Wellness tourism is a flourishing industry projected to skyrocket as more and more people see personal health and safety as a top priority.
As an increasing number of consumers adopt healthier lifestyles and seek to maintain, promote or kick-start a healthy lifestyle—or enhance their sense of wellbeing—they continue to work elements of wellness into their travels and use vacations and holiday time for self-care.
As mentioned in last week’s Hot Tip, the Greater Palm Springs area is among the geographic areas launching initiatives to attract these growing numbers of wellness-minded travelers. Another region seeking to position itself as a wellness destination is the sovereign island country of Antigua and Barbuda.
To learn more about this area’s wellness offerings, be sure to attend 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 the webinar will earn two continuing education units (CEUs) to keep their certifications active.
If you plan to specialize in this popular and lucrative niche, enroll today in the online Wellness Travel Specialist Course. If you have Premium Access, it already is in your Premium Library! Don’t have Premium Access yet? Sign up today to receive all 15 Destination and Niche Market courses, plus hundreds of other resources like White Papers, webinars, and more.
Here is an excerpt from the Wellness Specialist course:
Wellness experts consider nature to be a wellness travel product, and consumers agree. Spending time in nature continues to be a top priority, with the category of Accessible Nature and Outdoor Activities rated #1 by 79% of respondents in the latest Wellness Travel Consumer Survey conducted by the Wellness Tourism Association (WTA).
The natural beauty component certainly makes sense because, while some clients are looking to enhance their quality of life, other clients may be looking to reconnect with each other and disconnect from technology, and nature offers both the stimulus one needs while providing the much-needed mental break. Destination management organizations (DMOs) that work to preserve and promote their natural assets will win with clients.
Jolly Harbour Beach on Antigua | Joe Dordo Brnobic / Shutterstock
For example, in 2017 during the International Year of Sustainable Tourism, the Government of Antigua and Barbuda launched The Green Corridor, a designated area of Antigua where businesses that are directly and indirectly related to tourism have agreed to a set of principles based on respect for local culture, positive influence on the local community, and environmental stewardship. That same year, the government also introduced a ban on plastics and Styrofoam, thereby becoming the first country in the region to do so. In 2022, the Government launched the Plastic Waste Free Island Project, establishing a system for people to turn in their plastic bottles for payment.
Furthermore, in understanding and appreciating the keen interest shown by wellness-minded travelers, the Antigua and Barbuda Tourism Authority has designed its wellness initiatives around natural assets, including its national parks, pristine landscapes, and many opportunities to participate in outdoor fitness activities.
- Worked with the WTA to create an overview of the project through a wellness audit of the destination
- Created online educational sessions on Wellness Tourism with two 60-minute, online classes for Antigua and Barbuda companies, businesses, and individuals interested in learning more about wellness tourism and wellness travel and being part of the initiative
- Qualified stakeholders for inclusion in the A and B wellness initiative
- Designated January as Wellness Month
- Created marketing tools (pdf and a video) for agents to share with their clients
- Is looking at designing a FAM to showcase the varied wellness travel product available on the two islands.
Thank you, Tameka!
Reminder: Some travelers may have a fixed geographic destination in mind. But 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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