Health tourism in Europe

European Spas Association (ESPA)Europäischer Heilbäderverband (EHV)

Association Européenne du Thermalisme et du Climatisme (AETC)Asociasión Europea de Estaciones Termales (AEDET)

byJoachim Lieber

Secretary-GeneralEuropean Spas Association (ESPA)

02.03.2011Ourense, Spain

Thermal (Health) Tourism in Europe

Health Tourism in Europe

The great variety of the spas and health resorts in Europe is impressing and shows at the same time the common roots coming from the most famous doctor of the ancient time Hippokrates from the island of Kos.

Further developed and cultivated by the Romans, who broad the use of thermal water in all corners of their empire.

Spas in Europe

Blue Lagoon, artificial thermal lake in Keflavik, Iceland

Spas in Europe

Héviz, natural thermal lake in Hungary

Spas in Europe

Thermal spa in Bad Wörishofen, Germany

Spas in Europe

Aqua exercises in Spa Nove Lázně, Czech Republic

Spas in Europe

Saltworks valley in Bad Kreuznach,

Germany

Spas in Europe

Mineral water drinking cure in Karlovy Vary, Czech Repubilc

Spas in Europe

Bad Kissingen, Germany – biggest drinking cure hall in Europe

Spas in Europe

Cemberlitas hamam in Istanbul, Turkey

Spas in Europe

Thalassotheraphy in Hammamet, Tunisia

Spas in Europe

Kangal Spa in Turkey – fish theraphy

Who is the ESPA

We represents:

• members from 19 European Countries

• the interests of more than 1400 spa communities in Europe

• approx. 5000 medical spa facilities

• approx. 2000 thermal spa facilities

• approx. 2000 wellness hotels


• Increasing competition on the European level – one market – different standards

• Missing transparency in prices and quality for the customers

Actual situation:

Conclusion: There is a need for coordinated structures and instruments

Quality Standards for European spas

Different Cultures and TraditionsDifferent Service-PhilosophiesDifferent Safety-StandardsDifferent Focuses on HygieneDifferent Therapeutic TraditionsDifferent Wellness Infrastructures

…same Market

Health and Wellness-Tourism in Europe

EUROPESPA med / EUROPESPA wellness

+ safety and hygiene

+ wellness-infrastructure

+ service-quality

+ safety and hygiene

+ therapy-infrastructure

400 questions announced

Together 2 audits / 3 years

350 questions announced600 testing points anonymous

Together 2 audits / 3 years

Spas in Europe (ESPA):

- Highest level of a health resort as recognised by the national laws, - Situated in a clean and healthy environment ( air, water, traffic, noise), - Competence and experience for a qualified prevention and

rehabilitation, especially for chronic diseases as well as for wellness offers.

- Depending to the local natural remedies the spa may be classified as mineral-, thermal-, peat-, seaside-, or Kneipp-Spa.

Spas in USA (ISPA):

Spas are places devoted to enhancing overall well-being through a variety of professional services that encourage the renewal of mind, body and spirit.

Spa philosophies

The misuse of the term spa

• Today we must recognize, that we have an improper use of the term “spa”

• We learn terms like day spas, urban spas, city spas and cruise spas – when we will have night spas?

• Thanks to the Americans too hair spas and teen spas are trendy – for me baby spas are still missing!

• The bottom line in this “new spa world” is, that local natural remedies were separated from the spas.

Consequences 1

Consequences from this situation should be a clear and simple positioning of our spas and health resorts in Europe in two ways:•first there must be local natural remedy/ies at the place and•second the communities/facilities (e.g. Balnearios) must have a medical background.

Language spa chaos in Europe

In Europe we actually have:Spas, hot springs, Bad, Băile, Bains, Balneariosstation thermale, stazioni termali, stazione balneare, TermasLazné, Zdroj, Teplice, Fürdõ

and last but not least:Kurort and Kurortu in Russian language.

Consequences 2

• Looking in the future we should think to find a visible and clear dissociation from the spa offers from USA, UK and Asia.

• This could be as a common term:European Health Town (Community)

Consequences 3

Recognizing that one of the main goals of the EU-policies will be the prevention of the people in the EU the spas and health resorts in Europe should more emphasize their role as competence centres for health and prevention. We should underline that our spas are “lighthouses” mostly situated on the country side of the regions in the EU.


Growth of the World Population

• World Population will grow from 6.9 billion now to 8.3 billion in 2030 > + 20%

• Europe’s is expected to decline by 1%

• By 2030, China will have 17,6% of the world’s population and India 17.9%

• In 2030 about 55% of the world population is living in urban areas. from: “Demographics Change and Tourism”, ETC, 2010


Life expectancy• In all countries life expectancy is increasing• In most, the gap between male and female life expectancy is

narrowing• The period of healthy life expectancy is also increasing• Increased life expectancy will mean there are larger number of older

tourists from existing markets in developed countries The needs of these consumers may be many such as the need for proximity to medical care (increase in conditions such as obesity and allergies in future)

• Older tourists will have a „younger“ outlook than previous generations, they will be fitter and they are richer

• However it is useful to draw the distinction between mild disability and severe disability- people may suffer more mild disabilities (such as difficulties climbing stairs etc) as they get older.

• Both the accommodation and transport sectors of the industry need to take account of this in terms of design and staff training.


Key lifestyle trends

• The appeal of increased leisure time will remain strong in developed markets and will grow in developing markets, resulting in more time available for tourism and travel.

• However people in general, and in established markets particularly, do not feel wealthier. This sense of financial constraint will sustain an increased interest in budget travel (even, occasionally among affluent travellers).

• People also feel an increased sense of time pressure (despite in many cases having more leisure time). This puts an increased focus on the „value for time“ offered by travel and tourism.

• There will be increased concern about the environmental and sustainability in future, as today‘s younger consumers who are concerned about these issues, form a bigger proportion of the tourist market

• In emerging, as well as developed markets, access to information technology is now a key driver of awareness of other countries and their tourism offers.


„Value for time“

This goes for the whole process of purchase, transportation (quick check-in and transfer) and

the maximisation of time whilst on holiday (offering the right balance of activities and relaxation to

maximise the „benefit“ of the experience).

from: “Demographics Change and Tourism”, ETC, 2010

Europe 180 Mio. overnightsGermany 100 Mio. overnights

Japan 130 Mio. visitsUSA 110 Mio. visitsBavaria 70 Mio. visits

*Annual Figures

Global Spa Market, examples*


Number of overnights and guests in European spas

Number of Spas

Number of overnights Number of guests

2007 2008 2009 2007 2008 2009

Germany 24165.131.58

666.136.76

565.905.75

912.606.48

512.826.84

712.901.85

0

Germany(only Seaside spas) 50

36.193.493

36.395.097

36.829.389 6.347.201 6.504.031 6.621.158

Latvia (only Jurmala) 11 413.312 347.973 371.329 128.184 128.010 94.457

Lithuania (only Palanga) 6 545.781 447.680

Portugal 34 860.000 796.000 99.000 94.431 97.000

Slovakia 21 2.391.089 241.309

Spain 128 5.200.000 5.460.000 5.250.000 1.200.000 1.250.000 1.200.000

Turkey 100 33.177.00

0 10.635.41

1

Future market health: forecast 2020


Quelle: IFF: Gesundheitsstudie 2020; Veränderungswerte berechnet von 2007 auf 2020.

0

2

4

6

8

10

12

14

Health-Care Anti-Aging Wellness insg. Medical-Wellness

Passiv-Wellness

Beauty

200220072020

Mio.

+48%

+72%

+105%+111%

+84%

+88%

• Prevention and health support are in the focus of the clients

• Besides that offers for detoxification and fastening weeks become popular

• Ayurveda offers are still increasing

• The same is with the TCM

• The demand for Thalasso offers is unbroken

Trends in European health tourism I

• Most important reason for a wellness stay is the desire for physical balance followed by wellbeing desires

• Besides that mental wellness offers are really trendy

• For the choice of the right facility trustworthy certificates are important

Trends in European health tourism II

As we can see spas in Europe are very different, common is that they are popular among the customers for relaxation and/or

health.

Thank you for your kind attention!

Conclusion

Travel

Health tourism in Europe