About

Summary

The wellness tourism segment is one of the largest niche market segments and is growing fast.  Personal wellness has become an important goal for consumers in all parts of their lives, including when they travel and this is a trend that has strengthened since the pandemic.  Acorn Tourism’s business guide, commissioned by the CBI, the Netherlands Enterprise Centre, involved extensive research into the wellness tourism segment to help SMEs in developing countries to target the European wellness tourism.

Our Approach 

Acorn Tourism undertook robust and comprehensive research into the wellness tourism market, identifying the importance of the domestic wellness markets, and the importance of the two major wellness consumer groups, primary and secondary wellness tourists.

As the largest group by a substantial margin, secondary wellness tourists were identified as offering particular opportunities for SMEs as they are keen to try new things and have immersive experiences which are all compatible with personal wellbeing.  Suitable sustainable certification schemes and international standards for wellness tourism were identified as important elements of wellness tourism, and businesses with established standards more likely to attract the primary European wellness tourist who travel specifically for wellness.  Other requirements for wellness tourism businesses were identified, including key attributes of skilled, qualified practitioners in hygienic, clean and sanitary surroundings throughout. 

Although wellness tourism was badly affected by the pandemic, Acorn Tourism’s study highlighted that wellness tourism looks set to expand rapidly as consumers re-evaluate what is important to them in the ‘new normal’, and looking after one’s mental and physical wellbeing at all times becomes increasingly relevant to today’s travellers. 

Outcome 

Acorn Tourism’s study into the wellness tourism market offered practical insight and tips to SMEs in developing countries to prepare suitable wellness products to appeal to discerning European wellness tourists.  There are many opportunities for them to attract the European wellness tourist as the market grows and evolves amongst today’s increasingly self-aware consumers.