From ancient Rome to modern day Italy – spa tourism has never been so popular
While the ancient Greeks may have been the first to establish the practice of constructing buildings close to natural springs, it was the Romans who really embraced and developed the concept of the bathhouse, the forefather of the modern-day spa resort. With the invention of aqueducts, the use of water for leisure activities became firmly embedded in the Roman Empire.
- Wellness tourism accounts for 1.8% of global GDP (SRI International)
- Italy’s spa industry worth €719 million in 2012 (Federterme)
- Wellness tourism set to grow 9.9% annually to 2017 (SRI)
It was a practice that the Romans took with them as their empire spread across Europe and North Africa. Many towns, such as Hisarya in Bulgaria and Bath in England, were built up specifically around the natural waters available to the bathhouse.
The concept of the healing and purifying power of water is still alive and well. According to the SRI International Report presented at the 2013 Global Wellness Tourism Congress, wellness tourism is directly responsible for $11.7 million in employment worldwide. It accounted for an impressive 1.8% of the world’s total GDP in 2012, at $1.3 trillion of global economic impact.
The future looks bright for the wellness industry, with the same report projecting that wellness tourism will grow by 9.9% annually over the next five years, to reach a value of $678.5 billion by 2017. Already it accounts for 14% of overall global tourism revenues, with wellness tourists spending an average of 130% more than the average global tourist.
In Italy, where it all began, the spa industry is attracting tourists from across the world. In 2012, the total revenue of the sector reached €719.3 million, according to Federterme, the Italian federation that represents the curative thermal and mineral water industry. Dawn Cavanagh-Hobbs, founder of family-run company Appassionata, which offers luxury fractional ownership holiday homes in Italy’s beautiful Le Marche region, explains the continuing attraction,
“There’s something about an indulgent spa break that is truly holistic. You emerge feeling refreshed in both body and spirit – there’s really nothing quite like it. We have two spas near to us in Le Marche, which our owners love to visit. The spa at Sarnano, 45 minutes away, is famous for its thermal waters and use of volcanic mud treatments, while a little closer to us is the wonderful Q-bo wellness oasis, the highlights of which have to be the Turkish bath suite and the salt cave. Many of our owners also make use of the local beautician in the nearby hilltop town of Montefiore dell’Aso, who is famous for her full body massages.”
Those exploring Le Marche are also often tempted by the delightful waters at Acquasanta Terme, where a series of ladders lead from the river bed to a complex of caves and pools, filled by the hot mineral water that gushes from the rock face. After a day of bathing in the restorative waters, Appassionata’s owners can head back to the five bedroom, five bathroom Casa Leopardi for a dip in their own private pool, or simply to curl up in front of the log fire with a book and a glass of wine made from the grapes grown on the estate. Perfection.
For more information contact Appassionata on 0039 073 465 8775, visit www.appassionata.com or take a video tour of Casa Leopardi. Be quick though – only one share remains available for sale in Casa Leopardi.