#rise #active #wellness
MADRID, 27 Abr. (EUROPA PRESS) –
Wellness tourism is being completely transformed and increasingly involves actively interacting with the destination. This is a global tourism trend aligned with a broader perspective of the concept of well-being that will undoubtedly change the way in which destinations present themselves to their visitors.
Wellness tourism is evolving towards more active formulas. Faced with this situation, tourist destinations are mobilizing to develop strategies adapted to the new motivations and interests of travelers, emerging after the pandemic.
The concept of ‘active well-being’ includes preventive, proactive and lifestyle-oriented activities, such as fitness, healthy eating, relaxation, and curative treatments.
It would therefore include sports disciplines, gentle hiking (excursions and walks) and water sports, which show a clear growth trend in the last four years; as well as other traditional wellness and relaxation activities (spa, hot springs) and gastronomic experiences.
The travel intelligence company Mabrian has analyzed what will be the drivers of this segment during the coming years, detecting five elements that in its opinion will drive demand.
CONVERT ACTIVE WELL-BEING INTO TOURISM PRODUCTS.
Data from the tourism intelligence platform confirms that travelers are changing their relationship with destinations, as they are more willing to enjoy activities that combine exploration and recreation, which also actively contribute to cultivating a balanced lifestyle and healthier.
In fact, the wellness demand drivers showing the strongest growth trend are gentle hiking (+5.1%), sports disciplines (+4.7%), and dining experiences (3.5% ).
These demand drivers offer, according to the report, an opportunity for destinations to develop tourism products and complementary offerings that are easy to implement; combining outdoor activities and natural resources, to offer experiences that reflect global trends of high demand, with the needs of current travelers, with a more proactive profile.
Furthermore, this holistic approach to planning and promoting this segment has the potential to improve smart destination planning and promotion strategies.
EUROPE, AT THE VANGUARD OF ACTIVE WELL-BEING.
The European market is a good example of the strength of this segment. Travel motivations in Europe related to experiential products increased by 8.2% since 2019 and currently represent 48% of European travelers’ justifications for choosing a destination.
Active tourism activities interest 18.3% of European travelers, those related to gastronomy 12.7%, those related to nature 13.8%) and those related to well-being 3. 2%.
And the pandemic has transformed consumption habits and lifestyle, and this has transferred to tourism. According to the report, this change in trend is particularly intense in tourist experiences related to nature and the outdoors, and in activities related to a more active lifestyle.
In the top ten of experiential activities for travelers are hiking and camping tours with 22.55% of total tourist comments (with a growth of almost 10% compared to 2019), followed by bicycle tours with 19.93%, kayaks and canoes (15.70%), spa (12.61%), cooking classes (10.21%).
Next on the list of favorite activities for European travelers are windsurfing or kitesurfing with 3.75% and others with less interest such as farms (2.51%), golf courses (1.88%), tours running (1.80%) or hiking routes (1.42%).
