| Because of the rise in wellness tourism business | | | | this (wellness) offers a great opportunity for the whole |
| owners on the Big Island of Hawaii have got together | | | | state of Hawaii and not just the Big Island." Over the |
| to promote a travel initiative that they collectively hope | | | | last nine years the Center has offered a range of |
| will prove so successful that it will eventually be | | | | cancer retreats and meditative healing programs and |
| adopted by the rest of the state. | | | | Whitney admits that it has been a struggle getting the |
| The Hawaii Island Wellness Travel Association, | | | | message across to tourism chiefs. However, Whitney |
| composed of 120 business owners and holistic | | | | highlights that the Center, located on the northern tip of |
| professionals, has set up a meeting with both the Big | | | | the Big Island, has been successfully trading for almost |
| Island Visitors Bureau and Hawaii County officials to | | | | 10 years, and with little promotional help from the |
| take the initiative further at which they hope to agree | | | | Hawaii Tourism Authority has managed to remain in |
| marketing strategies, develop effective packaging and | | | | business, albeit with the help of some charitable |
| adopt a set of rules for health and wellness travel to | | | | contributions. |
| Hawaii, which they regard as a booming business. | | | | Indeed, leading research group Mintel produced a |
| As recently as 2005 almost $50,000 was set aside by | | | | comprehensive Market Research document which |
| Hawaii Tourism Authority to be used to quantify how | | | | looked at wellness tourism being offered throughout |
| well wellness tourism could be developed in the | | | | the world in places as far flung as Japan, Hungary, |
| archipelago. A leading research company was | | | | India, Austria and Thailand. It concluded, amongst other |
| approached to produce a comprehensive study of the | | | | things that markets were expanding as more and |
| health and wellness tourism market for the state of | | | | more people, of all ages, made their vacation choices |
| Hawaii. However, significant progress stalled once the | | | | based on health and wellness travel demonstrating |
| report had been produced, and only now, some two | | | | that that the sector had a bright future. |
| years later, is the idea being re-launched. | | | | As more people take to using alternative and natural |
| One of the most vociferous proponents and | | | | remedies, tying wellness into hotel deals in Hawaii could |
| advocates of wellness tourism Lew Whitney, | | | | herald a bold new initiative that in the long run may well |
| co-founder of the Kokolulu Farm and Qigong Center | | | | add an extra string to the already well developed |
| based in North Kohala said: "We've been trying for | | | | tourism bow for the state. |
| years to persuade the Hawaii Tourism Authority that | | | | |