Caribbean Targets Health and Wellness Niche

Dovetailing with plans by some Caribbean nations to develop a medical travel niche, the region’s spa and wellness travel sector is working to raise the profile of the Caribbean’s offerings in the wellness travel market.

However, as Steve Andrews, chairman of the Caribbean Spa and Wellness Association (C-SWA), told Travel Market Report the region “has yet to capitalize on the global health and wellness industry.”

C-SWA, in conjunction with the Caribbean Export Development Agency, obtained an $800,000 grant last December to lay the groundwork for building the Caribbean health and wellness brand.

The association, launched in 2006 to foster and promote growth of the wellness travel industry in the region, is working to create a Caribbean-wide standard and brand for spa and wellness travel, while at the same time promoting the unique characteristics of each island’s offerings.

“Our objective is to create a single brand that will promote the Caribbean as the world’s largest spa and wellness center,” stated Andrews, who is CEO and master therapist of Soothing Touch Da Spa in Barbados.

“The objective of this project is to contribute to the growth of the H&W segment of the tourism industry and by extension the economic growth of CARIFORUM member countries,” Andrews continued.

C-SWA is working with the Caribbean Export group to promote the growth of this sector of the tourism industry though public relations, training and education, legislative advocacy, membership development and the enforcement of ethical standards, noted Andrews.

The Caribbean Export Development Agency, which promotes Caribbean wide export trade that includes the major foreign currency earner of tourism, is helping C-SWA to do basic market research “in order to have a better understanding of the current reality and possibilities in the context of global trends and requirements for upgrading its output, as well as to market and promote the sector regionally and internationally.”

Andrews said that the three major components include:

     * Market Research and Strategy Development to give direction for improving the capability of the health and wellness travel sector in CARIFORUM countries, to highlight its Caribbean characteristics and to realize its potential in the fast-growing global market. This research will be a useful first step toward the ultimate goal of developing a Caribbean Health & Wellness Travel brand.

     * Marketing and promotion of the Caribbean health and wellness product with the aim of raising the Caribbean’s international profile and reputation in this sector, through the development of a website, exposure to best practice and participation in trade shows.

     * Development of standards for improved quality of goods and services in the industry and consumer protection in keeping with international benchmarks.

Together with the Caribbean Export Development Agency, C-SWA last year conducted site visits and meetings with stakeholders in the health and wellness sectors on St. Lucia, Barbados and the Dominican Republic, according to Escipión J. Oliveira, manager of special projects, for the Caribbean Export Development Agency based in Barbados.

The Cayman Islands is promoting its health and wellness sector as well.

Shomari Scott, acting director of Tourism for the Cayman Islands Department of Tourism, told Travel Market Report, “The Cayman Islands is an ideal destination for visitors to come to relax and experience overall wellness in a most pristine environment. In addition to the wide variety of warm-weather activities and sports offered on-island, Grand Cayman has two distinctive wellness centers as well as several spas. Massage therapy, acupuncture, naturopathy, physical therapy, and various esthetic treatments are among the many services available at The Da Vinci Centre for Wellness & Alternative Therapies, located on the tranquil Seven Mile Beach. Beyond Basics Medical Spa offers advanced aesthetic and wellness treatments, allowing guests to ‘be the change you want to see.’ Travelers are sure to leave the Cayman Islands feeling rejuvenated, refreshed, and on a continued path to health and wellness.”