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Nearly 250 spa professionals gathered recently in the Caucasus
thermal springs region of Russia for the fourth annual Spa & Wellness
International Congress. Lisa Starr was there, and reports on the highlights
By Lisa Starr | Published in Spa Business 2018 issue 1
The congress was held in Russia’s Caucasus region, which boasts a large number of thermal springs / shutterstock
Organised by the Spa & Wellness International Council, headed by Elena Bogacheva, the Spa & Wellness International Congress, or SWIC, presents a wide variety of speakers and topics for the Russian and Russian-speaking spa world. November’s event saw 250 people – the largest number yet – from Russia, Belarus, Ukraine, Latvia and Lithuania come together for three days of workshops and conferences.
The event served as the test for the Green Resort Hotel & Spa in its soft opening phase. Perched on a hill above a river, the hotel is located in Kislovodsk, one of four thermal cities in this part of Russia. The hotel is a well-designed and modern space that features a large spa and pool complex on the ground floor, overlooking a rose garden. This year, 56 speakers made presentations over three days, covering topics including staff management, wellness tourism, psychology in spas and marketing.
According to the most recent Global Wellness Institute statistics, Russia ranks 8th in the world for the number of spas, with more than 3,000 locations, mostly in large cities, and is also fourth on the list of thermal spring areas, with over 800 establishments. Because of visa and language issues, international tourism to Russia is flat, but domestic tourism is strong, with between 33-36 million annual travellers. According to the Russian Union of Travel Industry, domestic tourism is growing between 8 and 10 per cent a year.
The market is very interested in wellness tourism, and the Russian Ministry of Health reports that only 30 per cent of Russians express satisfaction with wellness visits abroad, feeling that their home market provides a better experience. The Russian Federation has a Strategy of Development of Tourism in place up to the year 2020, which aims to improve the quality and competitiveness of their tourism products for both domestic and international visitors, indicating a growing opportunity in this region for spas and wellness-related businesses.
Some highlights from the myriad conference lectures include a presentation by Marion Schneider of Germany’s Toskana Therme on the economic effect of a therme, with her three current facilities providing a strong foundation for growth and tourism in their villages.
Gennady Bartukhin, president of the National Bath Federation, shared his organisation’s plans for a National Bath Museum in Moscow, and Gayane Suriakhina, director of La Salute Fitness Club & Spa, gave a detailed presentation on the best metrics to create revenue in a club spa.
Neurobiologist Dr Claudia Aguirre shared her findings on skin and beauty synergies with the brain, and local marketing guru Roman Tarasenko gave ideas and examples for current successful marketing strategies.
There was also a small expo with global and local brand and equipment sponsors including Thalgo, Comfort Zone, Sundari and Iyashi Dome, where attendees could browse the latest offerings from these companies, while demonstrations and spa treatments were available in the spa.
The fourth day of the congress offered tours of local sanatoriums and some other cultural activities, including a wine, olive oil, cheese and honey tasting by a local organic grower and vintner. Attendees also had the opportunity to sample local tea and herbs and visit the arcade of mineral waters, where they could try some of the different waters available from fountains. The evening culminated with the Perfect Spa Awards and Gala Dinner, which honoured local Russian spas across a variety of categories, and saw the Doville Hotel & Spa in Anapa, Russia, named as Perfect Spa of the Year.
The next SWIC Congress is set to take place 3-6 November 2018 in Astana, Kazakhstan. “We’re planning to attract more professionals from Asian countries,” says Bogacheva. “Alongside the business topics for spa owners and managers, the agenda will also comprise two scientific conferences devoted to anti-ageing technologies and integrative medicine.”
Read more from this issue of Spa Business magazine
Promotional feature: Oakworks
Dafne Berlanga, vice president of international business
development of Oakworks, discusses the importance of sustainability
The MSpa Oslo series is a perennial bestseller in global markets. With innovative
engineering and premium performance, this completely portable spa line-up is expertly
designed to meet the needs of customers worldwide. [more...]
+ More featured suppliers
COMPANY PROFILES
Myndstream
The Stream, Myndstream's purpose-built streaming service enables you to personalise the music to sui [more...]
Nearly 250 spa professionals gathered recently in the Caucasus
thermal springs region of Russia for the fourth annual Spa & Wellness
International Congress. Lisa Starr was there, and reports on the highlights
By Lisa Starr | Published in Spa Business 2018 issue 1
The congress was held in Russia’s Caucasus region, which boasts a large number of thermal springs / shutterstock
Organised by the Spa & Wellness International Council, headed by Elena Bogacheva, the Spa & Wellness International Congress, or SWIC, presents a wide variety of speakers and topics for the Russian and Russian-speaking spa world. November’s event saw 250 people – the largest number yet – from Russia, Belarus, Ukraine, Latvia and Lithuania come together for three days of workshops and conferences.
The event served as the test for the Green Resort Hotel & Spa in its soft opening phase. Perched on a hill above a river, the hotel is located in Kislovodsk, one of four thermal cities in this part of Russia. The hotel is a well-designed and modern space that features a large spa and pool complex on the ground floor, overlooking a rose garden. This year, 56 speakers made presentations over three days, covering topics including staff management, wellness tourism, psychology in spas and marketing.
According to the most recent Global Wellness Institute statistics, Russia ranks 8th in the world for the number of spas, with more than 3,000 locations, mostly in large cities, and is also fourth on the list of thermal spring areas, with over 800 establishments. Because of visa and language issues, international tourism to Russia is flat, but domestic tourism is strong, with between 33-36 million annual travellers. According to the Russian Union of Travel Industry, domestic tourism is growing between 8 and 10 per cent a year.
The market is very interested in wellness tourism, and the Russian Ministry of Health reports that only 30 per cent of Russians express satisfaction with wellness visits abroad, feeling that their home market provides a better experience. The Russian Federation has a Strategy of Development of Tourism in place up to the year 2020, which aims to improve the quality and competitiveness of their tourism products for both domestic and international visitors, indicating a growing opportunity in this region for spas and wellness-related businesses.
Some highlights from the myriad conference lectures include a presentation by Marion Schneider of Germany’s Toskana Therme on the economic effect of a therme, with her three current facilities providing a strong foundation for growth and tourism in their villages.
Gennady Bartukhin, president of the National Bath Federation, shared his organisation’s plans for a National Bath Museum in Moscow, and Gayane Suriakhina, director of La Salute Fitness Club & Spa, gave a detailed presentation on the best metrics to create revenue in a club spa.
Neurobiologist Dr Claudia Aguirre shared her findings on skin and beauty synergies with the brain, and local marketing guru Roman Tarasenko gave ideas and examples for current successful marketing strategies.
There was also a small expo with global and local brand and equipment sponsors including Thalgo, Comfort Zone, Sundari and Iyashi Dome, where attendees could browse the latest offerings from these companies, while demonstrations and spa treatments were available in the spa.
The fourth day of the congress offered tours of local sanatoriums and some other cultural activities, including a wine, olive oil, cheese and honey tasting by a local organic grower and vintner. Attendees also had the opportunity to sample local tea and herbs and visit the arcade of mineral waters, where they could try some of the different waters available from fountains. The evening culminated with the Perfect Spa Awards and Gala Dinner, which honoured local Russian spas across a variety of categories, and saw the Doville Hotel & Spa in Anapa, Russia, named as Perfect Spa of the Year.
The next SWIC Congress is set to take place 3-6 November 2018 in Astana, Kazakhstan. “We’re planning to attract more professionals from Asian countries,” says Bogacheva. “Alongside the business topics for spa owners and managers, the agenda will also comprise two scientific conferences devoted to anti-ageing technologies and integrative medicine.”
Read more from this issue of Spa Business magazine
Promotional feature: Oakworks
Dafne Berlanga, vice president of international business
development of Oakworks, discusses the importance of sustainability
Preidlhof Luxury DolceVita Resort, a destination resort and spa in Naturno, South Tyrol in Italy,
will reveal a new spa in February 2027, which has been designed by wellness expert and
consultant Patrizia Bortolin.
Private hotel owner and developer HVL Hotels will open a new luxury resort and tourism
destination called Laval Hunter Valley in the second half of 2027 in Pokolbin, Australia.
The annual wellness festival dedicated to wellbeing, culture, longevity and human connection,
called Alma, will be hosted by Rocco Forte hotel, Verdura Resort in Sicily, Italy.
Capella Hotel Group has appointed Feisal Jaffer as chief development officer as the company
ramps up its global expansion of both its Capella and Patina brands.
People taking GLP-1 weight loss medications such as Ozempic, Wegovy, Mounjaro and Zepbound
may be losing weight, but they’re also becoming less physically active, according to new
research presented at the ENDO 2026 annual meeting of the Endocrine Society
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Global retreat trade show, Synergy The Retreat Show, has launched a resource called The
Source, which hosts an open-access online Transformation Series programme.
The MSpa Oslo series is a perennial bestseller in global markets. With innovative
engineering and premium performance, this completely portable spa line-up is expertly
designed to meet the needs of customers worldwide. [more...]
+ More featured suppliers
COMPANY PROFILES
Myndstream The Stream, Myndstream's purpose-built streaming service enables you to personalise the music to sui [more...]
