UK seaside resort’s campaign to become ‘leading spa destination’

As part of a campaign to promote its spa offering, Bournemouth, the UK’s original spa resort, is pitching itself as a leading wellness destination.

Acclaimed in the Victorian era for its pine-scented air and medicinally beneficial seawater, the coastal resort offers guests the choice of almost every major treatment and brand, alongside a microclimate boasting 7.7 hours of summer sunshine a day.

Recognising that one in five people now take a dedicated wellness break at least once a year, according to the Wellness tourism survey from the National Coastal Tourism Academy, Bournemouth Tourism is using its history to help highlight the many wellness breaks and treatment packages on offer in the town.

While many of the big hotels have been offering spa packages for a number of years, the recent launch of the five-star Eforea spa at the new Hilton Bournemouth has helped to render Bournemouth a wellness hotspot.

Major investments include the luxury wellness centre Oceana Day Spa, which received £100,000 (€115,000, $123,000) to convert old function space a few years back. In addition, the hotel where it is situated has recently undergone a £1 million (€1.15m, $1.2m) full refurbishment and rebranding from the Cliffeside Hotel to The Ocean Beach Hotel & Spa.

“A big part of Bournemouth’s charm is the unique combination of modern facilities, Victorian heritage and a stunning seascape – the perfect credentials for a rejuvenating spa destination,” said Mark Smith, Bournemouth’s director of tourism.

“Our accommodation partners in particular have worked hard in recent years to bring some first-rate wellness facilities to the town, in keeping with Bournemouth’s vision to become a world-class destination.”