Presentation meeting 3 Kazlauskiene
Role of the Resorts in theBaltic Tourism SectorJURGITA KAZLAUSKIENĖVice President of EuropeanSpas Association (ESPA)ContentThe Role of the Spas in Europe.I.Trends in Health and Spa tourism.II.Potentials of Baltic Spa product.III.Stakeholders of Lithuanian Spa Sector.IV.The role of the Spa and Health Tourism in Europe3 1.400 spa communities and health resorts in Europe; The industry employs direct and indirectly 750.000people; Annual turnover of 45 billion euro; Europe wide 180 million overnights.More than Tourism:Spas and Health Resorts inEurope – Centres for HealthSpas and Health Resorts in Europe – Centres forHealth Spas and health resorts - health centers with a highquality and complex value chain; Spas and health resorts in rural areas - health centers forthe local population; Increasing life expectancy and economic consequences ofdemographic change; National healthcare systems in Europe are required toensure good health services for the population; Cross border healthcare directive.Elements of a European Spa community1. A natural remedy „of the soil, the seaor the climate2. Physicians in the community or in thehealth facility aquainted how to usethe remedies in therapies3. A place / hall to get the remedies4. Places for therapies (clinics, hotels,physical therapy with local remedies)5. House for the guests (communication,information, health training)6. A park, forest, walking trails7. Places for sport activities, kineso -therapy8. Places for cultural activitiesWhat does a spa Community distinguish from „normal“ communities?The use of natural remedies on site (ofthe soil, the sea or the climate)The knowledge about the bioclimaticconditionsThe special medical knowledge how touse the local natural remediesGood air quality, drinking water qualityNo 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 useof the term “spa” We learn terms like day spas, urban spas, city spas andcruise spas– when we will have night spas? Thanks to the Americans too hair spas and teen spas aretrendy– for me baby spas are still missing! The bottom line in this “new spa world” is, that localnatural remedies were separated from the spas.Consequences 1Consequences from this situation shouldbe a clear and simple positioning of ourspas and health resorts in Europe in twoways:First! There must be local naturalremedy/ies at the place andSecond! The communities/facilities(e.g. Balnearios, Medispas) must have amedical background.II. Trends in Health and Spa tourism. Thedemand of Baltic Spa product.II. Influences in market developmentof „New Health TourismPsychographic change:Demographic Change:- “health” as a pillar of a conscious- Increasing volume of demandlifestyle- Shifting of the age- Performance Optimization- Better responsiveness- Increased importance of new- Changing demands and needsindications and diseasesThe NewHealthTourismChange on supplier‘s side:Change of basic conditions:- Medical and technological- modified health systemdevelopment- withdrawal of social insurances- new networks, platforms and- boosting of self-pay demandpartnerships- specifity of layers- Changing supplier structuresŠaltinis: p. ClaudiaWager, Generalinė direktorė, FIT REISEN GmbHII.Megatrends New Lifestyle Health Slow down one's life Improve and maintain healthgets more important Recover one's balance Higher willingness to invest in Looking for a new way of livingthe own health Demographic Changes Relaxing and Recreation Number of Best Agers increases Enjoying peace and quiet Best Agers nowadays are Feeling relaxed, healthy andexperts in travellingbeautiful Affinity to wellness and health Being activecareThe future of the market is determined by four megatrends12Šaltinis: p. Claudia Wager, Generalinė direktorė, FIT REISEN GmbHSpa and Health Tourism Trends13 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 pointfor the decision where to go; Slimming cure, Detox, Yoga, Anti-Stress stays are highlydemanded.Future Health Tourism market: forecast 2020Mio.14 2002+105% 200712 2020+111%+48%108 +72% +88%6+84%420Health-Care Anti-Aging Wellness insg. Medical- Passiv- BeautyWellness WellnessQuelle: IFF: Gesundheitsstudie 2020; Veränderungswerte berechnet von 2007 auf 2020.III. The potential ofthe Baltic Spa productCLASSIFICATION OF HEALT TOURISM (LT)SVEIKATOS TURIZMAS(Health & Wellness Tourism)SVEIKATINIMO TURIZMAS SVEIKATINGUMO TURIZMASarba (Wellness Tourism)MEDICINOS TURIZMAS(Medical Tourism)*MEDICINOS ODONTO‐ SLAUGOS SVEIKATN GROZIO FITNESO SVEIKATOS SVEIKOSLOGIJOS IR GLOBOS GUMO TURIZMAS TURIZMAS ŠVIETIMO MITYBOSTURIZMASTURIZMAS TURIZMAS SPA TURIZMAS TURIZMASTURIZMAS(Medical (Dental (Nursing &Tourism) Tourism) Caring (Sport & (Halth (HealthyTurism) (Wellness)(Beauty) Fitness) Education ) Nutrition )DIAGNOSTI REABILITA MEDICININIS‐KOS IR CIJOS SPASVEIKATOS TURIZMAS TURIZMASIŠTYRIMO (SANATORI‐TURIZMAS NISGYDYMAS)(Rehabilita‐(Diagnostic tion (Medical SPA& Health tourism Tourism)Check‐UpTourism)Baltic Spas one of thebests in Europe!!!BIRŠTONAS DRUSKININKAIPALANGANERINGARecreational areasTRAKAIANYKŠČIAIНЕРИНГАIGNALINAZARASAIMedical Spa treatmentConference bureauwellnessleisuresports & fitnessFamily vacationsTraditions more than 200 yearsEco-FitA places worth visiting!UNESCO WORLD HERITAGETraditional festivals of art and musicTraditional food +Ecological and green productsBaltic Amber in TourismWhy 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 hashealing properties;• Protects against a bad eye;• Relieves pain, strengthens the immunesystem, helps to cope with commoncolds;• Is used to manufacture fascinatingjewellery;• Is used in SPA’s and in foods.Use of the Baltic AmberAmber JewelleryAmber in CulinaryAmber in CosmeticsAmber in DesignAmber in MedicineIV. Stakeholders of LithuanianSpa sectorSPA & WELLNESS RESORTSLEISURE AND RECREATIONAL SPASSPORT & FITNESS SERVICESBEAUTY TREATMENTSI. Stakeholders of Lithuanian Spa sectorMEDICAL SPAS, SPA CLINICS,REHABILITATION CENTRES, DAY TIME SPACENTRES, HOTEL SPA CENTRES, HEALTHCENTRES, etc.MEDICAL SPA CENTRES – a licensed institutions,whose main goal is to provide medical care andrehabilitation services, using natural localremedies: mineral water, therapeutic mud, climate,Baltic sea water. The personnel working there havea 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 17930 % - 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 dayLithuanian 11,03 dayForeign guests 15,24 day Hotels 1,91 day Šaltinis: Medicinos turizmo galimybių analizė, 2012 m.Lithuanian medical Spa & wellness productmedical (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, waterentertainment, bicycle, Nordic walking, yoga, entertainment clubs, cateringservices, etc.Medical Spa treatmentNatural local remedies• Mineral Water• Therapeutic Mud• Climate• Local Herbs• Baltic sea (water, sandand sun)• Amber TherapyTraditions and new technologiesMineral waterbathsSPA & wellness programsActive sportsCycling routes770 kmTotal in Lithuania: more than450 kmMore the in Lithuanian ResortsActivities all year roundResponsibility for our livesIRecognizing that one of the main goals of the EU-policieswill be the prevention of the people in the EU - the spasand health resorts in Europe should more emphasize theirrole as competence centres for healthand prevention.We should underline that our spas are “lighthouses”mostly situated on the country side of the regions in theEU.Thank you for yourattention!