The unstoppable rise of wellness tourism

The statistics of recent years show a clear trend: wellness tourism is growing dramatically. More and more people seem to care about their well-being on a number of different levels. So what’s behind this trend?  Any business with the specific purpose of taking care of people both from a health and wellness point of view and an aesthetic point of view, are experiencing a moment of extraordinary fortune. These services are attracting an increasing number of people, and there are no signs of it slowing down any time soon. Contrary to what many people might think, it’s the youngest people, people between 18 and 40 years of age, who appreciate dedicated centres to well-being with 40% and 50% saying they would like to spend an average of one week a year on body care in these centres.
The data in this research, relating to European countries, refer to holidays that include a trip, an overnight stay and a complete package of services: it is easy to imagine that if you added all those activities that were easily accessible in the cities these figures would increase significantly.

The wellness tourism boom

What is the reason for this important growth? According to several experts, the reason is to be found first in the increasingly hectic lifestyle that characterises life in the city and in the greater attention paid today to all issues relating to health and personal image. The emergence of more photographic social networks has led people to pay more attention to their appearance. Increasingly polluted cities and a greater awareness of the risks of neglecting health have done the rest.
Wellness centres, on the other hand, have invested heavily in research and technology, becoming increasingly effective, targeted and available to all income groups. Entrepreneurs in this sector have also managed to transform "care" into a real experience capable of involving all the senses: from the breathtaking views, the smells, the flavours of the food and the soothing experience of a massage. In short, caring for oneself is now a diversified and experimental sector, but at the same time within everyone's reach.

Beyond fashion

When you take a wellness holiday you learn to let the body guide the mind, just as you would when allowing yourself to relax with the expert hands of a masseur where the brain sensations transmit feelings of peace and deep relaxation. The heat, the cold, the scents, the essences, the human contact can stimulate something inwardly, reconciling the person to connect only to themself. In short, a wellness holiday could be described as a full immersion meditation, in which to rediscover onself and take advantage of a moment of rest and relaxation to improve lifestyle and learn new and healthier habits. The wellness holiday is therefore to be considered today a need that belongs to a society increasingly stressed and "polluted", a need, more than a fashion that is useful to recover energy and regain contact with your body, to love and learn especially the value of time dedicated only to oneself.

The scientifically proven benefits of wellness

The World Health Organization (WHO) has defined health as a state of physical, mental and social well-being and not just the absence of disease. This definition explains that it is not enough not to have diseases to be able to consider oneself a healthy person, something more is needed. This has paved the way for a series of ideas and theories that are now more widely considered and disseminated than ever before.

University of Miami, for example, has established the Touch Research Institute, a centre entirely dedicated to research on the effects of massage. TRI has concluded that the epidermis, rich in sensitive endings, after several studies and research, in close contact with the central nervous system, if stimulated with massage can produce beta-endorphins and other endogenous opioids that fight stress and lead to relaxation. That's why during a massage that is performed properly, the heartbeat slows down and increases the production of delta brain waves, the main ones responsible for states of deep relaxation. For this reason, an increasing number of treatments that were once considered of little importance or only relaxing pastimes, today are considered equal to real non-invasive medical care.

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