Role of the Resorts in the Baltic Tourism Sector - JURGITA KAZLAUSKIENĖ Vice President of European - Baltic Sea ...
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Role of the Resorts in the
Baltic Tourism Sector
JURGITA KAZLAUSKIENĖ
Vice President of European
Spas Association (ESPA)
Content I. The Role of the Spas in Europe. II. Trends in Health and Spa tourism. III. Potentials of Baltic Spa product. IV. Stakeholders of Lithuanian Spa Sector.
The role of the Spa and Health Tourism in Europe
3
1.400 spa communities and health resorts in Europe;
The industry employs direct and indirectly 750.000
people;
Annual turnover of 45 billion euro;
Europe wide 180 million overnights.
More than Tourism: Spas and Health Resorts in Europe – Centres for Health
Spas and Health Resorts in Europe – Centres for
Health
Spas and health resorts - health centers with a high
quality and complex value chain;
Spas and health resorts in rural areas - health centers for
the local population;
Increasing life expectancy and economic consequences of
demographic change;
National healthcare systems in Europe are required to
ensure good health services for the population;
Cross border healthcare directive.
Elements of a European Spa community
1. A natural remedy „of the soil, the sea
or the climate
2. Physicians in the community or in the
health facility aquainted how to use
the remedies in therapies
3. A place / hall to get the remedies
4. Places for therapies (clinics, hotels,
physical therapy with local remedies)
5. House for the guests (communication,
information, health training)
6. A park, forest, walking trails
7. Places for sport activities, kineso -
therapy
8. Places for cultural activities
What does a spa Community distinguish from „normal“ communities? The use of natural remedies on site (of the soil, the sea or the climate) The knowledge about the bioclimatic conditions The special medical knowledge how to use the local natural remedies Good air quality, drinking water quality No stress due to noise, dangers, contamination …. a „small paradise“ This USP should be more emphasized in future!
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, Medispas) must have a medical background.
II. Trends in Health and Spa tourism. The
demand of Baltic Spa product.II. Influences in market development
of „New Health Tourism
Psychographic change:
Demographic Change:
- “health” as a pillar of a conscious
- Increasing volume of demand
lifestyle
- Shifting of the age
- Performance Optimization
- Better responsiveness
- Increased importance of new
- Changing demands and needs
indications and diseases
The New
Health
Tourism
Change on supplier‘s side:
Change of basic conditions:
- Medical and technological
- modified health system
development
- withdrawal of social insurances
- new networks, platforms and
- boosting of self-pay demand
partnerships
- specifity of layers
- Changing supplier structures
Šaltinis: p. Claudia Wager, Generalinė direktorė, FIT REISEN GmbHII.Megatrends
New Lifestyle Health
Slow down one's life Improve and maintain health
Recover one's balance gets more important
Looking for a new way of living Higher willingness to invest in
the own health
Relaxing and Recreation Demographic Changes
Enjoying peace and quiet Number of Best Agers increases
Feeling relaxed, healthy and Best Agers nowadays are
beautiful experts in travelling
Being active Affinity to wellness and health
care
The future of the market is determined by four megatrends
12
Šaltinis: p. Claudia Wager, Generalinė direktorė, FIT REISEN GmbHSpa and Health Tourism Trends
13
Shorter stays like one week, even in the traditional spas;
Price is the most important indicator;
All inclusive;
Wellness – Ayurveda is still in the trend – 3 overnights;
Individual services and value for money is the main point
for the decision where to go;
Slimming cure, Detox, Yoga, Anti-Stress stays are highly
demanded.Future Health Tourism market: forecast 2020
Mio.
14 2002
+105% 2007
12 2020
+111%
+48%
10
8 +72% +88%
6
+84%
4
2
0
Health-Care Anti-Aging Wellness insg. Medical- Passiv- Beauty
Wellness Wellness
Quelle: IFF: Gesundheitsstudie 2020; Veränderungswerte berechnet von 2007 auf 2020.III. The potential of the Baltic Spa product
CLASSIFICATION OF HEALT TOURISM (LT)
SVEIKATOS TURIZMAS
(Health & Wellness Tourism)
SVEIKATINIMO TURIZMAS SVEIKATINGUMO TURIZMAS
arba
MEDICINOS TURIZMAS
(Wellness Tourism)
(Medical Tourism)
ODONTO‐ SLAUGOS SVEIKATN GROŽIO FITNESO SVEIKATOS SVEIKOS
*MEDICINOS TURIZMAS TURIZMAS ŠVIETIMO MITYBOS
TURIZMAS LOGIJOS IR GLOBOS GUMO
TURIZMAS TURIZMAS SPA TURIZMAS TURIZMAS
TURIZMAS
(Medical (Dental (Nursing &
Tourism) Tourism) Caring (Sport & (Halth (Healthy
Turism) (Wellness) (Beauty) Fitness) Education ) Nutrition )
DIAGNOSTI REABILITA MEDICININIS
‐KOS IR CIJOS SPA
SVEIKATOS TURIZMAS TURIZMAS
IŠTYRIMO (SANATORI‐
TURIZMAS NIS
GYDYMAS)
(Rehabilita‐
(Diagnostic tion (Medical SPA
& Health tourism Tourism)
Check‐Up
Tourism)Baltic Spas one of the bests in Europe!!!
BIRŠTONAS DRUSKININKAI
PALANGA
NERINGARecreational areas
TRAKAI
ANYKŠČIAI
НЕРИНГА
IGNALINA ZARASAIMedical Spa treatment
Conference bureau
wellness
leisure
sports & fitness
Family vacationsTraditions more than 200 years
Eco-Fit
A places worth visiting!
UNESCO WORLD HERITAGE
Traditional festivals of art and music
Traditional food + Ecological and green products
Baltic Amber in Tourism
Why is the Baltic Amber unique?
• Found on the shore of the Baltic Sea;
• 50 million years old;
• Three elements are hidden in it: air,
water and earth;
• Contains 8% of amber acid that has
healing properties;
• Protects against a bad eye;
• Relieves pain, strengthens the immune
system, helps to cope with common
colds;
• Is used to manufacture fascinating
jewellery;
• Is used in SPA’s and in foods.Use of the Baltic Amber
Amber Jewellery
Amber in Culinary
Amber in Cosmetics
Amber in Design
Amber in MedicineIV. Stakeholders of Lithuanian
Spa sector
SPA & WELLNESS RESORTS
LEISURE AND RECREATIONAL SPAS
SPORT & FITNESS SERVICES
BEAUTY TREATMENTSI. Stakeholders of Lithuanian Spa sector MEDICAL SPAS, SPA CLINICS, REHABILITATION CENTRES, DAY TIME SPA CENTRES, HOTEL SPA CENTRES, HEALTH CENTRES, etc. MEDICAL SPA CENTRES – a licensed institutions, whose main goal is to provide medical care and rehabilitation services, using natural local remedies: mineral water, therapeutic mud, climate, Baltic sea water. The personnel working there have a medical background.
I. Stakeholders of Lithuanian Spa sector
Number of Medical Spas 22
Number of staff 2 799
Number of rooms 2 867
Number fo places over 6 thous.
Annual turnover more than 206 mln.Lt.
Overnights per year 1 271 185
Guests per year 113 179
30 % - foreign guests.
2010 m. IV ketvirčio ir 2011 m. trijų pirmųjų ketvirčių duomenys. Lietuvos statistikos departamentasI. Stakeholders of Lithuanian Spa sector
The average of accomodation 70%
Lithuanian 76%
Foreign guests 24%
The average income (per person) 1 398 Lt
The average length of stay 11,88 day
Lithuanian 11,03 day
Foreign guests 15,24 day
Hotels 1,91 day
Šaltinis: Medicinos turizmo galimybių analizė, 2012 m.Lithuanian medical Spa & wellness product
• medical (health) SPA procedures, a wide choice of services, authenticity
(amber therapy, herb therapy and so on.)
• Natural local remedies (mineral water and therapeutic mud, sea water,
climate);
• doctors' consultations;
• qualified medical personnel;
• relatively large number of accommodation;
• good value for money;
• a good geographical location, the attractiveness of the Russian and
Scandinavian markets;
Program length: 2-21 day;
Price per day: starts from 130,- LT (37 EUR);
Activities: Aero tourism, bicycle, water tourism, skiing, water
entertainment, bicycle, Nordic walking, yoga, entertainment clubs, catering
services, etc.Medical Spa treatment
Natural local remedies
• Mineral Water
• Therapeutic Mud
• Climate
• Local Herbs
• Baltic sea (water, sand
and sun)
• Amber TherapyTraditions and new technologies
Mineral water baths
SPA & wellness programs
Active sports
Cycling routes Total in Lithuania: more than 770 km More the 450 km in Lithuanian Resorts
Activities all year round
Responsibility for our lives
Recognizing that one of the main goals of the EU-policies I
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.Thank you for your attention!
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