New research by the Global Spa Summit (GSS) has found that conceptual issues and weak promotional models are "really holding back the growth" of wellness and medical tourism.

Wellness Tourism and Medical Tourism: Where Do Spas Fit? includes a survey of more than 200 stakeholders; case studies; industry data; and an overview of definitions.

The report found that the wellness market is the "best fit" for the sector, worth US$106bn (£68bn, EUR78bn) a year, while the medical market is worth US$50bn (£32bn, EUR37bn).

However, GSS has revealed that "conceptual confusion and weak promotional models" are restricting the "potentially explosive" markets going forward.

Among its key findings and recommendations, GSS has called for governments to work on the development and promotion of wellness and medical tourism as separate entities.

The introduction of "clear, consistent definitions" for both markets have also been urged, in addition to enhanced marketing from those within the sectors.

GSS board member Susie Ellis said: "Medical tourists and wellness tourists spend three-to-five times more than the average tourist, and the financial opportunities within both these sectors are vast.

"This research will help public and private players establish smarter overall strategies, organisational structures and marketing campaigns to more powerfully position themselves within these lucrative markets."

Details: Wellness Tourism and Medical Tourism: Where Do Spas Fit? (PDF)