LIFE EXTENSION WELLNESS TOURISM TOBAGO.pdf 1

However, what surprised me in today’s wellness tourism, was that that secondary-purpose wellness
travellers—those whose primary purpose of their travel is not for wellness programs but who seek
those types of activities during their trips—make up a much larger proportion of the market,
accounting for approximately 85 percent of all wellness trips and expenditures. While it's not the sole
purpose of their trip, these travellers have an interest in maintaining wellness during travel. This can
range from finding a hotel with a healthy menu and extensive exercise facilities to a person who
spends a day at the spa during a scuba-divng vacation. And it includes a tourist visiting a country
mainly with a cultural interest, but who also visits a holistic or alternative wellness center, or takes a
few yoga classes. We want to take this one step further, because more than 70% of the world
population is sick, they just do not know it as yet.
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Following researchers over the past four years has put this trend into perspective. While measuring
the size of any industry is always a challenge, through research I was able to estimate the number of
wellness tourists by country and aggregate their expenditures. In total, we estimate that the global
wellness tourism economy is worth nearly $440 billion, actually, in my recent research it is now grown
to $525 billion and accounts for roughly 14 percent of global tourism expenditures. It directly creates
12 million jobs around the world and has a total economic impact of $1.3 trillion when multiplied
economic impacts are included. Not surprisingly, wellness tourism is a rather large segment, similar in
size to ecotourism and culinary tourism, but bigger than sports tourism and medical tourism.
More and more, these niche markets do not operate independently of
each other—a wellness tourist can be simultaneously an eco-tourist, a
cultural tourist, and a sports tourist. There are many opportunities to
cross-market niche tourism products to these potential customers.
And while the 525 million trips made by wellness travellers represent
only 6 percent of all tourism trips, they account for 14 percent of all
tourism spending. Wellness travellers tend to be wealthier, have
achieved a higher level of education, and spend more per trip on
average. For example, an international tourist on average spends
$1,000 per trip (not including international air travel), while an
international wellness tourist spends 65 percent more. The difference between an average domestic
traveller and a wellness traveller is even greater, with domestic wellness travellers spending 2.5 times
the average domestic tourist per trip.
In concluding, Wellness Tourism is clearly a growing market for the tourism industry. Industry
executives would be well-advised to offer services and options that meet the wellness travellers’
needs. Already, a number of hotel brands in the Caribbean are doing just that, with healthy rooms,
better meals, well-equipped fitness centers, and even yoga classes. However, this market is bigger
than we can imagine. It's a trend worth paying attention to. And don't be surprised when an airline like
Branson’s Virgin Airlines brands itself as the No. 1 “fly healthy” carrier to target this travel segment
with perks, after all the man has vision, and financial backing to make people fill those seats to the
destinations that offer Wellness Ecotourism with benefits and answers travellers are searching for.
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