In 2013, the recessionary phase that began in recent years and was aggravated by the economic situation continued in the Italian thermal sector. This is what emerges from the reading of the economic data carried out by the Research & IR Area of Banca MPS, which has attempted to analyze the peculiarities of the sector. According to the UNWTO, in 2013 international tourism recorded an increase in receipts, which reached the figure of $3.200 billion (+5% y/y) and arrivals which reached 1,087 billion (+5% y/y). Europe is confirmed as the area that has attracted the greatest number of tourists (563,8 million), followed by Asia (248,7 million), the Americas (168,2 million), Africa (55,9 million) and Middle East (50,8 million).
Within this sector, global "wellness" tourism has an estimated value of approximately $2013 billion in 439, ranking second after only cultural tourism ($800 billion); this segment – which also includes thermal tourism and luxury spas – accounts for 14% of total tourist revenue worldwide. According to the global Tourism Wellness Economy report, the sector is expected to grow by an average of 9,9% per year over the next five years, almost double that of global tourism.
More than half of the growth in wellness tourism through 2017 will come from Asia, Latin America and the Middle East with growth exceeding 20% annually. Europe and North America lead international outgoing wellness tourism, with five countries (United States, Germany, Japan, France and Austria) accounting for 2013% of the global market in 63. Among the new trends there is that of the "healthy holiday", dedicated to the care and beauty of one's body. Spa tourism is a key component of wellness tourism, accounting for 41% of the global market.
The thermal sector is currently characterized by various activities ranging from the bottling of water, to traditional health services, to wellness and fitness services, including cosmetic activities. In Italy there are about 380 companies classified as spas, and they offer a total of 28.000 beds, of which almost 50% are located in Northern Italy. Veneto is the first Italian region with 85 spa companies. According to Istat data, relating to the capacity of accommodation establishments, there are 170 “spa” municipalities in Italy, with approximately 3.700 accommodation facilities. After an excellent 2011, where a very positive number of visitors to spa resorts was recorded, 2012 was a year of crisis. Double drop in both arrivals (-0,7% y/y) and overnight stays (-3,6% y/y), not even the figure for foreigners was able to mitigate the final result.
Italians continue to maintain more than 55% of arrivals and presences in the sector, even if foreigners increasingly choose the Bel Paese to spend a few days at the "spa". In 2012 the total revenues of the "extended thermal sector" in Italy decreased to 719,3 million euros (-6% y/y compared to 2011) mainly caused by thermal treatments (-7,8% y/y) while less unfavorable trends were observed for other goods and services (-4,4% y/y). The spa sector can only be linked to the valorisation of the territory, passing through innovation and investments and the proposal to customers (especially those coming from abroad) of high quality structures, creating a system with other operators in the territory and with institutions to enhance natural heritage.
The potential for a better international positioning of the Italian thermal system will have to go through a better valorisation of the cultural and artistic treasure that our country holds, considered by all to be the "Bel Paese". The only unknown is that it comes from the world of SPAs, beauty farms, etc. which could erode the market. So alliance or diversification?
