As the poet Virgil has been quoted, “The greatest wealth is health.” More and more people are realizing the profound truth of this simple phrase. As people see their need for a healthier lifestyle, regions around the world are working to position themselves as wellness destinations to attract the growing number of wellness-minded travelers.
Wondering where to send these clients? This week and next, we will focus on two wellness destinations: Greater Palm Springs, California, and Antigua and Barbuda. To hear directly from tourism authorities of these regions, be sure to register for these fun and informative webinars:
- Wellness Unleashed: Discovering the Latest Trends and Experiences in Greater Palm Springs, presented on April 19, 12:00 pm (ET) by Joanne Ohanesian, Tourism Development Manager at Visit Greater Palm Springs.
- Sun, Sand, Sea: Summertime in Antigua and Barbuda, presented on April 29, 1:00 pm (ET) by the Antigua and Barbuda Tourism Authority.
CTA, CTC, and CTIE graduates attending either of these will earn two continuing education units (CEUs) per webinar to keep their certifications active.
Wellness tourism is a fast-growing, lucrative niche, so much so that we have a course dedicated to the topic: the online Wellness Travel Specialist Course. If you have Premium Access, you already have it at your fingertips in your Premium Library! Don’t have Premium Access yet? Sign up today to receive all 15 Destination and Niche Market courses, plus amazing power sessions ranging from sales and marketing to destinations, business development, and more.
Here is an excerpt from the Wellness Specialist course:
What Is a Wellness Destination?
The Wellness Tourism Association (WTA) defines a wellness destination as “a geographical area that fosters and promotes wellness as an integral part of life within the community and economics of the region.”
Geographic areas are very important to wellness clients, especially those locations that are perceived to be destinations—such as Greater Palm Springs, Antigua and Barbuda, Costa Rica, Hawaii, Italy, and Switzerland—that welcome and cater to wellness-minded travelers.
Credit: A woman having hot stone massage at spa | Ground Picture / Shutterstock
Destination management organizations (DMOs) have taken notice of these travelers’ priorities. One of the first North American tourism boards to embrace wellness with full strategic wellness initiatives was Visit Greater Palm Springs. In fact, it has built its wellness initiative around its natural assets, including therapeutic mineral waters, mountains, canyons, and iconic national parks that lend themselves to fitness activities like hiking, cycling, and horseback riding.
Five ways a Destination Management Organization can assist you with product knowledge and sales:
- Being a resource for digital assets, photos, videos, and other marketing materials
- Being a resource for hotel, attraction, and restaurant contacts
- Offering opportunities to participate in agent FAM trips
- Saving you time with recommendations to help you match the client with the most suitable hotel, resort, or other business
- Providing access to online training opportunities and destination data
Thank you, Gary!
Note that, while some travelers may have a fixed geographic destination in mind, many will be amenable to suggestions based on their specific wellness intentions and goals. This is where your experience and value as a travel advisor are especially important. You can help guide clients to the most suitable destinations of the world to meet their personal wants, needs, and demands. Your firsthand experiences and personal stories can greatly influence your clients’ decisions.
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