Victoria's Spa and Wellness Tourism Action Plan 2005-2010
Opportunities and challenges
As a part of the development of Victoria's Spa and Wellness Tourism Action plan 2005-2010, the following opportunities and challenges were identified.
Opportunities
- at present no Australian state owns the positioning of'spa and wellness destination'
- spa and wellness is a key product strength for Melbourne and the Melbourne surrounds regions
- Victoria has both natural mineral springs and geothermal waters, which is a key point of difference
- Daylesford/Hepburn Springs is well positioned to be the core destination in Australia for an authentic, natural, holistic experience
- development of the forthcoming Daylesford/Hepburn Springs national marketing campaign represents an opportunity to profile spa and wellness experiences
- many of Victoria's spa destinations are within 90 minutes' drive of Melbourne
- development of facilities associated with geothermal waters and mineral springs, such as the Geelong Mineral Springs Bathhouse
- an extensive range of health therapies and health therapists exists
- spa experiences complement the existing Melbourne positioning
- spa and wellness products have great synergy with Victoria's other key products strengths such as food and wine, shopping, arts, theatre, cultural heritage and nature-based tourism
- strong industry leadership exists via Australasian Spa Association and considerable industry cooperation/cohesion
- with consumer awareness of Victorian spa and wellness product currently low, a campaign to raise the level of awareness of spa and wellness product available will assist in further developing this segment
- a number of Victorian spa retreats are using local and indigenous products in treatments
- new investment guidelines for geothermal waters and mineral springs resources could accelerate investment in wellness retreats
- production of quality spa and wellness information - both printed and online
- major hotels have spa businesses and could participate in cooperative marketing activities
- development of packaged product for travel trade
- potential exists in utilising bottled local mineral water to promote the Daylesford/Hepburn Springs region as a spa destination.
Challenges
- low consumer awareness of product and destinations offering spa/wellness product experiences
- lack of positioning of Victoria as a spa/wellness destination
- need for new product development
- lack of'commissionable' product for travel trade
- high cost of reaching geothermal sources underground
- purity and sustainability of water sources
- competition from Asian destinations, where service costs are lower
- inability of existing infrastructure to cater for larger groups
- Victoria lacks a point of difference as a spa and wellness destination for international visitors
- sourcing financial resources to market the segment
- no collateral, product directory or online portal to promote the segment
- staffing issues, including skills shortage, high staff turnover and salary rates structure
- variable quality and absence of a spa industry rating system
- variable industry training and excellence in delivering a professional service to consumers.