One Country's Transformation to Spa Destination: The Case of Canada

Interest in all aspects of health and wellness tourism has been growing in every part of the world. Businesses have responded with aggressive growth in the quantity and diversity of supply offered, especially in North America. Yet few countries have systematically assessed their supply and linked it to the changes in motivation and behaviour towards spas, health and wellness in their own population. This article brings together a number of secondary sources as well as research conducted by the author with the leading spa association in Ontario, Canada, in an effort to present an overview of the characteristics of the supply of and demand for spa, and the forces that continue to shape both aspects in that country.