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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