Dubai is becoming a tourist hotspot for those seeking health and wellness destinations, leading to an increase in luxury clinics, hotel spas and wellness centres, offering people the opportunity to relax and rejuvenate, focusing on their personal health and wellbeing.
The Dubai Health Experience, a brand created by Dubai Health Authority, has also recognised wellness as a key driver of UAE’s growing health tourism industry.
The WHO defines self-care as ’the ability of individuals, families and communities to promote health, prevent disease, maintain health, and cope with illness and disability with or without the support of a healthcare provider’.
According to a Landor & Fitch consumer study consumers expect brands to try and help consumers in their new approach to wellness. The question is how.
With perhaps a ceiling on the numbers of genuine international medical tourists it can attract, Dubai seems to be pivoting more to health and wellness tourism, while promotional bodies remain uncertain on the direction to take.