Role of the Resorts in the Baltic Tourism Sector

Role of the Resorts in the
Baltic Tourism Sector
JURGITA KAZLAUSKIENĖ
Vice President of European
Spas Association (ESPA)
Content
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.
I.
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
Demographic Change:
- Increasing volume of demand
- Shifting of the age
- Better responsiveness
- Changing demands and needs
Psychographic change:
- “health” as a pillar of a conscious
lifestyle
- Performance Optimization
- Increased importance of new
indications and diseases
The New
Health
Tourism
Change on supplier‘s side:
- Medical and technological
development
- new networks, platforms and
partnerships
- Changing supplier structures
Change of basic conditions:
- modified health system
- withdrawal of social insurances
- boosting of self-pay demand
- specifity of layers
Šaltinis: p. Claudia Wager, Generalinė direktorė, FIT REISEN GmbH
II.Megatrends
 New Lifestyle
 Health
 Slow down one's life
 Recover one's balance
 Looking for a new way of living
 Improve and maintain health
gets more important
 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
beautiful
 Best Agers nowadays are
experts in travelling
 Being active
 Affinity to wellness and health
care
The future of the market is determined by four megatrends
Šaltinis: p. Claudia Wager, Generalinė direktorė, FIT REISEN GmbH
12
Spa 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
14
Mio.
+105%
12
10
+111%
2002
2007
2020
+48%
8
+72%
+88%
6
+84%
4
2
0
Health-Care
Anti-Aging
Wellness insg.
MedicalWellness
Quelle: IFF: Gesundheitsstudie 2020; Veränderungswerte berechnet von 2007 auf 2020.
PassivWellness
Beauty
III. The potential of
the Baltic Spa product
CLASSIFICATION OF HEALT TOURISM (LT)
SVEIKATOS TURIZMAS
(Health & Wellness Tourism)
SVEIKATINIMO TURIZMAS arba
MEDICINOS TURIZMAS
SVEIKATINGUMO TURIZMAS (Wellness Tourism)
(Medical Tourism)
*MEDICINOS TURIZMAS
(Medical
Tourism)
DIAGNOSTI
‐KOS IR SVEIKATOS IŠTYRIMO TURIZMAS
(Diagnostic & Health Check‐Up Tourism)
REABILITA
CIJOS TURIZMAS
(Rehabilita‐
tion tourism
MEDICININIS SPA TURIZMAS (SANATORI‐
NIS GYDYMAS)
(Medical SPA Tourism)
ODONTO‐
LOGIJOS
TURIZMAS
SLAUGOS IR GLOBOS TURIZMAS
(Dental Tourism)
(Nursing & Caring Turism)
SVEIKATN
GUMO SPA TURIZMAS GROŽIO TURIZMAS FITNESO TURIZMAS
SVEIKATOS ŠVIETIMO TURIZMAS
SVEIKOS MITYBOS TURIZMAS
(Wellness)
(Beauty)
(Sport & Fitness) (Halth Education )
(Healthy Nutrition )
Baltic Spas one of the bests in Europe!!!
BIRŠTONAS
DRUSKININKAI
PALANGA
NERINGA
Recreational areas
TRAKAI
ANYKŠČIAI
НЕРИНГА
IGNALINA
ZARASAI
Medical Spa treatment
Conference bureau
wellness
leisure
sports & fitness
Family vacations
Traditions 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 Medicine
IV. Stakeholders of Lithuanian
Spa sector
SPA & WELLNESS RESORTS
LEISURE AND RECREATIONAL SPAS
SPORT & FITNESS SERVICES
BEAUTY TREATMENTS
I. 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
 Number of staff
 Number of rooms
 Number fo places
 Annual turnover
 Overnights per year
 Guests per year
22
2 799
2 867
over 6 thous.
more than 206 mln.Lt.
1 271 185
113 179
30 % - foreign guests.
2010 m. IV ketvirčio ir 2011 m. trijų pirmųjų ketvirčių duomenys. Lietuvos statistikos departamentas
I. Stakeholders of Lithuanian Spa sector
 The average of accomodation
 Lithuanian
 Foreign guests
70%
76%
24%
 The average income (per person) 1 398 Lt
 The average length of stay
 Lithuanian
 Foreign guests
 Hotels

Šaltinis: Medicinos turizmo galimybių analizė, 2012 m.
11,88 day
11,03 day
15,24 day
1,91 day
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 Therapy
Traditions and new technologies
Mineral water
baths
SPA & wellness programs
Active sports
Cycling routes
Total in Lithuania: more than 770
More the 450
km
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!