By a Staff Reporter
The UNWTO Conference on Education and Skills in Medical and Wellbeing Tourism, held in Sofia, Bulgaria, has underscored the vast opportunities within the health and wellness tourism sector. The event brought together leaders from both public and private sectors to explore how coordinated efforts, investments, and a skilled workforce can fully leverage this burgeoning industry.
Health and Wellness Tourism: An expanding frontier
Part of the 68th Regional Commission for Europe, the conference highlighted the growing importance of health and wellness tourism as a major economic driver. UNWTO Secretary-General Zurab Pololikashvili and Bulgaria’s Minister of Tourism, Ilin Dimitrov, inaugurated the event, praising Bulgaria’s recognition of health tourism’s potential for economic diversification.
Diverse Participation Reflects Global Significance
The conference attracted a wide array of participants, including Deputy Ministers from Georgia and Lithuania, government officials from Czechia and Ukraine, the Vice-Chair of the TRAN Committee of the European Parliament, leaders from the European Spa Association, academic experts, and prominent business figures. The event also saw contributions from attendees from China and the United States, reflecting the global relevance of this tourism segment.
Health Tourism as a Catalyst for Growth
Secretary-General Pololikashvili noted that health tourism can diversify economies, generate employment, and support businesses, extending these benefits even to rural areas. However, he emphasized that the sector’s success depends heavily on skilled workers. With rising expectations from tourists, destinations must elevate their service standards accordingly.
Addressing Key Challenges: Education and Skills
The conference focused on the crucial role of education and training in advancing health and wellness tourism. Discussions highlighted the need for attractive, accessible, and empowering training programs to reintegrate workers who left the sector during the pandemic. Experts called for increased government support in investing in health and wellness infrastructure and personnel training.
UNWTO’s Commitment to Tourism Education
UNWTO shared its efforts in advancing tourism education, including establishing the first Undergraduate Degree in Sustainable Tourism Management and innovation competitions to nurture new talent. The organization is dedicated to addressing cultural and regional differences, implementing regulatory measures, promoting investment, and fostering public-private collaboration in the health tourism sector.
Masterclass: Empowering National Stakeholders
The conference concluded with a Masterclass aimed at helping national tourism stakeholders identify their destinations’ unique selling points. Successful marketing strategies from Czechia and Slovenia were highlighted, followed by an interactive discussion.
Health, Travel, and Tourism in a Global Context
In a broader context, UNWTO has collaborated with the World Health Organization to align measures and messaging during the pandemic. Recognizing the profound link between health, travel, and tourism, UNWTO is establishing the Global Working Group on Health and Travel & Tourism. This initiative aims to enhance resilience within the sector and ensure preparedness for future challenges.