Health, Wellness and Tourism: healthy tourists, healthy business ...

On the regional level, the tourism development strategy of the Province of South Savo and the
strategy of Savonlinna town give the guidelines for wellbeing tourism development. In both
strategies wellbeing is seen as one of the main strategic foci in the region. The lakemilieu and
cultural heritage are in a strong position in strategy and visions. In practice the development
work in the region is just beginning.
In Finland there are so far no official associations in the wellbeing sector or governmental
organizations promoting co-operation between the wellbeing industry and the public sector.
However, the government provides support for social holidays that frequently take place in
wellness or wellbeing facilities. In addition, there are rehabilitation programmes for war
veterans (Aho, 2007). As mentioned earlier, Savonlinna and its surrounding municipalities are
decidedly competent in the rehabilitation sector.
There are ongoing actions implementing the Finnish Wellbeing Strategy. One of the aims is to
create standardised products on international wellness markets. In the process new kinds of
cooperation and cooperation models between the wellness industry and public sector are
likely to take shape. In Savonlinna region there are at present no known activities for the
implementation of wellbeing strategy.
In Finland there is a fairly good education system in place for service personnel in the
wellbeing sector. In addition, a new full-time degree programme in Experience and Wellness
Management has started up (Haaga-Helia 2010). In Turku University of Applied Sciences
there is ongoing a project entitled Innovations and Learning in Spa Management (Turku
University of Applied Sciences 2010). In Savonlinna there are several educational options in
the wellbeing sector as all levels of education from vocational school to university are well
represented in the town.
Attributes describing Savonlinna as a wellbeing tourism destination
Figure 3 shows the attributes interviewees associated with Savonlinna town. Above all, Lake
Saimaa, the lake environment, lake scenery or water elements were mentioned by every
interviewee. In addition cultural attractions like the medieval castle of Olavinlinna, the
Retretti Art Centre and the Opera Festival were mentioned.
While examining the supporting factors the interviewees mentioned the ideal location of
Savonlinna as a key asset. The accessibility from St. Petersburg and the Helsinki metropolitan
region were likewise considered important. The potential for attraction tourists from Russia
also emerged. Other supporting factors mentioned were mainly connected to natural resources
and infrastructures, e.g. forests, rocks, islands, steam boats, self-catering cottages and chalets.
The Savonlinna spirit was also mentioned by some respondents.
Core resources and attractions also included lakes and aquatic environment, national parks
and cultural attractions. Natural resources were seen as a core resource, while the main
attractions mentioned were Olavinlinna castle, the Retretti Art Centre, the Opera Festival and,
of course, lakes. In addition the local people and businesses were seen as unique selling points
of Savonlinna. When asked about added value for the region, the respondents mentioned
attributes like national parks, local services and hospitality, genuine people, authentic way of
life, variety and attractiveness. On the other hand, it was also mentioned that the town is an
underachiever compared to the resources available.