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Yoga and Pilates Tourism - International - May 2009

Tourist well-being is an under-researched area, but one that is becoming increasingly important in the 21st century. In 2009, as stress magnifies in response to the global recession, holistic tourism is bucking the travel trend. Its growth is driven by changing priorities in a changing world as people strive to keep fit and healthy and to look after mind, body and spirit.

Yoga and Pilates, although very different, fall under the umbrella of holistic tourism – a growing niche market identified by the United Nations World Tourism Organization (UNWTO) in 2007 as one to watch – or the more inclusive ‘well-being breaks’. This market is driven by single females from key source markets North America, the UK and Europe, and increasingly Asia, seeking a deeper, richer experience alongside their main holiday. Mintel’s Holistic Tourism TTA, published in February 2007, gave an overview of the market, but this report examines the specific sectors of yoga and Pilates tourism, which operate under the wider context of health and wellness tourism and has increasing links with other special interest tourism sectors such as ecotourism, active and adventure tourism and gastronomic tourism.

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Table of contents

  1. Introduction

    • Data Sources

      • Overview

        • What is Yoga and Pilates Tourism?

            • Yoga
              • The development of yoga tourism
                • Key source markets worldwide
                  • US
                    • UK & Europe
                      • Asia
                        • Market characteristics of yoga participants
                          • Figure 1: Market characteristics of yoga practitioners in the US, 2004 and 2008
                          • Figure 2: Age of yoga and Pilates participants in the UK, 2006
                        • Key factors motivating growth in yoga tourism
                          • Figure 3: Influences on the growth of yoga tourism, 2007
                          • Figure 4: Motivations of yoga tourists, 2007
                          • Figure 5: Top five motivations for a yoga trip, 2006
                        • Pilates
                          • The development of and key motivating factors in Pilates tourism
                            • Key source markets worldwide
                              • Industry insight
                              • Comparing and Contrasting Yoga and Pilates

                                • Market characteristics of yoga and Pilates tourists
                                  • Gender and status
                                    • Age
                                      • Socio-economic profile
                                        • Length of stay
                                          • Trends
                                            • Key differences between yoga and Pilates in tourism
                                            • Sectors

                                              • Yoga
                                                • Breaks, holidays and retreats
                                                  • Figure 6: Holistic tourism centres, by country, 2006
                                                • Tour operators
                                                  • Figure 7: Yoga and alternative tourism activities, 2007
                                                • Marketing and promotion
                                                  • Case studies – holistic holidays with yoga and Pilates
                                                    • Case studies – mid-range yoga holidays
                                                      • Case studies – upmarket yoga holidays
                                                        • Case study – retreats from a yoga centre
                                                          • Pilates
                                                            • Breaks, holidays, retreats and operators
                                                              • Case study
                                                                • Destination spas worldwide
                                                                • Destination Offerings

                                                                    • Case study: ‘Incredible India’
                                                                      • Regional initiatives
                                                                        • Market characteristics
                                                                          • Outlook
                                                                          • Trends in Yoga and Pilates Tourism

                                                                              • Industry insight
                                                                                • Emerging offerings
                                                                                  • Figure 8: Yoga combination holidays worldwide, 2008
                                                                                • Demand
                                                                                • What Next?

                                                                                  Yoga and Pilates Tourism - International - May 2009

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