You are on page 1of 80

GLOBAL SPA & WELLNESS

ECONOMY MONITOR

About the Authors


The Global Spa & Wellness Economy Monitor was prepared by SRI International in agreement
with the Global Wellness Institute. The study was led by Ophelia Yeung, senior consultant,
and Katherine Johnston, senior economist.

About SRI International


Founded in 1946 as Stanford Research Institute, SRI International is an independent, nonprofit organization that performs a broad spectrum of problem-solving consulting and
research & development services for business and government clients around the world.
www.sri.com

About the Global Wellness Institute


The Global Wellness Institute (GWI) is the parent organization of the Global Spa &
Wellness Summit and the Global Wellness Tourism Congress. GWI is considered the
leading global research and educational resource for the global spa and wellness industry
and is known for introducing major industry initiatives and regional events that bring
together leaders and visionaries to chart the future of the industry. GWI positively impacts
global health and wellness by advocating for both public institutions and businesses that are
working to help prevent disease, reduce stress, and enhance overall quality of life.

About the Global Spa & Wellness Summit


The Global Spa & Wellness Summit (GSWS) is an annual international event that brings
together leaders and visionaries to positively impact and shape the future of the global spa
and wellness industry. First held in 2006, each years Summit provides a forum for top
industry executives to exchange ideas and advance industry goals. www.gsws.org

Copyright 2014 by Global Wellness Institute.


The Global Spa & Wellness Economy Monitor is the property of
the Global Wellness Institute. Quotation of, citation from, and
reference to any of the data, findings, and research methodology
from the report must be credited to Global Wellness Institute,
Global Spa & Wellness Economy Monitor, prepared by
SRI International, September 2014. To obtain permission
for copying and reproduction, please contact the Global
Wellness Institute by email at research@gsws.org or through
www.gsws.org.

Global Spa & Wellness Economy Monitor

Table of Contents
Executive Summary ................................................................................................................................................... i
I. The Global Wellness Economy ........................................................................................................ 1
II. The Spa Industry ................................................................................................................................. 3
III. The Wellness Tourism Industry ................................................................................................... 10
IV. The Thermal/Mineral Springs Industry ....................................................................................... 16
V. Other Wellness Lifestyle Industries ............................................................................................. 20
VI. Regional Highlights .......................................................................................................................... 22
VII. Looking Forward ............................................................................................................................ 47

Acknowledgements ............................................................................................................................... 50

Global Spa & Wellness Economy Monitor

Executive Summary
SEPTEMBER 2014

1
2

Global Spa & Wellness Economy Monitor

Executive Summary
Wellness is a $3.4 trillion mega-industry.
Individual health and well-being are universal desires shared by people across all
ages, incomes, beliefs, cultures, and continents. The desires to be free of disease;
to age well as we live longer; and to enable our minds, bodies, and spirits to fulfill
their potential are as old as civilization itself.
Since 2008, the Global Spa and Wellness

the spa industry, wellness tourism, and

Summit (GSWS) and SRI International (SRI)

thermal/mineral springs and integrates

have pioneered a construct that focuses on

them into a wellness cluster framework, as

the preventive, proactive aspects of wellness.

we measure the size and scope of this global

Among the landmark SRI-GSWS research

mega-industry.

studies are The Global Spa Economy 2007

The global wellness economy encompasses

(2008), Spas and the Global Wellness Market

many industries that enable consumers to

(2010), and The Global Wellness Tourism

incorporate wellness into their lives how

Economy (2013). This inaugural issue of the

they live, work, play, and travel. Collectively,

Global Spa and Wellness Economy Monitor

the global wellness economy is estimated at

provides original data for three important

$3.4 trillion in 2013.

components of the global wellness economy

Global Wellness Economy: $3.4 trillion in 2013

Beauty & Anti-Aging


$1,026 billion

Complementary &
Alternative Medicine
$187 billion

Spa Industry
$94 billion

Thermal/Mineral
Springs
$50 billion

Preventive &
Personalized Medicine
$433 billion

Fitness & Mind-Body


$446 billion

Wellness Tourism
$494 billion

Wellness Lifestyle
Real Estate
$100 billion

Healthy Eating,
Nutrition, & Weight Loss
$574 billion

Workplace Wellness
$41 billion

Note:&Numbers&may&not&add&due&to&overlap&in&segments.&

1
2

Global Spa & Wellness Economy Monitor

Since we began studying the size of the global

modern living, and the failure of the

spa economy in 2007a, the world has gone

conventional healthcare paradigm to help

through major upheavals, including a financial

people prevent illness.

market collapse and global recession; natural

As

disasters such as earthquakes, hurricanes,

more

and

more

consumers

take

preventive measures to maintain good mind-

tsunamis, and floods; and regime changes,

body health, prevent diseases, and to age

civil wars, and cross-border conflicts. They

well as they live longer, the demand for

have disrupted economies, destroyed jobs,

wellness industry products and services will

reduced consumer spending, and depressed

only increase.

investments across the world.

This study reports on the latest figures for

Despite these events, the wellness economy

the

has been growing rapidly in recent years

global

spa

and

wellness

tourism

industries, presents new research on the

because of converging global currents that

global thermal/minerals springs industry, and

defy temporary disruptions: population aging,

explores key themes driving the future of the

widespread economic prosperity in emerging

global wellness economy.

economies, the rise of lifestyle diseases


associated with sedentary and stressful

Research Scope and Methodology


The analysis and data presented in this report are based upon extensive primary and
secondary research conducted by SRI International from March to September 2014. Research
included a review of recent literature and reports on spas, wellness, wellness tourism, and
thermal/mineral springs, along with telephone interviews with numerous spa, wellness, and
tourism stakeholders around the world. SRI also conducted a web-based global industry
survey in June-July 2014, collecting more than 1,000 responses from spa and wellness industry
stakeholders.
The estimates presented here on the size of the global wellness economy, spa industry,
wellness tourism, thermal/mineral springs, and other subcomponents were developed by SRI
International based upon our research and economic modeling techniques, and also based
upon methodologies developed in previous studies for the Global Spa & Wellness Summit
(GSWS). The development of these estimates drew upon previous industry data prepared by
SRI International for GSWS, a wide variety of secondary sources, and qualitative inputs
gathered through interviews and research.
a

SRI International, The Global Spa Economy 2007, May 2008.


ii

1
2

Global Spa & Wellness Economy Monitor

The global Spa Industry has grown significantly since 2007.


The spa industry has been growing by 7.7%

The number of spas has increased by 6.7%

annually, from $60 billion in 2007 to $94

annually since 2007 and is estimated at

billion in 2013. This industry is comprised of

105,591 in 2013. Spas employed more than

five interdependent segments. The largest

1.9 million people in 2013, compared to 1.2

segment is spa facilities, estimated at $74

million in 2007. Asia has surpassed Europe as

billion in 2013, a 7.9% annual increase since

the region with the largest number of spas.

2007.

events,

When revenues are considered, Europe is

education, consulting, and capital investments

still the worlds largest spa market, because

together add another $20 billion to the

of its relatively higher average revenues per

cluster. They provide vital services and

spa.

Spa

media,

associations,

activities that enable and support the spa


industry.

Spa Industry Cluster: $94 billion in 2013


Spa Facilities
$74 billion

Spa Capital
Investment

Spa Media,
Associations,
& Events

$19 billion

$0.2 billion

Spa
Education

Spa
Consulting

$0.8 billion

$0.1 billion
Note:&Numbers&may&not&add&due&to&rounding.&

iii

1
2

Global Spa & Wellness Economy Monitor

Not surprisingly, growth in spa revenues is

emerging markets such as China, India, Brazil,

not evenly distributed across the globe. The

Mexico, and Argentina. Strong growth in

fastest growing regions in terms of revenue

Europe reflects the resilience of several

growth from 2007-2013 are Sub-Saharan

major Western European spa markets in the

Africa and Middle East-North Africa, where

face of global recession (e.g., Germany,

the spa industry grew from a low base,

United

stimulated by rapid economic growth in

economic momentum to the east, including

some countries (e.g., South Africa, Nigeria,

Russia, Poland, and Turkey. North America,

United Arab Emirates, Saudi Arabia) and by

a mature spa market of which the United

rapid

(e.g.,

States accounts for 89%, grew modestly

Morocco, Kenya, Mauritius, Botswana). Spa

despite an environment of slow economic

industry growth in Asia and Latin America is

and job growth.

tourism

driven

by

growth

the

in

economic

others

expansion

Kingdom,

France)

and

strong

in

Spa Industry by Region, 2013


Number of spas, spa revenues, and revenue growth since 2007
North America

Europe

$18.3b Revenues (+35%)

$29.8b Revenues (+62%)

26,510
Spas

9,007
Spas
Latin America

$4.7b Revenues (+86%)

Asia-Pacific

$18.8b Revenues (+65%)

32,190 Spas
32,451
Spas
3,889
Spas
1,544
Spas

Sub-Saharan Africa

$0.8b Revenues (+186%)

iv

Middle East-N. Africa

$1.7b Revenues (+134%)

1
2

Global Spa & Wellness Economy Monitor

Consumers are extending their wellness lifestyles to their


travels, stimulating global Wellness Tourism.
An ever-growing number of wellness-minded

wellness

consumers are integrating healthy habits and

travelers) and those who engage in wellness

activities into their travels, partly to counter

activities as part of a trip (secondary

a host of negative, travel-related health

wellness travelers).

impacts such as jet lag, poor sleep, and


The Global Wellness Tourism
defined

wellness

tourism

as

(primary

wellness

Taking into account all travel expenditures

disruption of healthy eating and exercise. In


Economyb,

purposes

made by primary and secondary wellness

we

travelers, on both domestic and international

travel

trips, we estimate the wellness tourism

associated with the pursuit of maintaining

economy to be $494 billion in 2013. This

or enhancing ones personal well-being.

represents a 12.7% increase from 2012.

We also identified two types of wellness


travelers: those who take a trip entirely for

Wellness Tourism Industry: $494 billion in 2013


In-Country
Transport
$103.0b
Airlines'
Rental'Cars'
Public'Transit'
Trains'
Taxis'

Other
Services
$61.2b
Telecom'|'Insurance''
Travel'Agencies'''
Concierges'

Hotels/Motels'
Resorts'
Campgrounds'

Lodging
$103.6b

DesHnaHon'Spas'
Health'Resorts''
Ashrams'
'Retreats'

Restaurants''
Bars'''
Snack'Shops'

Food & Beverage


$81.7b

Spa'Cuisine'
Healthy'Cuisine'
Organic'Cuisine'

!
Shopping
'
$74.1b

Souvenirs'|'GiCs''
Clothing'|'Art'

Fitness'Wear'|'Spa'Products'
Healthy'Foods'|'Vitamins'

&! Excursions
'
$70.6b

Museums'' Activities
Tours'|'Theater'

Spas'|'Bathing'
Fitness'|'MeditaHon'
Life'Coaching'

Wellness-Specific

Generic

Note:'Numbers'may'not'add'due'to'rounding.'

Global Wellness Institute and SRI International, The Global Wellness Tourism Economy, October 2013.
v

1
2

Global Spa & Wellness Economy Monitor

Europe remains the largest wellness tourism

Domestic wellness travelers (both primary

market in 2013 (in terms of the number of

and secondary) represent 84% of all wellness

trips).

growth

tourism trips and 68% of expenditures.

exceeded overall tourism growth in all

Domestic wellness tourism has been growing

regions from 2012-2013, Asia-Pacific added

faster than international wellness tourism.

While

wellness

tourism

the most trips in 2013, with an increase of 32

Because wellness travelers tend to be

million additional wellness trips by inbound

wealthier and more educated, their tourism

and domestic travelers.

spending is significantly higher than the

Secondary wellness travelers those who

average tourist, making them high-yield

seek wellness experiences as part of their

tourists.

trips constitute the largest segment and

spend 59% more and domestic wellness

account for 87% of wellness tourism trips

tourists spend 159% more than the average

and 84% of expenditures. The number of

tourist.

International

wellness

tourists

secondary wellness trips has grown faster


than primary wellness trips from 2012-2013.

Wellness Tourism by Region, 2013


Number of wellness trips (inbound and domestic), expenditures, and
expenditures growth since 2012
North America

Europe

$195.5b Revenues (+8%)

$84.1b Revenues (+21%)

216m Trips

172m
Trips

7m
Trips
36m
Trips

Latin America

Asia-Pacific

$178.1b Revenues (+12%)

$25.9b Revenues (+16%)

152m
Trips

4m
Trips

Sub-Saharan Africa

$3.2b Revenues (+57%)

vi

Middle East-N. Africa


$7.3b Revenues (+39%)

1
2

Global Spa & Wellness Economy Monitor

Thermal/Mineral Springs are enjoying renewed consumer


interest.
Throughout

history,

people

used

and therapeutic facilities and services built

thermal and mineral springs for bathing,

around thermal/mineral springs. Collectively,

healing, socializing, and spiritual reasons.

these establishments earned more than $50

Those traditions are the roots of todays spa

billion in revenues in 2013. Only 6,500 of

industry, and they continue today. As

these

consumers

authentic,

services (such as massage, facials, etc.) in

natural, and place-based experiences and

addition to bathing and recreational offerings.

expect results from their spa-going, there is a

Because they earn much higher average

resurgence of interest in thermal/mineral

revenues,

springs around the world.

establishments that offer spa treatments

increasingly

have

seek

We count over 26,000 establishments in 103


countries that have wellness, recreational,

establishments

thermal

and

offer

spa-related

mineral

springs

account for nearly two-thirds of industry


revenues.

Thermal/Mineral Springs Industry: $50 billion in 2013


Thermal/mineral&
springs&&&
no&spa&services:&
!
$18.0!billion!
!
20,343!
establishments!

36.0%&

$50.0
billion
64.0%&

vii

Thermal/mineral&
springs&&&
with&spa&services:&
!
$32.0!billion!
!
6,504!
establishments!!

1
2

Global Spa & Wellness Economy Monitor

Asia leads the world in thermal/mineral

countries in Asia and Europe, where the

springs revenues at $26.7 billion, with the

industry is the most developed and is still

two main markets Japan and China

flourishing. Globally, the top 10 countries

accounting for 51% of global revenues. The

account for 85% of thermal/mineral springs

Asian market is dominated by the thousands

revenues and 88% of establishments.

of onsen in Japan and the ongoing massive

As the renewed interest in the special

investments in hot springs resorts in China.


The

second

largest

region

is

properties of thermal and mineral waters

Europe,

continues to pick up momentum, we expect

estimated at $21.7 billion, with a mature

to see a growing number of businesses built

industry of sanatoria, health resorts, and

around springs in countries where the

thermal stations that use thermal and mineral

industry is less developed. In the well-

waters primarily for therapeutic, curative,

established

and rehabilitative purposes.

markets

in

Europe,

many

countries are refurbishing their facilities and

The global thermal/mineral springs industry is

modernizing their offerings to appeal to

heavily concentrated in a small number of

modern wellness consumers and travelers.

Thermal/Mineral Springs by Region, 2013


Number of thermal/mineral springs establishments and revenues
North America

Europe

$0.5b Revenues

203
Estab.

961
Estab.
Latin America

$0.9b Revenues

Asia-Pacific

$21.7b Revenues

$26.7b Revenues

5,035 Estab.
20,298
Estab.
315
Estab.
35
Estab.

Sub-Saharan Africa
$0.05b Revenues

Middle East-N. Africa


$0.2b Revenues

viii

1
2

Global Spa & Wellness Economy Monitor

Many other Wellness Lifestyle industries enable consumers


to take proactive approaches to their health and well-being.
The

global

wellness

economy

also

We

estimate

these

Wellness

Lifestyle

encompasses many other activities that help

industries added another $2.8 trillion to the

consumers

global wellness economy in 2013.

take

proactive

approaches

toward integrating wellness into their daily


lives from what they eat to how they
exercise and relax, from their homes to their
workplaces, and from individual activities to
professional services.

Other Wellness Lifestyle Industries, 2013


Global market sizec

(US$ billions)

Healthy eating, nutrition, and weight loss

$574.2b

Fitness and mind-body

$446.4b

Beauty and anti-aging

$1,025.6b

Preventive and personalized health

$432.7b

Complementary and alternative medicine

$186.7b

Workplace wellness

$40.7b

Wellness lifestyle real estate

$100.0b

Estimates by SRI International, drawing upon data from Nutrition Business Journal, IHRSA, Markets and Markets, Global
Industry Analysts, IBISWorld, Cushman & Wakefield, Kaiser Family Foundation, PWC, WHO, and others.
c

ix

1
2

Global Spa & Wellness Economy Monitor

Spa & Wellness will continue to be a dynamic, high-growth


industry as businesses innovate to meet global economic,
travel, wellness, and lifestyle trends.
While each spa market is unique and generalizations are too simplistic, we have
observed several trends and themes across continents that put the global spa and
wellness economy in context and suggest strong momentum in the future.

A growing global middle class will

There

is

shift

in

consumer

continue to expand the consumer

attitudes toward taking personal

base for spa and wellness industries.

responsibility for individual health.

Economic growth is rapidly enlarging the

Aging, the rise in lifestyle diseases, and

global middle class, which is projected to

the failure of the conventional medical

grow from the current 2 billion to almost

system to pre-empt and treat chronic

5 billion in 2030. This increase will be

conditions are driving many consumers

concentrated in emerging economies

toward wellness and preventive services

with large populations in Asia (e.g.,

to maintain and improve their health.

China, India, Indonesia), as well as in

Spa-going, along with other wellness

Latin America, Africa, and the Middle

activities, are no longer considered a

East. As their incomes rise above the

luxury or the domain of the wealthy.

basic needs level, middle class consumers

Many consumers now regard massage

have discretionary funds to spend on

and hydrotherapy as treatments for daily

goods and services that improve their

stress

lives, including spa and wellness. This rise

essential to improving skin health and

of the global middle class will continue to

reducing

drive the growth of the spa and wellness

reflexology as part of regular health

economy.

maintenance.

and
the

chronic
effects

pain,
of

facials
aging,

as
and

4
3

Global Spa & Wellness Economy Monitor

Global tourism is growing, and

spas just ten years ago. For example,

tourists

incorporate

aesthetic clinics that have traditionally

wellness into travel. Tourism has been

focused on beauty are now offering

growing faster, and is projected to

massage and body work. Meanwhile,

continue growing faster, than global

establishments outside the spa industry

economic output. Travelers increasingly

are recognizing the efficacy of wellness

seek to incorporate wellness into their

services

trips, choosing hotels that offer healthy

customers needs in terms of beauty,

rooms, healthy menus, spas, fitness

fitness, health, and rehabilitation. Salons,

facilities, and other wellness offerings.

gyms and fitness centers, doctors offices,

The spa industry will continue to benefit

and hospitals are adding massage and

from ongoing growth in tourism and the

other spa-like offerings alongside their

wellness tourism niche.

standard services.

increasingly

expanding

base

of

wellness experiences that are associated


with authenticity and results. Businesses

wellness as part of their lifestyles, they

have

create new demand for multiple price

ways,

healing practices and local ingredients,

by the

and new investments in thermal and

Massage Envy chain in the United States,

mineral springs. Entrepreneurship and

are becoming more common in other

business innovation across the world will

markets (e.g., Buddha Spas in Brazil,


Retreats

different

spa treatments, adoption of traditional

business models. For example, franchising

Therapeutic

in

locally-inspired built environments and

accessibility. This has given rise to new

Dragonfly

responded

including boutique hotels and resorts,

points and for increased convenience and

membership, pioneered

their

they are beginning to place a premium on

wellness

consumers. As more consumers adopt

and

complementing

As consumers grow more sophisticated,

Businesses are innovating to serve


an

in

keep the spa and wellness cluster

in

dynamic and on a growth path that is

China). Likewise, consumer desire for

firmly anchored to consumer demand.

convenience and one-stop service has led


to the convergence of spas with other
industries that did not self-identify as

xi

Global Spa & Wellness Economy Monitor

Global Spa & Wellness Economy Highlights


Spa Industry (2013)
Spa industry growth since 2007 has far outpaced overall global
economic growth (31% change in world GDP from 2007-2013).
Spa Facilities:
# of Spas: 105,591 (47% growth since 2007)
Spa Facility Revenues: $74.1 billion (47% growth since 2007)
Spa Facility Employment: 1.9 million (58% growth since 2007)
Spa Industry Revenues: $94.0 billion (56% growth since 2007)

Wellness Tourism (2013)


The number of people taking international and domestic wellness
tourism trips grew by 12% from 2012 to 2013, 36% faster than
overall tourism trips growth (estimated at 9%).
# of Wellness Trips: 586.5 million (12% growth since 2012)
Wellness Tourism Expenditures: $494.1 billion (13% growth since
2012)

Thermal/Mineral Springs (2013)


The worlds thermal/mineral springs generate $50 billion in
revenues from wellness, therapeutic, and recreational uses.
# of Thermal/Mineral Springs Establishments: 26,847
Thermal/Mineral Springs Establishment Revenues: $50.0 billion

Global Spa & Wellness Economy Monitor

Full Report
SEPTEMBER 2014

Global Spa & Wellness Economy Monitor

I. The Global Wellness Economy


Health and well-being represent universal human desires that transcend geographic,
socioeconomic, and cultural boundaries. Aging populations and chronic diseases
associated with the unhealthy modern lifestyle have been driving up medical costs
around the world, demonstrating the limitations of the conventional medical
paradigm of sick care. The rise of the wellness economy is a direct response to
combat this trend, largely driven by consumer demand.
Wellness is best understood on a continuum

to integrate a variety of healthy habits and

that extends from poor health to a state of

practices that prevent disease, improve health,

optimal well-being (see below).1 In contrast to

enhance quality of life, and bring them to

the medical paradigm, which focuses on

closer to an optimal state of well-being. These

clinical,

consumers form the backbone of the wellness

curative

approaches,

wellness

is

proactive, voluntary, and individually driven.

economy.

Wellness-conscious consumers take initiative

Reac&ve)

Optimal State
Of Well-being

Health Continuum

Poor Health

Medical)Paradigm)

Wellness)Paradigm)

Treat & cure illness


Corrective
Episodic
Clinical-responsibility
Compartmentalized

Proac&ve)

Maintain & improve health


Preventive
Holistic
Individual responsibility
Integrated into life

The continuum concept is adapted from Dr. Jack Travis Illness-Wellness Continuum. Travis was one of the pioneers of
the modern wellness movement in the late-1970s.
1

Global Spa & Wellness Economy Monitor

What Is Included In the Wellness Economy?


The wellness economy encompasses diverse

the spa economy ($94 billion), wellness

industries

enable

tourism ($494 billion), and thermal/minerals

consumers to incorporate wellness into their

springs ($50 billion). In addition, we have

daily lives. These goods and services help

identified a variety of other industries that

consumers extend wellness to their homes

cater to the multidimensional needs of

and their work environments; to what they

individuals who are seeking a wellness lifestyle,

eat; to how they exercise, relax, and travel;

which add another $2.8 trillion to the global

and to their healthcare.

wellness cluster. These components will be

and

businesses

that

described in detail in the following sections of

We estimate the size of the global wellness

this report.

economy to be $3.4 trillion in 2013. Within


this economy, we have estimated the size of

Global Wellness Economy: $3.4 trillion in 2013

Beauty & Anti-Aging


$1,026 billion

Complementary &
Alternative Medicine
$187 billion

Spa Industry
$94 billion

Thermal/Mineral
Springs
$50 billion

Preventive &
Personalized Medicine
$433 billion

Fitness & Mind-Body


$446 billion

Wellness Tourism
$494 billion

Wellness Lifestyle
Real Estate
$100 billion

Healthy Eating,
Nutrition, & Weight Loss
$574 billion

Workplace Wellness
$41 billion

Note:&Numbers&may&not&add&due&to&overlap&in&segments.&

Global Spa & Wellness Economy Monitor

II. The Spa Industry


In the inaugural report The Global Spa Economy 2007, SRI International and the Global
Spa & Wellness Summit (GSWS) established a methodology for estimating the size of
the global spa industry by defining spas as establishments that promote wellness
through the provision of therapeutic and other professional services aimed at
renewing the body, mind, and spirit.
We

estimate

the

economic

impact

of

In addition to spas themselves, there are many

establishments that consider themselves as

related businesses that support and enable the

spas and market themselves as such, as well

operation of spas. These include the spa

as establishments that consumers would likely

education,

consider to be spas within their own

consulting, and investment sectors. Together

national and regional contexts. This inclusive

with spa operations, this cluster of spa-related

definition, without applying filters such as size

sectors is estimated to be $94 billion in 2013,

or types of treatments offered, has been well

a significant increase over the $60 billion

aligned with global spa industry developments

reported for 2007.

media,

associations,

events,

that increasingly incorporate local, cultural,


and historical treatments and therapies into
contemporary spa design and offerings.

Global Spa Industry, 2007 and 2013


Spa Facility Operations
Spa Capital Investments
Spa Education
Spa Media, Associations, & Events
Spa Consulting

2007
$46.81
$12.99
$0.31
$0.13
$0.07

2013
$74.06
$18.75
$0.82
$0.22
$0.11

Total Spa Industry

$60.31

$93.95

(US$ billions)

Global Spa & Wellness Economy Monitor

Sectors Comprising the Global Spa Industry

Spa facilities are the core of the spa

and continuing education, workshops, and

industry. Spas offer a wide variety of

short courses offered by associations,

services (e.g., massages, facials, body

private companies, and nonprofits. Taken

treatments, salon services, water-based

together, expenditures on spa education

treatments, health assessments, and much

are estimated at $816 million in 2013.

more) as well as sales of related products.

We estimate that spa operations around

represent important activities that support

the world earned a combined $74.1 billion

and promote spas and bring the industry

in revenues in 2013.

together. They are combined into one

Spa

capital

investments

sector

include

because

these

activities

are

expenditures on the construction and

frequently conducted by businesses that

finishing of spa facilities, initial outlays for

are engaged in all of them. For example,

spa

and

spa associations often organize trade

expenditures for major upgrades and

shows while also publishing magazines and

expansions

facilities

operating websites that promote the

beyond regular upkeep and maintenance.

industry. This sector is estimated at $223

Global

million in 2013.

equipment
of

spa

and

amenities,

existing
capital

spas

investments

are

estimated at $18.7 billion in 2013.

Spa media, associations, and events

Spa consulting includes many activities:

Spa education encompasses individual

conceptualization, design, and branding of

expenditures by spa therapists and spa

new spas; spa management and training

managers, both to enter the profession

solutions; spa research and benchmarking;

(initial degrees or certifications) and to

and other related services. This sector is

advance

characterized

in

the

industry

(continuing

by

highly

specialized

education). The spa education sector

companies often led by former high-level

includes

certification

executives in the spa industry, as well as

programs offered by private and public

small units within larger consulting firms

trade schools, colleges, and universities;

that have a spa practice. Spa consulting is

professional

valued at $108 million in 2013.

training

and

programs

provided

by

hospitality, tourism, and business schools;

Global Spa & Wellness Economy Monitor

Number and Types of Spa Facilities


The $74 billion in spa facility revenues in 2013

their large numbers, day/club spas account for

were earned by 105,591 spas, which include

the highest share of spa revenues, followed by

six categories of spas listed below. Because of

hotel/resort spas.

Spa Facilities by Type, 2007 and 2013


Revenues

Number of Spas
Day/Club/Salon Spas
Hotel/Resort Spas
Destination Spas & Health Resorts
Medical Spas
Thermal/Mineral Springs Spas*
Other Spas
Total Spa Industry

(US$ billions)

2007
45,113
11,489
1,485
4,274
n.a.
9,311

2013
59,339
22,076
2,204
5,009
6,504
10,459

2007
$21.0
$12.6
$6.2
$4.6
n.a.
$2.4

2013
$30.5
$22,2
$8.4
$5.4
$4.8
$2.7

71,672

105,591

$46.8

$74.1

* In

the 2007 figures, Thermal/Mineral Springs Spas were not included as a separate category, and were instead grouped
under the Other Spas and Destination Spas & Health Resorts categories.
Note: Revenue figures may not sum due to rounding.

Day/club/salon spas offer a variety of

coaching, nutrition counseling, weight loss,

spa services (e.g., massage, facials, body

preventive or curative medical services,

treatments, etc.) by trained professionals

etc.

on a day-use basis. Club spas are similar to

Hotel/resort spas are located within a

day spas, but operate out of facilities

resort or hotel property, providing spa

whose primary purpose is fitness. Salon

services on an la carte basis to hotel

spas operate out of facilities that provide

guests

beauty services (such as hair, make-up,

treatments

nails, etc.).

complement a hotel stay or a wide range

Destination spas and health resorts

of other activities at a resort.

offer a full-immersion spa experience in

and

outside/local
and

guests.

services

Spa

generally

Thermal/mineral springs spas include

which all guests participate. All-inclusive

the revenues generated by spa- and

programs typically include, in addition to

wellness-related

spa and body treatments, a myriad of

massage, facials, hydrotherapy, etc.) at the

other offerings such as: fitness, mind/body,

following types of establishments: day-use

special

spa facilities and destination/health resorts

diets

and

cleansing,

personal

treatments

(such

as

Global Spa & Wellness Economy Monitor

that incorporate an on-site source of

Other spas include all other facilities that

natural mineral, thermal, or sea water into

are not captured by the categories

their spa treatments, as well as other

described above, such as cruise ship spas,

bathing/recreational springs establishments

airport spas, mobile spas, as well as

that offer spa services.

historically-/culturally-based facilities (e.g.,

Medical spas operate under the full-time,

Japanese onsen, Turkish hammams, Indian

on-site

Ayurveda

supervision

healthcare

of

professional,

licensed
providing

centers,

etc.)

that

have

incorporated spa-like services into their

comprehensive medical and/or wellness

offerings.

care in an environment that integrates spa


services with traditional, alternative, or
cosmetic

medical

therapies

and

treatments.

Spa Employment and Workforce Projections


The worlds 105,591 spas employed an

be a projected 2.7 million persons employed

estimated

2013,

by spas in 2018. An additional 500,000 trained

including about 1.1 million spa therapists and

spa therapists and 80,000 experienced spa

200,000 spa managers and directors. If the spa

managers/directors (above the current levels)

industry continues growing at the same rate at

will be needed by the industry in 2018.

1.9

million

persons

in

which it grew from 2007-2013, then there will

Spa Employment by Region, 2007, 2013, and 2018 (Projected)


2007

2013

Europe

441,727

678,920

Projected Need
in 2018
911,400

Asia-Pacific

363,648

614,202

863,400

North America

307,229

397,381

489,100

Latin America-Caribbean

82,694

141,025

214,800

Middle East-North Africa

20,938

57,308

175,700

7,273

20,822

65,700

1,223,509

1,909,658

2,720,100

Sub-Saharan Africa
Total Spa Industry

Global Spa & Wellness Economy Monitor

Global Distribution of Spas


Spas are found in all corners of the world,

the worlds spas. Asia has surpassed Europe

distributed across 203 countries. However,

to rank number one in the number of spas

the majority of the industry is concentrated in

and has risen to second place in terms of spa

three regions: Europe, Asia-Pacific, and North

revenues.

America, which together account for 86% of

Spa Facilities by Region, 2007 and 2013


Number of Spas

Revenues
(US$ billions)

2007

2013

2007

2013

Europe

22,607

32,190

$18.4

$29.8

Asia-Pacific

21,566

32,451

$11.4

$18.8

North America

20,662

26,510

$13.5

$18.3

Latin America-Caribbean

5,435

9,007

$2.5

$4.7

Middle East-North Africa

1,014

3,889

$0.7

$1.7

388

1,544

$0.3

$0.8

71,672

105,591

$46.8

$74.1

Sub-Saharan Africa
Total Spa Industry
Note: Revenue figures may not sum due to rounding.

Among the worlds top 20 largest spa-going

countries, as shown in the following table,

countries in terms of revenues, all are located

account for 80% of world revenues. Fifteen

within the three top regions (as shown in the

countries in the world have spa revenues over

table above), with the exception of Mexico

$1 billion annually.

and Brazil. The five largest countries in terms

Since 2007, China has entered the top five

of revenues (United States, Germany, Japan,

markets in terms of revenues, Russia entered

China, France,) account for 49% of industry

the top ten, and Indonesia, Poland, and Brazil

revenues worldwide. The twenty largest

entered the top twenty.

Global Spa & Wellness Economy Monitor

Top Twenty Spa Markets, 2013


United States
Germany
Japan
China
France
Russia
Italy
United Kingdom
Spain
Canada
Austria
South Korea
Mexico
India
Switzerland
Thailand
Indonesia
Australia
Poland
Brazil

Number
of Spas
22,852
5,575
6,958
9,452
3,556
2,728
2,679
2,964
2,432
3,658
1,200
2,805
2,765
3,956
687
2,088
1,668
968
979
1,325

Employment
354,610
126,481
113,397
225,341
70,232
101,373
61,398
52,908
45,381
42,771
29,507
36,751
44,839
47,666
17,925
66,816
51,343
10,292
17,460
17,350

Revenues

Rank in 2013

(US$ billions)

(2007 Rank)

$16.25
$5.97
$5.95
$4.70
$3.12
$2.91
$2.76
$2.51
$2.14
$2.04
$1.65
$1.38
$1.36
$1.15
$1.14
$0.98
$0.83
$0.82
$0.72
$0.62

1 (1)
2 (3)
3 (2)
4 (7)
5 (4)
6 (13)
7 (5)
8 (6)
9 (8)
10 (9)
11 (11)
12 (10)
13 (12)
14 (19)
15 (14)
16 (18)
17 (37)
18 (15)
19 (23)
20 (26)

Global Spa & Wellness Economy Monitor

Spa Industry Economic Impact


The spa industrys economic impact includes

these are indirect effects. In addition, spa

the

employment

employees spend much of their incomes

and

other

purchasing goods and services, and this

associated spa sectors, along with their

requires companies in a myriad of other

indirect and induced (or multiplier) effects on

industries to hire employees and increase

the overall economy. In economics, the idea

output to meet this demand these are

of the multiplier is that changes in the level of

induced effects.

direct

generated

revenues
by

spa

and

facilities

economic activity in one industry have a

Overall, in 2013, the $94.0 billion spa industry

ripple effect that results in an impact on


many

other

industries

throughout

generated a total economic impact of

the

$277.1 billion for the world economy,

economy. For example, a portion of each

including the direct indirect, and induced

dollar spent at a spa is then spent by the spa

economic impacts of core spa industry

owner to purchase goods and services for the

activities (spas, consulting, education, media,

spa facility. The producers of these goods and

associations, events, and capital investment).

services must, in turn, increase production

Economic Impacts of the Spa Industry, 2013


Spa Industry
Direct Impact

Indirect & Induced


Impacts

Spa Industry
Economy-Wide
Impact

Spa Industry
Revenues

$94.0 billion

$277.1 billion

Spa Industry
Employment

1.9 million
jobs

5.0 million jobs

Global Spa & Wellness Economy Monitor

III. The Wellness Tourism Industry


Wellness tourism is a growing niche segment of the global tourism market, as
wellness-minded consumers integrate their values and lifestyles into their travels.
Consistent with the definition in our 2013
wellness tourism

study2,

Wellness Tourism Methodology

we define wellness

Our figures examine two segments of wellness


tourists:

tourism as travel associated with the


pursuit of maintaining or enhancing ones

Primary Purpose Wellness Tourists:


Wellness is the sole purpose or the
motivating factor for their trip and
destination choice.

personal well-being.
Adding

up

all

expenditures

made

by

Secondary Purpose Wellness Tourists:


Seek to maintain their wellness or
participate in wellness experiences while
taking any type of trip.

international/inbound and domestic, primary


and secondary wellness tourists (see box), we
estimate the wellness tourism industry to be

We measure the wellness tourism industry by


estimating all expenditures made by both
primary and secondary wellness travelers,
including expenditures on lodging, food and
beverage, activities and excursions, shopping,
and in-country transportation.

$494 billion in 2013, a 12.7% increase over


2012. Wellness tourism accounts for 14.6% of
all tourism expenditures and is growing much
faster than the 7.3% growth rate for overall
tourism expenditures from 2012-2013.
The

$494

billion

in

wellness

Our estimates include two types of tourism


expenditures:

tourism

International
wellness
tourism
receipts: All receipts earned by a country
from inbound wellness tourists visiting from
abroad, with an overnight stay.

expenditures represent 586.5 million wellness


trips taken in 2013, across 211 countries.
Wellness tourism accounts for about 6.2% of
all domestic and international tourism trips

Domestic
wellness
tourism
expenditures: All expenditures in a
country made by wellness tourists who are
traveling within their own countrys borders,
with an overnight stay.

taken in 2013.

Global Wellness Institute and SRI International, The Global Wellness Tourism Economy, October 2013.
10

Global Spa & Wellness Economy Monitor

Wellness Tourism Trips and Expenditures, 2012 and 2013


Number of Trips

Expenditures

(millions)

(US$ billions)

International/Inbound Wellness Tourism


Domestic Wellness Tourism*

2012
86.2
438.3

2013
95.3
491.2

2012
$139.5
$299.1

2013
$156.3
$337.8

Total Wellness Tourism

524.4

586.5

$438.6

$494.1

Note: Figures may not sum due to rounding.

As in 2012, Europe remains the largest

tourism growth; significant investments in

wellness tourism region in terms of trips,

hotels, resorts, and tourism infrastructure;

while North America is the largest in terms of

along with a growing middle class that

wellness

supports growth in spas and other wellness

tourism

expenditures.

Wellness

tourism is growing fastest in in Africa, Middle

offerings in these regions.

East, and Asia, reflecting overall strong

Wellness Tourism by Region, 2012 and 2013


Number of Trips

Expenditures

(millions)

(US$ billions)

North America
Europe
Asia-Pacific
Latin America-Caribbean
Middle East-North Africa
Sub-Saharan Africa

2012
163.0
202.7
120.0
31.7
4.8
2.2

2013
171.7
216.2
151.9
35.5
7.0
4.2

2012
$181.0
$158.4
$69.4
$22.4
$5.3
$2.0

2013
$195.5
$178.1
$84.1
$25.9
$7.3
$3.2

Total Spa Industry

524.4

586.5

$438.6

$494.1

Note: Revenue figures may not sum due to rounding.

11

Global Spa & Wellness Economy Monitor

The top twenty markets account for 85% of

of the top five. In terms of expenditures,

global wellness tourism expenditures in 2013.

China moved into the top ten in 2013, and

While most of the top twenty countries are in

Indonesia joined the top twenty for the first

Europe and North America, emerging markets

time. Some of the top-ranking countries in

such as China and India are rising quickly in

terms of wellness tourism growth in 2013

the rankings. The top five countries (United

include China, United States, India, Vietnam,

States, Germany, France, Japan and Austria)

Indonesia, Thailand, Turkey, and Morocco.

still represent more than half of global

India ranks first for growth in wellness trips,

wellness tourism spending, but their share has

driven by rising interest in Ayurveda and the

dropped from 63% in 2012 to 59% in 2013.

wealth of Indian wellness traditions, which are


being actively marketed by the country.

Measured in the number of wellness trips,


China and India have already joined the ranks

Top Twenty Wellness Tourism Markets, 2013


United States
Germany
France
Japan
Austria
Canada
Italy
Switzerland
China
United Kingdom
Mexico
India
Thailand
Spain
South Korea
Australia
Indonesia
Russia
Turkey
Portugal

Number of
Trips (millions)
148.6
50.2
25.8
36.0
12.1
23.1
6.6
11.6
30.1
18.9
12.0
32.7
8.3
11.3
15.6
4.6
4.0
10.3
8.7
3.6

Direct
Employment
1,836,311
490,092
259,295
194,606
143,779
191,423
143,237
101,266
1,037,685
163,187
392,043
5,113,703
537,312
77,313
121,918
55,650
433,868
127,763
57,979
74,446

12

Expenditures

Rank in 2013

(US$ billions)

(2012 Rank)

$180.7
$46.2
$27.2
$22.2
$15.7
$14.8
$13.3
$12.7
$12.3
$12.0
$10.5
$9.2
$8.8
$7.9
$5.8
$5.3
$4.8
$4.6
$4.5
$3.4

1 (1)
2 (2)
3 (4)
4 (3)
5 (5)
6 (6)
7 (8)
8 (9)
9 (11)
10 (7)
11 (10)
12 (16)
13 (14)
14 (12)
15 (13)
16 (15)
17 (41)
18 (17)
19 (20)
20 (18)

Global Spa & Wellness Economy Monitor

Although we tend to picture a wellness

87% of wellness tourism trips and 84% of

traveler as a person who books a one-week

expenditures in 2013.

retreat at a high-end destination spa, the bulk

Consistent with what we found previously,

of wellness travel is done by secondary

domestic wellness travelers represent 84%

wellness travelers those who seek wellness

of wellness tourism trips and two-thirds of

experiences as part of their trips, even though

wellness tourism spending. This is because

wellness was not the primary motivation for

many more people travel domestically than

their trip or destination. They include the

internationally especially those living in large

business traveler who choses a healthy hotel

countries (e.g., United States, China, India,

for its on-site yoga classes and healthy menu

Russia) and domestic trips tend to be

offerings, or a vacationer who decides to try

shorter

Thai massage while staying at a resort in

in

duration

(such

as

weekend

getaways) and can be done more frequently

Phuket with his family. We estimate that these

and less expensively.

secondary wellness travelers account for

Types of Wellness Tourism, 2013


Arrivals/Trips

Receipts/Expenditures
Primary
Domestic
11%

Primary
Domestic
11%

(64.1m trips)

Secondary
Domestic
73%

(427.1m trips)

($53.2b)

Secondary
Domestic
58%

Secondary
International
14%

($284.6b)

(83.1m trips)

Secondary
International
27%
($132.2b)

Primary
International
2%

Primary
International
5%

(12.3m trips)

($24.1b)

13

Global Spa & Wellness Economy Monitor

Wellness travelers continue to be high-yield

tourist. The premium for the domestic

tourists, because they tend to be wealthier

wellness traveler was even higher, with

and more educated than the typical tourist

domestic wellness tourists spending $688 per

and may also take longer trips. International

trip, 159% higher than the average domestic

wellness tourists spent $1,639 per trip in

tourist.

2013, which is 59% higher than the average

Wellness Tourism Spending, 2013


$2,250

An international wellness tourist


spends 59% more than the average
international tourist.

$2,000
$1,750
$1,500

A domestic wellness tourist


spends 159% more than the
average domestic tourist.

$1,250
$1,000
$750
$500
$250
$0

Average
Internatl.
Tourist

Internatl.
Primary
Wellness
Tourist

Internatl.
Secondary
Wellness
Tourist

Average
Domestic
Tourist

Wellness tourism encompasses many more

Domestic
Primary
Wellness
Tourist

Domestic
Secondary
Wellness
Tourist

Spa tourism expenditures represent

activities and businesses than just spas.

about 47% of global wellness tourism.

Nonetheless, spas represent a core business


within wellness tourism, positioned at the
intersection between wellness and tourism. In
2013, we estimate that spa tourism accounted

Domestic Spa
Tourism
28%

for 306.7 million trips and contributed $234.7


Non-Spa
Wellness
Tourism
53%

billion to wellness tourism (an increase of 30%


over 2012).

($259b)

($141b)

International
Spa Tourism
19%
($94b)

14

Global Spa & Wellness Economy Monitor

Wellness Tourism Economic Impact


Wellness tourisms economic impact on the

2013, the $494.1 billion in global wellness

global economy includes both the direct

tourism expenditures generated 14.5 million

effects of tourist trips and expenditures, as

direct jobs and a total economic impact of

well as their indirect and induced (or

$1.5 trillion for the world economy.

multiplier) effects on the overall economy. In

Economic Impacts of the Wellness Tourism Industry, 2013


Wellness Tourism
Direct Impact

Indirect & Induced


Impacts

Wellness Tourism
Economy-Wide
Impact

Wellness Tourism
Expenditures

$494.1 billion

$1.5 trillion

Wellness Tourism
Employment

14.5 million
jobs

32.8 million jobs

15

Global Spa & Wellness Economy Monitor

IV. The Thermal/Mineral Springs Industry


In many countries and regions from Europe to Japan to the Andes region of Latin
America the modern spa experience is derived from age-old traditions of bathing,
rejuvenating, and healing the body and spirit in thermal and mineral waters.
This natural resource is enjoying a resurgence

There are many uses of thermal and mineral

of interest around the world as consumers

spring water: geothermal energy, drinking

increasingly seek out authentic, natural, and

water, religious/spiritual, recreation/swimming,

place-based experiences. In recent years,

wellness, and therapeutic/medical. This study

investments have accelerated to update old

focuses on the revenue-earning business

facilities and to build new resorts and

establishments

recreational facilities around thermal/mineral

wellness, recreational, and therapeutic

springs. Many countries are now marketing

uses of waters with special properties

their thermal/mineral springs alongside spas as

(including thermal water, mineral water, and

a major wellness tourism offering.

seawater).

associated

with

the

Types of Thermal/Mineral Springs Establishments


Primarily
Recreational

Primarily
Wellness

Primarily
Therapeutic or Curative

Thermal/mineral water
swimming pool facilities

Thermal/mineral water-based
bathing facilities

Health resorts and sanatoria


that use thermal/mineral
waters for treatments

Thermal/mineral water-based
waterparks

Thermal/mineral water-based
spas

Hotels/resorts with
thermal/mineral water
swimming pools

Thalassotherapy spas and resorts

Thermal or hot springs resorts

16

Global Spa & Wellness Economy Monitor

For

this

study,

the

We estimate that there are 26,847 facilities

thermal/mineral springs industry into two

built around thermal/mineral springs around

groups: establishments that offer spa services

the world, across 103 countries. These

(e.g., massage, facials, hydrotherapy, and other

businesses collectively earned more than $50

treatments) alongside their bathing offerings,

billion in revenues in 2013. Only 6,504 of

and those that do not. Different countries and

these

regions tend to offer different types of water-

services. Spa treatments represent a significant

based facilities, depending on their history and

value-add on top of bathing and swimming

traditions. The non-spa businesses typically

offerings in terms of revenue potential,

only offer thermal/mineral water bathing or

because, in most countries, thermal/mineral

recreation, such as most of the onsen in Japan,

water bathing and swimming facilities tend to

the thermal pools and waterparks that are

have low admission fees and are often

common in Latin America, and the thermal

traditional or rustic in nature. Therefore, the

water swimming pool facilities prevalent in

thermal/mineral

Iceland. The spa-related portion includes the

offering spa services earn significantly higher

health resorts and sanatoria in Europe that

revenues, accounting for 64% of industry

use

revenues and representing a $32.0 billion

thermal

and

we

mineral

segment

waters

for

treatments, as well as the hot springs resorts

establishments

offer

springs

spa-related

establishments

global market.

common in China and Taiwan.

Global Thermal/Mineral Springs Industry, 2013


With Spa Services
No Spa Services
Total Thermal/Mineral
Springs Industry

Number of
Establishments

(US$ billions)

Avg. Revenues per


Establishment

6,504

$32.0

$4,922,555

20,343

$18.0

$886,147

26,847

$50.0

$1,863,990

Revenues

Note: The thermal/mineral springs revenue estimates include all revenues earned by these establishments, from
bathing/swimming offerings, spa/wellness services and other treatments, other recreational activities, food &
beverage, lodging, and other services.

17

Global Spa & Wellness Economy Monitor

Thermal/mineral springs industry revenues are

In China, the 560 hot springs resorts currently

heavily concentrated in a small number of

in operation represent a fixed investment of

countries, especially in Europe and Asia where

$19.5 billion, and 200 more hot springs

this industry is more mature. Japan and China

resorts are slated to open in the next several

together represent 51% of industry revenues,

years, with an additional $48.9 billion in

driven by the thousands of onsen in Japan and

investment. Investment in hot springs tourism

ongoing massive investments in hot springs

in China has grown by 10% annually from

resorts in China. In fact, Japan with an

2010-2013.3

estimated 13,754 onsen with lodging and


3,899 day-visit onsen is home to two-thirds
of

the

worlds

thermal/mineral

springs

establishments.

Thermal/Mineral Springs Facilities by Region, 2013


Asia-Pacific
Europe

Number of
Establishments
20,298

Revenues
(US$ billions)

$26.75

5,035

$21.65

Latin America-Caribbean

961

$0.87

North America

203

$0.49

Middle East-North Africa

315

$0.23

35

$0.05

26,847

$50.04

Sub-Saharan Africa
Total Thermal/Mineral Springs Industry

Statistics from a speech at the 2014 Spa China Summit by Michael Fu, China Hot Springs Tourism Association, and
Chairman, Yunnan YSPA Consultant Ltd.
18
3

Global Spa & Wellness Economy Monitor

Overall, the top ten countries account for

for treatment, rehabilitation, and prevention

85% of revenues, and the top twenty-five

(with significant government support and

account for 96%. With its longstanding and

regulation), most of the top twenty-five

mature industry of sanatoria, health resorts,

countries are in Europe.

and thermal centers that use balneotherapy

Top Twenty-Five Thermal/Mineral Springs Markets, 2013


China
Japan
Germany
Russia
Italy
Austria
Turkey
Hungary
Czech Republic
Spain
France
Poland
Switzerland
Slovenia
United States
Portugal
Slovakia
Taiwan
Romania
Iceland
South Korea
New Zealand
Brazil
Mexico
Serbia

Number of
Establishments
2,160
17,653
1,265
776
756
124
196
531
84
165
175
72
61
63
185
84
81
119
70
135
96
96
52
576
58

Revenues
(US$ millions)

$14,078.3
$11,687.0
$7,520.0
$3,688.5
$1,742.7
$928.8
$862.4
$691.3
$686.4
$672.0
$665.5
$576.0
$485.8
$439.2
$395.0
$376.2
$364.8
$307.5
$295.0
$293.0
$283.4
$255.0
$230.0
$225.0
$188.0

19

Rank in 2013
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25

Global Spa & Wellness Economy Monitor

V. Other Wellness Lifestyle Industries


In addition to spas, thermal/mineral springs,

eat to how they exercise and relax, from their

and wellness tourism, there are many other

homes

wellness lifestyle industries that comprise the

individual activities to professional services.

global wellness economy. These include a

to

their

workplaces,

and

from

We estimate the size of these other wellness

variety of large industries that help consumers

lifestyle industries at $2.8 trillion in 2013.

take proactive approaches to integrating


wellness into their daily lives from what they

Other Wellness Lifestyle Industries, 2013


Global market size4

(US$ billions)

Healthy eating, nutrition, and weight loss

$574.2b

Fitness and mind-body

$446.4b

Beauty and anti-aging

$1,025.6b

Preventive and personalized health

$432.7b

Complementary and alternative medicine

$186.7b

Workplace wellness

$40.7b

Wellness lifestyle real estate

$100.0b

The seven other wellness lifestyle industries

Pilates, Tai Chi, and other mind-body

include the following sectors:

practices; fitness and exercise clothing;


and fitness and exercise equipment.

Healthy eating, nutrition, and weight

loss: Includes vitamins and supplements,

and salon services; skin, hair, and nail care

functional foods and nutraceuticals, health


foods, natural and organic foods, weightloss and diet services, diet and weight-loss

services

and

products;

toiletries,

and

other

products;

foods and meal services, and anti-obesity

dermatology;

cosmetics,

personal

care

prescription

pharmaceuticals for skin care; as well as

prescription and over-the-counter drugs.

products and services that specifically

Fitness and mind-body: Includes gyms

Beauty and anti-aging: Includes beauty

address age-related health and appearance

and health clubs; personal training; yoga,

Estimates by SRI International, drawing upon data from Nutrition Business Journal, IHRSA, Markets and Markets, Global
Industry Analysts, IBISWorld, Cushman & Wakefield, Kaiser Family Foundation, PWC, WHO, and others.
4

20

Global Spa & Wellness Economy Monitor

issues, such as cosmetics/cosmeceuticals

dominant health care system including

for skin/face/body care, hair care/growth,

homeopathic, naturopathic, chiropractic,

and

traditional Chinese medicine, Ayurveda,

pharmaceuticals/supplements

that

treat age-related health conditions.

energy

Preventive and personalized health:

remedies, etc.

Includes medical services that focus on

meditation,

herbal

Workplace wellness: Includes programs

treating well people, preventing disease,

offered by companies and businesses

or detecting risk factors for example,

aimed

routine physical exams, diagnostic and

wellness of employees, in order to reduce

screening

costs

tests,

genetic

testing,

etc.

at

improving

and

enhance

the

health

and

productivity

and

programs

raise

Personalized health uses sophisticated

performance.

information

individual

awareness, provide education, and offer

patients (including genetic, molecular, and

incentives that address specific health risk

environmental screening, analysis, and

factors

diagnostics; disease management services;

exercise,

poor

electronic health records; and remote

obesity,

smoking)

patient monitoring) to provide tailored

employees to adopt healthier lifestyles.

approaches
managing

and

for
risk

data

for

preventing
factors,

or

disease,

treating

and

These

behaviors
eating

(e.g.,

lack

habits,
and

of

stress,

encourage

Wellness lifestyle real estate: The


construction of residential, hospitality, and

conditions.

healing,

mixed-use real estate developments that


alternative

incorporate wellness facilities and services

medicine: Encompasses diverse medical,

including spas, gyms, and other related

health care, holistic, and mentally or

amenities. Also includes a burgeoning

spiritually-based systems, practices, and

segment of real estate development that

products that are not generally considered

focuses on infusing health and wellness

to be part of conventional medicine or the

factors into the built environment.

Complementary

and

21

Global Spa & Wellness Economy Monitor

VI. Regional Highlights

22

Global Spa & Wellness Economy Monitor

Asia-Pacific Highlights
Spa Industry (2013)
Asia-Pacific is the top-ranking region in terms of the number of
spas and has added more than 10,000 spas since 2007.
# of Spas: 32,451 (50% growth since 2007)
Spa Revenues: $18.8 billion (65% growth since 2007)
Spa Employment: 614,202 (69% growth since 2007)

Wellness Tourism (2013)


Asia-Pacific is among the worlds fastest-growing regions for
wellness tourism, adding 34 million new wellness trips in 2013.
# of Wellness Trips: 151.9 million (27% growth since 2012)
Wellness Tourism Expenditures: $84.1 billion (21% growth since
2012)

Thermal/Mineral Springs (2013)


Asia-Pacific ranks first in the world for thermal/mineral springs
establishments and revenues, with most located in Japan and China.
# of Thermal/Mineral Springs Establishments: 20,298
Thermal/Mineral Springs Establishment Revenues: $26.7 billion

Global Spa & Wellness Economy Monitor

Asia-Pacific Developments

Asia-Pacific is the top region ranked by

tourism.

the number of spas (32,451) and ranks

stabilized and began a period of modest

second in terms of spa revenues ($18.8

expansion, as the countrys economy

billion) and spa employment (614,202

recovered from the global recession and

employees). Asia-Pacific has registered the

the 2011 earthquake and tsunami. Japans

highest increase in the number of spas

renewed growth in 2013 was driven by

since

ten

the rise of domestic and inbound tourism

thousand spas during this period. The

(much of the latter from China and other

number of hotel/resort spas more than

neighboring countries), as consumers took

doubled in Asia-Pacific from 2007-2013.

advantage of the lower Yen.

2007,

adding

more

than

This rapid expansion drove robust growth

Japan,

the

spa

industry

Hot springs and related resorts, which

in spa revenues, with an average annual

have always enjoyed wide popularity in

revenue growth rate close to 8.7% over

Japan, Korea, and Taiwan, have seen an

this time period.

enormous resurgence of interest in China,

New spa development in Asia has been

with new investments in hundreds of large

fueled by openings of luxury hotels and

hot spring resorts.

resorts that cater to a rise in intra-Asian

In

Overall, the prospect for wellness tourism

tourism. Meanwhile, robust economic

growth is strong in Asia, building on the

growth across the regions economies is

rising incomes of the middle class, the

driving demand from local consumers in

increased attention these consumers pay

the luxury and middle-income segments.

to the preventive aspect of health, the

These consumers are increasingly seeking

wealth and diversity of wellness traditions

spa treatments as a panacea for their

that are already embraced by Asian

hectic, urban lifestyles. Growing demand

consumers,

for spa services from male consumers is

sophisticated integration of traditional

also observed across the region.

wellness practices and therapies (e.g.,

Not surprisingly, China ranks first in Asia-

Ayurveda, Traditional Chinese Medicine,

Pacific

yoga, Thai massage, etc.) into spas and

for

its

number

of

spas,

and

wellness offerings.

commensurate with its expanding middle


class and growth in domestic and inbound

24

the

increasingly

Global Spa & Wellness Economy Monitor

Top Ten Spa Industry Markets in Asia-Pacific, 2013


Japan
China
South Korea
India
Thailand
Indonesia
Australia
Hong Kong
Taiwan
Singapore

Number of Spas

Spa Revenues
(US$ millions)

Spa Employment

6,958
9,452
2,805
3,956
2,088
1,668
968
693
838
682

$5,950.0
$4,695.5
$1,380.6
$1,147.4
$979.1
$832.8
$817.8
$589.2
$495.0
$485.2

113,397
225,341
36,751
47,666
66,816
51,343
10,292
12,295
11,090
7,649

Top Ten Wellness Tourism Markets in Asia-Pacific, 2013


Number of Trips
(millions)

Receipts/Expenditures
(US$ millions)

36.0
30.1
32.7
8.3
15.6
4.6
4.0
1.7
3.7
2.8

$22,159.5
$12,278.1
$9,161.8
$8,823.9
$5,836.4
$5,275.2
$4,846.5
$2,308.7
$2,223.1
$1,957.8

Japan
China
India
Thailand
South Korea
Australia
Indonesia
Hong Kong
Malaysia
Taiwan

Top Ten Thermal/Mineral Springs Markets in Asia-Pacific, 2013


Number of Establishments

Revenues
(US$ millions)

2,160
17,653
119
96
96
23
30
15
18
12

$14,078.3
$11,687.0
$307.5
$283.4
$255.0
$61.5
$24.0
$11.5
$10.0
$6.0

China
Japan
Taiwan
South Korea
New Zealand
Australia
Philippines
Thailand
Vietnam
Malaysia

25

Global Spa & Wellness Economy Monitor

26

Global Spa & Wellness Economy Monitor

Europe Highlights
Spa Industry (2013)
Europes well-developed spa and wellness market ranks first in the
world for spa revenues and spa employment.
# of Spas: 32,190 (42% growth since 2007)
Spa Revenues: $29.8 billion (62% growth since 2007)
Spa Employment: 678,920 (54% growth since 2007)

Wellness Tourism (2013)


Europe is the worlds largest market for wellness trips and second
largest in terms of wellness tourism expenditures.
# of Wellness Trips: 216.2 million (7% growth since 2012)
Wellness Tourism Expenditures: $178.1 billion (12% growth since
2012)

Thermal/Mineral Springs (2013)


European countries are among the oldest and most developed
markets for thermal/mineral springs-based facilities and treatments.
# of Thermal/Mineral Springs Establishments: 5,035
Thermal/Mineral Springs Establishment Revenues: $21.7 billion

Global Spa & Wellness Economy Monitor

Europe Developments

Europe continues to be the top global spa

health and reduce effects of stress and

market, measured in spa revenues. With a

aging, at a variety of price points and

large and wellness-savvy consumer base,

settings.

Europe has added over 9,500 spas since

2007. Spa revenues grew by nearly $11.5

Asia, booming energy economies have led

billion since 2007, reaching $29.8 billion in

to new projects and rising investor

2013 (representing an 8.4% average annual

interest in the hospitality and spa markets

growth rate).

in

Russia is among the biggest growth stories

Uzbekistan, Azerbaijan, and others. While

in Europe, adding more than 1,000 spas

these markets are growing from a small

and nearly quadrupling spa revenues since

base of local consumers and international

2007. An expanding middle/upper-income

tourists, many new hotel and resort spas

consumer base for the day spa market and

are coming on the horizon.

an increased demand for luxury hotel and

Elsewhere in Eastern Europe and Central

countries

such

as

Kazakhstan,

Countries such as Germany, Austria,

resort spas are behind this expansion. Not

Switzerland, Italy, and most of Eastern

only are Russian consumers driving the

Europe and the Baltics have centuries-old

growth of spas within Russia, Russian

traditions of traveling for Kur, which

travelers have also been boosting demand

involves a variety curative, rehabilitative,

for hotel and resort spas in a number

and

European markets, particularly in the

balneotherapy, massage, mud, and algae

Baltic and Eastern European countries.

treatments, giving rise to a large sector of

The mature spa markets in Western

sanatoria, health resorts, and thermal

European countries experienced healthy

centers. As this traditional sector goes

growth, despite a generally slow economic

through shrinkage and restructuring, some

growth environment. The day spa market

facilities are being refurbished, remodeled,

is particularly active, with the proliferation

and repositioned for the modern wellness

of more differentiated and specialized

tourism market, providing spa and holistic

urban spas and boutique hotel spas that

health services in a hospitality setting that

cater to consumers seeking to maintain

caters to consumers seeking to maintain

preventive

therapies

and enhance their health.

28

related

to

Global Spa & Wellness Economy Monitor

Top Ten Spa Industry Markets in Europe, 2013


Germany
France
Russia
Italy
United Kingdom
Spain
Austria
Switzerland
Poland
Netherlands

Number of Spas

Spa Revenues
(US$ millions)

Spa Employment

5,575
3,556
2,728
2,679
2,964
2,432
1,200
687
979
707

$5,973.8
$3,117.6
$2,909.1
$2,756.0
$2,512.0
$2,144.9
$1,648.9
$1,138.6
$719.0
$606.1

126,481
70,232
101,373
61,398
52,908
45,381
29,507
17,925
17,460
11,690

Top Ten Wellness Tourism Markets in Europe, 2013


Number of Trips
(millions)

Receipts/Expenditures
(US$ millions)

50.2
25.8
12.1
6.6
11.6
18.9
11.3
10.3
8.7
3.6

$46,243.0
$27,177.5
$15,714.3
$13,342.5
$12,693.5
$11,984.5
$7,919.9
$4,572.3
$4,516.4
$3,441.7

Germany
France
Austria
Italy
Switzerland
United Kingdom
Spain
Russia
Turkey
Portugal

Top Ten Thermal/Mineral Springs Markets in Europe, 2013


Number of Establishments

Revenues
(US$ millions)

1,265
776
756
124
196
531
84
165
175
72

$7,520.0
$3,688.5
$1,742.7
$928.8
$862.4
$691.3
$686.4
$672.0
$665.5
$576.0

Germany
Russia
Italy
Austria
Turkey
Hungary
Czech Republic
Spain
France
Poland

29

Global Spa & Wellness Economy Monitor

30

Global Spa & Wellness Economy Monitor

North America Highlights


Spa Industry (2013)
North Americas spa industry has recovered well from the
recession and is experiencing strong growth trends.
# of Spas: 26,510 (28% growth since 2007)
Spa Revenues: $18.3 billion (35% growth since 2007)
Spa Employment: 397,381 (29% growth since 2007)

Wellness Tourism (2013)


North America remains the worlds largest region for wellness
tourism expenditures and second largest for wellness trips.
# of Wellness Trips: 171.7 million (5% growth since 2012)
Wellness Tourism Expenditures: $195.5 billion (8% growth since
2012)

Thermal/Mineral Springs (2013)


North America ranks fourth in the world for thermal/mineral
springs-based revenues.
# of Thermal/Mineral Springs Establishments: 203
Thermal/Mineral Springs Establishment Revenues: $0.5 billion

Global Spa & Wellness Economy Monitor

North America Developments

North America continues to rank second

Increased supply of spas in North America

in terms of spa revenues and third in the

stimulates demand in a virtuous cycle,

number of spas. Led by the United States,

encouraging more consumers to self-

North America has added more than

identify as spa-goers at a variety of price

5,800 spas and 90,000 spa jobs since 2007.

points. More than ever, middle-class

Most of this growth is in the day/club spa

customers can afford spa treatments at an

category. Although this sector has been

inexpensive price and on a regular basis,

considered mature and saturated for some

and are thereby incorporating spa-going

time, new lower-price and franchised spa

into

models are especially driving the ongoing

America, spas are no longer perceived as

rise in spa openings. The hotel/resort spas

the exclusive domain of the wealthy:

category has grown more modestly, with

massages are viewed increasingly as a

investors focusing more on renovations

treatment for stress reduction, facials as

and refurbishments of existing properties.

essential in improving skin health, and

Following the recession that began in

reflexology as regular health maintenance.

2008, for several years the U.S. market

their

daily

lifestyles.

In

North

It is likely that traditional spas will

was characterized by discounting and low

increasingly compete with single service

profitability, and the industry has since

establishments (e.g., massage and facial

undergone a significant transformation. In

clinics) for speed, convenience, and value,

particular, the growth of spa franchises,

while being pressed to add services to

with Massage Envy at the forefront, has

attract customers looking for one-stop

democratized the spa experience and

service. Additional competitive pressures

increased accessibility for middle- and

will come from outside the spa industry,

upper-middle income consumers. The

as salons, gyms and fitness centers,

proliferation

at

doctors offices, and hospitals add massage

shopping malls, as well as neighborhood

and other spa services to complement

reflexology and massage clinics, are also

their standard offerings. This competition

expanding accessibility. Marketing of these

will not necessarily take business away

establishments, typically run by a sole

from traditional spas, but rather will

proprietor, has been aided by aggressive

continue to expand the consumer base

use of social media.

and demand for wellness offerings.

of

pop-up

stations

32

Global Spa & Wellness Economy Monitor

Spa Industry Markets in North America, 2013


United States
Canada

Number of Spas

Spa Revenues
(US$ millions)

Spa Employment

22,852
3,658

$16,254.4
$2,043.4

354,610
42,771

Wellness Tourism Markets in North America, 2013


Number of Trips
(millions)

Receipts/Expenditures
(US$ millions)

148.6
23.1

$180,741.5
$14,774.1

United States
Canada

Thermal/Mineral Springs Markets in North America, 2013


Number of Establishments

Revenues
(US$ millions)

185
18

$395.0
$96.0

United States
Canada

33

Global Spa & Wellness Economy Monitor

34

Global Spa & Wellness Economy Monitor

Latin America-Caribbean Highlights


Spa Industry (2013)
Latin Americas spa market benefits from strong tourism and
consumer spending, with many countries experiencing double-digit
annual growth rates.
# of Spas: 9,007 (66% growth since 2007)
Spa Revenues: $4.7 billion (86% growth since 2007)
Spa Employment: 141,025 (71% growth since 2007)

Wellness Tourism (2013)


In 2013, wellness trips grew three times faster than overall tourism
trips growth in Latin America-Caribbean.
# of Wellness Trips: 35.5 million (12% growth since 2012)
Wellness Tourism Expenditures: $25.9 billion (16% growth since
2012)

Thermal/Mineral Springs (2013)


Traditionally used for recreation, Latin-Americas wealth of springs
are experiencing a resurgence of popularity and development.
# of Thermal/Mineral Springs Establishments: 961
Thermal/Mineral Springs Establishment Revenues: $0.9 billion

Global Spa & Wellness Economy Monitor

Latin America-Caribbean Developments

Latin American and the Caribbean have

The regions extensive local and natural

experienced strong spa industry growth,

assets including sun and sea in the

adding more than 3,500 spas since 2007,

Caribbean and costal regions, biodiversity,

and almost doubling spa employment

diverse topography, indigenous cultures,

during this period.

and

Mexico, Brazil, Argentina, Costa Rica, and

increasingly leveraged by entrepreneurs to

Colombia

develop spas that fuse unique settings,

have

the

fastest

growing

historical

markets, with Brazil overtaking Argentina

local

to rank second in the region (after

offerings

Mexico) in terms of spa revenues.

environments and services.

Reflecting a strong culture and tradition

traditions,

structures

and

with

will

be

location-specific

world-class

built

The Andes region is home to a wealth of

focused on beauty, Latin America is home

natural thermal waters, which have given

to thousands of aesthetic clinics and

rise

salons. In recent years, many of these

establishments that largely serve a local

establishments have begun to add spa

and

treatments as a way to diversify revenue

establishments have traditionally been

sources

recreational in nature, and they include

while

being

responsive

to

to

large

industry

regional

thermal

clientele.

extensive

convergence of the day spa, aesthetic

swimming pools in Brazil, Argentina, and

clinic, and salon markets, especially in

Chile; higher-end hot springs resorts in

Brazil,

Costa Rica, Uruguay, and Venezuela; and

Argentina,

Colombia,

waterparks

These

customer needs. This has accelerated the

Mexico,

thermal

of

and

Venezuela, and Chile.

hundreds of baos termales and balnearios

In Mexico and many Caribbean countries,

in other countries such as Peru and

the spa market continues to be dominated

Mexico. The massive thermal resources in

by the hotel and resort spa sector. The

this region offer a new frontier for

steady rise of the middle class and

investments in upgrading older facilities

inbound tourism growth will continue to

and building new facilities that fuse spa and

drive demand for all categories of spas in

wellness with traditional bathing and

these countries.

recreational offerings.

36

Global Spa & Wellness Economy Monitor

Top Ten Spa Industry Markets in Latin America-Caribbean, 2013


Mexico
Brazil
Argentina
Colombia
Costa Rica
Venezuela
Chile
Jamaica
Uruguay
Dominican Republic

Number of Spas

Spa Revenues
(US$ millions)

Spa Employment

2,765
1,325
1,803
527
249
228
238
140
110
190

$1,364.5
$623.0
$560.4
$311.0
$267.2
$161.5
$150.1
$102.3
$98.8
$96.1

44,839
17,350
22,958
8,293
5,784
3,557
3,726
2,603
2,878
3,010

Top Ten Wellness Tourism Markets in Latin America-Caribbean, 2013


Number of Trips
(millions)

Receipts/Expenditures
(US$ millions)

12.0
5.9
2.3
1.0
3.0
0.7
1.1
0.6
1.3
0.8

$10,465.3
$2,547.1
$1,440.5
$1,128.7
$1,028.8
$956.4
$795.9
$716.9
$650.0
$638.8

Mexico
Brazil
Argentina
Dominican Republic
Chile
Costa Rica
Colombia
Jamaica
Venezuela
Puerto Rico

Top Ten Thermal/Mineral Springs Markets in Latin America-Caribbean, 2013


Number of Establishments

Revenues
(US$ millions)

52
576
75
26
62
18
38
9
25
17

$230.0
$225.0
$102.0
$87.0
$82.0
$39.5
$31.5
$31.5
$16.3
$8.3

Brazil
Mexico
Argentina
Costa Rica
Chile
Uruguay
Peru
Venezuela
Colombia
Ecuador

37

Global Spa & Wellness Economy Monitor

38

Global Spa & Wellness Economy Monitor

Middle East-North Africa Highlights


Spa Industry (2013)
The number of spas in Middle East-North Africa more than tripled
from 2007 to 2013.
# of Spas: 3,889 (284% growth since 2007)
Spa Revenues: $1.7 billion (134% growth since 2007)
Spa Employment: 57,308 (174% growth since 2007)

Wellness Tourism (2013)


Middle East-North Africa was the second fastest-growing region
for wellness tourism in 2013.
# of Wellness Trips: 7.0 million (48% growth since 2012)
Wellness Tourism Expenditures: $7.3 billion (39% growth since 2012)

Thermal/Mineral Springs (2013)


Most springs-based establishments in Middle East-North Africa are
small, traditional, and primarily serve a local population.
# of Thermal/Mineral Springs Establishments: 315
Thermal/Mineral Springs Establishment Revenues: $0.2 billion

Global Spa & Wellness Economy Monitor

Middle East-North Africa Developments

Middle East & North Africa is the second

facilities are being modernized into spa-

fastest growing region in the world for

like destinations that also serve tourist

spas, more than doubling the industry size

markets, and hammam bathing traditions

between 2007 and 2013. Much of this

are being integrated into spa services.

growth is concentrated in the Gulf and

Moroccos spa market has experienced

North African countries that experienced

the fastest growth in the region, leveraging

rapid economic growth in a stable political

a local consumer base, deep hammam

environment. Countries with the largest

traditions, and a strong tourism industry

spa growth since 2007 include Morocco,

with rapid growth in international arrivals

the United Arab Emirates (especially

(especially from Europe).

Dubai), Saudi Arabia, and Israel.

There is significant untapped potential in

Consumers in the Middle East have long

thermal water-based offerings in the

associated

and

Middle East & North Africa. Outside of a

pampering. Rising incomes, population

few large and well-developed locations in

growth, and increased tourism inflows in

Israel and Jordan, most of the regions hot

the Gulf countries have continued to drive

springs bathing establishments are small,

the growth of day spas and hotel spas,

traditional, and unknown beyond the local

many of which also target the luxury local

markets.

consumer segments. The region has added

Algeria, Morocco, and Iran have extensive

many hotels and resorts in recent years,

natural

catering to key tourism markets of

strong potential for spa and resort

Europeans (especially Russians), wealthy

developments to attract both local and

Asians, Gulf visitors (especially Saudi

international tourist markets, especially as

Arabia), and business travelers. Extensive

the geopolitical climate improves. Tunisias

spa and fitness facilities are now standard

thermal sector is the most developed in

and

the region and is supervised through the

spas

expected

with

relaxation

amenities

in

high-end

Countries
thermal

such

resources

du

Tunisia,

that

offer

hotel/resort and real estate developments.

governments

The region has a long tradition of bathing

(established in 1975). In Morocco a major

associated with the hammams/Turkish

investment is currently underway to

baths. While most of these facilities cater

develop a modern spa resort at its major

to local customers, some of the historical

thermal station, Moulay Yacoub.

40

Office

as

Thermalisme

Global Spa & Wellness Economy Monitor

Top Ten Spa Industry Markets in Middle East-North Africa, 2013


United Arab Emirates
Morocco
Israel
Saudi Arabia
Tunisia
Qatar
Kuwait
Egypt
Oman
Bahrain

Number of Spas

Spa Revenues
(US$ millions)

Spa Employment

566
1,699
336
271
176
54
76
318
40
42

$581.6
$253.1
$203.4
$180.6
$95.4
$70.7
$68.4
$65.2
$63.5
$52.3

18,251
13,317
4,856
5,092
2,817
1,683
1,722
3,219
1,007
1,261

Top Ten Wellness Tourism Markets in Middle East-North Africa, 2013


Number of Trips
(millions)

Receipts/Expenditures
(US$ millions)

1.2
2.2
0.8
0.8
0.4
0.4
0.3
0.1
0.2
0.1

$2,249.3
$1,748.2
$1,052.6
$429.1
$337.9
$309.5
$223.0
$208.2
$180.9
$180.6

United Arab Emirates


Morocco
Israel
Tunisia
Jordan
Egypt
Saudi Arabia
Oman
Bahrain
Qatar

Top Six Thermal/Mineral Springs Markets in Middle East-North Africa, 2013


Number of Establishments

Revenues
(US$ millions)

67
5
163
46
4
11

$60.0
$57.0
$36.0
$31.6
$15.0
$14.0

Tunisia
Israel
Algeria
Iran
Jordan
Morocco

41

Global Spa & Wellness Economy Monitor

42

Global Spa & Wellness Economy Monitor

Sub-Saharan Africa Highlights


Spa Industry
Today, 42 countries in Sub-Saharan Africa have spas, as compared
to only 14 countries with spas in 2007.
# of Spas: 1,544 (297% growth from 2007-2013)
Spa Revenues: $0.8 billion (186% growth from 2007-2013)
Spa Employment: 20,822 (186% growth from 2007-2013)

Wellness Tourism
Sub-Saharan Africa experienced the highest percentage growth in
wellness tourism in 2013, with wellness trips nearly doubling.
# of Wellness Trips: 4.2 million (90% growth from 2012-2013)
Wellness Tourism Expenditures: $3.2 billion (57% growth from 20122013)

Thermal/Mineral Springs
While Sub-Saharan Africa has a wealth of thermal/mineral springs,
South Africa is the only well-developed commercial market.
# of Thermal/Mineral Springs Establishments: 35
Thermal/Mineral Springs Establishment Revenues: $0.05 billion

Global Spa & Wellness Economy Monitor

Sub-Saharan Africa Developments

Sub-Saharan Africas spa industry has

Namibia, Tanzania, Uganda, Botswana,

posted the fastest growth rates in the

Mauritius, and Seychelles.

world since 2007. Starting from a low

base, the number of spas in Africa

wellness and spa are still new and

quadrupled to 1,544 in 2013, driven by

developing although all African countries

economic growth and increased tourism

have a wealth of traditional wellness and

traffic to the region.

healing practices that are part of peoples

While our 2007 study on the global spa

daily

industry

African

concentrated in a few regions and is

countries with modern spas, there are

dominated by international tourists and a

now spas in 42 African markets, a change

very small elite class of African consumers.

that is largely driven by hotel investments

Still a small niche market, wellness tourism

and new openings across many countries,

is often linked to safari and adventure

including

tourism. Luxury game reserves and safari

counted

Nigeria,

only

14

Senegal,

Gambia,

Wellness

tourism

is

an

Botswana, and Tanzania typically offer spa

increasing middle class with an interest in

and wellness facilities that incorporate

relaxation, beauty treatments, and health

natural and cultural African elements.

Robust

economic

growth

and

maintenance have supported a rapid

South Africa is the only country in Africa

market,

with a well-developed sector of thermal

particularly in high-growth economies

water-based establishments. Most of the

such as South Africa, Ghana, and Nigeria.

countrys

Strong

new

recreational bathing and primitive camping

hotel/resort investments have similarly

and cabin-type lodging, and very few have

driven rapid growth in the hotel/resort

developed spa and wellness services

spa segment in countries such as Kenya,

alongside the bathing offerings.

expansion

lives.

camps in South Africa, Kenya, Namibia,

Rwanda, Ethiopia, and many others.

In most of Africa, the modern concepts of

of

the

tourism

day

growth

spa

and

44

hot

springs

resorts

offer

Global Spa & Wellness Economy Monitor

Top Ten Spa Industry Markets in Sub-Saharan Africa, 2013


South Africa
Kenya
Seychelles
Nigeria
Tanzania
Mauritius
Namibia
Botswana
Ghana
Madagascar

Number of Spas

Spa Revenues
(US$ millions)

Spa Employment

599
107
43
151
72
62
40
33
44
27

$471.0
$51.1
$44.6
$32.6
$32.2
$27.8
$16.3
$13.7
$12.1
$11.2

12,387
1,157
570
1,155
639
675
553
452
370
250

Top Ten Wellness Tourism Markets in Sub-Saharan Africa, 2013


Number of Trips
(millions)

Receipts/Expenditures
(US$ millions)

2.4
0.3
0.1
0.1
0.1
0.1
0.2
0.1
0.1
0.1

$1,819.2
$260.2
$181.8
$170.8
$156.5
$69.3
$61.4
$55.4
$44.9
$43.4

South Africa
Kenya
Mauritius
Seychelles
Tanzania
Nigeria
Botswana
Namibia
Madagascar
Zimbabwe

Top Two Thermal/Mineral Springs Markets in Sub-Saharan Africa, 2013


Number of Establishments

Revenues
(US$ millions)

30
2

$48.0
$3.7

South Africa
Namibia

45

Global Spa & Wellness Economy Monitor

46

Global Spa & Wellness Economy Monitor

VII. Looking Forward


To collect information for this study, we have

businesses see strong opportunities in anti-

conducted

aging

extensive

research,

held

and

results-based

services,

mental

conversations with dozens of industry leaders,

wellness offerings, prevention, coaching, new

and gathered information and opinions from

technologies, and many other areas.

over 1,000 industry members through a global

However, industry stakeholders have also

industry survey. This research confirmed that

been consistent in pointing out several

there is great optimism about the future of

challenges, which include workforce, the

the global spa and wellness industry, as global

competitive and discounting environment, and

trends and future drivers assure an ever-

rising costs.

growing market for wellness. In particular,

Spa & Wellness Economy: Looking To The Future

Current'
Challenges'

Opportuni)es,

Costs

Workforce

Evidence'

Price
Pressures

Technology'

Competition

Recruitment'

Customer
Expectations

Educa9on'

Discounting

Standards'

Future'
Drivers'
Authenticity

Results

Local
CAM

Anti-Aging

Coaching
Prevention

Mental
Wellness

Workplace Wellness

Looking to the future, there are many

experienced.

opportunities for the spa and wellness

quality, value, and results. This extends from

industry collectively to keep the playing field

spa therapies to holistic health. It is important

vibrant and dynamic and to sustain future

to collect and disseminate scientific evidence

growth and competitiveness.

about the results of different spa modalities

Collect

and

communicate

but

are

also

becoming

they

demand

and wellness offerings and also to educate

evidence.

consumers and medical professionals. The

Wellness consumers are not only growing in


numbers

Increasingly,

Wellness Evidence project spearheaded by the

more

47

Global Spa & Wellness Economy Monitor

Global Spa & Wellness Summit (GSWS) has

ladder. The spa management workforce forum

become an important asset in this regard. In

pioneered by GSWS has made great strides to

addition, evidence that shows investment

draw attention to, and address the need for,

returns from a specific wellness practice or

training spa managers. Similar initiatives could

offering from improved health outcomes to

also be considered on the spa therapist side

higher cost-effectiveness will be powerful

to ensure a strong pipeline of therapists

for promoting the overall shift of medical

around the world.

spending dollars toward prevention, wellness,

Ensure high standards. As more and more

and proactive approaches.


Harness

technology.

businesses self-identify as spas, questions


has

inevitably arise as to what constitute the

introduced new treatments, new gadgets and

minimal requirements to be called a spa. In

products, new marketing techniques, and new

some countries, there have been calls for the

ways to optimize business operations. Some

establishment

are gimmicky, and many applications and

regulations. High standards give customers

devices are still compartmentalized; yet,

confidence and create professionalism within

technology will increasingly influence how

the industry. While it may not be productive

consumers make purchasing decisions and

to establish standards in a formal, regulatory

how businesses create value for customers.

sense, global guidelines that are based on best

As

customer

practices would be beneficial for all spas and

expectations for convenience, value, just-in-

related establishments. Since the global spa

time information, and even a community of

industry is diverse and varied in its regional

like-minded

forms

technology

people

Technology

increases

especially

among

and

of

industry

origins,

such

standards

standards

and

and

younger consumers businesses will need to

guidelines will need to be sensitive to the local

harness

greater

industry context. This industry-level guidance

transparency of their offerings and their

could encompass terminologies, professional

results, as well as to build meaningful

standards, expected service levels, facility

connections with their customers.

design, and operations. One example of a way

technology

to

provide

to help ensure high standards is the newly

Invest in human resources. Spa is a service

developed 2014 Guide to Hydrothermal Spa

industry, and people are its biggest asset. The

Development Standards sponsored by GSWS.

spa industrys growth trajectory will require a

Incorporating consumer feedback will also

strong pipeline of well-trained people to enter


spa careers and move up the professional

48

Global Spa & Wellness Economy Monitor

help the industry to align its standards to

initiatives that benefit the industry overall,

market demand and customer expectations.

including the evolution of the spa industry


toward a focus on wellness, wellness tourism,

Shape the growth of a diverse, inclusive


spa

and

wellness

cluster.

and related segments such as thermal/mineral

Industry

springs. Going forward, this collaboration will

clustering is a popular economic concept,

support spa and wellness businesses in shaping

whereby businesses work collaboratively to

the kind of growth that will happen; the future

improve the competitiveness of their industry,

character of the industry; and the impact of

typically within a region or country. Via

this high-growth industry on consumers,

GSWS, spa and wellness industry stakeholders

economies,

have applied the cluster concept at a global

environment.

level, pioneering new ground. This kind of


collaboration

has

made

possible

global

49

global

health,

and

the

Global Spa & Wellness Economy Monitor

Acknowledgements
The Global Wellness Institute and SRI International would like to thank the
following individuals for their contributions to this effort:
Judith Akoto, Special Adviser, Allure Africa Group and Allied Companies, Ghana
Katie Barnes, Managing Editor, Spa Business Magazine, United Kingdom
Majda Berrada, President, A-Spa-Maroc, Morocco
Joanne Berry, Director of Spa & Wellness, Bellus Academy, United States
Mark Bodnar, Director of Spa, The St. Regis, United States
Elena Bogacheva, Founder & President, Spa & Wellness International Council, Russia
Claude-Eugne Bouvier, Managing Director, Conseil National des Exploitants Thermaux, France
Marianne Brephol, Co-Owner, Lapinha Spa, Brazil
Anna Bjurstam, Vice President of Spa & Wellness, Six Senses Hotels Resorts Spas, Sweden
Sarah Camillleri, Editor-in-Chief & Publisher, European Spa magazine, United Kingdom
Alfredo Carvajal, Chief Operating Officer, WTS International, United States
Johnny Chang, CEO & Founder, Spa Solutions Training and Management Consultancy Ltd., China
Sandhya, Chipalkatti, Editor & Publisher, SpaMantra, India
Charles Davidson, Founder & Owner, Peninsula Hot Springs, Australia
Dzigbordi K. Dosoo, Founder & CEO, Allure Africa Group and Allied Companies, Ghana
Susie Ellis, President, Spafinder Wellness, and Chairman/CEO, Global Spa & Wellness Summit,
United States
CG Funk, Vice President of Industry Relations & Product Development, Massage Envy, United
States
Jean-Guy de Gabriac, Founder & CEO, Tip Touch International, France
Andrew Gibson, Vice President, Spa and Wellness, FRHI Hotels & Resorts, United Arab
Emirates
Missy Godfrey, CEO, Spafinder Wellness, United States

50

Global Spa & Wellness Economy Monitor

Fifi Kao, Director & Editor in Chief, Spa China Magazine, China
Verena Lasvigne-Fox, Senior Spa Director, Four Seasons Resort Marrakech, Morocco
Dr. Franz Linser, Founder & CEO, Linser Hospitality, Austria
Sophie Louet, Founder & Manager, Renaissens Esthtique, Morocco
Jeff Matthews, President of Steiner Spa Consulting and Mandara Spa, Steiner Leisure, Indonesia
Tomonori Maruyama, Chief Researcher & Manager at the Research Institute, Mitsui Knowledge
Industry Co., Ltd., Japan
Amy McDonald, Principal, Under A Tree and Amy McDonald & Associates LLC, United States
Beth McGroarty, Research & PR Director, Global Spa & Wellness Summit, United States
Clive McNish, General Manager, GOCO Retreat Niutuo, China
Diana Fernandez Mestre, Spa Consultant, Mexico
Kenneth Ryan, Senior Director, Global Spa Operations, Marriott International, United States
Marion Schneider, CEO and Co-Owner, Toskanaworld GmbH, Germany
Paul Scialla, Founder & CEO, Delos Living, United States
Alla Sokolova, Co-Founder & General Manager, Inbalans, Latvia
Vivienne Tang, Editor-in-Chief, AsiaSpa Magazine, Hong Kong
Liz Terry, Editor, Spa Business Magazine, United Kingdom
Todd Walter, President & CEO, Red Door Spa Holdings, United States
James White, Hot Springs Research and Development, James White Ltd., New Zealand
Anne McCall Wilson, McCall & Wilson, United States
Simon Xie, Director, Spa Solutions Training and Management Consultancy Ltd., China

51

Industry Research Sponsors


Better understanding global market economies is key to
customizing and adapting Biologique Recherches treatments
to client trends and needs. Biologique Recherches presence
in more than 60 countries requires us to closely monitor the
industry clusters. We are proud to actively support GSWS research
activities and the Global Wellness Economy Monitor. It allows us
to offer a unique and hyper personalized approach to each client
experiencing Biologique Recherche treatments.
Rupert Schmid, Chairman and Partner, Pierre-Louis Delapalme,
CEO and Partner

Wellness is the fastest growing industry in the world and arguably


the most important. By infusing wellness into real estate and
specifically into hotels through our Stay Well program, we have
seen firsthand the acute demand and premiums that travelers are
willing to pay for a wellness experience. Delos commends the
work of other thought-leaders in the industry, such as the Global
Spa & Wellness Summit, that are working towards capturing more
concrete data surrounding wellness demand, trends and growth,
and sharing this information more widely.
Paul Scialla, Founder & CEO

ESPA is proud to partner with the Global Spa & Wellness Summit
on this important and impactful research study. As a global leader
in spa, ESPA combines the design and management of prestigious
spas across five continents with the creation of pioneering, natural
products rich in heritage, texture and aroma. Our commitment to
tracking industry trends supports ESPAs rich spa heritage and our
unique brand.
ESPA

Industry Research Sponsors


Jhana, Healing, Mindfulness and Yoga Center, strongly supports the
research of the GSWS. We invite the industry to see past revenues
and look at the transformation that is required from the inside out.
How can we give to others seeking calm and relaxation within
the walls of our business if we are not providing healthy work
places and if our staff is not authentically living a preventative
and mindful life? What is the real quality of the service we are
providing? What is that we are teaching and spreading? What is the
gift we are truly giving to our clients?
Felix Lopez, Spiritual Leader, Energy Healer, Mindfulness and
Meditation Teacher

With over 1,000 day spa locations in the United States, Massage
Envy Spa is passionate about promoting the therapeutic benefits of
massage therapy and skincare services to our members and guests.
We are proud to partner with the Global Spa & Wellness Summit
and support its research initiatives. Global spa research reports like
the Economy Monitor give all of us critical insight that will support
us in growing and sustaining the spa and wellness industry through
the next decade.
CG Funk, Vice President of Industry Relations and Product
Development

Spa and wellness practitioners play a vital role in improving global


health and wellbeing, and they comprise a substantial portion
of our subscriber network. We believe there is a natural synergy
between spa and wellness and other burgeoning mind-body
practices like yoga, Zumba, Barre, Crossfit and indoor cycling.
Were honored to support more extensive research on the spa and
wellness markets, and were looking forward to both deepening
our understanding of these markets, and enhancing our web and
mobile business management technologies to meet its rapidly
evolving needs.
Rick Stollmeyer, CEO and Co-Founder

Industry Research Sponsors


It has been said that it is a capital mistake to theorize before
one has data. Natura Biss is proud to sponsor the Global Spa &
Wellness Economy Monitor so that industry leaders can analyze
such data and convert it into knowledge, which will not only
help them individually but will help us all as an industry. We are
thankful to the GSWS for being the conduit that lets us sponsor
such a great initiative.
Jose Villegas, COO and Joaquin Serra, Senior Executive
Vice President

Noel Asmar Group is proud to sponsor the Global Wellness


Economy Monitor. We live in the information age, where people
are tracking their own health and using online tools to stay
healthy, while at the same time, large companies are tracking
industry trends to stay competitive. Access to useful analysis is
key to operating a successful business in the ever-changing world
of health and wellness. GSWS research digests industry metrics,
and produces valuable analytics that allow a business within the
wellness spectrum to make goodand timelybusiness decisions,
based on the state of the industry today, as well as trends that
predict where the industry is going tomorrow.
Noel Asmar, Founder & CEO

At Performance Health, we are committed to research on many


levels. We applaud the Global Spa & Wellness Summit for its
research investments that we know will make a positive impact
and shape a future that will benefit us all.
Lynda Solien-Wolfe, Vice President, Massage & Spa

Industry Research Sponsors


The importance of good industry benchmarking data simply cannot
be underestimated, and given the pace at which the spa and
wellness industries evolve, fresh numbers and analyses are always
needed. Were constantly seeking the best sources of global data
for our businessand the thousands of businesses we support
in the marketplaceand we simply wouldnt have it without the
work of the GSWS.
Mia Kyricos, Chief Brand Officer

With our unique approach to wellness, The Body Holiday in


Saint Lucia is honored to be supporting the Global Spa & Wellness
Summit on this important industry research. The findings help us
stay on the cutting edge and know conclusively where the industry
is heading and be able to offer our guests what we know they
want in a healthy beach vacation.
The Body Holiday

Just last year, WTS International had the honor to support the
GSWS on its efforts to bring carefully-researched and realistic
wellness data to a global audience. We believe that its our
collective duty to provide credibility and open information about
an industry that is founded on giving individuals and communities
access to a better quality of life. WTS and its entire global team
practice this belief, every day. We are proud and thankful to be
part of this endeavor and an active member of the Global
Wellness Tribe!
Alfredo Carvajal, Chief Operating Officer

WE ACKNOWLEDGE AND THANK OUR


INDUSTRY RESEARCH SPONSORS
WHO MADE THIS REPORT POSSIBLE:
Biologique Recherche
Delos
ESPA
Jhana Healing, Mindfulness and Yoga Center
Massage Envy Spa
Mindbody
Natura Biss
Noel Asmar Group
Performance Health
Spafinder Wellness 365
The Body Holiday
WTS International

257 Park Avenue South, 10th Floor


New York, New York 10010
www.gsws.org

You might also like