"Avoiding Wellness" in Wellness Travel is a Mistake

In reading a recent article on wellness tourism, it was surprising to see that "Avoiding Wellness" was one the top recommendations for developing the wellness travel industry. What? Take the word "wellness" out of wellness tourism ? 

Seek to understand rather than to be understood. Apparently the small group of participants, mostly Europeans, who met to discuss wellness tourism didn’t identify with the word “wellness” as strongly as their counterparts on the other side of the Atlantic. It is understandable there are language and cultural differences. 

The article explained, "To determine how the travel industry can best facilitate that growth, GWTC recently held its first of three roundtables with tourism leaders from government and industry, who discussed how to better educate consumers, tourism bodies, governments, tour operators and travel agents about the benefits of wellness travel."[1] 

Wouldn't  it make sense and be more responsible to involve consumers, tour operators, travel agents and many others in conversations before recommendations are given that affect this emerging speciality niche industry and its future?

Wellness travel can positively impact both economic growth and population health. Here’s a perfect opportunity to educate the world on wellness rather than shy away from it.  How can everyone understand wellness tourism if suddenly the term is negated from our lexicon just as it is being understood and is gaining momentum?   

Who were the tourism leaders from government and industry and what's their expertise in wellness or wellness tourism?  It was a bit eye opening to see that one of the participants had their assistant download information from our website and then request more information in order to prepare for the roundtable. 

The article continued, “… they agreed that the industry should avoid preaching (Isn’t this just common sense rather than a revelation?) and should do a better job of communicating wellness travel’s affordability and accessibility.”[2] (Read WTW’s mission and vision on our homepage where we have been saying this for years and its built into our Vision statement.)

The same outfit that organized this meeting asked if the word "spa" should be changed in order for the spa industry to grow last year.  The wellness sector does not share in this identity crisis. 

From my perspective, keep the word “spa” for the health and sustainability of the world’s 2,000 year-old spa industry, which is rich in culture and history. Don’t be afraid to use the word wellness, especially since consumers are keenly interested their well-being and are flocking towards wellness versus running away from it.  

Gone are the days when wellness was thought of as a chore.  Stigmatizing its use and telling others not to use the word “wellness” does not move the ball forward. Wellness is fun! It involves all sorts of amazing experiences leisure and social activities - being outside in nature, intellectual stimulation, creation, sharing, discovery, and engagement. 

Do not be afraid to use wellness in wellness travel. It is what it is. Simply that.


[1] Retrieved from: http://www.successfulmeetings.com/Conference-News/Research-White-Papers/Articles/Group-Develops-Strategies-for-Increasing-Wellness-Tourism/
[2] Retrieved from: http://www.successfulmeetings.com/Conference-News/Research-White-Papers/Articles/Group-Develops-Strategies-for-Increasing-Wellness-Tourism/

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