(Originally published in TOURISM)
The Canadian spa industry is still fairly young. However, as in many countries around the world, the industry is growing rapidly. As the industry has matured, operators have come to realize that there is far more to the market than just local visitors. In fact, the recently completed 2006 Canadian Spa Sector Profile indicated that 29% of all spa visits to Canadian spas in 2005 were from people outside the spa’s local market. Clearly, spa tourism is a key component of the Canadian spa industry.
The development of a coordinated spa tourism strategy is in its early stages. Recent research by the International Spa Association (ISPA) and the Canadian Tourism Commission (CTC) provides excellent information on the industry, the consumer and the spa traveller in North America. However, spa travellers and those who want to attract them can be found all over the world. Accordingly, CTC and its partners commissioned the Association Resource Centre Inc. to conduct secondary research to gain preliminary insights into the industry, the spa consumer/traveller and the spa tourism strategy in three of its primary markets – Australia, the United Kingdom and Germany.
The specific research objectives in each market were to:
The Canadian spa industry is still fairly young. However, as in many countries around the world, the industry is growing rapidly. As the industry has matured, operators have come to realize that there is far more to the market than just local visitors. In fact, the recently completed 2006 Canadian Spa Sector Profile indicated that 29% of all spa visits to Canadian spas in 2005 were from people outside the spa’s local market. Clearly, spa tourism is a key component of the Canadian spa industry.
The development of a coordinated spa tourism strategy is in its early stages. Recent research by the International Spa Association (ISPA) and the Canadian Tourism Commission (CTC) provides excellent information on the industry, the consumer and the spa traveller in North America. However, spa travellers and those who want to attract them can be found all over the world. Accordingly, CTC and its partners commissioned the Association Resource Centre Inc. to conduct secondary research to gain preliminary insights into the industry, the spa consumer/traveller and the spa tourism strategy in three of its primary markets – Australia, the United Kingdom and Germany.
The specific research objectives in each market were to:
- Gain an understanding of the size and scope of the spa industry;
- Determine the degree of public‑sector support for spas;
- Develop a preliminary profile of spa goers and spa travellers;
- Determine the most common travel distribution channels; and
- Determine from a competitive standpoint what these markets are doing to attract domestic and inbound spa travel.
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