WellnessTravel_2030_web

Wellness Travel 2030 Post-COVID19: A Pioneering Study Industry Experts and Academics predict the future of wellness tourism

Acknowledgements

Contents Acknowledgements

2

Wellness Travel 2030

3

Meaning of Wellness

5

Meaning of Wellbeing

6

Meaning of Quality of Life

7

The Pillars of Wellness

8

The Triggers of Wellness

18

Wellness & Travel

20

Wellness, Spa & Travel Markets post-COVID19

30

This is the final report of the study on wellness travel 2030. The study is a joint initiative between Health Tourism Worldwide and the Wellness Tourism Association. The study conducted in-depth on-line interviews with 131 industry representatives (from 25 countries) and with 59 academia representatives (from 24 countries).

Health Tourism Worldwide and the Wellness Tourism Association thank every participants for their support and insights!

László Puczkó

Anne Dimon

CEO & Co-founder Health Tourism Worldwide

President Wellness Tourism Association

laszlo@htww.life

admin@wellnesstourismassociation.org

Copyrighted Material Information, tables, and charts introduced in this document are the intellectual property of Health Tourism Worldwide (http://htww.life) and the Wellness Tourism Association (http://www.wellnesstourismassociation.com/). It may not be distributed or copied in any way or form, neither in parts nor as a whole without 2 prior permission.

Wellness Travel 2030: Surveying Industry & Academia The objective of this research was to identify the main global and regional trends experts may envisage in wellness-motivated travel by 2025-2030. This is the continuation of HTWW’s initial research published in 2012 titled 4WR Wellness Tourism 2020. We thought it was time to revisit the forecasts and suggestions formulated in 2012. The initial research indicated several trends and new considerations, such as new products, and highlighted significant regional differences. In this research under wellness tourism we understand the following: Forms of tourism which aim to improve and balance all of the main domains of human life including physical, mental, emotional, occupational, intellectual and spiritual. The primary motivation for wellness travelers is to engage in preventative, proactive, lifestyleenhancing activities such as fitness, healthy eating, relaxation, rejuvenating and healing treatments. (UNWTO & ETC (2018): Exploring Health Tourism) The data collection had two streams during the COVID19 pandemic. We interviewed parallel key representatives of: • The academic community who have been actively researching the relationships between wellness, wellbeing and travel (59 respondents from 24 countries) • The wellness tourism industry. These industry professional have been working in hospitality, in spas, in holistic retreats and wellness hotels and resorts (131 respondents from 25 countries) This is the first global study on wellness travel that collects input both from the industry and from the academic field. We thank all participants for their time and opinion.

3

Wellness, Wellbeing & Quality of Life

4

Meaning of Wellness We asked the respondents to define what wellness, wellbeing and quality of life as concepts may mean to them. These three concepts have been widely used recently, but we understand that they are not synonyms.

The difference between the two understandings is that one group looks at it as a static, momentarily relevant state of being, while for the other, wellness is dynamic and connected to living as a longitudinal concept. Industry respondents translated wellness as a state of health and being well, whereas to academia representatives it is closer to living healthily.

Take Home Message: Wellness for: • Industry: Health • Academia: Healthy living

Industry & Academia 5

Meaning of Wellbeing Wellbeing is a rather well defined concept. It is at the very core of social and healthcare sciences.

So far it has typically been used in a scientific and academic context.

Take Home Message:

Industry respondents believe that wellbeing focuses on the state of life and being well and healthy. Academia refers to the scientific interpretation of wellbeing, i.e. how anyone may feel about their lives.

Wellbeing for: • Industry: State of health • Academia: Feeling about life

Industry & Academia 6

Meaning of Quality of Life Quality of life as a concept is similar to that of wellbeing. It is used in a scientific, academic context and being considered as a measure of success in policy making.

Take Home Message:

Industry translated it as balance in life somewhat similarly to how the academic panel described quality of life, i.e. living life well in health and balance.

Quality of life for: • Industry: Balanced life • Academia: Living life well and in good health

Industry & Academia 7

The Pillars of Wellness

8

The Pillars of Wellness Take Home Message: Services for Wellness Pillars: • Industry: What is offered?

• Academia: What it does?

It is understood that wellness has six pillars: • Physical • Social • Intellectual • Occupational/Workplace • Spiritual, and • Emotional There are several sets of definitions and descriptions available for the domains, which are introduced to customers through wellness services and treatments. We asked respondents to list activities, treatments, services they believe are related to the six pillars. The major difference between the two respondent groups’ answers as we can see it from the relevant wordclouds is that: • Industry associates the actual activities related to the pillars, i.e. what is offered, whereas • The academic respondents looked at what the activities, treatments and services can actually do, and why these are beneficial!

9

Pillars of Wellness: Physical

Industry & Academia 10

Pillars of Wellness: Social

Industry & Academia 11

Pillars of Wellness: Emotional

Industry & Academia 12

Pillars of Wellness: Intellectual

Industry & Academia 13

Pillars of Wellness: Occupational

Industry & Academia 14

Pillars of Wellness: Spiritual

Industry & Academia

15

Attention to Pillars Currently in General

&

in Wellness

Social pillar

Social pillar

Intellectual pillar

Intellectual pillar

Emotional pillar

Emotional pillar

Spiritual pillar

Spiritual pillar

Occupational pillar

Occupational pillar

Physical pillar

Physical pillar 0

1

Industry

2

3

Academia

4

5

6

0

1

Industry

2

3

4

5

Academia

It is no surprise that respondents believe that the most important is the physical pillar both in general and in wellness alike. Both respondent groups agree that currently the emotional and the spiritual pillar follows the physical pillar in terms of importance.

The difference is that wellness services pay more attention to most of the pillars, except to the social domain. This observation may be supported by the operational approach to wellness and especially spa services, i.e. most of those are offered on an individual and not on a group basis.

16

6

Attention Should be Given Pillars Take Home Message: Attention to Wellness Pillars: • Industry & Academia: A better balancing of all pillars is needed

Social pillar Intellectual pillar

It is understood that in an ideal scenario or world, the physical and emotional domain-related services, treatments and programmes should be given almost equal attention, closely followed by spirituality related offers.

Emotional Spiritual pillar Occupational pillar

Physical pillar 0

10

20

30

Industry

40

50

60

70

80

90

It is clear that both industry and academia representatives believe that the services, treatments and programmes should apply a more balanced approach.

Academia They should pay almost equal attention to every wellness pillar.

17

The Triggers of Wellness

18

Triggers of the Demand for Wellness

Take Home Message:

Fitness Reward self De-stress Recharge Pampering Indulgence Rejuvenation Flourishing Learning Transcendence Prevention Self-healing Self-development/improvement Belonging Escapism Relaxation

Wellness Triggers: • Industry: Prevention & Learning • Academia: Self-healing, Rewarding self & Fitness

0%

20%

Industry

40%

Academia

60%

80%

The research paid special attention to learning more about the triggers that generate demand for wellness and for wellness travel.

Triggers are the very foundations of any decision, therefore, it is essential for wellness travel providers and organizers to map which triggers can generate wellness travel demand.

Apart from the obvious choices such as destress or relaxation, we can see a long list of triggers that can generate demand for wellness travel.

Merging the two sets of findings could really advance service development and marketing 100% approaches. Solving the complex task of mapping motivations and expectations would benefit from a closer cooperation between industry and academia research initiatives.

19

Wellness & Travel

20

Sites, Services & Segments Respondents were invited to share their experiences about the role of wellness in travel decisions, preferred sites and destinations, as well as services and treatments.

The results suggest that market data and academic research about wellness travel may identify some information gaps in the market.

It seems that Europe still holds onto its leading position in generating as well as hosting wellnessfocused trips. We can also see that many other regions of the world have not yet explored their options and opportunities in wellness tourism.

Operators and developers are highly interested in knowing more about what triggers wellness travel.

Our study shows that the market has proliferated, and a whole mix of triggers need to be explored by every stakeholder. This is an especially important task for new developments!

21

Importance of Wellness in Travel

Take Home Message: Wellness in Travel: Industry & Academia: Europe leads wellness travel

Industry Observation

Academia Observation

• Domestic Trips #1 Western Europe #2 Northern Europe #3 Central & Eastern Europe

It is understood that wellness-motivated travel may not • Domestic Trips play a similar role in every country or region. #1 Western Europe Respondents were asked to indicate the regions where #2 Northern Europe #3 Central & Eastern Europe according to their knowledge and experience, wellness

• International Trips #1 Central & Eastern Europe #2 South-East Asia #3 Western Europe

This was the only question where both respondent • International Trips groups have almost identical answers. It appears to be #1 Central & Eastern Europe clear that in most European countries, domestic wellness #2 Western Europe travel is important as well as intra-European travel. #3 South-East Asia

travel plays an important role.

South-East Asia is considered to be a popular region for international wellness travellers. North-America can qualify in the TOP5 regions, as well as Central-America.

Destinations need to do more about introducing their wellness offers, since respondents state that they do not know much about many regions in terms of wellness assets and offers. > 22

Influencing Site/Country Selection

Take Home Message:

Learning about which factors may play a decisive role in the site selection process can help wellness businesses as well as destinations in fine-tuning product development, communication and sales activities.

Influencing Site/Country Selection: • Industry: Treatments, Location, Brand & Story • Academia: Treatments, Location & Brand

It is no surprise that wellness treatments & services play a crucial role in the decision making. We should not forget that as we indicated on page 19, the triggers that initiate a search for and consequently the purchase of Industry Observation wellness trips can be multifold.

Focusing on treatment menus and service lists may not be the most effective way to achieve market advantage, especially when targeting international markets.

Story definition and story telling seem to have growing importance according to industry members.

• Domestic Trips #1 Treatments & Services #2 Brand & Reputation #3 Story & Location

• International Trips #1 Location & Setting It is essential to note that businesses and #2 Brand & Reputation destinations both need to differentiate how they market #3 Story in the domestic and international markets.

Academia Observation • Domestic Trips #1 Treatments & Services #2 Location & Setting #3 Fashion & Experiences • International Trips #1 Treatments & Services #2 Location & Setting #3 Brand & Reputation

23

Popular Services & Treatments

Take Home Message: Popular Services & Treatments Currently: • Industry: From nature-based services to Sports & Fitness • Academia: From nature-based services to Therapeutic recreation There is very little agreement between industry and academia about which services and treatments may enjoy popularity to date. Popularity refers to the intensive or increasing interest and may not be translated to sales volumes directly.

Industry representatives can base their opinion on business data, whereas researchers learn market information typically from consumer surveys. We believe that merging the two response sets tell us the whole story: • Stage of Life makes a crucial impact on which services and treatments travellers may choose • Natural-resource-based therapies tend to attract the older cohorts • Younger segments show interest in rather different services from Sports & Fitness to Therapeutic Recreation, which is closely related to physical activities.

Developers and operators need to take seriously that one size does not fit all, i.e. wellness can stem from a wide variety of services and treatments.

24

Popularity of Services & Treatments #1 Industry

#2

#3

Academia

Industry

Academia

Industry

Academia

Therapies based on Post-war cohort (born before 1946) natural resources

Therapies based on natural resources

Medical wellness

Sport & Fitness

Rehabilitation

Massages

Baby boomers (born 1946-1964)

Medical wellness

Therapies based on natural resources

Therapies based on natural resources

Medical wellness

Massages

Therapeutic recreation

Gen X (born 1965-1975)

Spiritual practices (e.g. yoga)

Therapies based on natural resources

Nutritional and detox programmes

Medical wellness

Traditional healing approaches

Rituals & ceremonies

Gen Y (born 1976-1995)

Sports & fitness

Therapeutic recreation

Spiritual practices (e.g. yoga)

Beauty treatments

Nutritional and detox programmes

Medical wellness

Gen Z (born 1996-2005)

Sports & fitness

Therapeutic recreation

Spiritual or wellness oriented festivals

Therapies based on natural resources

Spiritual practices (e.g. yoga)

Non-invasive plastic surgery

GenAlpha (born 2006- )

Sports & fitness

Therapeutic recreation

Spiritual or wellness oriented festivals

Alternative treatments (e.g. colour)

Beauty treatments

Beauty treatments

Notes: • Therapies based on natural resources – include thermal water/hot spring, mud/peloid, thalasso/sea/ocean-based treatments, services • Rituals & Ceremonies – include saunas/steam sessions • Traditional healing approaches – include Ayurveda, Traditional Chinese Medicine (TCM) • Therapeutic Recreation – includes programmes & treatments based on physical activities aiming at the improvement of certain medical indications, e.g. attention deficit disorder, sleeping therapies, etc.

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Growth of Wellness Travel It is widely assumed that wellness travel is growing at an exponential rate. We wanted to look behind this assumption and to learn more about the driving forces and directions this may take.

We can conclude that there is a large number of facility types, as well as treatments and services that can represent growth potential.

Based on the data we can state that one-sizedoes-not-fit-all.

It is very likely that certain wellness facility types represent growth potential only in certain regions and countries. The same is true for treatments and services.

We very much suggest that developers, operators and marketers analyse market data very carefully.

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Key Market Segments

Take Home Message:

Industry Opinion

Academia Opinion

#1 Couples #2 Guests looking for healthy options #3 Groups of Friends

#1 Couples #2 Guests looking for healthy options #3 Solo women

Those days have long gone when solo women were the only main market for wellness trips. Wellness experiences are now enjoyed together with partners and friends. It is rather telling that the second most important segment is those who are looking for health options and alternatives. Marketers, operators and developers need to expand their understanding and horizon about what they introduce to guests and how they do it. Almost any kind of traveller can become interested in wellness-improving healthy or healthier alternatives and options.

Families as target segments are consistently in the TOP5 key segments in every region.

Having said that, the market differences are the most critical in terms of market segments interested in wellness, especially in North-America, Middle-East and the Far East.

Key Market Segments: • Industry: At least 1+1 together • Academia: Couples & solo women North America Industry

Academia

#1 Solo women #2 Corporate groups #3 Couples

#1 Guests looking for healthy options #2 Solo women #3 Same-sex couples

Middle-East Industry

Academia

#1 Guests looking for healthy options #2 Couples #3 Groups of friends & Solo men

#1 Guests looking for healthy options #2 Couples #3 Solo men

Far East Industry

Academia

#1 Couples #2 Families with children #3 Groups of friends

#1 Guests looking for healthy options #2 Couples #3 Groups of friends 27

Wellness Facilities with Growth Potential In every study we ask respondents to rate which wellness facility types may represent the highest growth potential. Such information can help developers as well as operators in their future plans. We present the global as well as the regional forecasts.

• • • • • • • • • • • •

Industry Opinion

Academia Opinion

#1 Resort Spas #2 Lifestyle-oriented resorts/spas #3 Eco spas/wellness resorts

#1 Resort Spas #2 Medical spas/hotels/resorts #3 Eco spas/wellness resorts

Northern Europe: Western Europe: Southern Europe.

Central/Eastern Europe: North America: Central America: South America: Middle-East: South-East Asia: Far East: Australia/New Zealand: Africa:

Industry #1s

Academia #1s

Day spas Medical spas/resorts Thalasso spas/resorts Hot spring/thermal spas/resorts Lifestyle-oriented resorts/spas Destination spas Adventure spas/wellness centers Resort spas & Medical spas/hotels Resort spas Hot spring/thermal spas/resorts Adventure spas/wellness centers Adventure and eco spas/wellness centers

Day spas & workplace wellness Day spas & Medical spas/resorts Thalasso spas/resorts Hot spring/thermal spas/resorts Day spas/Healthy living & co-working complexes Destination spas Adventure and eco spas/wellness centers Thalasso spas/resorts Medical clinics Hot spring/thermal spas/resorts Day spas Adventure and eco spas/wellness centers

Take Home Message: Wellness Facilities: • Industry & Academia: Regional differences make all the difference

The role of lifestyle-oriented resorts and spas has been showing constant growth ever since 2012, when we started to do our forecasts. The importance of an eco-orientation in spas and resorts appears to be equally important.

Medical treatments and services are usually indirectly related to wellness, however, the respondents suggest that the merging of wellness and medical treatments seems to be evident.

The lowest growth potential is associated with cruise ship spas, hotel spas, day spas and thalasso centers.

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Wellness Treatments with Growth Potential In every study we ask respondents to rate which wellness treatments and programmes may represent the highest growth potential.

• • • • • • • • • • • •

Industry Opinion

Academia Opinion

#1 Spiritual practices #2 Natural resources based therapies #3 Nutrition & Detox programmes

#1 Sport & Fitness #2 Medical wellness #3 Nutrition & Detox programmes

Northern Europe: Western Europe: Southern Europe.

Central/Eastern Europe: North America: Central America: South America: Middle-East: South-East Asia: Far East: Australia/New Zealand: Africa:

Industry #1s

Academia #1s

Rituals Natural resources based therapies Spiritual practices Natural resources based therapies Psychological therapies Massages Medical wellness & Psychological therapies Rituals & Traditional therapies Natural medicine & Spiritual services New Age programmes Sport & Fitness Alternative therapies

Rituals & Psychological therapies Medical wellness & Nutrition/detox programs Massages & Therapeutic recreation Medical wellness & Natural resources based therapies Nutrition & detox programmes Spiritual & wellness festivals Traditional healing approaches Yoga & meditation Fusion treatments Beauty treatments Sport & Fitness Traditional healing approaches

Take Home Message: Wellness Facilities – Growth Potential: • Industry: Spirituality, natural and detox therapies • Academia: Active & detox programmes and medical wellness The region-based analysis confirms that we have to be careful when a certain treatment, service or programme is labelled as a ‚global trend’. Overall averages often hide the regional differences which are essentially important both for domestic as well as international wellness travel management and development.

Industry representatives forecast that spiritual, nature-based and detox programmes represent high growth potential. Academic researchers note the opportunities sports, fitness, as well as medical wellness and detox progammes represent.

The lowest growth potential is associated with cruises, Alternative therapies, Fusion treatments and New Age. 29

Wellness, Spa & Travel Markets post-COVID19

30

Post-COVID19 Growth

Take Home Message:

It is very much expected that wellness travel as well as wellness service sales will grow rapidly postCOVID19. It is interesting to see that there is a slight difference in how the two respondent groups look at the future. Industry representatives expect the number of wellness travellers to grow more.

Academia respondents assume that the overall wellness sales will grow faster, even in the case of those who would not qualify as wellness travellers.

Post-COVID19 Growth: • Industry: Significant growth in wellness travel • Academia: Significant growth in wellness spending

Still, the averages may hide some rather contradictory forecasts from +100% down to -50%. It is very much suggested that development is not translated as growth everywhere!

Number of non-wellness travelers who purchase some sort of wellness service/treatment?

Average revenue per wellness guest?

Average length of stay of of those who travel for wellness?

Number of travelers who travel for the first time for wellness?

Number of travelers who travel for wellness?

0,0

Industry

5,0

10,0

15,0

20,0

25,0

30,0

Academia 31

Post-COVID19 Leisure Travel vs. Wellness One of the crucial impacts of the pandemic is that personal wellness (and health) has become a rather important topic and objective. The respondents agreed that people will look for wellnessrelated information, topics as well as products and services. The agreement with the below statements were overwhelmingly positive. How to apply such information to planning, operation and marketing? Every location, destination and business needs to identify the most fitting solutions!

Take Home Message: Leisure Travel & Wellness: • Industry & Academia: Wellness represents great opportunities

They will look for GAINING BETTER UNDERSTANDING of what wellness-focused vacation/holiday can be/mean They will THINK ABOUT taking a wellness-focused vacation/holiday within the next two years They will plan to TAKE a wellness-focused vacation/holiday within the next two years

They will LOOK FOR wellness-improving services/options during their vacations/holidays Wellness WILL be the focus of their next trip Wellness COULD be the focus of their next trip 0,0

Industry

1,0

Academia

2,0

3,0

4,0

5,0

6,0

32

Post-COVID19 Leisure Travel will Mostly…

Take Home Message:

Since our study was completed during the COVID19 pandemic, experts could share their forecast about how they can imagine leisure travel post-pandemic.

Wellness Travel will be driven by: • Industry: Need to travel soon after the travel bans are lifted • Academia: More cautious travel

The most positive association was regarding the growing proactivity in self-care. Both respondent groups agreed that it is not likely that travel will remain how it used to be pre-pandemic.

Travel will be curtailed due to the fear of risking financial security Travel will be curtailed due to the fear of risking physical and mental health Be driven by the desire to visit dream places/location one always wanted to but so far has not visited Be driven by the desire for proactive self-care

Be driven by the desire to spend quality time with family and friends but at a different location Be driven by the desire to explore the world NOW while it is still possible to do so.

Be driven by the desire to get away from the stresses of COVID19 defined everyday life Stay the same in general 0,0

Industry

0,5

Academia

1,0

1,5

2,0

2,5

3,0

3,5

4,0

4,5

33

5,0

Post-COVID19 Leisure Travel Bookings will …

Take Home Message:

It is quite clear from the data that our respondents believe the pandemic will have significant impact on bookings in many ways. Marketers and operators will find it difficult to plan bookings as well as cash-flow. It is also anticipated travel decisions will be made much closer to the actual date of travel..

The other impact of the pandemic manifests in the shorter distances people will travel for wellnessfocused trips.

Wellness Facilities: • Industry & Academia: More short term travel decisions and shorter distances

They will make the decision far in advance of the actual date of travel Distance to travel

They will somewhat increase the time between the decision to book travel and…

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

The time between decision to book and actual travel date will not change

They will somewhat decrease the time between the decision to travel and the…

They will make the decision much closer to the actual date of travel 0%

Industry

10%

20%

Academia

30%

40%

50%

60%

70%

significantly somewhat decrease decrease

Industry

does not change

somewhat significantly increase increase

Academia 34

Post-COVID19 Leisure Travel will Book via…

Take Home Message:

Wellness travel has been considered as a niche product. Now, with the growing public interest in wellness, we can see that opposite ends of the spectrum can be equally successful. Travellers will look for suitable wellness programmes and destinations on their own, but parallel to that, there is a growing demand for wellness-specialised agents, too. At the same time, established wellness-focused brands may face challenge from the less mainstream properties with very focused programming.

Wellness Facilities: • Industry & Academia: Specialist knowledge, information and programming means market advantage

Travellers will not change their current booking channels/approach Instead of agents/advisors travellers will look more for the information provided by the wellness service providers directly Travellers will look more for wellness travel specialist agents/advisors for their bookings Travellers will not change their preference for accommodations/package Travellers will look more to book with more well-known and established hospitality brands /packages Travellers will look more for remote/secluded accommodations/packages 0,0

Industry

0,5

1,0

1,5

2,0

2,5

3,0

3,5

4,0

4,5

Academia 35

Take Home Message:

Post-COVID19 Wellnessification

Wellness Facilities: • Industry & Academia: Wellnessification of services is as important as wellness-focused travel It is understood that wellness remains to be an important motivation for travel. At the same time we also looked at how wellness can infuse any service. We asked respondents about the importance of wellness: • To travellers for ANY reason, and • To those traveling with wellness as the PRIME focus of the trip.

Respondents believe that the general “wellnesssification” of services will become as important as wellness travel itself.

Traveling for ANY reason

Traveling with wellness as the PRIME focus of the trip.

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Remember: There is so much more to wellness than just visiting spas!

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About HTWW

About WTA

Health Tourism Worldwide is a pioneering initiative which looks at leisure, lifestyle and travel from a wellbeing perspective. HTWW founders have been working with public sector representatives in supporting their planning and strategic work as well as facilitating private sector development in four continents. HTWW proudly incorporates academic rigour in every advisory, strategy making, research or feasibility assessing work. HTWW industry intelligence, disruptive and inspiring work has been used widely.

Launched in 2018 as a U.S. based not-for-profit, privately-held, global organization, the WTA was established and designed to support and serve the growing wellness tourism industry.

HTWW had run its visionary 4WResearch: Well What for Whom and Where from in 2012. We are proud to recognise that most of our projections were proved to be realistic and many got realised.

In this wellness tourism research project we understood that wellness tourism represents forms of tourism which aim to improve and balance all of the main domains of human life including physical, mental, emotional, occupational, intellectual and spiritual. As the research partner Wellness Tourism Association highlighted wellness tourism is a specific division of the global tourism industry that is defined by the common goal of marketing natural assets and activities primarily focused on serving the wellnessminded consumer and those who want to be. https://htww.life

The mission is clear and concise: To support and further the growth and development of the wellness tourism industry through networking, education research and communication.

The objectives are to bring clarification to the industry thru definitions and standards and as well as educate consumers and travel agents to recognize legitimate and credible wellness suppliers and operators.

Membership is open to qualifying destination marketing organizations, hotels and resorts, destination spas, tour operators, travel advisors, wellness educators and others with an interest in supporting the industry and helping shape its future and sustainability.

In celebration of its third year of operation, the WTA has partnered with The Travel Institute on a Wellness Travel Travel Specialist Course.

https://www.wellnesstourismassociation.org/

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