About this reportTourist well-being is an under-researched area, but one that is becoming increasingly important in the 21st century. In 2009, as stress magnifies in response to the global recession, holistic tourism is bucking the travel trend. Its growth is driven by changing priorities in a changing world as people strive to keep fit and healthy and to look after mind, body and spirit.Yoga and Pilates, although very different, fall under the umbrella of holistic tourism ' a growing niche market identified by the United Nations World Tourism Organization (UNWTO) in 2007 as one to watch ' or the more inclusive 'well-being breaks'. This market is driven by single females from key source markets North America, the UK and Europe, and increasingly Asia, seeking a deeper, richer experience alongside their main holiday. Holistic Tourism TTA, published in February 2007, gave an overview of the market, but this report examines the specific sectors of yoga and Pilates tourism, which operate under the wider context of health and wellness tourism and has increasing links with other special interest tourism sectors such as ecotourism, active and adventure tourism and gastronomic tourism.

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Yoga and Pilates Tourism - International - May 2009
Published on June 2009
Report Summary
About this report
Tourist well-being is an under-researched area, but one that is becoming increasingly important in the 21st century. In 2009, as stress
magnifies in response to the global recession, holistic tourism is bucking the travel trend. Its growth is driven by changing priorities in
a changing world as people strive to keep fit and healthy and to look after mind, body and spirit.
Yoga and Pilates, although very different, fall under the umbrella of holistic tourism ' a growing niche market identified by the United
Nations World Tourism Organization (UNWTO) in 2007 as one to watch ' or the more inclusive 'well-being breaks'. This market is
driven by single females from key source markets North America, the UK and Europe, and increasingly Asia, seeking a deeper, richer
experience alongside their main holiday. Holistic Tourism TTA, published in February 2007, gave an overview of the market, but this
report examines the specific sectors of yoga and Pilates tourism, which operate under the wider context of health and wellness
tourism and has increasing links with other special interest tourism sectors such as ecotourism, active and adventure tourism and
gastronomic tourism.
Table of Content
Contents
Introduction
Data Sources
Overview
What is Yoga and Pilates Tourism'
Yoga
The development of yoga tourism
Key source markets worldwide
US
UK & Europe
Asia
Market characteristics of yoga participants
Figure 1: Market characteristics of yoga practitioners in the US, 2004 and 2008
Figure 2: Age of yoga and Pilates participants in the UK, 2006
Key factors motivating growth in yoga tourism
Figure 3: Influences on the growth of yoga tourism, 2007
Figure 4: Motivations of yoga tourists, 2007
Figure 5: Top five motivations for a yoga trip, 2006
Pilates
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The development of and key motivating factors in Pilates tourism
Key source markets worldwide
Industry insight
Comparing and Contrasting Yoga and Pilates
Market characteristics of yoga and Pilates tourists
Gender and status
Age
Socio-economic profile
Length of stay
Trends
Key differences between yoga and Pilates in tourism
Sectors
Yoga
Breaks, holidays and retreats
Figure 6: Holistic tourism centres, by country, 2006
Tour operators
Figure 7: Yoga and alternative tourism activities, 2007
Marketing and promotion
Case studies ' holistic holidays with yoga and Pilates
Case studies ' mid-range yoga holidays
Case studies ' upmarket yoga holidays
Case study ' retreats from a yoga centre
Pilates
Breaks, holidays, retreats and operators
Case study
Destination spas worldwide
Destination Offerings
Case study: 'Incredible India'
Regional initiatives
Market characteristics
Outlook
Trends in Yoga and Pilates Tourism
Industry insight
Emerging offerings
Figure 8: Yoga combination holidays worldwide, 2008
Demand
What Next'
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