Wellness Tourism Market and Destination Competitiveness: The Case of Greece

Wellness tourism is one of the growing industries in the world and includes a large number of facilities that provide wellness and hospitality services to travelers. This article is part of the broader context of wellness tourism and in particular, it concerns the investigation of the supply and demand of wellness tourism services at the international level and in Greece. More specifically, the theoretical approach to wellness tourism is initially conducted within the framework of its utilization by travelers as a vacation choice. Subsequently, an analysis of the demand and supply characteristics of wellness tourism in the international tourist market is attempted. Finally, the trends in the supply and demand of the wellness tourism market focusing on the therapeutic springs in Greece are presented.