Health tourism, above and beyond the cosmetic or orthopaedic surgery market, is a growing interest with consumers and the Caribbean can accommodate this potential market all while building on the utilisation and preservation of its natural resources, says a health and wellness expert.

"By choosing 'health and wellness' as the theme for this year's Sustainable Tourism Conference, the Caribbean has recognised the full impact of the rapidly expanding health tourism industry as it relates to differentiation and posterity in the marketplace," noted Eric Light, president of the International Medical Spa Association and CEO of the Strawberry Hill Group.

Light is recognised as a leading expert in spa, medical spa and wellness centre development, and has helped develop facilities around the globe. He will address 'Health Tourism - Alternate Strategies for the Caribbean' during the Caribbean Tourism Organisation's (CTO) 9th annual Caribbean Conference on Sustainable Tourism Development, otherwise called the Sustainable Tourism Conference (STC-9), in the Cayman Islands next month.

He will discuss the global consumer trends of health tourism and how they will affect the marketing of the Caribbean in today's business while positioning it for the future.

"This rapidly growing consumer interest in lifestyle improvement will offer anyone, from the single practitioner to boutique hotels to large-scale resorts in the Caribbean, ways to differentiate themselves in the marketplace," Light noted.

how to expand

His presentation will also focus on how to expand this potential market, all while developing strategies to employ the natural resources of the Caribbean.

Under the theme 'Health and Wellness: Communities, Environments and Economies', STC-9 will be held from May 21-24 at the Westin Casuarina Resort and Spa in Grand Cayman, the Cayman Islands.

General sessions will include:

Health and wellness tourism

Opportunities and challenges

Securing environmental and human capital

Defining the way forward

Stakeholders speak out featuring discussions about:

1. Developing valuable tourism resources within our communities: the Grand Cayman Go East Initiative.

2. Preserving our culture: Preserving a Caymanian Identity.

3. Raising the Bar: customer service standards for the tourism sector.

4. The Role of the National Trust in tourism development.

Workshops will focus on integrated coastal zone management and developing a spa business. There will also be a special presentation by the Puerto Rico Tourism Company which will provide an update on developments there since Puerto Rico hosted the 8th annual Sustainable Tourism Conference (STC-8) in April last year.

information dissemination

The annual Caribbean Conference on Sustainable Tourism Development is part of the information dissemination and regional awareness component of CTO's strategy for sustainable tourism. It looks at how member states can design and implement sustainable tourism policies and programmes, offering a regional forum for information exchange on the successes and pitfalls of national, regional and international initiatives.

STC-9 is organised by the CTO in collaboration with the Cayman Islands Department of Tourism, and in consultation with the CHA. It is co-financed by the European Union within the framework of the Caribbean Regional Sustainable Tourism Development programme