John Bevan, managing director of Spafinder’s European division, has outlined his vision for the future of the wellness tourism sector and believes that tour operators have a key role to play in promoting it to the wider market.

According to the Global Wellness Tourism Economy Monitor Report – conducted by the Global Wellness Institute (GWI) and research partners SRI International – annual wellness tourism expenditure in Europe is expected to grow by 7.3 per cent over the next three years. Globally, the projected annual growth is 9.1 per cent through to 2017 – a growth rate that is nearly 50 per cent higher than that of overall global tourism. Bevan, however, believes the wellness tourism market can be grown.

“I believe wellness tourism can be expanded beyond the organic growth led by consumers who are already fans of holistic health trips,” said Bevan, speaking exclusively to Spa Opportunities. “Tour operators can be the starting point of this growth. They need to provide advice to people enquiring about what holiday to take that year.

“It is my wish that ‘wellness holidays’ become a category of their own in tour operators’ and travel agencies’ vacation brochures,” said Bevan. “I intend to provide training for travel tour operators, via Spafinder, to help them understand that ‘wellness’ feeds into all sorts of holidays – that they need to start marketing.

“Wellness tourism has never been on the agenda at any travel conference in the UK before, which is why Spafinder initiated debate sessions dedicated to the topic at WTM this year from 4-6 November,” added Bevan. “We hope these sessions become a regular fixture at WTM, and I expect the GWI will become much more involved in the future.

“There is a problem in the spa world, that people in the industry – who are understandably passionate people – believe the purity of the wellness industry needs to be conserved,” said Bevan. “The healthy eating, detox and yoga holidays shouldn’t be protected, however, because consumers are now searching for ways to live healthier lives. Using tour operators to market trips with a health focus is one way to grow the sector – and essentially make more money.”

The Spafinder Wellness Travel Awards were announced on the final day of WTM (6 November) after the last wellness tourism-related industry session.