Way back in 2013, our annual Spa Foresight trends report identified Africa as a future growth market for the sector (Spa Handbook 2013, page 123).
In nominal terms, Africa’s GDP has more than doubled in the last 20 years and although some parts of the continent are still facing challenges that preclude inbound investment, there are signs that in areas of demand, the wellness sector is starting to gain momentum as we anticipated it would.
In this issue we highlight a number of projects that indicate what shape this growth might take, looking firstly at Wilderness, the operator that runs 60 safari locations across Africa (page 78).
With a new spa and wellness concept called The Sanctuary, Wilderness is bringing world-class interior design and architecture to the safari experience, with heated lap pools, contrast therapy circuits, meditation cocoons and curated sensory experiences.
In areas of demand, the wellness sector in Africa is gaining momentum
For investors, this signals a strategic shift and for consumers, it redefines expectations.
Our interview with Chunxia Gao, global director of development and wellbeing at Discover Collection, also highlights excellence (page 40).
The new company, which requires guests to become members in order to stay at its hotels, is led by Bernhard Bohnenberger, former president of Six Senses. Two things set it apart. Firstly, its commitment to developing in Africa – alongside the well-trodden paths of Europe and the Middle East – with investments planned for Kenya, Zambia and Botswana.
The second is its social mandate, which will see a significant proportion of income committed to the Discover Collection Foundation, to promote local conservation and philanthropy and support communities.
We applaud this move, as it signals an intention to see beyond profits, helping to support emerging economies.
As Africa enters a new phase of growth, ethics are vital. In other emerging regions, women and low-waged workers have been undervalued and underpaid. If wellness is to stand for regeneration, it must ensure fair wages and that local people are respectfully treated and local economies are valued and supported. l
