ITALIAN SPA INDUSTRY:   <ul><li>The spa industry represents one of the main growth engines of the Italian economy. </li></...
DIMENSIONAL PROFILE <ul><li>Bath industry employees, including seasonal workers, range from around 16,000 units of direct ...
SPA TRENDS <ul><li>In 2008, total gross revenues reached  around € 774 million  </li></ul><ul><li>corresponding to an aver...
SPA DEMAND  IN ECONOMIC DOWNTURN <ul><li>The demand of traditional thermal treatments has remained steady.   In 2009, in c...
FLUCTUATION IN TOURIST FLOWS <ul><li>Fortunately, tourist flows from abroad have not affected the spa industry, not even t...
HEALTH
HISTORY AND CULTURE
Local development and Tourism
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L. Natali

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L. Natali

  1. 1. ITALIAN SPA INDUSTRY: <ul><li>The spa industry represents one of the main growth engines of the Italian economy. </li></ul><ul><li>Italy boasts an extraordinary number of baths: 378 - located in 169 thermal municipalities, in every region of the country and equally distributed in the North (46.7%), in the centre (14.8%) and in the South (38.5%). </li></ul><ul><li>Campania (29.9%) and Veneto (28.8) have the highest concentration of baths. </li></ul>
  2. 2. DIMENSIONAL PROFILE <ul><li>Bath industry employees, including seasonal workers, range from around 16,000 units of direct employees to about 60,000 “indirect” employees. </li></ul><ul><li>Most of the baths are medium-sized companies (about 65% of them employ between 25 and 100 people). </li></ul><ul><li>10 are larger companies with more than 200 employees. </li></ul><ul><li>Legal status: LTD, Government-owned companies, cooperatives, sole proprietorships </li></ul><ul><li>Bath regional presence : Veneto (85), Campania (55) , Tuscany (23), Emilia-Romagna (19), Lombardy (16), Lazio (15). </li></ul>
  3. 3. SPA TRENDS <ul><li>In 2008, total gross revenues reached around € 774 million </li></ul><ul><li>corresponding to an average of just under 3 million euro per company. In 2009, total revenues almost reached € 788 million. </li></ul><ul><li>In term of added value, after a +3,3% in 2008, a decrease of 1,3% was recorded in 2009. </li></ul><ul><li>Therefore, compared to the other related sectors (eg hotel business and complementary - 6.9 %), the reduction was much lower. </li></ul><ul><li>This confirms that bath companies have better reacted to the economic downturn. </li></ul>
  4. 4. SPA DEMAND IN ECONOMIC DOWNTURN <ul><li>The demand of traditional thermal treatments has remained steady. In 2009, in contrast with the previous three months, the main contributor to the revenue growth came from the traditional treatment sale (+2 %). </li></ul><ul><li>On the contrary, the demand of beauty services has showed flexibility with respect to the income, although many companies have reduced prices and increased promotion strategies to support the demand. </li></ul><ul><li>Revenues from the well-being and beauty services, in fact, have dramatically decreased. Their growth rate went down from 5.1% in 2008 to 1, 8% in 2009 </li></ul>
  5. 5. FLUCTUATION IN TOURIST FLOWS <ul><li>Fortunately, tourist flows from abroad have not affected the spa industry, not even those from the non-EU countries (the highest rate is represented by Italian guests). </li></ul><ul><li>The downsize of foreign guests (especially American) did not dramatically affect the spa industry. </li></ul><ul><li>In those spas with a high rate of foreign guests, the fall of the demand was partially offset by the domestic demand increase. </li></ul>
  6. 6. HEALTH
  7. 7. HISTORY AND CULTURE
  8. 8. Local development and Tourism

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