The Maltese islands as a destination for exclusive business to business, wellness treatments modelled on Asian practices

Abstract

Wellness tourism is currently an industry experiencing rapid growth. Within the Maltese Islands, few examples of organisations can be found offering related services, with limited variety to what a wellness product can consist of. This qualitative research aims to understand the possibility of attracting a high-quality visitor market locally, substantially based upon existing clients derived from DMCs. It would focus upon a rejuvenation treatment for business-oriented people suffering from physical, psychological and/or spiritual instability arising from their daily work activities. Within the study, some of these main issues will be discussed and addressed by a specific type of wellness treatment. In order to assess abstract emotions of fatigue or stress, a qualitative research approach has been selected, comprising of interviews with significant stakeholders in the wellness industry and also local DMCs. Analysis was conducted through keywords, coding and themes which resulted in identifying main issues related to health, the workplace and marketing the product effectively. A specialised resort, dedicated to Eastern wellness methods, will be proposed within an environment that is able to fully nurture a restoration of the self. The resort would fill an existing market gap in the current tourism product for the Maltese Islands.