Wellness Tourism development in urban areas: the case of the Holistic Festival of Syros island, Greece

Abstract

As tourism is the largest and most profitable industry in Greece, attempts have been made in recent years to develop new types of alternative tourism that may further fulfil traveller's needs for quality, new activities and advanced experiences. Wellness tourism is a novel and attractive activity, as it reflects a more active lifestyle and focuses on well living, stress management, relaxation and meditation. The maintenance of physical health and the introduction of proper nutrition and healthy lifestyle are the primary goals of wellness tourism, followed by mental development activities in an environmental-friendly accommodation. To investigate the prospects of wellness tourism in urban areas in Greece, we used a questionnaire addressed to people attending and organizing the “holistic Festival” of Syros Island, Greece, that took place on July 2017. Overall 53 questionnaires were obtained, 50 from participants and three from organizers. Wellness tourism seems to be a unique experience for the tourist, as it is both therapeutic-healing and entertaining, especially in an attractive environment. The study revealed that the development of wellness tourism can result in important economic benefits for a destination and may lead to viable growth of wellness tourism in many urban destinations in Greece, if a targeted strategy is adopted. This strategy should take into account developmental policy and strategy issues, management of entrepreneurship issues, financial limitations and advertisement/promotion and time-scheduling issues of the destination.