tourism Passive relaxation (e.g. siesta, sunbathing) Healthy cuisine based on olive oil, fresh fruit, vegetables and fish Sunshine Sea water treatments (e.g. thalassotherapy) Thermal spas Catholic spirituality

9 Country Comparisons: The UK and Hungary UK Big tradition of spa tourism, now declined Emphasis on body and mind enhancing treatments in leisure spas or holistic centres Wellness seen as a preventative, lifestyle-driven phenomenon encouraged by goverment campaigns First European country where goverment supported complementary and alternative therapies Disillusionment with and distrust of traditional medical services Outbound medical tourism growing Hungary Still one of the major spa (bath) destinations of the world Emphasis on curative medical tourism based mainly on spa waters Wellness seen as a luxury rather than part of everyday life as not supported by government Low awareness of complementary and alternative therapies High reliance on and trust in traditional medical services Medical tourism supported by government, e.g. holiday vouchers

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12 Implications for the Future Need for better understanding of regional, national and cultural differences Recognition of the importance of government policy and support Impacts on consumer behaviour, expectations and experiences Implications for product development and marketing

13 And what if you can t afford wellness.? Thank you for your attention