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E
ven though it may be unusual
for a US-dominated event to
look into the past, we would
still like to do so at the Global Well-
ness Summit in Kitzbühel,” Franz
Linser expands on the summit’s
motto, which is “Back to the Future.”
However, as the wellness expert
quickly admits: “This will not be a
nostalgic patting each other on the
shoulder.” The idea, much rather, is
to take a look at past prognoses from
the point of view of whether they
have come true or not, whether the
experience has been a positive one
or not. And Linser dares to predict:
“The answer is an extremely posi-
tive one. And, it seems to me, for a
simple reason: wellness in its com-
prehensive form has become abso-
lute mainstream. Wellness is not just
present at hotels, in the meantime
it is also present in our very lives.”
An everyday presence that also finds
expression in the (invited) guests of
the summit. Around five hundred
top representatives, not only from
the hotel industry, tourism, wellness
and fitness, but also from the fields
of beauty, finance, medicine, archi-
tecture, design, realty, manufacture
and technology, one year after the
summit in the metropolis Mexico
City now make their way to the “little
Alpine town” of Kitzbühel.
That Tyrol is a worthy location for
the anniversary event is also con-
firmed by Susie Ellies, President &
CEO Global Wellness Summit, by
saying that the congress was thus
returning “to the cradle of well-
ness tourism.” After all, this place,
just as Austria in general, was “the
first country, twenty-five years ago,
where people knew how to wrap up
wellness intelligently and market
it.” Today, besides winter sport and
mountain adventure, it is exclusive
wellness landscapes and professional
health packages that are the reasons
for guests from Austria and abroad
for deciding on a holiday in Tyrol.
Yet time, when it comes to well-
ness, has not stood still in Tyrol. The
industry has moved away from ex-
clusive wellness packages, which the
guest merely takes advantage of as a
bonus, and towards holistic concepts
– coming with the local touch, such
as alpine wellness packages relying
on the health effects of the alpine al-
titudes, or on specialties such as mas-
sages with rock oil, innovative timber
construction, or using local organic
produce in the kitchens.
“Tyrol’s great credibility in the field
of wellness” is also underlined by Ty-
rol’s Governor Günther Platter, who
refers e.g. to the Cluster Wellness
Tirol which in the meantime lists no
less than 105 businesses, “that gener-
ate a turnover of 461 million euro per
year and employ some 7,000 people.”
People who, in the Tyrolean wellness
tourism, work mainly in family-run
businesses. In this light, as Franz Lins-
er points out, Kitzbühel is the perfect
location: “We put up the delegates as
we put up our guests – in family-run,
small establishments. Where you
can’t help but take in the place, enjoy
looking at people. That, in Tyrol, is
part of a wellness holiday.” ]
The tenth Global Wellness Summit sees the wellness industry come together in
Kitzbühel, where it will both look back on the past and cast a glance into the future.
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Special Edition
THE LATEST NEWS FROM STANDORTAGENTUR TIROL
[ WELLNESS-DESTINATION AUSTRIA ]
A
ccording to the updated research report of the Global
Wellness Institute, the worldwide wellness market is worth
some 3.4 trillion dollars and thus three times as much as the
entire drug industry. And the growth rates of the sector too are
impressive.Wellness tourism, seen on a global scale, grows by
some 50 per cent faster than tourism in general. As a mainstay
of the wellness industry, wellness tourism turns over around
500 billion dollars. From an international perspective, Europe,
with around 216 million wellness trips a year, is the number one.
Austria, according to the report, occupies the top spot when
it comes to profits per head from wellness tourism and is the
fifth biggest market in the world. Austria’s turnover in the field of wellness tourism in 2015 amounted to some
12.7 billion euro. And the wellness guest is a very precious guest, as some Tyrolean statistics are showing.Their daily
expenditures in winter are 143 euro and thus much higher than the Tyrolean average, which is 119 euro. And also in
summer the wellness guest spends considerably more than average, namely 158 as compared to 123 euro.
Picture:Best AlpineWellness Hotels/Schönherr
Precious Wellness Guests
At the Cradle of
Wellness Tourism
PATRIZIA ZOLLER-FRISCHAUF
Minister for Economic Affairs,
Province of Tyrol
T
yrol is not only one of the global
tourist hotspots,Tyrol has also
long since established itself as a pul-
sating, innovative business location on
an international stage.The country
relies on a healthy sectoral mix of
trade, industry and tourism. Among
our companies are both world
market leaders and niche specialists,
as well as hidden champions.The
success of these businesses not least
is founded on the close coopera-
tion with the local universities and
research institutions, together with
whom they develop innovations and
thus secure a competitive edge.This
cooperation has been supported by
the State of Tyrol with 40.8 million
euro in subsidies in the year 2015
alone, with an overall project volume
of around 403 million euro.
In the fields of health and medicine
tooTyrol is among the leaders.Top
level research, world-class medical
scientists, successful enterprises,
state-of-the-art infrastructure, ath-
letic, health-conscious people, and
the surrounding nature – they all
together, like pieces of a puzzle, make
up the successful Tyrolean health
management.Thus, for example,
scientists inTyrol are working on a
new treatment for tumors on the
basis of cancer-killing viruses.
What also makes the country
stand out against its international
competitors is the strategic decision
to link up theTyrolean know-how
in health, technology and tourism.
The vision behind this is to develop
Tyrol into a Smart Region and the
most popular power place of the
Alpine
world.Wecan achieve this
by deliberately promoting lighthouse
projects that serve to highlight the
Tyrolean competences.Wellness and
health in this context naturally play a
central role.
The fact that the Global Wellness
Summit, the most important get-to-
gether of the industry, is taking place
inTyrol on the occasion of its tenth
anniversary, pleases me enormously.
A better place for promoting this
synergy of technology, health and
tourism thanTyrol, I am sure, would
be hard to find.
Dear
Reader,
EDITORIAL
Picture:LandTirol
Health
Page 2
STANDORT 04|16
[ Subject: Content ]
Hermann Stuppner explores the
healing agents of the edelweiss
Lifestyle
Page 3
[ Subject: Imprint ]
STANDORT. Current news from
Standortagentur Tirol and the cluster
initiatives. Special Edition 04|16
Published by: Standortagentur Tirol,
Ing.-Etzel-Straße 17, 6020 Innsbruck
Edited by: KULTIG Corporate Publishing,
Koch & Partner KG
Editor: Andreas Hauser; Photos: Andreas
Friedle;Translation: Daniel Ostermann
Printed by: Alpina Druck GmbH
The CubileHealth sensor system
measures data as we sleep
The lamp specialist planlicht relies on
new technologies for “healthy light”
Organoid processes grasses, blossoms,
etc. into natural decorative coatings
Hardware
Page 4
Physiotherm proves the effect of its
heat applications in dedicated studies
Ernst Mussmann’s body sound
technology guarantees deep relaxation
Tourism
Page 6
A lack of snow was the starting signal
for the Alpenresort Schwarz
With consistency and quality the Sonn-
hof became theTyrolean Ayurveda Resort
Wellness
Page 7
“Franz Linser on the wellness hotel as
an alternative world and future strategies
The Cluster Wellness Tirol pools
“healthy”Tyrolean core competences
SUMMIT HISTORY
T
he first GlobalWellness Summit
– in those days called Global Spa
Summit – took place in NewYork,
in 2007, in order to give leaders and
pioneers in the field an opportunity
to discuss the future of the industry. In
2008, the second summit was held in
the Big Apple, after which the interna-
tional wellness conference took to the
road: Interlaken 2009, Istanbul 2010,
and Bali 2011. One year later, industry
representatives met for the first time
in Aspen under the banner Global
Spa &Wellness Summit, then in New
Delhi in 2013, and in Marrakesh in
2014. As GlobalWellness Summit the
event first took place in Mexico City,
in
2015.Tothe honor of hosting the
conference on its tenth anniversary,
Kitzbühel beat co-candidates the
United Arab Emirates, Singapore, and
New Zealand. And so the biggest
international wellness congress for
invited guests in 2016 sets up shop at
the foot of the Hahnenkamm.
Besides winter sport and mountain adventure, guests are attracted toTyrol by
world-class wellness.
Picture:StandortagenturTirol