Sustainability in the management of resources and the creation of tourism products.

1. Sustainability in the management of resources and
the creation of tourism products
Tuscany – Excellence in thermal destinations
International Congress on Thermal Tourism
OURENSE ‐ GALICIA
3° March 2011
Dr. Walter Bucelli 1

2. STB: a new concept of thermalism
STB means Company of Thermae and Wellness
STB was founded in 2000 and the project is based on
the experience of 20 years of management on
Terme di Saturnia
STB is now leader in Italy with Fonteverde, Grotta
Giusti and Bagni di Pisa Natural Spa Resort
STB made a choice: “Tuscany is the ideal Location
for developing a new concept of thermalism”
Dr. Walter Bucelli
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3. STB in Italy
Dr. Walter Bucelli
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4. STB : Tuscany ‐ The Location
Dr. Walter Bucelli
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5. Fonteverde Natural Spa Resort
2007 Spa Finder Reader’s
ChoiceCrystal Award“Favourite
Spa in Europe”
2008 Spa Finder Reader’s
Choice“Favourite Spa in Italy”
2009‐2010 “5 Stars Diamond Award”
American Academy of Hospitality
Sciences
The Hotel *****:
64 rooms, 7 Junior Suites, 7 Suites
Dr. Walter Bucelli 5

6. Fonteverde – Thermae & Spa
4800 square meters
of Thermae and Spa
8 thermal pools
Inhalations, thermal
mud, more than 50
cabins for Spa
Treatments
Natural relaxation
through
spa waters rich in
fluorine,
sulphur and
magnesium
Dr. Walter Bucelli 6

7. Grotta Giusti Natural Spa Resort
2002/2003 and 2008/2009 One of the Best
Golf Hotel Worldwide ‐ Lufthansa Green
Fee Pass
2008 Spa Finder Reader’s Choice Award as
World’s Top 10 Best Mineral Springs
2010 Launch of new medical and research
program on anti‐ageing named
“Longevity” under the scientific
supervision of Proff. Umberto and
Giovanni Scapagnini
The Hotel ****:
58 rooms and 6 junior suites
Dr. Walter Bucelli 7

8. Grotta Giusti – Thermae &Spa
3200 square meters of Thermae and Spa ‐ 2 thermal pools
Inhalations, thermal mud, ozone‐bath more than 20 cabins for Spa
Treatments, Physioterapic Massages and Medical applications
Unique thermal Grotto – more than 300 meters underground
surrounded by thermal vapours with a temperature from 28 to 35
degrees
Dr. Walter Bucelli 8

9. Bagni di Pisa Medical Spa Resort
First Medical Spa for the prevention
of Obesity, in collaboration with
Pisa University and Prof. Aldo
Pinchera – President of WHO Center
for the diagnosis and treatment of
Thyroid Deseases
The Hotel *****:
52 rooms and 9 suites
Dr. Walter Bucelli 9

10. Bagni di Pisa – Thermae & Spa
2000 square meters of
Thermae and Spa
2 thermal pools
Inhalations, thermal
mud, more than 20
cabins for Spa
Treatments and
Physioterapic Massages
Medical Center for
Health and Prevention
of Obesity
Dr. Walter Bucelli 10

11. Sustainability in the management of resources
Natural Springs and Waters :
respect of thermal basin;
prevention against pollution;
fair management of resources
Increased knowledge and culture of thermalism
in terms of health for people, wealth and
tradition for thermal Countries
European Laws to establish common rules
Increased culture for “thermal entrepreneurs” to
manage the complexity of the business
Dr. Walter Bucelli 11

12. The creation of tourism products
Our Mission
S.T.B. is born with the purpose to develop the culture of well‐
being/wellness in Italy and around the world. Wellness is the
right answer to the growing social deseases in rich Countries,
like stressed lifestyle, lack of psychophysical balance, obesity,
ageing.
Our Vision
The target is the entire satisfaction of our guest.
We believe that Natural Spa Resort are the unique contexts that
could lead to an entire satisfaction of our guest in terms of
wellness: a Natural Spa Resort with an innovative approach to
thermalism, in pleasant location with an excellent hotel
accomodation.
Dr. Walter Bucelli 12

13. Thermal Destinations
The key of ancient success of Thermal
Destinations:
Glamour and rich destinations at the time of
Belle Epoque (Vichy, Montecatini, Baden
Baden…);
Culture, events, trendy people, press;
Public Investment and support in funding
Thermal Destinations
Health, wellness, socialization
Dr. Walter Bucelli 13

14. Thermal Destinations
The causes of decline:
Exasperation of Health causes a feeling in
common people like”thermal destination only
for ill and old people”
Lack of glamour
Strong decrease in public contribution and
social support
Lack of complete skills in thermal management
Need of great Investment in buildings and
Thermal Towns
Dr. Walter Bucelli 14

15. Thermal and Touristic Destinations
How to create a new touristic model in Thermal
destinations
Improve wellness and socialization areas, creating
new services never forgetting medical cares;
Bring young people to thermal destinations
increasing the value of prevention;
Healty and wellness Lifestyle;
Networking with other touristic amenities
(history, gastronomy, culture…)
Creating a profitable business in thermal
companies with new management skills
Dr. Walter Bucelli 15

16. Thermal Destinations – an Added
Value
Thermal destinations have a lot of Added Values:
Respect for environment and resources;
Opportunity of health tourism also for healthy
and young people with a look for good lifestyle
and prevention;
Tradition and culture;
Amenity of Thermal Locations
Dr. Walter Bucelli 16

17. New Politics for Thermal Destinations
Common Rules for consumer protection
High level of minimum standards required to
Thermal Companies to operate in the market
Scientific research to clearly differentiate from
non thermal wellness centers
New way to communicate and promote Thermal
Destinations by networking and supporting the
growth of specialised tour operating companies
Appealing policies to attract tourists from new
Emerging Markets, focusing on sector added
values
Dr. Walter Bucelli 17

18. The Solution
To be customer centric!
Dr. Walter Bucelli 18

19. Dr. Walter Bucelli
Managing Director
walter.bucelli@stbspa.com
www.stbspa.com
Dr. Walter Bucelli 19