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Enit. Wellness travel is growing

By Friday, 18 November 2022 10:40

Enit, the Italian national tourist board, says that wellness travel is growing as travellers are hunting for more experiences that make them feel good, and that in the wake of the pandemic, the wellness sector is becoming increasingly important. 

Spas lead the demand this winter 

“In the 2021-2022 winter season 46% of travellers are combining sport with other activities in contact with nature. And some 22% practice an activity related to wellness, with spas in the lead (34%) followed by massages and spa and beauty treatments," says Enit’s managing director Roberta Garibaldi. "Half of Italian operators see this segment, together with nature, slow and sports tourism, as of growing importance.” 

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Contact with nature is important

New scenarios and opportunities are thus opening up under the banner of sustainability. Natural resources are among the main reasons for travellers' satisfaction, with contact with nature (37%) indicated by tourists as the aspect that is most influencing their psychophysical wellbeing during their holidays this winter. 

Italy has the highest number of spas in Europe

For the accommodation industry nature tourism (46.6%) comes right after family tourism (49.2%) and some 47% of players see nature tourism as their best bet for the future. Italy can take advantage of this growing trend, as it is the European country with the highest number of spas, mainly due to its particular geological conformation and many volcanic areas. 

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