15 August 2018
Spa and Wellness sector in Kenya hit Sh5 billion target according to SWAA Kenya Chapter with a record growth of 10 per cent year on year increase from the middle class consumers.
The influence created by wellness has greatly influenced the consumer impacting a new reality life dynamics due to long and unprecedented working hours, upward trend in work schedules like evenings, nights and the weekends. The experience results in a considerably strained workforce and families.
Kenya needs to up her game in this sector through training of more skilled workforce that will drive wellness industry to the next level and also to remain more relevant and competitive in the eyes of widely travel gurus or more demanding clientele when there is urgent need to increase spa and wellness centres of high international standards across the country.
The government of Kenya also needs to regulate the sector and to stamp out the inexperienced rogue workforce currently working as wellness professionals to win consumer confidence and to attract more business.
According to Euromonitor International, a market research and analytics firm, the wellness and health Tourism in Kenya registered only a 9 per cent digit growth in 2013 of Sh.2.5billion in sales. But Kenya needs to raise her standards to attract high demand from affluent and well-travelled wellness tourists seeking international standard and indigenous treatments to be able to compete with other world leading destinations. There is need for collaboration from the government, property owners and other stakeholders to further develop and harness spa and wellness skills for rapid growth of the industry in Kenya.
Statistics from the Global Wellness Institute shows that there were a total of about 2,320 spas in the sub-Saharan Africa in 2015 with an annual revenue turnaround of nearly Sh.100 billion. The spa sector is estimated to employ about 28,910 industry professionals.
The lucrative and infant wellness industry alone comfortably achieved about 5.4 million trips in sub-Saharan Africa in 2015 with expenditure running to Sh.400 billion.