Victoria's Spa and Wellness Tourism Action Plan 2005-2010
Introduction
Definitions
Mineral water - ground water, which in its natural state contains carbon dioxide and other soluble matter in sufficient concentration to cause effervescence or impart a distinct taste.
There are two primary classifications of hot springs :
Filtration hot springs - geothermally heated mineral water that is initially fed by rainwater that seeps into the earth. As it travels into the earth, it becomes subject to increased energy through natural geothermal heat and is exposed to gases and often a wide variety of minerals from rock and mineral deposits. The water adsorbs the minerals via leaching, is heated by the geothermal source, and then returns to the Earth's surface.
Primary hot springs - geothermally heated mineral water, where direct volcanic activity plays a far greater role in the process of the hot springs formation. One of the fundamental physical distinctions between a filtration spring and a primary spring is the mineral and gas content of the water, such as randon and bromide. Primary springs are often powered by magma chambers, which exist under the Earth's surface, as well as in volcanically active regions.
The geothermal resources in Victoria can be principally classified as filtration springs. There are also different temperature classifications:
- cold springs below 25 degrees Celsius
- tepid springs 25 - 34 degrees Celsius
- warm springs 34 - 42 degrees Celsius
- hot springs above 42 degrees Celsius
The term'spa' comes from the Latin acronym'salus per aquum' meaning water-based therapies.
A number of organisations have endeavoured to define spas in a contemporary context. For instance Intelligent Spas defines ‘professional spa treatments’ to be' based on authentic therapies and practiced by qualified and knowledgeable personnel'.
The International Spa Association (ISPA) defines ‘spa’ as' …entities devoted to enhancing overall wellbeing through a variety of professional services that encourage the renewal of mind, body and spirit'.
This definition clearly implies both health and wellbeing.
Wellness - has been defined by Mueller and Kaufmann as a' state of health featuring the harmony of body, mind and spirit, with self responsibility, physical fitness/beauty care, healthy nutrition/diet, relaxation/meditation, mental activity/education and environmental sensitivity/social contacts as fundamental elements'.
In terms of defining the different spa experiences, the following category definitions have been developed by the Australasian Spa Association.
Day spa - a business that provides professionally administered spa services that are offered to clients on a daily basis within appropriate day spa facilities.
Destination spa - spas that provide spa-style treatments with accommodation or spas within accommodation environments.
Natural bathing spa - spa businesses operating within a retreat location, offering extensive use of communal bathing in naturally occurring waters or mud pools with a full range of spa services. May or may not provide on-site guest accommodation.
Related spas - businesses that incorporate spa principles into their philosophy and practices, with minimal water therapy facilities and minimal guest amenities. For example, salon spa, dental spa and nail spa.
For the purposes of this plan, related spas will not be a focus, as the majority of these facilities service the local population and have limited spa and wellness tourism offerings.
From a tourism perspective, day spa, destination spa and natural bathing spa categories, along with their subcategories, are valuable, particularly when analysing the Australasian spa industry, as outlined in the chart below.
Source: Australasian Spa Association
Background
Victoria has a unique mineral water resource, with over 100 recognised springs located across the State. The effervescent mineral water reserve is the result of a rare hydrogeological process that occurs in Victoria and in particular the Central Highlands. The benefits of mineral water have long been recognised and the Aboriginal people of the Central Highlands of Victoria refer to mineral water as ‘special waters’ due to their noted healing qualities.
The history of spa and wellness tourism in Victoria can be traced back to the late nineteenth century when early migrants from Europe discovered the mineral waters of the Daylesford/Hepburn Springs region. The development of the Hepburn Bath House in the 1890s and subsequent hotel and lodge accommodation in the area marked the beginning of spa tourism in the State. The European visitors that came to the area were well accustomed to ‘taking the waters’ in their own countries such as Italy, Switzerland and Germany. At the height of the popularity of mineral springs in the nineteenth and twentieth century, people turned to mineral waters to cure many ailments.
Other major destinations to develop spa and wellness tourism product in Victoria included Clifton Springs and Warburton. The Warburton Sanatorium offered members of the Seventh Day Adventist Church, and later Melbourne residents, a residential wellness facility in the temperate environment of the Warburton Ranges, while at Clifton Springs a grand hotel was constructed in the 1880s. It was destroyed in 1923, rebuilt in 1926 and marketed as' Australia's premier spa and seaside resort'. The popularity of the springs waned in the 1930s and the hotel is now used as a community centre.
As a result of a lack of investment, these facilities fell into disrepair in the 1970s and 1980s. Changing consumer habits, new domestic and international travel opportunities and a range of other factors have had an impact on visitation to Hepburn Springs and Warburton. Both the Warburton and Clifton Springs facilities have ceased operating as spa and wellness retreats.
It was not until the 1990s that spa and wellness tourism began to emerge again across Europe, Asia and North America. Spa and wellness tourism is now a thriving segment of the global tourism industry. Over the past decade, investment in the industry has been substantial in many countries. Much of the investment has been in destinations where geothermal waters and mineral springs are located and where there is a longstanding belief in the healing qualities of these waters.
Across Asia, the growth in spa and wellness tourism has been based around each country’s heritage and cultural practices. The use of massage, yoga, reflexology, and meditation as preventative practices are well established in many Asian countries, and are offered at spa resorts throughout the region, which have attracted significant investment. In Europe much of the growth has been in established spa villages, with significant redevelopment of spa facilities in towns such as Bath, Baden Baden and Karloy Vary.
Major spa developments have expanded significantly in recent decades and seen mineral water and geothermal water treatments being incorporated with flotation pools, individual spa baths with essential oils and herbal additives, massage, natural therapies and relaxation programs. Bath houses are also commonly located in tranquil surroundings that enhance the experience and provide stress relief for the mind and body. Hotels and resorts have also responded to consumer demand and invested heavily in the establishment of spa and wellness retreats.
Situation Analysis
The growing worldwide focus on health and wellbeing has led to an enormous increase in spa and wellness facilities in Victoria. This has been evident in Melbourne, as well as Daylesford/Hepburn Springs and other parts of regional Victoria. Geothermal waters have been discovered along the south coast of Victoria and the first geothermal resort opened on the Mornington Peninsula in June 2005. Feasibility studies are currently being undertaken in Geelong and Port Fairy into possible bath house and/or resort developments.
With over 100 recognised mineral springs, the State of Victoria has by far the highest number of mineral springs in Australia. The central Victorian mineral springs region is the most popular region and contains the majority of the recognised mineral springs. Other prime locations are on the Bellarine Peninsula at Geelong and Clifton Springs. Further mineral springs are located in the Legends, Wine and High Country Region.
Geothermal regions are within easy access of Melbourne (the Mornington Peninsula and Anglesea regions) offering opportunities to capture the daytrip market. Many of the regions are also surrounded by spectacular scenery, rugged coast lines, tranquil bays and lakes ( Gippsland Lakes ), golf courses and wineries, enhancing the spa and wellness experience.
Map of Victoria's mineral springs and geothermal reserves
The Hepburn Bath House, the oldest spa resort in Australia and an icon spa facility, was refurbished in 1986. The upgrade was significant and led to it being re-branded as the Hepburn Spa Resort. The resort began to attract previous and new customers because of its new facilities, the healing qualities of the mineral waters and the complementary range of spa and wellness therapies and products. This dynamic region has undergone considerable new product development over the past decade, much of it based on its spa and wellness experiences.
Despite having some of the best mineral springs and associated spa and wellness tourism infrastructure in Australia, the Daylesford/Hepburn Springs area is not well known outside Victoria. The region has more than 85 different therapies available and a community of practitioners unlikely to be found anywhere in Australia. The Daylesford/Hepburn Springs area has the potential to become the pre-eminent spa and wellness destination in Australia.
Competition from interstate and international destinations is increasing as destinations harness consumer demand for spa and wellness products. Victoria must ensure that it has the right strategies in place to maintain the State’s competitive edge.
In Melbourne, significant investment has taken place in spa facilities at Aurora Spa Retreat at the Prince, Chuan Spa at the Langham Hotel, Crown Towers, the Lyall Hotel, Qi Spa at GPO and ZIPT Grooming for Men, Melbourne. In regional Victoria there has been a sizeable investment in spa and wellness facilities in hotels and resorts such as Breathtaker on High Alpine Spa Retreat at Mt Buller; Endota Spa at Moonah Links, Falls Creek, Lorne and Lindenderry; Logans Beach Resort and Day Spa, Warrnambool; the Mansion Hotel at Werribee Park; Peninsula Hot Springs, Rye; Salus Spa at Lake House; the Sebel Heritage Yarra Valley; the Springs Retreat Mineral Spa, Hepburn Springs and Surf Coast Spa Resort, Anglesea.
It is the combined natural mineral springs and geothermal waters, along with spa retreats in Melbourne and regional Victoria, particularly Daylesford/Hepburn Springs that provides a great opportunity for the state to become recognised as the destination for visitors to travel to for their spa and wellness experience.