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Wellness Tourism in Russia 
Nina Tsymbal, MBA 
Spa Consultant, Russia 
2014
Population: 143.7 million 
Cities with more than 1 million inhabitants: 15 
Population in urban areas: ¾ of pop. 
Population in the European part: 80% 
Time zones in Russia: 9 
Currency: Ruble (RUB) (1 USD = 35 rubles (app.)) 
GDP in 2013: USD 2,118.01 billion (per capita USD 14,949.25) 
Middle Class: > 27% of pop. with annual income > USD 20 000 
Climate: humid continental except for tundra and extreme southeast 
Boundaries: with 16 countries 
General Information about Russia 
1
 Direct contribution of tourism to GDP: RUB 953.1bn (1.4%) in 2013 
 Share of Russian tourism market was 2.6% of global tourism in 
2012 
 Russians spent US$ 43 billion on travel abroad in 2012 
 Domestic tourists spent US$ 21.1 billion in Russia in 2011 
T&T Competitiveness Report 2013 (World Economic Forum): 
 Russia ranked 63rd out of 140 countries 
 Average 4.16 points (on scale from 1 to 7) 
- Government prioritization of the T&T industry – rated 124 
- T&T government expenditure, % government budget – rated 89 
- Effectiveness of marketing to attract tourists – rated 126 
- Quality of the natural environment – rated 120 
- No. of World Heritage cultural sites (17) – rated 16 
- No. of World Heritage natural sites (10) – rated 4 
Statistics on Tourism in Russia 
2
Statistics on Tourism in Russia 
In 2013 total number of tourists: 
• 18.3 million of Russians travelled abroad (15,3 in 2012) - 13% of pop. 
• 33.0 million of Russians travelled in Russia (35 in 2012) - 23% of pop. 
(64% of Russians didn’t travel at all for financial reasons) 
• 2.7 million of foreign tourists visited Russia (2.6 in 2012) 
(Germany (+1.3%), China (+8.4%), the USA (+9.7%), the UK (+16%)) 
Estimated number of wellness tourists 
(outgoing and incoming): 
10% - 30% of all Russians travelling abroad 
< 1% of all foreign tourists visiting Russia 
Rosstat 
№ of Russian 
visits abroad 
(in million) 
№ of foreign 
visits to Russia 
(in million) 
in 2012 47,806 28,168 
in 2013 54,064 30,791 
3
Curative & Wellness Tourism in Russia 
Types of tourism: Recreational / Health-improvement / Business / 
Cultural / Sport / Ethnic / Religious / Transit / Educational 
Health tourism (medical, curative, wellness) 
- Treatment of diseases and rehabilitation after illness, traumas) 
- Prevention & health maintenance (anti-ageing/ anti-stress/ beauty) 
Features of curative & wellness tourism 
 Journey to a modern resort or traditional sanatorium 
 Curative and wellness services based on natural resources 
 Accommodation, recreation and entertainment services 
 Elements of medical services and health rehabilitation 
Potential wellness tourists 
• Adults and children with chronic diseases 
• Parents with children 
• Everybody interested in healthy lifestyle 
4
History of Russian Wellness System 
✔ Slavic health traditions 
✔ European curative model (18 -19th century) 
✔ Soviet curative and wellness system 
- government funding 
- prevention/rehabilitation 
- sanatorium/profilactorium/resort complex 
In 1990 in Russia 
health tourism market 
 USD 5 billion sales 
 50 million tourists 
 14 thousand resorts 
for 2.5 million guests 
5
Sanatorium & Resort Complex 
Features 
• Main specialization - health prevention and rehabilitation 
• Methods – curative (balneotherapy, physiotherapy) 
• Resort medical science - research centers for 
balneology, climatology, physiotherapy and rehabilitation 
Types of wellness establishments 
• Traditional sanatoriums and profilactoriums 
• Modern spa/wellness hotels and resorts 
• In the past: medical type with clinical atmosphere 
• Now: western standards in wellness resort sector 
Federal Law (2011) “…sanatorium and resort treatment of working 
citizens and their families is not financed by the state” 
 38% - medical sanatoriums regulated by the state 
 5% - resorts belong to large financial-industrial groups 
 57% - privately owned health resorts 
6
In Russia in 2013 
Number of health resorts – app. 2 000 
Total capacity – 450 000 people 
Number of visitors - 8 million people 
Since 2000 
No of tourists in health resorts increased by 2 times 
No of sanatoriums decreased by 20 % (profilactoriums by 2 times) 
In 2013 sales of sanatorium services 
10.5 % of total Russian tourism market (RUB 953 billion) 
1 736.80 rub – av. price/per person/per day 
(grown by 28.6% for last 5 years) 
Rosstat In 2013 
№ of sanatoriums 1 250 
(inc. 565 for 
children) 
№ of profilactoriums 637 
Sanatorium & Resort Complex 
7
Advantages of spa & wellness services in sanatoriums 
- increase in competitiveness 
- increase in occupancy rate (in low season) 
- diversification of services (packaging of medical diagnostics with 
short spa programmes at weekends) 
Redeveloped or new sanatoriums with spa facilities 
Luxury sanatorium «Rus» (Sochi), sanatorium&spa “Aquamarine” 4* (Anapa), centre 
for medical rehabilitation “Bolshiye Soli” (Yaroslavl), sanatoriums “Dyuny” and “White 
Nights” (St. Petersburg region), sanatoriums «Dolina Narzanov» 4* and «Plaza SPA 
Hotel» in Kislovodsk (the Northern Caucuses) 
Redeveloped or new spa hotels and resorts 
«Grand Hotel & Spa “Rodina”» 5* (Sochi), «Riviera Club Hotel&SPA» 4* (Anapa), 
“Dovill Hotel & Spa” 5* (Anapa), hotel «Imperial & Champagne SPA» 4* (Abrau 
Dyurso), “Luxury Barvikha Hotel & Spa” (Chenot spa centre), «Cronwell Resort 
Ugorskaya Dolina» (Khanty-Mansiysk region), “Royal Falke Resort and Spa” 4* (the 
Kalinigrad region), Eco Resort and Spa “Fox Lodge” (the Yaroslavl region) 
Sanatorium & Resort Complex 
8
Sanatorium & Resort Complex 
9
Sanatorium & Resort Complex 
Example: Hotel & SPA «Dovil» 
5* (May 2013) - first 5-star 
hotel «All inclusive» in Anapa: 
beach resort, 3 children's 
clubs, spa (2 300 sq. m.) 
10
Sanatorium & Resort Complex 
Services 
• health tests (medical-diagnostic centers with latest equipment) 
• curative and medical treatments individually adjusted 
• touristic and leisure programme: excursions, sports and entertainment 
• Russia's natural environment (landscapes, woods, sea and mountains) 
Choice of treatments 
• wide and diverse 
• specific - based on the resort natural curative factors: climatic treatments, 
mud therapy, balneological treatments, speleotherapy, herbal medicine 
Duration of stay 
• in the Soviet time: standard stay - 3 weeks 
• now: recommended stay 12 - 24 days / average stay 10 -14 days 
• short wellness programmes from a few days: 
- "Anti-Stress", "Burn-Out” - treatment of nervous diseases 
- "Woman’s Health", "Beauty&Health", "Beauty Week" - for women 
- "Man’s Health", "Urological Check-up”– for men 
- "Detox", “Slimming”, “Beautiful body”, “Get In Shape” – weight loss 
11
Wellness Tourism in Russia 
Every 5th Russian tourist is a wellness tourist 
In 2013 (estimated by Russian Union of Travel Industry) 
51.3 million Russians (35% of the pop.) had vacations 
out of which at least 
11 million went on curative & wellness holiday: 
- 8 million went to sanatoriums in Russia 
- 3 million (10-30% of outgoing tourism) went 
on wellness holidays abroad 
The demand of Russian tourists for curative and wellness tours 
in Russia is growing by 10% every year 
Russian tour operator "ALEAN”: 
10% of total sales accounted for health tours in 2007 
30% - in 2013 
12
• Russians (in general) prefer classic resort offer: 
- sanatorium/resort type of holiday with all-inclusive prepaid package 
- medical check-up 
- at least 3 or 4 daily treatments 
• Aim of the trip - improvement of health/emotional state/appearance 
• People aged 40 years and older prefer sanatoriums 
• Younger people prefer beach holidays and spa centers 
• Before, the majority were aged 45-70 but now - aged 30-50 
• Most of the 30-40 year old tourists 
- not familiar with the sanatorium-resort system in Russia 
- have resort experience abroad 
- accustomed to western standards of service 
• More than 50% of customers are women over 45 years 
• Trip to resort/sanatorium is usually planned in advance 
• 60% of clients choose resort by its therapeutic profile 
Profile on Russian Wellness Tourists 
13
• High degree of loyalty 
• High proportion of repeat visits 
• Crucial factors for the choice of resort 
- past experience of friends 
- level of treatment and medical care 
- reputation for good service 
• "Experts" in his/her health problems and eager “advisors” to friends 
• Join in communities: 
- by types of diseases: diabetes, cerebral palsy, etc. 
- by goals: weight loss, cellulite reduction, etc. 
• Group on forums and social networks to exchange 
of positive and negative experience 
• About 42% of the tourists find information on the Internet, 
30% from friends, 8% - from TV and radio (www.sankurtur.ru) 
Profile on Russian Wellness Tourists 
14
Priorities in choosing a sanatorium 
• Therapeutic profile (32 %) 
• Location of sanatorium (12%) 
• Friends' advice (12%) 
• Doctors' advice (8%) 
• Cost of the package (35%) 
• Advertising (1%) 
Selection criteria when choosing a spa/wellness destination 
• Natural healing factors – climate, mineral waters and curative muds 
• Medical equipment and staff qualifications 
• Variety and level of services: 
- spa, fitness, wellness, TCM, Ayurveda 
- resort infrastructure: sports, ski, diving, sand or shingle beach, golf 
- tourist activities: excursions, sightseeing (historical and cultural) 
- entertainment: at the resort (e.g. animation for kids), local events 
Profile on Russian Wellness Tourists 
15
Foreign resorts vs. Russian resorts 
Popularity (TripAdvisor®) (survey with 600 respondents, 2013) 
• Those who only plan a wellness holiday 
- 51%: desire to relax and improve their health outside of Russia 
- 9%: loyal to Russian health resorts 
• Those who already had a wellness holiday 
- 33% - vacated in foreign resorts 
- 30% - vacated in Russian resorts 
Choice against Russian resorts 
“insufficient level of service and quality” 
Satisfaction 
- 13% satisfied with Russian level of service (TripAdvisor® survey) 
- only 30% satisfied with foreign resort services 
(the Ministry of Health, Russia) 
Wellness Tourism in Russia 
16
Wellness resort popularity 
1. The remoteness of the resort and travel expenses 
2. Awareness of the resort brand 
3. The price policy of the resort 
For Russian wellness tourists most popular resorts: 
- in Russia 
• Krasnodar region 
• Caucasian Mineral Waters 
• Crimea 
• Belokurikha 
- in foreign countries (TripAdvisor): 
Central and Eastern Europe including Belarus and Ukraine 
300 resorts from 35 countries exist on the Russian market of 
outgoing tourism 
Wellness Tourism in Russia 
17
Eastern Europe 
Czech Republic (Karlovy Vary, Marianske Lazne), Hungary (lakes Heviz, 
Balaton), Bulgaria (Golden Sands), Slovenia (Rogaska Slatina) 
- affordable treatment packages and rich excursion programmes 
- loyal visa policy and affordable transportation cost 
- availability of the Russian-speaking staff 
Belarus and Ukraine 
- historical “domestic” tourist areas 
- resort medical system based on the Soviet balneology 
- affordable pricing and high quality of curative and medical service 
- moderate comfort of accommodation 
Baltic States 
Estonia (Parnu), Lithuania (Druskininkai), Latvia (Jurmala) 
- fundamental basis of the Soviet balneology 
- prices below European and Russian resorts 
- high quality of treatment, food and accommodation 
Outgoing Wellness Tourism in Russia 
18
East and South Asia 
• Russian Far East - close proximity to China and South Korea 
• Demand for health resorts grows annually by 15% 
China - treatment in sanatoriums (Wudalianchi, Dalian, Harbin, Heihe) 
- natural curative factors (mud, radon springs, thermal water) and TCM 
- specialization (spine, rehabilitation after injuries, heart attacks etc.) 
- cheap treatments 
South Korea - diagnostics and surgery 
- demand for diagnostics, cosmetology and plastic surgery 
- affordable prices and assistance of Russian speaking coordinators 
India 
• Ayurveda (Kalari Kovilakom in Kerala, Ananda SPA in the Himalayas) 
• 100% annual sales growth of Ayurvedic tours to Kerala ("India-tour”) 
• Russians are among leaders in Kerala and other Indian resorts 
- greater demand for luxury resorts 
- special offers during summer low season and Russian-speaking staff 
Outgoing Wellness Tourism in Russia 
19
Resort Regions in Russia 
1 - North-West and North of Russia / 2 - Central European Russia / 
3 - Volga region / 4 - Urals / 5 - Siberia / 6 - Far East / 
7 - Caucasian Mineral Waters / 8 - Black Sea Coast / 9 - Crimea 
Types of resorts by natural curative factors 
Climatic resorts / Balneological resorts: mineral waters / curative muds 
20
The resorts of Krasnodar region 
In 2013 - 2 700 hotels with 450 000 beds 
• Average occupancy rate - 86 % 
• 22 000 new beds for the Olympics-2014 
“Radisson Blu Paradise Resort & Spa”, "Sochi”, 
“Radisson Hotel Rosa Khutor”, “Swissotel Sochi Kamelia” etc. 
• 12 000 tourists were expected in 2014 
Problems 
• Lost competitiveness to other beach countries 
• Internal region competition and “external" competitor (the Crimea) 
• Sochi has the image of expensive luxury destination 
• New competitive image: diverse and affordable accommodation, beach 
and mountains vacation and extensive sightseeing 
Resort Regions in Russia 
21
The Crimea 
• 800 km of coast of the Black and Azov seas 
• Resort and tourist sector - 825 establishments 
(151 - sanatorium & resorts, 224 – vacation) 
• 55% - for beach vacations and 25% for wellness 
• in the past 40% of the tourists - health tourism 
Problems 
• This year it lost 70% of its main tourist flow 
• 3 million tourists in 2014 (6 million last year) 
• Russia shows great demand for budget holidays 
• Lack of flights and other means of transportation 
• Requires serious investment and reconstruction 
Resort Regions in Russia 
22
Caucasian Mineral Waters 
• Dated back to 1803 
• 30 types of mineral waters 
• Therapeutic mud (Lake Tambukan) 
• 200 sanatoriums in 5 resort areas: 
• In 2012 - 800 thousand tourists 
(by 2025 – 2.5 million) 
Belokurikha - Balneology and ski resort in Altai region in Siberia 
• Thermal springs with radon mineral waters (known since 1867) 
• Healing muds from salty lakes of the Altai region 
• 15 sanatoriums, 15 hotels 
• 127 000 wellness clients and 66 800 tourists 
Resort Regions in Russia 
23
Latest trends in the tourist industry 
- Increased demand for health-improvement tourism 
- Reduction in tours duration 
- Combination of different types of tourism 
- Development of IT-technologies and online sales 
New trends in curative & wellness tourism 
1) constant growth in construction of wellness complexes 
2) reconstruction of hotel/resort chains with wellness centres 
3) combination of different types of tours with spa offers 
4) adjustment of tourist offers according to age, ethnics and nationality 
5) sanatoriums combine medical curative elements and spa treatments 
6) growing interest in wellness tourism from the CIS countries 
7)decrease in average age: people of 30-50 years prefer holidays in 4-5 
stars sanatoriums 
8)increase in number of tourists who want to improve their health on 
holiday (not in sanatoriums but in hotels with spa and wellness) 
Trends in Russian Wellness Tourism 
24
- High cost of travel 
- Unsatisfactory accommodation, equipment and staff qualification 
- Unsatisfactory level of services 
- Lack of state control over curative resources 
- Lack of effective advertising (especially through the Internet) 
- Lack of detailed info on sanatorium services included in tour packages 
- Treating wellness tourists as patients and lack of customer service 
- Increased competition with foreign wellness resorts 
- Lack of effective system in selling wellness tours 
in the Soviet times: medical doctors recommended resorts 
now: staff of tourist agencies has little knowledge 
1) about diseases and diagnosis 
2) about treatments and curative factors of the resorts 
Problems of Russian Wellness Tourism 
25
• To strengthen the legislation for the sanatorium and resort system 
• To develop wellness tourism together with the social tourism 
(system of social tourism "Holidays”) 
• To improve the transport accessibility of the resorts 
• To develop measures that will increase the resorts occupancy 
• To create a programme of education for sales of wellness tourism 
(medical centers - travel companies - sanatoriums and resorts) 
• To improve the quality of services in the sanatorium and resort system 
(mandatory certification and voluntary classification of hotels) 
Measures in the Krasnodar region (Sochi): 
1)classification of 1 140 hotels: 185 hotels - 1 "star", 200 – 2 “stars”, 
235 - 3 “stars”, 74 - 4 “stars", 30 - 5 "stars" and 416 - "mini-hotels" 
2)research in 5 categories: meals, treatments, accommodation, ecology, 
excursions, entertainment 
3)"5 stars” Award in the field of resort hospitality 
Measures for Improvement 
26
Statistics on Russian-Finnish Tourism 
27 
Tourism flow from Finland to Russia 
Tourism flow from Finland to Russia (number of trips, in thousands): 
93.8 in 2013, 120.3 - 2012, 133.6 - 2011, 139.2 - 2010, 149.9 – 2009 
Tourism flow from Russia to Finland 
Over 5 million Russian tourists visited Finland in 2013 
- majority - residents of St. Petersburg and Leningrad region 
- 41% went to Lappeenranta, 22% of the visits - to Helsinki 
- 60% - for shopping / 40 % - for relaxation and leisure 
In 2013, Russians spent in Finland 1.21 billion euro 
908 million euro - for purchase of goods; 301 million euro - for 
services 
- seriously reduced their spending on shopping 
- spend more on hotels and services 
The average Russian tourist spends 266 euro for the trip to Finland: 
200 euro accounts for purchase of goods, 66 euro for various services
Statistics on Russian-Finnish Tourism 
28 
Summer holidays in Finland for Russian tourists 
- less popular than in winter 
- mostly visited by individual tourists 
- in cottages - for fishermen and families with children 
period of 2-3 weeks 
7% in 2012, 14 % in 2013 
- popular spa hotels - complex Naantali SPA , the Haikko Manor Spa 
Satisfaction 
- majority of Russian tourists are satisfied with their tours to Finland 
- most Russians like the cleanliness, quietness and silence in Finland 
Dissatisfaction 
-queues at the border, working hours of shops and attractions 
- the price level 
Finland must focus on wellness tourism for Russians: developed spa 
sector, famous Finnish sauna, good ecology and pure food products
Nina Tsymbal, MBA 
Spa Consultant 
Sources of information 
• RATA-News (Electronic newspaper of the 
Russian 
Union of Travel Industry, http://ratanews.ru) 
• ROSSTAT (The Russian Federal State Statistics 
Service, www.gks.ru) 
• Sankurtur (Informational portal about resort 
complex in Russia http://sankurtur.ru) 
• Federal Agency for Tourism, Ministry for Culture 
of the Russian Federation, www.russiatourism.ru) 
• Moscow Medical & Health Tourism Congress 
(MHTC, 2011-2014, www.mitt.ru) 
• Other publicly available sources of information 
St. Petersburg, Russia, mob. +7 921 962 16 85, ntsymb@peterlink.ru 
2014 
Wellness Tourism in Russia

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Russian wellness tourism - current state, trends and opportunities, Nina Tsymbal

  • 1. Wellness Tourism in Russia Nina Tsymbal, MBA Spa Consultant, Russia 2014
  • 2. Population: 143.7 million Cities with more than 1 million inhabitants: 15 Population in urban areas: ¾ of pop. Population in the European part: 80% Time zones in Russia: 9 Currency: Ruble (RUB) (1 USD = 35 rubles (app.)) GDP in 2013: USD 2,118.01 billion (per capita USD 14,949.25) Middle Class: > 27% of pop. with annual income > USD 20 000 Climate: humid continental except for tundra and extreme southeast Boundaries: with 16 countries General Information about Russia 1
  • 3.  Direct contribution of tourism to GDP: RUB 953.1bn (1.4%) in 2013  Share of Russian tourism market was 2.6% of global tourism in 2012  Russians spent US$ 43 billion on travel abroad in 2012  Domestic tourists spent US$ 21.1 billion in Russia in 2011 T&T Competitiveness Report 2013 (World Economic Forum):  Russia ranked 63rd out of 140 countries  Average 4.16 points (on scale from 1 to 7) - Government prioritization of the T&T industry – rated 124 - T&T government expenditure, % government budget – rated 89 - Effectiveness of marketing to attract tourists – rated 126 - Quality of the natural environment – rated 120 - No. of World Heritage cultural sites (17) – rated 16 - No. of World Heritage natural sites (10) – rated 4 Statistics on Tourism in Russia 2
  • 4. Statistics on Tourism in Russia In 2013 total number of tourists: • 18.3 million of Russians travelled abroad (15,3 in 2012) - 13% of pop. • 33.0 million of Russians travelled in Russia (35 in 2012) - 23% of pop. (64% of Russians didn’t travel at all for financial reasons) • 2.7 million of foreign tourists visited Russia (2.6 in 2012) (Germany (+1.3%), China (+8.4%), the USA (+9.7%), the UK (+16%)) Estimated number of wellness tourists (outgoing and incoming): 10% - 30% of all Russians travelling abroad < 1% of all foreign tourists visiting Russia Rosstat № of Russian visits abroad (in million) № of foreign visits to Russia (in million) in 2012 47,806 28,168 in 2013 54,064 30,791 3
  • 5. Curative & Wellness Tourism in Russia Types of tourism: Recreational / Health-improvement / Business / Cultural / Sport / Ethnic / Religious / Transit / Educational Health tourism (medical, curative, wellness) - Treatment of diseases and rehabilitation after illness, traumas) - Prevention & health maintenance (anti-ageing/ anti-stress/ beauty) Features of curative & wellness tourism  Journey to a modern resort or traditional sanatorium  Curative and wellness services based on natural resources  Accommodation, recreation and entertainment services  Elements of medical services and health rehabilitation Potential wellness tourists • Adults and children with chronic diseases • Parents with children • Everybody interested in healthy lifestyle 4
  • 6. History of Russian Wellness System ✔ Slavic health traditions ✔ European curative model (18 -19th century) ✔ Soviet curative and wellness system - government funding - prevention/rehabilitation - sanatorium/profilactorium/resort complex In 1990 in Russia health tourism market  USD 5 billion sales  50 million tourists  14 thousand resorts for 2.5 million guests 5
  • 7. Sanatorium & Resort Complex Features • Main specialization - health prevention and rehabilitation • Methods – curative (balneotherapy, physiotherapy) • Resort medical science - research centers for balneology, climatology, physiotherapy and rehabilitation Types of wellness establishments • Traditional sanatoriums and profilactoriums • Modern spa/wellness hotels and resorts • In the past: medical type with clinical atmosphere • Now: western standards in wellness resort sector Federal Law (2011) “…sanatorium and resort treatment of working citizens and their families is not financed by the state”  38% - medical sanatoriums regulated by the state  5% - resorts belong to large financial-industrial groups  57% - privately owned health resorts 6
  • 8. In Russia in 2013 Number of health resorts – app. 2 000 Total capacity – 450 000 people Number of visitors - 8 million people Since 2000 No of tourists in health resorts increased by 2 times No of sanatoriums decreased by 20 % (profilactoriums by 2 times) In 2013 sales of sanatorium services 10.5 % of total Russian tourism market (RUB 953 billion) 1 736.80 rub – av. price/per person/per day (grown by 28.6% for last 5 years) Rosstat In 2013 № of sanatoriums 1 250 (inc. 565 for children) № of profilactoriums 637 Sanatorium & Resort Complex 7
  • 9. Advantages of spa & wellness services in sanatoriums - increase in competitiveness - increase in occupancy rate (in low season) - diversification of services (packaging of medical diagnostics with short spa programmes at weekends) Redeveloped or new sanatoriums with spa facilities Luxury sanatorium «Rus» (Sochi), sanatorium&spa “Aquamarine” 4* (Anapa), centre for medical rehabilitation “Bolshiye Soli” (Yaroslavl), sanatoriums “Dyuny” and “White Nights” (St. Petersburg region), sanatoriums «Dolina Narzanov» 4* and «Plaza SPA Hotel» in Kislovodsk (the Northern Caucuses) Redeveloped or new spa hotels and resorts «Grand Hotel & Spa “Rodina”» 5* (Sochi), «Riviera Club Hotel&SPA» 4* (Anapa), “Dovill Hotel & Spa” 5* (Anapa), hotel «Imperial & Champagne SPA» 4* (Abrau Dyurso), “Luxury Barvikha Hotel & Spa” (Chenot spa centre), «Cronwell Resort Ugorskaya Dolina» (Khanty-Mansiysk region), “Royal Falke Resort and Spa” 4* (the Kalinigrad region), Eco Resort and Spa “Fox Lodge” (the Yaroslavl region) Sanatorium & Resort Complex 8
  • 10. Sanatorium & Resort Complex 9
  • 11. Sanatorium & Resort Complex Example: Hotel & SPA «Dovil» 5* (May 2013) - first 5-star hotel «All inclusive» in Anapa: beach resort, 3 children's clubs, spa (2 300 sq. m.) 10
  • 12. Sanatorium & Resort Complex Services • health tests (medical-diagnostic centers with latest equipment) • curative and medical treatments individually adjusted • touristic and leisure programme: excursions, sports and entertainment • Russia's natural environment (landscapes, woods, sea and mountains) Choice of treatments • wide and diverse • specific - based on the resort natural curative factors: climatic treatments, mud therapy, balneological treatments, speleotherapy, herbal medicine Duration of stay • in the Soviet time: standard stay - 3 weeks • now: recommended stay 12 - 24 days / average stay 10 -14 days • short wellness programmes from a few days: - "Anti-Stress", "Burn-Out” - treatment of nervous diseases - "Woman’s Health", "Beauty&Health", "Beauty Week" - for women - "Man’s Health", "Urological Check-up”– for men - "Detox", “Slimming”, “Beautiful body”, “Get In Shape” – weight loss 11
  • 13. Wellness Tourism in Russia Every 5th Russian tourist is a wellness tourist In 2013 (estimated by Russian Union of Travel Industry) 51.3 million Russians (35% of the pop.) had vacations out of which at least 11 million went on curative & wellness holiday: - 8 million went to sanatoriums in Russia - 3 million (10-30% of outgoing tourism) went on wellness holidays abroad The demand of Russian tourists for curative and wellness tours in Russia is growing by 10% every year Russian tour operator "ALEAN”: 10% of total sales accounted for health tours in 2007 30% - in 2013 12
  • 14. • Russians (in general) prefer classic resort offer: - sanatorium/resort type of holiday with all-inclusive prepaid package - medical check-up - at least 3 or 4 daily treatments • Aim of the trip - improvement of health/emotional state/appearance • People aged 40 years and older prefer sanatoriums • Younger people prefer beach holidays and spa centers • Before, the majority were aged 45-70 but now - aged 30-50 • Most of the 30-40 year old tourists - not familiar with the sanatorium-resort system in Russia - have resort experience abroad - accustomed to western standards of service • More than 50% of customers are women over 45 years • Trip to resort/sanatorium is usually planned in advance • 60% of clients choose resort by its therapeutic profile Profile on Russian Wellness Tourists 13
  • 15. • High degree of loyalty • High proportion of repeat visits • Crucial factors for the choice of resort - past experience of friends - level of treatment and medical care - reputation for good service • "Experts" in his/her health problems and eager “advisors” to friends • Join in communities: - by types of diseases: diabetes, cerebral palsy, etc. - by goals: weight loss, cellulite reduction, etc. • Group on forums and social networks to exchange of positive and negative experience • About 42% of the tourists find information on the Internet, 30% from friends, 8% - from TV and radio (www.sankurtur.ru) Profile on Russian Wellness Tourists 14
  • 16. Priorities in choosing a sanatorium • Therapeutic profile (32 %) • Location of sanatorium (12%) • Friends' advice (12%) • Doctors' advice (8%) • Cost of the package (35%) • Advertising (1%) Selection criteria when choosing a spa/wellness destination • Natural healing factors – climate, mineral waters and curative muds • Medical equipment and staff qualifications • Variety and level of services: - spa, fitness, wellness, TCM, Ayurveda - resort infrastructure: sports, ski, diving, sand or shingle beach, golf - tourist activities: excursions, sightseeing (historical and cultural) - entertainment: at the resort (e.g. animation for kids), local events Profile on Russian Wellness Tourists 15
  • 17. Foreign resorts vs. Russian resorts Popularity (TripAdvisor®) (survey with 600 respondents, 2013) • Those who only plan a wellness holiday - 51%: desire to relax and improve their health outside of Russia - 9%: loyal to Russian health resorts • Those who already had a wellness holiday - 33% - vacated in foreign resorts - 30% - vacated in Russian resorts Choice against Russian resorts “insufficient level of service and quality” Satisfaction - 13% satisfied with Russian level of service (TripAdvisor® survey) - only 30% satisfied with foreign resort services (the Ministry of Health, Russia) Wellness Tourism in Russia 16
  • 18. Wellness resort popularity 1. The remoteness of the resort and travel expenses 2. Awareness of the resort brand 3. The price policy of the resort For Russian wellness tourists most popular resorts: - in Russia • Krasnodar region • Caucasian Mineral Waters • Crimea • Belokurikha - in foreign countries (TripAdvisor): Central and Eastern Europe including Belarus and Ukraine 300 resorts from 35 countries exist on the Russian market of outgoing tourism Wellness Tourism in Russia 17
  • 19. Eastern Europe Czech Republic (Karlovy Vary, Marianske Lazne), Hungary (lakes Heviz, Balaton), Bulgaria (Golden Sands), Slovenia (Rogaska Slatina) - affordable treatment packages and rich excursion programmes - loyal visa policy and affordable transportation cost - availability of the Russian-speaking staff Belarus and Ukraine - historical “domestic” tourist areas - resort medical system based on the Soviet balneology - affordable pricing and high quality of curative and medical service - moderate comfort of accommodation Baltic States Estonia (Parnu), Lithuania (Druskininkai), Latvia (Jurmala) - fundamental basis of the Soviet balneology - prices below European and Russian resorts - high quality of treatment, food and accommodation Outgoing Wellness Tourism in Russia 18
  • 20. East and South Asia • Russian Far East - close proximity to China and South Korea • Demand for health resorts grows annually by 15% China - treatment in sanatoriums (Wudalianchi, Dalian, Harbin, Heihe) - natural curative factors (mud, radon springs, thermal water) and TCM - specialization (spine, rehabilitation after injuries, heart attacks etc.) - cheap treatments South Korea - diagnostics and surgery - demand for diagnostics, cosmetology and plastic surgery - affordable prices and assistance of Russian speaking coordinators India • Ayurveda (Kalari Kovilakom in Kerala, Ananda SPA in the Himalayas) • 100% annual sales growth of Ayurvedic tours to Kerala ("India-tour”) • Russians are among leaders in Kerala and other Indian resorts - greater demand for luxury resorts - special offers during summer low season and Russian-speaking staff Outgoing Wellness Tourism in Russia 19
  • 21. Resort Regions in Russia 1 - North-West and North of Russia / 2 - Central European Russia / 3 - Volga region / 4 - Urals / 5 - Siberia / 6 - Far East / 7 - Caucasian Mineral Waters / 8 - Black Sea Coast / 9 - Crimea Types of resorts by natural curative factors Climatic resorts / Balneological resorts: mineral waters / curative muds 20
  • 22. The resorts of Krasnodar region In 2013 - 2 700 hotels with 450 000 beds • Average occupancy rate - 86 % • 22 000 new beds for the Olympics-2014 “Radisson Blu Paradise Resort & Spa”, "Sochi”, “Radisson Hotel Rosa Khutor”, “Swissotel Sochi Kamelia” etc. • 12 000 tourists were expected in 2014 Problems • Lost competitiveness to other beach countries • Internal region competition and “external" competitor (the Crimea) • Sochi has the image of expensive luxury destination • New competitive image: diverse and affordable accommodation, beach and mountains vacation and extensive sightseeing Resort Regions in Russia 21
  • 23. The Crimea • 800 km of coast of the Black and Azov seas • Resort and tourist sector - 825 establishments (151 - sanatorium & resorts, 224 – vacation) • 55% - for beach vacations and 25% for wellness • in the past 40% of the tourists - health tourism Problems • This year it lost 70% of its main tourist flow • 3 million tourists in 2014 (6 million last year) • Russia shows great demand for budget holidays • Lack of flights and other means of transportation • Requires serious investment and reconstruction Resort Regions in Russia 22
  • 24. Caucasian Mineral Waters • Dated back to 1803 • 30 types of mineral waters • Therapeutic mud (Lake Tambukan) • 200 sanatoriums in 5 resort areas: • In 2012 - 800 thousand tourists (by 2025 – 2.5 million) Belokurikha - Balneology and ski resort in Altai region in Siberia • Thermal springs with radon mineral waters (known since 1867) • Healing muds from salty lakes of the Altai region • 15 sanatoriums, 15 hotels • 127 000 wellness clients and 66 800 tourists Resort Regions in Russia 23
  • 25. Latest trends in the tourist industry - Increased demand for health-improvement tourism - Reduction in tours duration - Combination of different types of tourism - Development of IT-technologies and online sales New trends in curative & wellness tourism 1) constant growth in construction of wellness complexes 2) reconstruction of hotel/resort chains with wellness centres 3) combination of different types of tours with spa offers 4) adjustment of tourist offers according to age, ethnics and nationality 5) sanatoriums combine medical curative elements and spa treatments 6) growing interest in wellness tourism from the CIS countries 7)decrease in average age: people of 30-50 years prefer holidays in 4-5 stars sanatoriums 8)increase in number of tourists who want to improve their health on holiday (not in sanatoriums but in hotels with spa and wellness) Trends in Russian Wellness Tourism 24
  • 26. - High cost of travel - Unsatisfactory accommodation, equipment and staff qualification - Unsatisfactory level of services - Lack of state control over curative resources - Lack of effective advertising (especially through the Internet) - Lack of detailed info on sanatorium services included in tour packages - Treating wellness tourists as patients and lack of customer service - Increased competition with foreign wellness resorts - Lack of effective system in selling wellness tours in the Soviet times: medical doctors recommended resorts now: staff of tourist agencies has little knowledge 1) about diseases and diagnosis 2) about treatments and curative factors of the resorts Problems of Russian Wellness Tourism 25
  • 27. • To strengthen the legislation for the sanatorium and resort system • To develop wellness tourism together with the social tourism (system of social tourism "Holidays”) • To improve the transport accessibility of the resorts • To develop measures that will increase the resorts occupancy • To create a programme of education for sales of wellness tourism (medical centers - travel companies - sanatoriums and resorts) • To improve the quality of services in the sanatorium and resort system (mandatory certification and voluntary classification of hotels) Measures in the Krasnodar region (Sochi): 1)classification of 1 140 hotels: 185 hotels - 1 "star", 200 – 2 “stars”, 235 - 3 “stars”, 74 - 4 “stars", 30 - 5 "stars" and 416 - "mini-hotels" 2)research in 5 categories: meals, treatments, accommodation, ecology, excursions, entertainment 3)"5 stars” Award in the field of resort hospitality Measures for Improvement 26
  • 28. Statistics on Russian-Finnish Tourism 27 Tourism flow from Finland to Russia Tourism flow from Finland to Russia (number of trips, in thousands): 93.8 in 2013, 120.3 - 2012, 133.6 - 2011, 139.2 - 2010, 149.9 – 2009 Tourism flow from Russia to Finland Over 5 million Russian tourists visited Finland in 2013 - majority - residents of St. Petersburg and Leningrad region - 41% went to Lappeenranta, 22% of the visits - to Helsinki - 60% - for shopping / 40 % - for relaxation and leisure In 2013, Russians spent in Finland 1.21 billion euro 908 million euro - for purchase of goods; 301 million euro - for services - seriously reduced their spending on shopping - spend more on hotels and services The average Russian tourist spends 266 euro for the trip to Finland: 200 euro accounts for purchase of goods, 66 euro for various services
  • 29. Statistics on Russian-Finnish Tourism 28 Summer holidays in Finland for Russian tourists - less popular than in winter - mostly visited by individual tourists - in cottages - for fishermen and families with children period of 2-3 weeks 7% in 2012, 14 % in 2013 - popular spa hotels - complex Naantali SPA , the Haikko Manor Spa Satisfaction - majority of Russian tourists are satisfied with their tours to Finland - most Russians like the cleanliness, quietness and silence in Finland Dissatisfaction -queues at the border, working hours of shops and attractions - the price level Finland must focus on wellness tourism for Russians: developed spa sector, famous Finnish sauna, good ecology and pure food products
  • 30. Nina Tsymbal, MBA Spa Consultant Sources of information • RATA-News (Electronic newspaper of the Russian Union of Travel Industry, http://ratanews.ru) • ROSSTAT (The Russian Federal State Statistics Service, www.gks.ru) • Sankurtur (Informational portal about resort complex in Russia http://sankurtur.ru) • Federal Agency for Tourism, Ministry for Culture of the Russian Federation, www.russiatourism.ru) • Moscow Medical & Health Tourism Congress (MHTC, 2011-2014, www.mitt.ru) • Other publicly available sources of information St. Petersburg, Russia, mob. +7 921 962 16 85, ntsymb@peterlink.ru 2014 Wellness Tourism in Russia