Turystyka wellness & spa w Europie Środkowo-Wschodniej Czy Europa Środkowo-Wschodnia może stać się europejską destynacją dla bogatego Zachodu oraz Azji? Mocne i słabe strony Europy Środkowo-Wschodniej w turystyce wellness. Turystyczny wizerunek Polski zagranicą - wyzwania przed jakimi stoją polskie obiekty spa. Moderator: Arkadiusz Dawidowski, prezes Europejskiej Fundacji Spa (Polska) Prelegenci: Sophie Benge, konsultant spa, dziennikarka wellness (Wielka Brytania) László Puczkó, PhD, dyrektor The Tourism Observatory for Health, Wellness and Spa (Węgry) Bartłomiej Walas, wiceprezes Polskiej Organizacji Turystycznej (Polska)

1. Wellness. Spa. Tourism.
In CEE?? Seriously?
László Puczkó
Founder

2. Intelligence
Development
Industry
Intelligence &
Forecasts
Analysis Synthesis
Data
Info
Experi
ence
TOHWS
Learning &
Observing

3. Domains of Wellness
Addressing human
health in
a holistic or
comprehensive sense
and assumes that
each person will
actively participate in
protecting their health,
in preventing diseases
and will not leave all
this to medication
Physical
Occupational
SpiritualEmotional
Intellectual
Social

5. wellness travel (?)
www.epicurious.comvagabond3.com
http://www.himalayanglacier.com/blog/village-tourism-influx-into-rural-areas-
of-real-nepal.html
http://www.uwithoutborders.com/tag/sustainable-volunteer-tourism/

6. Wellbeing
A state of being or a
feeling which is achieved
by connections with
family or community,
with an emphasis upon
making the best of life by
self contentment and less
stress
Work-life Balance
Financial Stability
Looking One’s
Best
Spirituality
Happiness
Feeling One’s
Best
Fitness

7. 2015.04.21.
Subjective
Well-being
or
Happiness
…how a person evaluates
his or her own life and can
include satisfaction with
various aspects of life,
including oneself, as well
as more affective
dimensions such as
moods and emotions
(Diener, 1984, 2000)

9. To feel happy
the opportunity
to travel
r e g u a r
l y
Very/Impor
tant
78%

10. Civilization ofCivilization of
Entertainment

17. Spa-
washing
Wellness-washing
Health-washing

18. Is Wellness the
Commercialization
of
Wellbeing?

19. Where
is that
CEE

20. Western Europe
• Preventative
• Emphasis on mental as well as
physical health
• Lifestyle-based approach to
health and wellness
• Complementary and
alternative (drug-free)
treatments growing in
popularity
• Spas tend to offer relaxation
and beauty treatments
CEE
• Curative
• Emphasis on treatments and
therapies for the physical body
• Limited knowledge of lifestyle-
based wellness
• Mainly conventional medicines
administered by doctors or
through pharmacies
• Spas usually offer medical
treatments supervised by
practitioners
Health &
Tourism

21. Northern Europe
• Landscape-based tourism (e.g.
fjords, lakes, forests)
• Active outdoor recreation (e.g.
Nordic walking)
• Healthy gastronomy based on
fresh fish, berries, rye and oats
• Saunas
• Cold water treatments (e.g.
Lake Wellness)
• Geothermal hydrotherapy
• Protestant simplicity
Southern Europe
• Curative
• Emphasis on treatments and
therapies for the physical body
• Limited knowledge of lifestyle-
based wellness
• Mainly conventional medicines
administered by doctors or
through pharmacies
• Spas usually offer medical
treatments supervised by
practitioners
Health &
Tourism

23. Spa
• A place
• Passive
• Looks
• Physical
• Partial co-creation
• ...
Wellness
• Lifestyle
• (Semi)Active
• Feelings
• B-M-S
• Co-creation
• ...
House Home

25. Sanatorium
Rehabilitation Centre
Longevity Centre
Anti/Active Ageing Centre
Lifestyle Centre

26. Therapies based on
natural resources
with proven benefits
(e.g. thermal water,
mud)
No1
Service in Wellness
and Spa Facilities
International
Wellness & Spa
Tourism
Monitor
2013 & 2014

27. SIMPLEXITY
Value transaction
transformation

28. • Medicine
• Wellness
• Spa
• Longevity
• Ageing (active, fit,
etc.)
• Benefits (and not
approaches)
• Wearables
• E & M Health
• Integrative
Medicine
• Medical Wellness
• H2H Conversions
• Destination Spa
• Wellness Clinic
• Longevity Centre
Resources
Technology
&
Approaches
Evidence
Interests &
Motivation

29. The
Beautyof
Being
Different

30. Tell a story!Your

31. Mee Too!
Novelty
Curiosity
Charity Lifestyle
Fittinin
Mirage
Well-
being
Enchant
ment

32. 13.6%
21.4%
37.8%
40.8%
44.4%
47.1%
51.4%
52.7%
57.6%
60.5%
62.7%
81.9%
90.9%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Participating in non-religious spiritual activities
Using spas/steam/hammam
Dancing (traditional/folk
Using natural healing resource
Following/taking traditional (herbal) remedies
Participating in religious activities
Spending time in mountains
Spending time by lakes and rivers
Spending time in woods and forests
Singing, playing or listening to traditional music
Spending time by the sea
Cooking and eating traditional food/cuisine
Keeping close relationship with family and friends
What they do

33. A Spa in Western Europe

34. A Spa in AsiaA Spa in Asia

35. A Spa in CEE
Democratisation
of Wellbeing Benefits

36. De-mystificationDown-mystification

37. Baltic
Health
Tourism
Products
Coastal
wellbeing
Forest
therapy
Eco-
cosmetics
Water and
spa
treatments
Peat and
mud
Combined sea
and nature
Farm and
eco-spas
Air, climate,
light
Insomnia
treatments
Amber
treatments
A Baltic menu
Baltic
Lifestyle

38. Ingenious spa

39. www.thetourismobservatory.org
– lpuczko@xellum.hu
– Facebook/TheTourismObservatoryforHealthWellnessandSpa
– twitter/healwellnessspa